4 data-driven reasons to work with micro-influencers [HubSpot Research]

Influencer marketing has become a more integral part of marketing campaigns as brands seek to build community and reach audiences across platforms to create content than companies do. When you think of influencer marketing, you probably think of influencers with large followings collaborating with brands; However, smaller influencers (also known as micro-influencers) are gaining traction among marketers.

A micro-influencer records content for a brand.

HubSpot recently surveyed 1,200 global marketers and found that 64% of marketers listed micro-influencers among the creators they worked with by 2022. 53% of marketers said they plan to work with micro-influencers in 2023. So, why are marketers turning their attention to micro-influencers, and should you do the same? To answer these questions, here are four data-driven reasons to work with micro-influencers on your next campaign.

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What are micro-influencers?

Our survey defined micro-influencers as creators and influencers with a follower/subscriber range of 10,000 to 99,999. Micro-influencers are very well known within their niche and have a close relationship with their followers, resulting in high engagement.

Why Companies Should Work With Micro-Influencers

Here are four reasons why your company should consider working with micro-influencers.

1. Micro-influencers have excellent engagement rates.

Our survey found that 33% of marketers reported the most success with micro-influencers, compared to nano, macro, and mega-influencers. As I said earlier, the engagement with micro-influencers is very high, so it’s no surprise that a third of our respondents reported great success working with them.

Micro-influencers claim higher engagement because it is easier to engage and bond with fewer followers versus millions of followers.

A Recent study by Leter ex Forh Shows that the fewer followers someone has on Instagram, the higher their engagement rate. Instagram users with less than 1000 followers Likes also receive up to 8% of total followers, while users with 10 million+ followers only receive 1.7%.

2. They are more cost-effective than macro-influencers.

According to Shopify, micro-influencers with 5,000 to 30,000 followers charge between $73 and $318 per social media post. Specifically, Shopify says that businesses can expect to pay micro-influencers around the following prices:

  • $172 for one Instagram post
  • $219 for one Instagram video
  • $73 for one Instagram story
  • $318 for Facebook post
  • $908 for YouTube videos

This is less than influencers with more than 500,000 followers. These influencers usually take charge in the middle $2,085 and $3,318 per post. For these influencers, companies can expect to pay:

  • $2,085 for one Instagram post
  • $3,318 for one Instagram video
  • $721 for one Instagram story
  • $2,400 for a Facebook post
  • $3,857 for YouTube videos

If you are a small business looking to tap into a more targeted audience online without exceeding your budget, micro-influencers will be a worthy investment.

3. They are almost half of all influencers.

Micro-influencers with 5,000 to 20,000 followers are 47.3 percent influential. Mid-level influencers make up 26.8% and nano-influencers make up 18.74%. Macro-influencers are rare in the influencer marketing landscape.

With micro-influencers making up such a large portion of the market, finding someone who fits your niche, shares your vision, and can tap into your audience is highly possible.

4. They promote authenticity and trust within their niche.

As mentioned earlier, micro-influencers can build closer relationships with their audiences, which leads to higher engagement than macro-influencers. Let’s say you are able to get a micro-influencer to endorse your product. In that case, the influencer will boost your reputation and build trust about your business.

5 Brands That Collaborate With Micro-Influencers

The following brands have incorporated micro-influencer marketing into their marketing strategy:

1. La Croix

Sparkling water brand La Croix has collaborated with a number of micro-influencers to showcase their products. To encourage influencer collaboration, the brand sends micro-influencers with less than 1000 followers a voucher for a free case of their drink. For example, the following Instagram post shows micro-influencer and journalist Andrea Albers holding a can of La Croix next to a Christmas tree.

Micro-influencer Andrea Allers caught up with La Croix

2. Daniel Wellington

Daniel Wellington is a Swedish watch brand that launched its global ambassador community to foster collaborations with micro-influencers. The company’s daily #DWPickoftheday contest challenges influencers to create exciting content to be featured on the company’s main account. Micro-influencers like Melanie Vaclavikova are frequently featured on the company’s Instagram.

Micro-influencer Melanie Vaclavikova endorses a Daniel Wellington watch.

3. Asos

Online retailer Asos works with micro-influencers through its Asos Insiders program. Through the program, Asos garners influencers’ number of followers all to promote their clothing and beauty products. One micro-influencer working with the retailer is Lauren Nicole, a fashion influencer and editor with 74.6 followers on Instagram.

Micro-influencer Lauren Nicole owns a pair of Asos

4. Coca-Cola

Even huge, long-standing brands like Coca-Cola have taken advantage of micro-influencer marketing in campaigns. Coca-Cola’s #Cokeambassador campaign welcomes influencers to post photos and videos of themselves posing with Coca-Cola products.

Micro-influencer Telle Mentali takes a photo next to Coca-Cola products

5. Sperry

Boat shoe brand Sperry often collaborates with micro-influencers on their social media. Sperry will provide a budget for influencers to engage their community and audience. The company also launched Open Sponsorship to engage athletes with the brand, resulting in over 6,000 athletes from 160 sports working with Sperry.

Micro-influencers 808s and mixtapes pose with Sperrys

In short, micro-influencers have excellent engagement and close rapport with their followers. Taking advantage of micro-influencers in your next marketing campaign is an effective and budget-friendly way to reach your target audience on social media or community-based platforms. Now that you know the benefits of micro-influencers, you’re ready to collaborate with people whose work aligns with your vision.

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