Micro-targeting with micro-influencers. Case study.
In the world of hyper-personalized targeting, micro-influencing has become a gold mine for the advertising industry. Unlike larger influencers with millions of followers, micro-influencers, who typically have between a thousand to 100 thousand followers, offer targeted and genuine engagement with niche audiences, thus creating a unique advantage in reaching highly specific demographics (Yesiloglu and Costello, 2020).
For instance, a fashion-loving English teacher who's based in London might create a niche community of British culture lovers that any other "fashion blogger" misses. Here are three reasons why advertisers should use such influencers to drive sales.
Relatable and Reachable
One of the biggest strengths of micro-influencers is being in tune with their audience. Because they interact with followers frequently, micro-influencers are often seen as more trustworthy and relatable. Studies have shown that their followers are often highly engaged, making these influencers more aware of their audience’s needs and interests (Khamis et al., 2017). This also means that micro-influencers know how to deliver messages well. Binet and Field highlight that short-term sales are often driven by direct, relatable messages (The Long and the Short of It). Micro-influencers align well with this approach by creating authentic content that feels personal, driving faster conversion rates.
Combining advertising and editorials
Advertorial is a term combining “advertisement” and “editorial”. They are usually highly personalized, opinion-laden promotions of products/services that Influencers appear to personally experience and endorse (Abidin, 2015a). A good example of an advertorial would be a series of reels I made for a local jewelry brand vilavi . My Instagram following is only 4 thousand people and most of them are living in London which creates opportunities for local brands like vilavi to micro-target.
A significant benefit of working with micro-influencers is that they tend to be more flexible and creative in their collaborations. Eager to establish themselves, they often deliver unique content that fits naturally into their followers' feeds. For instance, I specifically wanted to shoot my jewelry unpacking video in Shoreditch – a hip, edgy London district that is usually associated with partying, fancy brunches, vintage hunting, and shopping local brands. This feels genuine and organic rather than overtly promotional and makes a stronger impact on already loyal followers.
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Cost-effective
Another crucial benefit for advertisers is cost-effectiveness. Partnering with micro-influencers is more affordable, meaning brands can stretch their budgets by collaborating with multiple micro-influencers rather than a single macro-influencer (Khamis et al., 2017). According to Influencer Marketing Hub, here are some price points you can expect when working with micro-influencers:
This affordability doesn’t sacrifice quality. Studies indicate that micro-influencers often deliver higher engagement rates than their high-follower counterparts, adding real value for advertisers.
Better in every way?
Micro-influencers provide brands with high-impact, low-cost marketing opportunities that feel deeply personal. They offer an ideal combination of niche appeal, engaged audiences, and creative flexibility, all while being more affordable for brands. In a time when consumers are increasingly savvy and selective about the content they engage with, the authenticity of micro-influencers stands out, making them a powerful tool in the future of advertising.
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