Why you should work with micro influencers to grow your brand

Do you want to grow your brand’s awareness, but you don’t know how? Communication through micro influencers can improve your business’ brand awareness tremendously. We give you some insights on why working with them is a good idea.?

Micro influencers

Let’s start with explaining who micro influencers are exactly. Micro influencers usually have between 5.000 - 35.000 followers on their social media account.* They often have highly segmented audiences and are usually seen as experts within their industry. They have a strong relationship with their followers which results in them being involved and therefore having a high engagement rate, which we explain in the next paragraph.?

Engagement Rate

A high engagement rate is the most important reason for working with influencers. But what is an engagement rate and how can you measure it? It can be described as: how many people see your post and how much interaction there is with these posts. These interactions can be likes, comments, shares, reposts or saves (which is a highly underrated one!!!). So, when an influencer posts about your product, the more likes, comments … it receives, the higher the engagement rate thus the success of the collaboration.

Micro influencers usually have an engagement rate around 3-7%. This rate can be calculated in different ways, we recommend using a tool like socialblade, or grin to do this.?

Authenticity

If a company wants its product to be seen by potential customers, the authenticity of the influencer is extremely important. The more sponsored content the creator posts, the more the followers will lose attention because they get the impression that the influencers posts about everything that comes their way.?

Micro influencers are authentic in two ways: they both communicate and post content in an authentic way.

1. Micro influencers interact and communicate with their followers, they discuss topics, listen to what their audience has to say, respond to them and give them advice when they ask for it.
2. The content they post is authentic as well, as they only post about what they truly like. Unfortunately there is less demand to work with micro influencers than with macro influencers or celebrities. Which indicates that they are more likely to partner with brands they actually love and want to support. This means you can trust that micro influencers only post content that aligns with their vision. Throughout this journey they show their personality and are honest about their opinion or experience.?

Niche Markets

Micro influencers are often specialized in specific topics such as sports, fashion, food, etc. Due to the unique and specialized topic, followers will identify more with the influencer and will automatically feel more attracted to the content. This ensures that followers see them as experts and leads to a strong and investing relationship with the followers. These strong communities can offer great value to companies that are looking for ways to communicate to their audience in an authentic way.?

Cost

The cost of working with micro influencers is significantly lower than working with someone who has a higher reach. The ideal scenario is that? you can reach different audiences by working with multiple micro influencers for the same budget as one macro. In both cases your company’s ROI will grow, it all just depends on what’s the best fit for your company. If you want to reach people interested in a specific topic, then micro influencers are the ones you should work with, as they have a really specific audience. But of course it’s not always easy to find the right micro influencers. Luckily there are tools to help you in this process.?

Conclusion

As tempting as it might be to work with a macro influencer, depending on your business there are also a lot of advantages for your business when working with a smaller one, like reaching a specific audience. Even though the reach is bigger when working with the first type, there will be more trust put into your brand and a higher engagement rate when working with a micro influencer. Which can lead to a high ROI. Make sure you find the right micro influencer that truly cares about your brand and product. Invest in the relationship and before you know it you have yourself a long term brandambassador.