How Microinfluencers are Making a Huge Impact

by Adreana Hamilton

Have a desire to become a brand content creator but don’t have hundreds of thousands of followers? No Problem! Brands today are searching for smaller, more relatable influencers to sponsor their products and services, but why the shift in ambassadorship?  

They’re cost-effective.  

Micro and nano influencers typically have promotion rates that are way lower than those of a mega-influencer. While mega-influencers charge rates based on their popularity and their follower amount, some of these followers are most likely fake therefore don’t positively contribute to engagement. They charge thousands while micro and nano influencers may charge less than a hundred dollars or accept free products in exchange for promotion. In addition to this, their engagement rates are higher. This increases the ROI (return on investment) of collaborating with a micro or nano influencer.  

They’re seen as more authentic.  

Knowing that a person is being paid to promote products can create a sense of inauthenticity between an influencer and their followers. Consumers often experience burnout from the over marketing of products and services when it doesn’t align with the content they want to see from an influencer. Oftentimes mega-influencers become so well-known that they can create a wealth and social class disparity so large that their audience no longer sees them as relatable and doesn’t value their opinion as much. Micro influencers have a much smaller following and therefore are capable of interacting with their audience, creating a sense of community, humility, and friendship – and who doesn’t trust the opinion or recommendation of their friend?  

They attract a more targeted audience.  

Micro influencers tend to be a part of more niche industries compared to mega-influencers, therefore whatever brands they talk about are much more tailored to their audience and perform better because of their relevance to the community. When micro influencers promote a product or service it is viewed with more credibility because it relates to their own interests. This credibility builds trust with their audience, increasing the likelihood that their promotion will lead to higher conversion rates. 

Micro influencers are taking the social media marketing game by storm! The benefits of collaborating with smaller influencers versus relying on the notability of a mega-influencer explain the surge of brands and agencies looking to increase their ROI using this strategy. If this trend continues, how will micro influencers maintain their relatability amidst growing popularity? Would they then become the mega influencers that brands used them to replace?  

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