Not so many years ago, influencer marketing was buzzed about as an “emerging” trend—a new frontier in creating authentic brand conversations online. Today, it’s a staple in many integrated marketing communications plans. In fact, 65 percent of marketers increased their influencer spending from 2018 to 2019.

So, what’s next for this growing practice area? In a word: micro-influencers.  

This group of influencers is often described as “everyday people.” They’re not celebrities, but their tight-knit followings—between 1,000 and 10,000 fans—trust their recommendations on everything from fashion and beauty to home design and where to shop to causes to support and more.

Even more, these influencers deliver more engagement and higher conversion rates than their counterparts with bigger audiences (and they do it for a lot less money).

The value proposition of micro-influencers is clear. But in a crowded digital marketing landscape that spans social media to online ads to Google Search, deciding where to allocate budget can be challenging.

To guide your planning efforts, we’ve rounded up the top five reasons why micro-influencers are often at the top of our marketing communications plans. 

1. Authenticity
   The reality is that a micro-influencer is more likely to try a product (as in actually use it, not just pose with it in an Insta Story) and share honest feedback than a celebrity influencer. Because of this, they (and their content) feel more authentic and real. It’s the opposite of a generic celebrity endorsement—it feels like a recommendation from a good friend.
   

2. Trust
   Trust goes hand in hand with authenticity. Micro-influencers form close bonds with their followers through intimate, authentic sharing, allowing them to gain their trust. And when you trust someone’s recommendation, you’re more likely to buy. In fact, 82 percent of consumers are highly likely to follow a recommendation made by a micro-influencer.
   

3. Engagement
   There’s an inverse correlation between follower size and engagement rate—as followers increase engagement rate decreases. Research shows micro-influencers drive 7 times more engagement on Instagram than mid-, macro- and mega-influencers combined. The viral reach spurred by this engagement means more and more like-minded people seeing your brand. 
   

4. Ad-Blocking

   Today, nearly half of internet users globally use an ad-blocker. Great for consumers, not so great for brands who spend on display ads. The good news is micro-influencer content, which is shared on social media, blogs and vlogs, isn’t affected.
   

5. Content
   Micro-influencers can do double duty for brands. Posting and sharing about their experience with a product or service is one way to work together. The other is creating quality content (think: pics, videos) that brands can share on their own social channels, website, marketing collateral, in-store displays…you get it, content is a workhorse.

If you want to see micro-influencers in action, check out some of our recent campaigns with Circle K and Goldfish Swim School.

Wait, there’s more! Learn how to identify the right micro-influencers for your brand here. Already working with influencers? Follow this guide to stay on the good side of the FTC’s disclosure regulations.

Need help getting started? It’s easy—email us at hello@approachmarketing.com.