Why Micro-Influencers Is a Must-Have Tactic in Your Influencer Marketing Strategy
Micro-influencers have been reportedly shown to engage their audience much more than macro influencers because they are seen as friends. According to DMI, 74% of People Trust Social Networks to Guide Purchasing Decisions. 22% of marketers say influencer marketing is the most cost-effective method of obtaining new customers.
What Is a Micro-Influencer?
It’s often unclear what constitutes a micro-influencer. Some sources say it’s anyone with up to 10K of followers and others say it’s up to 100K followers. While the follower count is important in any influencer marketing strategy, the lines are slightly blurred.
Micro-Influencers Have Higher Engagement Than Macro-Influencers
The follower count is important, but engagement rates are much more relevant to marketing professionals. Let’s look at certain examples.
Forever21 has been engaging with micro-influencers often to generate more engagement. Plus-size fashionista Kristal Heredia and fashion blogger, Arlette’s have been a huge part of increasing brand awareness of Forever21. Whereas Kristal’s sponsored posts have generated
- Likes: 3,361
- Comments:130
- Engagement rate: 25.1%.
And Arlette’s
- Likes: 3,583.
- Comments: 86 comments.
- Engagement rate: 23.1%.
Audience size isn’t as relevant as engagement rates to Forever21 and they got it right with these rates.
Macro-Influencers
Macro-influencers with millions of followers often show lower engagement results. Take whinderssonnunes — he has an impressive 54 million followers on Instagram — then take a look at his most recent post. The photo was liked by 1.1 million followers and prior ones have gotten less with the exception of a few that got up to 2 million likes. While it is worth noting, 1 million is a lot of people, it’s still about 2% engagement rate. The other 53 million followers have either not seen the photo, or have found it not engaging.
If you care more about engagement, micro-influencers have a much more direct relationship with their audience than macro-influencers. Additionally, they are likely to be cheaper for your campaigns and easier to sustain a long-lasting business relationship with them.
Every Follower of Yours Is a Micro-Influencer?
In rhetoric, maybe. Some may fit in, others will not have great engagement because they have not been focused on content creation and cultivating audiences.
Regardless, it’s always a great idea to allow your audience to be your brand ambassadors. Let’s face it, if you are confident about your product and believe it is good, then who better to be your ambassador?
Swace’s Role In This Entire Industry
Now we get to the good part. Before you leave because you don’t want to read an ad, we’d advise you stick around for another 100 words. If you still don’t like it after 100 words, feel free to leave.
Leverage User-Generated Content (UGC) to Your Advantage
Swace leverages User-Generated Content (UGC) to your advantage. As a social medium, Swace enables your business to launch campaigns requiring your audience to partake in a journey requesting real-world actions. Each action is rewarded by a number of $SWACE.
You audience joins you in an exceptional journey and embraces your business’ vision, mission, and values to create unique UGC and promote your message to the world.
Let’s say 10,000 of your audience or consumers have come together to promote your message, on average, let’s purely speculate that each person reaches 50 person and gets 5 engagements on their content. You have successfully reached new audiences and built closer relationships with your current loyal fans.
Most importantly, these campaigns can be open to completely new audiences that have never heard about you before. What’s a better way for them to remember you than having them embark on a journey that gets them engaged, for real. Not a click of a button (like) or (comment).
Should You Care about Micro-Influencers?
Yes! As we have shared before. What micro-influencers lack in huge followings, they more than make up for it with great engagement rates. Micro-influencers are more trusted by consumers and are more likely to establish close relationships with their audience. They are easier to reach and sustain relationships with.
Try turning your audience into your micro-influencers and gain all the benefits for fractions of the cost with Swace.
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