It is no surprise that we are now seeing more and more brands and businesses turn to social media influencers for powerful and effective marketing. From instagrammers to YouTubers, these active social media users are being lauded for their influence and reach. However, as brands lean more towards quality engagement than reach, it’s the micro influencer that is getting all of the attention.
What is a micro influencer?
A social media influencer is someone who has developed a large social media following. More often than not, these influencers have hundreds of thousands, if not millions, of followers, making them somewhat of a celebrity.
On the other hand, a micro influencer typically has a smaller audience, often between 10,000 and 100,000 followers. Despite the smaller numbers, these influencers usually have a very loyal following. In fact, some micro influencers have such a strong core group of followers that their engagement is through the roof.
Why do brands use micro influencers?
Recently, there’s been a shift from reach to engagement among content and brand marketers. Social media campaigns used to be measured primarily by reach, meaning the more people who saw a Facebook or Instagram post the better.
However, now there’s a greater emphasis on engagement. How many people reacted to a post? Liked it? Commented on it? Shared it? And that’s where micro influencers come in. With typically smaller audiences, micro influencers often boast higher engagement rates – and that’s what content marketers are looking for.
Instead of engaging with one social media influencer with one million followers, brands are instead turning to 10 micro influencers that each have 100,000 followers, in order to achieve better engagement. Micro influencers are also more cost effective and often drive better results.
How to become a micro influencer
Anyone can become a micro influencer. First, chose a niche or particular field to focus on, such as lifestyle, fashion, fitness, travel or food. Then create your social media accounts. While micro influencers may have multiple social media platforms, they usually focus on one in particular. Recently, the rise of Instagrammers has skyrocketed.
Then it’s time to consistently post quality content over a period of time and slowly grow your loyal following. You don’t just want big numbers, you want to find users who will enjoy and interact with your content. By building relationships and credibility in your niche, you will soon become a trusted resource for your audience. And that’s when brands and businesses will value your influence.