Why Micro-Influencers Can Sell More Products
Reading Time: 6 minutes
They say that food is love made visible, and the Instagram account @cheftregaye embodies this truth. I fell head over heels with sweet potato cinnamon rolls while visually feasting on her food videos yesterday.
What is a micro-influencer?
A micro-influencer account has 2000-to-100,000-page followers. These accounts may have fewer supporters than macro-influencers, but they excel at niche product or service marketing. Read on to find out why micro-influencers are the new face of influencer marketing.
Why micro-influencer marketing sells more products in certain sectors
They have high engagement rates
@cheftregaye has 51,000 followers. So, she does not have the clout that accounts like @gordonramsay have in the food scene. Chef Gordon Ramsay’s celebrity influence account has over 14 million followers. But here is the catch. While the fiery-tempered chef’s account has an average 0.12% engagement rate, Fraser’s mouthwatering content has a whopping 38.42% engagement rate.
At least 19,422 of Fraser’s followers actively engage with each of her posts thanks to her audience appeal and expertise on things scrumptious. Marketing data shows that micro-influencer campaigns have 60% higher engagement rates than macro or celebrity influencer campaigns.
They have niche expertise
Micro-influencers like Fraser build niche communities. They create content that appeals to specific age groups, genders, interests, social statuses, or incomes. For instance, she is a Georgia-based restaurant, food, and grocery content creator.
So, a food business in the land of peaches and soulful food that partners with her will tap into a highly targeted audience. Over and above that, no one is better placed to give you insightful target audience recommendations than a micro-influencer.
They are cost-effective
So, what would it cost to work with micro-influencer agencies? Micro-influencers on Instagram charge an average of $100 to $500 per post. YouTube and Facebook campaigns range from $200 to $1200 per video or post. TikTok micro-influencer campaigns are cheaper and range from $25 to $125 per short format video.
In contrast, if you were to partner with a celebrity influencer, you could spend $6000 to $10,000 on a single post. A mid-tier influencer is therefore, a cost-effective strategy for any business that does not want to burn a hole through its pocket but is seeking top-of-the-range engagement rates.
Moreso, since micro-influencers are affordable, you can bring one on board as a long-time brand ambassador. Alternatively, work with a variety to enhance brand awareness and sales.
They are relatable and will help build brand authenticity
93% of millennials trust recommendations from their peers, and 54% define paid ads as intrusive. The way to a social media user’s heart is through connection, authenticity, and trust. This is the reason why digital natives love micro-influencers.
A micro-influencer is a ‘real person’ who engages with their audience. They are relatable and trustworthy and their opinion matters. So, a micro-influencer campaign will personalize and humanize your brand. It will also make you socially credible.
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