Why should you work with micro-influencers on Instagram instead of the larger influencers?

In the last couple of years, the focus of influencer marketing has been moving towards these smaller scale influencers.

And no wonder as they can bring more influencer marketing campaign results than larger influencers.

Who are they again?

A micro-influencer on Instagram is considered to be a person who has followers between 5000 and 100 000 people. Or depending on who do you ask, they can have as little as 1000 followers, or even as much as up to 100 000 followers.

In any case micro-influencers do not count their followers on the millions. And for their success, that is a good thing. Let us explain.

1. Micro-influencers have a higher engagement rate

We did an Influencer Industry Report 2019 (DACH) together with Goldmedia this year. In it we could notice that micro-influencers (followers between 5000 and 50 000 people) have in general higher engagement rate than macro (500 000+ followers) or meso influencers (50 001-500 000 followers).

Micro-influencers are not that widely followed, often because they are operating in a niche. That niche, say fitness or being vegan, means that mostly all of their followers share the same passion and values.

So when they are promoting a product which fits their lifestyle, it will also most likely fit to the lifestyle of their followers. This in turn means that the audience should initially have more interest in the offering.

Furthermore, an influencer who has not yet such a huge star can often feel more relatable to their followers. This happens because the followers are are mostly “normal” people themselves. When an influencer feels relatable, the audience can more easily imagine using the recommended products or services.

To conclude, micro-influences attract a smaller audience. It means you might need to work with more of them to reach a big amount of people. But that audience has most often a deeper relationship than the audience of a bigger influencer, making product recommendations more effective.


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2. Micro-influencers charge less than larger influencers

As micro-influencers don’t yet have such a big following, nor so many brand collaborations, they can’t charge brands as much as the larger ones can.

Therefore, they are more cost-effective than larger influencers. You can generate more brand trust and engagement (including sales) and you don’t have to dig so deep into your pockets.

Of course as the popularity of micro-influencers rises, they also learn to charge more. You should also be aware of the market prices, as there are some micro-influencers who charge way more than what would be reasonable to their their follower amount. For example asking over a 1000 euros per post if you have less than 50 000 followers is a lot.

3. Micro-influencers don’t do so much advertising

Photo by Robert Bye

Large, hugely popular influencers usually also get a lot of brand collaborations requests. More paid posts also mean more competition among the advertising companies.

Smaller influencers who don’t get so many brand collaboration requests can’t yet do so much advertisement. Thus, every brand collaboration can have more impact.

However, we recommend that when you are choosing a micro-influencer for your campaigns you should check how much advertising they are already doing.

Conclusion

Working with micro-influencers can thus be a more cost-effective way to do your influencer marketing campaigns. You can reach more engaged audiences, who are initially already interested in your offering. And you can do it with less investment.

So, now that you know what micro-influencers on Instagram are, the next step is how to find them! We have also written a blog post about it, so go ahead and read the article from below: