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
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.
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:
Finding the right micro influencers on Instagram might seem like a daunting task, but don’t worry! Even though it does require some effort, with our four tips you can surely get started.
1. Choose micro influencers whose interests and values are a fit with your brand
You need to find micro influencers who are a good fit with your brand and product. That’ll guarantee that the micro influencer’s audience is also interested in what you are offering them.
The more specific you are, the better. For example if your protein shake is all-natural and vegan, then your target are individuals who are vegan and also into fitness. Or if your skin care product helps people with a specific skin problem, then you need to find people who are suffering from these issues.
Use hashtags, follower lists or platforms to find the matching micro influencers
You can use hashtags which are relevant to the theme of your product. It will help you find influencers working in the same niche. If you find one interesting micro influencer, look what hashtags they are using. In that way you can find similar individuals.
Take also a look at who the interesting influencers are themselves following. Usually people follow other influencers from the same niche. So by taking a look at the follower lists you should find more influencers to contact for your campaign.
Different influencer platforms can help the search a lot. They provide different search criteria such as gender and location and interest, so that finding the right micro influencers on Instagram goes a lot faster.
2. Look for micro influencers with a minimum 3.5% engagement rate
When you have found a person who seems like a good fit, you need to calculate their engagement rate. The bigger the engagement rate, the better, of course.
Micro influencers usually have a pretty good engagement rate, compared to the larger influencers. For example, in a recent study by Influencer Marketing Hub, an influencer with over 100 000 followers has an engagement rate of 2,4%. And in a study we did with Goldmedia this year about the Influencer Industry in the DACH area, we found out that the micro influencers can have an average engagement rate of even 5.6%!
Compared to an individual with less than 10 000 followers and an engagement rate of 4%, one can see that micro level influencers are able to engage their audiences more. Thus, they bring more results when companies collaborate with them.
We recommend to choose influencers with an engagement rate of at least 3.5%. And because all studies are only counting averages, you should calculate the engagement rate every time for each micro influencer. Because even a micro influencer who should have a good engagement rate based on the follower amount might not actually have it.
Which leads us to the third point on our list of finding suitable micro influencers on Instagram.
3. Watch our for fake followers
A person with fake followers often has a very high amount of followers but a very few posts in comparison. Generating tens of thousands of followers takes time. So a huge following with only a few dozens of posts indicates that the followers have been bought. Unless that person happens to be Jennifer Anniston.
Fake followers also don’t usually engage at all. A person with less than 100 000 followers but with an engagement rate of only 1-2% indicates bought followers.
People can of course also buy not just followers but also likes and comments. Comments from bots are however always very shallow and generic. And with Instagram’s test of hiding likes across the globe, it might make it irrelevant to purchase these likes anyway in the future. Not to mention Instagram’s fight against fraudulent accounts as we speak.
Learn how to avoid common influencer marketing mistakes
Fake followers is just one thing to watch out for.
Check out our CEO Levin Vostell talking about common influencer marketing mistakes and how to avoid them.
4. Make sure the micro influencer doesn’t do more than 40% paid posts
Micro influencers have gotten more popular in influencer marketing, so that means that they get more brand collaboration proposals. But a sensible influencer should realise, that too much advertising can drive away their followers.
Nobody follows a micro influencer just for the brand collaborations they do. So we recommend that less than 40% of the influencers’ posts should be paid. Because if you think about it, 50% would mean every other post is an ad! That’s way too much for anybody’s liking.
So take for example the last 30 posts that the influencer has been doing. Maximum 12 of them should be advertisements. And there should always be non-paid posts between the advertisements. Because if the influencer often posts a lot of advertisements after one another, it also erodes the impact of the ad.
Our list for finding the right influencers is short but effective. It is thus important that you do not skip any steps in the search process!
And now that you know how to find micro influencers on Instagram, the next step is to find out how to make your campaigns successful.
To assist you with it, we have prepared an eight-step checklist. You you can access it from below!
In the online social media sphere, you usually encounter two types of people: celebrities, or macro influencers, who maintain their relationship with their fans via social media, and smaller accounts that are still followed and loved by a niche group of people. The latter is also called Micro-Influencers, meaning influencers that have between 10.000 and 100.000 followers on their social media accounts. Micro-Influencers have become the go-to when launching an influencer marketing campaign, as they offer a lot of benefits that will help increase your influencer marketing ROI. Below are 11 reasons why you too should turn to Micro-Influencers.Read more