What is a Micro-Influencer and How They Can Help Move the Needle

Brands today are looking for every way possible to reach their target audiences. While there are several ways to do this, one that is becoming increasingly popular and effective is working with micro-influencers.

What is a Micro-Influencer?

Source: BondAI

A micro-influencer is an individual with a solid social media following who can influence followers.

A micro-influencer is an individual with a relatively small but highly engaged social media following. They typically have between 1,000 and 100,000 followers, with the vast majority falling into the 1,000-5,000 range.

While micro-influencers may not have the same reach as celebrities and mega influencers, they are often more relatable and trustworthy to their followers. This makes them extremely valuable when it comes to promoting products and brands. In addition, because they have a smaller following, they often charge less than those more significant influencers.

10 Ways Micro-Influencers Can Move the Needle

Even though micro-influencers have a smaller following than other types of influencers, they can still promote your product or brand effectively. In some instances, they might even yield more results for your business than tier-1 celebrity influencers could. Here are 10 ways micro-influencers can help move the needle.

#1. They Have an Active, Engaged Community

Source: AmandaZ on YouTube

Micro-influencers typically have a much higher engagement rate than other types of influencers. This is because many times their followers are more interested in what they have to say and are more likely to take action based on their recommendations.

Micro-influencers may engage various specialists, live video makers, and content writers. Thus, the sphere is prosperous as the need for unstoppable content grows. They can support high engagement levels that help to build bridges with followers. Based on trust, the long-term relationships turn into memorable projects, social programs, and good advertising results.

Engagement will be valuable for brands looking to promote their products or services or just to get more followers. After all, it's much more effective to have a small number of people interested in what you're offering than a large number of people who couldn't care less. Just make sure you track your site’s own engagement ratings, too.

#2. Viewers Resonate More Closely With Micro-Influencers

Another reason micro-influencers are so effective is that they are often more relatable than other types of influencers. This relatability is essential because their followers are more likely to know them in real life and have a similar lifestyle.

So, for example, if you're trying to reach moms, working with a micro-influencer who is also a mom is likely to be more effective than working with a celebrity who is not a mom.

This relatability makes micro-influencers more trustworthy, and their followers are more likely to take action based on their recommendations. After all, people are more likely to take action when it comes from someone they know and trust.

In addition, micro-influencers are often seen as more authentic than other types of influencers. This authenticity is because they're not only promoting a product or service for money; they're also doing it because they believe in it. This makes their recommendations more believable and trustworthy.

#3. Consumers Want Recommendations From “Real” People

Source: Being Her on Instagram

Speaking of authenticity, micro-influencers are also generally more trustworthy than other types of influencers. This is because their followers believe micro-influencers only promote products or services they genuinely believe in. This makes their recommendations much more credible, leading to more sales for brands.

Even if a micro-influencer receives compensation for promoting a product or service, they're more likely to be upfront about it than other influencers. For example, a micro-influencer is much more likely to disclose that they received a free product in exchange for an honest review than a celebrity paid to promote the same product.

This transparency makes micro-influencers more trustworthy, and their followers are more likely to take action based on their recommendations.

Let’s say you sell mattresses. Instead of bombarding prospects with your recent awards and achievements, ask micro-influencers to test and rate your products. They could mention how your mattress helps them get deeper sleep. You’re more likely to attract interested buyers since you’re targeting a specific need.

#4. Micro-Influencers Charge Less Than Other Online Personalities

One of the most significant advantages of micro-influencers is that they are much more affordable than other types of influencers. This is because they typically have a smaller following and are cheaper to work with.

This makes micro-influencers an excellent option for brands on a tight budget. After all, you can get the same level of exposure for a fraction of the cost while still getting the benefit of working with an influencer. You could even execute zero-cost strategies. Instead of paying an upfront fee, offer your brand’s goods and services for their promotion.

However, even though they might be cheaper, don't make the mistake of thinking that micro-influencers are not worth as much as other types of influencers. In many cases, they can be just as effective, if not more so. In fact, the ROI on using a micro-influencer can sometimes be higher than using a celebrity.

#5. Micro-Influencers Are More Responsive

Micro-influencers are also generally easier to work with than other types of influencers. This is because they typically have a smaller following and are therefore more manageable. While this is a general statement, it's often true that micro-influencers are more responsive to brands and easier to get in touch with.

This makes micro-influencers an excellent option for brands, especially those new to partnership marketing. After all, working with a micro-influencer is often less daunting than working with a celebrity. In addition, micro-influencers can be a more manageable option for people who don't have time or the ability to manage a large number of influencers.

#6. You Can Work More Closely With Micro-Influencers

Micro-influencers are also more flexible than other types of influencers. This is because they typically have smaller teams and can work with brands more personally.

This flexibility can be extremely valuable for brands looking to get the most out of their influencer marketing campaigns. After all, you'll be able to work with the influencer to create content tailored to your needs.

What does it mean for an influencer to be flexible?

It means they can quickly adapt to changes, whether it's a change in the brand's messaging or a change in the platform they're using. So, for example, a micro-influencer might be able to switch from Instagram to Snapchat at a moment's notice if that's what the brand needs.

And for better collaboration, we suggest adding them to your task management platforms. Let’s say you run a home designing firm. If you already use time-tracking software, you could add another section for the micro-influencers promoting your brand. That way, everyone in your team is aware of each others’ roles.

#7. Micro-Influencers Might Use Your Hashtags More Often

Source: AccuRanker

Micro-influencers are also more likely to use your branded hashtag than other types of influencers. But, again, this is because they want to show their followers they're using the products or services they're promoting. This level of authenticity is key to driving sales and moving the needle for your brand.

This is extremely valuable for brands looking to increase their visibility on social media. After all, the more people who use your hashtag, the more likely your brand will be seen by potential customers.

Pro Tip: For brand recognition, choose unique hashtags that your target market will associate with your business name.

#8. Micro-Influencers Will Push You Promo Codes More

Micro-influencers are also more likely to use your promo code than other types of influencers. But, again, this is because they want to save their followers money on promoting products or services.

This is extremely valuable for brands looking to increase their sales. After all, the more people who use your promo code, the more likely they'll make a purchase. The use of a promo code by a micro-influencer can easily increase the conversion rate of a campaign. We've seen it time and time again.

But before assigning unique promo codes to your influencers, make sure you outline your compensation model clearly. Specify exactly how much they’ll get for every sale. Otherwise, issues could arise, especially if you follow a subscription business model.

#9. Up-And-Coming Influencers Are Passionate and Driven

Micro-influencers also tend to have more energy than other types of influencers. This is because they're often passionate about the brands they work with and want to share that passion with their followers.

This level of enthusiasm can be extremely valuable for brands looking to connect with their customers on a deeper level. After all, when an influencer is passionate about your brand, their followers are more likely to be passionate about it.

And when your followers are passionate about what you offer, they're more likely to become customers and tell their friends about your brand. So find influencers who share your passions. Your influencers are a direct reflection of your brand. If they can’t show enthusiasm for your overall mission and vision, they’ll have trouble conveying your brand’s message.

Pro Tip: As your marketing program grows, you might have trouble screening prospective influencers manually. You can hasten the process by automating digital identity verification. Let AI weed out shady individuals who yield negligible results, have bots in their following, and charge unfair rates. Just focus on assessing qualified, driven professionals.

#10. Micro-Influencers Give Honest Reviews

Source: Google Reviews

Finally, micro-influencers usually give you an honest review of your product or service. Again, this is because they want their followers to know they're not being paid to promote a product or service. Or if they're being reimbursed, they'll be up-front about it.

This is valuable for brands because it lets you get an honest opinion about your product or service. And, if there are any negative reviews, you can quickly address them.

In addition, micro-influencers will only promote products or services they genuinely believe in. This makes their recommendations much more credible, leading to more sales for brands. And more sales means moving the needle for your brand.

Grow Your Brand With Effective Influencer Marketing

Micro-influencers are an excellent option for brands looking to promote their products or services. This is because they are more relatable, trustworthy, and affordable than other influencers.

Moreover, micro-influencers are more flexible and likely to use your branded hashtag or promo code. This makes them a valuable asset for any brand looking to increase its visibility or sales.

That said, don’t expect that all your micro-influencers will move the needle. The best approach is to measure your campaign’s success with reliable rank trackers like AccuRanker. It pulls real-time insights into your competitors’ performance. Start your free trial to see how it improves your data and competitor analysis reports.