The Power of Micro-Influencers

Written by: Lilly McCarthy

What is a Micro-Influencer?

If you have any social media platform, chances are that you follow influencers with a wide range of followers. There are big-time celebrities like Kim Kardashian, with 255 million followers, and micro-influencers, individuals with a following of 10 thousand to around 90 thousand. Followers might gravitate to micro-influencers more because they are likely to interact with followers, making them seem more authentically themselves.

Why are they important?

So, what makes these influencers so special and why do advertisers like them so much? One of the main reasons is the trend for micro-influencer to have higher engagement with their audience. They tend to get more likes even for having fewer followers which mean advertisers can get more bang for their buck. Although they are reaching fewer people, the people they do reach are more likely to trust the influencer and engage with the post. This trust could also come from the idea that most micro-influencers have a more niche audience, whether that be travel, fashion, gaming, etc. Having a niche posting category allows the influencer to appear more relatable, and therefore trustworthy.

On the other hand, Macro influencers and celebrities have a larger following but that's not to say they would have a better reach. Followers of macro-influencers may see a post and think it's a bit more curated than a micro-influencer because of the editing and high-quality content. Therefore, when they see these influencer posts for a brand they may question whether or not the influencer themselves have tried the brand.

Sources:

Aldeborgh, Alex. “I've Partnered with @FromTheGroundUpSnacks.” Login • Instagram, 10 Aug. 2021, www.instagram.com/p/CSZXZtgr3i3/.

“What Is a Micro-Influencer? Definition, Pros & Cons, Examples, & More.” Mediakix, 13 Sept. 2021, mediakix.com/blog/what-are-micro-influencers/.