#Microinfluencers are hot and in high demand to serve B2C and B2B brands - they bring real influence, they create super original content and, on top of that, they are cost-effective!

Today’s Micro-influencers – How to Define Them and Why They are So Important for Brands.

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Since 2018 we’ve been hearing a lot about “Micro-influencers.”
Micro what? And… why?? Who are these micro-influencers anyway?

Types of Influencers

There are 3 types of SMI (social media influencers):

Types of social media Influencers
Types of social media SMI: Nano, Micro, Macro and Mega

Type 1: Mega-influencers, also called “celebs”… We’ve all seen them. They have over million followers and usually look like this:

an influencer does NOT need to b a celeb
The Mega-influencer look.

Next:

Type 2: Macro-influencers: they have up to 100k followers. They have a lot of strengths, but are lacking some of the best qualities of micro influencers.

Type 3: Micro-influencers… According to current definitions, they have fewer than 100k followers, and – to simplify things – they are “small size” SMI.

P. S. There’s a sub-category of micro-influencers, for even smaller size SMI, with fewer than 10k followers. They’re often called “nano-influencers” but it’s fine to refer to them as micro-influencers — let’s just keep it simple.

Now there was a time when micro-influencers were ignored… people only considered mega- and macro-influencers with over a hundred thousand followers to have value to offer.

But more recently they’ve become hot… they’re in demand (at least the good ones). Let me explain why:

Why Micro-Influencers are HOT:

Microinfluencers are hot and in high demand to serve B2C and B2B brands – they bring real influence, they create super original content and, on top of that, they are cost-effective!

There are three main reasons that micro-influencers and nano-influencers are suddenly hot.

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1. Micro-influencers INFLUENCE

  1. Because they run a small shop (i.e. a community of several hundred or thousand followers), they can make those followers feel like home. They are deeply connected, answering their followers’ questions and comments, one by one (almost), giving them a feeling of belonging.
  2. Because they build their communities around a very, very specific niche topic, on which they are experts and which they are passionate about.
  3. Because they picked a job (social media) that they really good at.

And because of all that…

…they have influence, they can change behavior, they can introduce new conversations about the your brand or product. And that – my friends – is called influence!

And mind you, having tons of followers (or having great ‘reach’), while hard to achieve, is NOT influence.

Why engagement is important​
Examples of an SMI’s engagement with followers. As you can see, it’s intense. Followers often want an SMI your close attention and smaller SMI can provide that — in fact they enjoy providing that.
Microinfluencers, because of their small number of followers, can often find time to communicate with each and every member of their communities. The more communication, the more engagement per post. Mega-influencers cannot do this (but they have other advantages such as huge exposure). #EngagementTips #MicroInfluencers
Microinfluencers, because of their small number of followers, can often find time to communicate with each and every member of their communities. The more communication, the more engagement per post. Mega-influencers cannot do this (but they have other advantages such as huge exposure). #EngagementTips #MicroInfluencers

2. Micro-influencers Bring Impactful Content

Hiring micro-influencers is as much about the content they deliver as it is about the influence! The content provided by micro-influencers can be wonderful. Why? Because it’s native, non-intrusive, with a great point-of-view and un-ordinary attention to detail!

Get an influencer who is an expert in the field to recommend your product: Customers are more likely to believe in a product when it is recommended by someone an expert!
Get an influencer who is an expert in the field to recommend your product: Customers are more likely to believe in a product when it is recommended by someone an expert!

They’re experts in their trade/passion, and provide deep, intriguing, and super interesting content!

the kind of a content that we shld expect from an influencer to deliver
Original, native, non-intrusive, not superficial, impactful, with a great point-of-view, attention to detail, and interesting – that’s the content micro-influencers can provide. Why? Because they focus on a particular niche, and engage with it days and nights!

Tip: The best way to benefit from working with micro-influencers is to reuse, re-purpose, re-post the content they create for you. Post it everywhere: on social media, your website, your storefront, TV ads, conferences, stickers, and what not. It has huge potential value.

3. Micro-influencers are Cost Effective

The amount of money spent micro-influencers is, on average, less than $500 per campaign. That’s much more cost-effective than ads…

If you make sure you do the SMI campaign right.

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Just because Kim has 1M followers, or John gets 1,000 likes, it doesn’t mean they’ll be helpful for you. #Microinfluencers

Examples of Micro-influencers

Related:

What Influencers Bring to the Table: dialogue, attention, community building, category leading, positive bias, high level story-telling, etc.
What Influencers Bring to the Table: dialogue, attention, community building, category leading, positive bias, high level story-telling, etc.
https://www.dearmishudad.com/engage-your-engagers-influencer-first-command/





Sincerely yours,

Dear Mishu's Dad

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DearMishuDad

I am the creator of Dear Mishu, a dog character that gives underdog advice to humans on social media. I originally built the account to learn about influencers and how they work. Over time, the account grew and Dear Mishu became a real social media influencer with a community of followers who ask her for advice. I use this experience and my 20 years of marketing experience to help brands understand how to reach their goals through Influencer Marketing and Social media branding.