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):
Type 1: Mega-influencers, also called “celebs”… We’ve all seen them. They have over million followers and usually look like this:
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:
There are three main reasons that micro-influencers and nano-influencers are suddenly hot.
1. Micro-influencers INFLUENCE
- 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.
- Because they build their communities around a very, very specific niche topic, on which they are experts and which they are passionate about.
- 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.
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!
They’re experts in their trade/passion, and provide deep, intriguing, and super interesting content!
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.
Examples of Micro-influencers
SMI* = Social Media Influencers