Micro-influencer marketing – the secret weapon for brand success
Posted 22 Jan 2024
Content marketing, e-mail marketing and event marketing, among others, have been on everyone’s lips for some time now. The targeted use of so-called micro-influencers is much more contemporary in social media marketing.
To better understand the effect of this marketing tactic, it is important to first clarify the term micro-influencer. Micro-influencers are content creators on social media and blogs that fit into an effective online marketing strategy. As the name suggests, micro-influencers are not characterized by their enormous following but instead by an impressive interaction rate. This so-called engagement rate averages between 2.4 and 4 percent.
The lower the number of followers of the influencer, the higher their follower engagement is, generally. These influencers are particularly known for being highly trusted by their communities and for being extremely authentic.
According to standard industry definitions, a micro-influencer has between 5,000 and 100,000 followers.
While large influencers with hundreds of thousands or millions of followers are primarily associated with paid collaborations and advertising partners, where financial incentives are the main deciding factor, micro-influencers offer a decisive advantage: authenticity. With fewer but more committed followers, they cultivate personal relationships and build up a relationship of trust with their followers. This personal contact makes them appear credible and authentic in the eyes of their community. This makes it easier for them to identify with the influencer. In addition, micro-influencers know their industry inside out, as they generally cover a small range of topics, almost niche-like, but intensively. They therefore score points, among other things, through their pronounced proximity to the community and their specialized credibility.
Micro-influencers are usually unknown to the public but represent an established and credible personal brand in their industry. Smaller influencers are also often perceived as experts in their field. Their activities therefore go beyond posting photos with brand placement. They talk about the product’s benefits authentically and from their own experience, and they do not recommend anything without detailed justification.
Another advantage that micro-influencers bring with them is, as briefly mentioned above, an impressive engagement rate. With an average of 2.4 to 4 percent, they often achieve higher interaction rates than their celebrity counterparts. Companies therefore benefit from efficient and cost-effective product placement or brand awareness. Fewer followers do not necessarily mean less influence, on the opposite, an engaged target group that listens attentively. Their followers are usually much more active and supportive with comments, likes and shares, which is why the content spreads faster than initially assumed. With large influencers, the probability of inactive or fake accounts among the many followers is much higher. This is why the content of micro-influencers with a limited target group can be played out in a more targeted manner. Influencer marketing can also be expensive. Micro-influencers are often cheaper here and are sometimes already satisfied with a free product.
When integrating micro-influencer marketing into your strategy, it is important to choose the right influencer for your company. An influencer who is a perfect fit for a brand can have a lasting impact on the relevant target group. To find the right influencer for your company, it is crucial to answer the following questions in advance:
– What KPIs will be used to measure the success of your campaign?
– Which target group should be addressed?
– What messages should be delivered?
– What content, formats and channels are suitable for this?
– What budget do you have?
You should then choose an influencer who knows the industry inside out and publishes creative and appealing content. The following points should be discussed in the following briefing:
Visual elements: Images and/or videos bring the brand or products closer to the cooperation partner.
Scope for creativity: The creative freedom granted by the company can be determined together with the influencer.
Cooperation: Working in partnership with the brand ambassador will make their recommendations even more authentic.
Conditions: Deadlines and the budget should also be included in the briefing.
Legal matters: The influencer should be told in the briefing that their contributions must be labelled as advertising.
At a time when trust and authenticity are becoming increasingly important in online marketing, micro-influencers are proving to be valuable assets. Their smaller but dedicated circle of followers, coupled with their authenticity, make them a valuable resource for companies. The cost factor and the high level of engagement in influencer marketing make it clear that it is not always the quantity but rather the quality that makes the difference. They are not perceived by their followers as purely profit-oriented marketers; their recommendations are more like word of mouth among friends. Micro-influencers are therefore not just an option in social media marketing but can significantly enrich the entire marketing strategy.
Junior Communication Consultant at HBI Communication Helga Bailey GmbH
Annika Müller has been supporting HBI in the areas of PR and marketing since 2022.
As a Junior Communication Consultant, her responsibilities include the creation of professional articles & the conceptualization of social media postings.
Furthermore, Annika is involved in directly assisting our client work.