If you’re new to influencer marketing or interested in working with them to grow your brand, begin by first understanding the largest group of them all: micro influencers. Here’s what you need to know about micro influencers and what to consider when partnering with one.
Who are they?
These types of influencers are social media content creators with 10,000 to 100,000 followers. They’re known for their expertise on specific topics or industries. They typically have experience working with small to large brands. Not to be confused with nano influencers, these creators are more established among their followers and recognizable in their industry.
Why Work with Micro Influencers?
You may be wondering “Why not work with the influencer with the most followers?” Let’s identify your marketing objective. Are you working with an influencer to bring the greatest amount of awareness to your brand, or is your goal to boost sales towards a specific product? While an influencer with a huge following can help you reach more people, micro influencers can allow you to drive more sales.
Closer Relationships with Their Followers
Because these influencers are known for their insight into niche topics in a particular space, their audience trusts their input and is more likely to shop a product they share than an influencer with no real link to a brand or product. These influencers also have more frequent communication with their audience through comments and direct messages, making them have more close relationships with their community.
Nano Influencers vs Micro Influencers
So, what about nano influencers? The major differences between micro and nano influencers are their number of followers and their experience working with brands. Micro influencers are known across different areas, but nano influencers find their popularity in localized communities.
- 1,000 – 10,000 followers
- Strong relationships with a localized community
- Interested in trading goods or services for brand partnerships
- A lesser developed online community
- 10,000 – 100,000 followers
- Strong relationships with non-location specific communities
- Credible experience partnering with brands for monetary compensation
- A well-developed community that trusts what they have to say and engages with them regularly
Hopefully this breakdown helps you tell the difference between them and the rest, and shares with you the value of working with a person with a smaller following to help reach new audiences or increase product sales.