Higher Engagement Rates
Research suggests that micro-influencers have better engagement rates than a celebrity endorsement because the type of relationship they have with their followers is a more relatable and trustworthy one.
In the rapidly-changing nature of digital marketing, one trend has been emerging as star of the show—the use of micro-influencers. While using celebrities or large influencers to promote businesses was all the rage, brands are now seeing the opportunities that exist to partner with creators with a smaller but more engaged audience.
Micro-influencers are creators with follower counts ranging from 5,000 to 100,000. Unlike mega-influencers, they are not going to have millions of followers, but what these influencers have going for them is their ability to connect authentically with their audience.
Research suggests that micro-influencers have better engagement rates than a celebrity endorsement because the type of relationship they have with their followers is a more relatable and trustworthy one.
Micro-influencers don't even put out just the glossy ad, but they put out real experiences, reviews, and genuine opinions since they are not beholden to a large company or product to get paid.
A partnership with a celebrity can sink or inflate a brand's budget, while micro-influencers offer great ROI for an affordable range of cost.
Micro-influencer work within a niche community, which can help brands better reach their ideal target audience. Whether it be fitness, fashion, food, and video games, if your brand product/ business connects with that niche community micro-influencers give brands comfort that their brand is reaching the right engagement base.
Micro-influencer campaigns are changing how brands execute their promotions. Instead of relying solely on one large influencer to post a sponsored ad, companies now leverage many micro-influencers to create buzz within the community. Not only are they able to generate brand awareness, but they are also generating trust and credibility.
For example, a skincare brand might send 50 micro-influencers a product. Each individual micro-influencer posts their own thoughts about the product, whether through a review, tutorial, or before-and-after pictures. The synergy of 50 micro-influencers actually looks and feels more compelling than one singular post from a celebrity or macro-influencer.
The move towards micro-influencers illustrates a broader trend: consumers place value on authenticity over perfection. As an audience becomes smarter, they appreciate objective and unpolished products, experiences they can relate to, or a conversation that holds more meaning for them. Therefore, the future of brand promotion lies in the micro-influencer’s trust and credibility, having acted as legitimate advocates for brands.