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What Is A Micro Influencer?

Posted by Gary Henderson on Dec 17, 2020 3:00:00 PM

In today’s competitive world, getting customers is nearly impossible.

We understand how difficult it is to drive any measurable traffic using search engine optimization. 

If you need to drive quick results, SEO might not deliver desirable results. 

Paid advertising demands tons of money if you don’t know how to set up marketing campaigns masterfully. 

Let’s face it. 

Most marketing tactics require months of planning and strategic efforts. This is where you must consider influencer marketing as a viable way of driving sales and scaling your business to the next level. 

In the digital-first world, social media influencers play an influential role across all areas of interest, from marketing to politics, from fashion to products. 

Influencer marketing has been around for decades. But most businesses haven’t realized its importance until recently. 

Whether you’re an entrepreneur or marketer, B2B business or B2C, connecting with the right influencer can dramatically increase your chances of getting leads and raising brand awareness. It will also help you reach your target audience and gain loyal followers a lot quicker.

Stats show that 93% of marketers use influencer marketing and find it compelling.

Most importantly, people trust influencer marketing over other traditional advertising means. If you’re missing out, it’s high time to add it to your existing marketing strategies. 

Why should you use it? Because it works when done right.

Let’s quickly explain influencer marketing before we delve into explaining micro influencer marketing, how it works, and why you should use it to achieve your business goals. 

This blog will quickly explain: 

What Is Influencer Marketing? 

Influencer marketing is a marketing tactic that uses product mentions and endorsements from individuals with a dedicated following on social media. 

Influencers are individuals that are considered experts within their niche.  They come in all sizes from larger influencers like a mega influencer to smaller influencers like a nano influencer.


micro influencer campaign


All you need to do is take advantage of the high amount of trust major influencers build with their following.

When the right micro influencer recommends your products or services, it serves as social proof to your prospective customers. 

Influencer marketing is exploding as social media has become an inseparable part of our lives. 

People turn to their favorite celebrities, Instagrammers, YouTubers, and Twitter personalities for recommendations and advice on purchasing decisions. 

Do you think it’s wise to ignore this type of marketing when thousands of your prospects turn to influencers within your niche to seek advice? 

I don’t think so. 

But hey, if you can’t afford influencers like Hudda Kattan (founder of Huda Beauty) or Kim Kardashian.

You don’t have to work with those big celebrities who have nothing to do with your business.

You need to find and build relationships with small micro influencers and the right influencers that fit your business.  

Here Are The Different Types Of Influencers:

  1. Nano influencer

  2. Micro influencer

  3. Macro influencer

  4. Mega influencer

What Is A Micro Influencer? 

It’s no secret that the growth of social media influencers is unprecedented. But where do micro influencers stand in this influencer-marketing equation? 

A micro influencer is pretty much what the name suggests. They are people with a lower follower counts in a niche. Micro influencers usually have loyal followers and many advocates. 

While a mega influencer can have millions of followers or subscribers, a micro-influencer has 1000-50,000 highly engaged followers.  

In short, those celebrity influencers aren’t micro-influencers. 

Data tells us that a micro or nano influencer is more successful than using a larger influencer who typically doesn't have a highly active audience. 

Make sure to watch out for the larger influencers who pay for fake followers.

The Instagram accounts and Facebook Pages who buy fake followers will have lower engagement rates and will produce less sales.

The power of a small, highly engaged audience can produce better results for your business or brand. In other words, a small group of highly engaged loyal followers is way more powerful than 1 million people who will never engage with any of your content, products, or services. 

This leads us to explore more about micro-influencers and how they can benefit a business in a cost-efficient way. 

Suppose you want to uplevel your business in a limited marketing budget. In that case, you should consider gaining and building a highly dedicated group of people for your brand - that is where the power is.  

When you build a targeted audience dedicated to your brand, you have the opportunity to make money in various ways. 

Have you heard that phrase, “you can’t be everything to everybody”?

This means you’re better off attracting a small group of loyal followers than trying to appeal to everyone.

Since you don’t have to hit everybody with your product, a good marketing strategy would target specific audiences. And once you create that influencer campaign you can create content for each stage of the customer journey.

Need help finding your ideal customer? Learn how to create your customer avatar.

This is where you need to build relationships with micro-influencers or the right influencers.

🔥🔥 Pro Tip: Look at multiple social media channels when searching for the right influencer

Remember to look at all of the social media channels a person is active. The reason you measure multiple social media channels is because you have to think about where your ideal audience or customer are active.

You have to meet them where they are.

If your target audience is only active on Facebook you wouldn't need to hire an influencer with a larger following on Instagram. You would only need to find an influencer with a loyal following on the social media network your ideal audience is on. 

To better explain, take a look at the difference in followers I have on my Instagram Account compared to Facebook Business Page. 

My number of followers on Instagram is 2,438. 


Screen Shot 2020-11-12 at 8.13.37 AM


Whereas, my number of followers on Facebook 21,904.

Big difference, right?


Gary's Facebook fans


Now, let’s dig deep! 

And lately the new social media app Clubhouse has peaked a lot of peoples interest. 

Why You Should Use Micro Influencers 

Micro-influencers are typically ordinary, everyday people -- they are the more relatable ones. This is what makes them unique as they have a loyal and trusting audience.

As experts on specific topics, they promote things that they really think will make life easier for their audience. 

Businesses worldwide have now realized how critical it is to put their products in front of the right people.

One of the ways to get this done effectively is through influencers with a dedicated following. 

As the stats mentioned above suggest, the more follower an influencer has, the less likely it is for your content to reach your ideal prospects. 

So, you need to work with people who are connected with a well-targeted, specific audience to get a better return on investment. 

You should work with micro-influencers because they represent specific lifestyles and interests your business may be looking to reach.

Here are some benefits you can look forward to when working with micro-influencers to target a targeted market: 

1. Micro-Influencers Are Affordable

We know how expensive it could be to work with mega or macro-influencers. You may end up spending thousands of dollars for a single sponsored post when shared by someone with millions of followers. 

You don’t want to spend that much money? Do you? 

Here is the deal.

You can have a micro-influencer create and share a post for just a few hundred dollars.

You might be able to work with multiple micro-influencers as they are affordable. 

The amount you will pay to a top-tier influencer to promote your business could be used to engage many micro-influencers.

Brands often choose to work with more than one micro-influencers to maximize their reach. 

Even 50 micro-influencers would cost less than a single Hollywood celebrity on social media. 

That’s exactly why many brands turn to micro-influencer as opposed to big names. 

Adding micro-influencers to your marketing strategy will deliver long-term benefits for your budget, allowing you to have a higher chance to reach a relevant, more engaged audience. 

What’s your decision?

Do you want to spend $75.00 for a single Instagram post to promote your brand or you prefer to explore micro-influencers who charge less than $500 for sharing a promotional post? 

⭐ Related Post: How Much Does Influencer Marketing Cost?

2. Micro-Influencers Offer New, Highly Engaged Audiences

Micro-influencers open up doors to new, highly engaged audiences, and this is what you need to get more new customers or clients. They are good at driving engagement because they often serve tightly-knit communities. 

Connecting to new audiences is critical when it comes to expanding your customer base.

Surprisingly, most businesses don’t pay attention to the value a new audience can create for their business. 

Don’t be one of them. 


relevant influencer branded content


How much time, effort or money do you think you need to connect with new, highly engaged audiences on social media? 

It’s nearly impossible to achieve this goal on platforms like Facebook, where organic content doesn’t receive much engagement. 

Let’s say you sell a work management tool. If you go to Facebook to attract new customers, you have to do a lot of work and spend money to build and connect to new audiences. 

Imagine you decide to work with a business coach who provides training on how professionals can manage their time more effectively. 

You see, he is already working with people who can be your potential customers.

And if he recommends your work management tool to his audience, it will have a way more sound impact on your bottom line than what you may achieve using social media. 

Engagement is more important than the number of followers an influencer has. Your campaign can fall flat if an influencer doesn’t have an audience that you can’t relate to. 

So, one way to get more qualified leads is through working with people whose following might be interested in what you’re offering. 

3. Micro-Influencers Have High Engagement

A study from Markerly evaluated over 800,000 Instagramers with the majority having over 1K followers.

They study roughly five million Instagram posts while analyzing how engaged their audiences were compared to celebrity influencers. 

The result was surprising.

The study found that engagement rates dropped significantly as the follower count increased.

An influencer with less than 1K followers received likes on their posts 8% of the time. And those with ten million+ followers only get likes 1.6% of the time. 

Another study from ExpertVoice found out that micro-influencers got 22% more conversations regarding what to buy. 

Also, 82% of consumers are likely to follow recommendations made by micro-influencers. 💥Tweet This 💥

People with only a few thousand followers gives an impression of being authentic and trustworthy. 

Why? Because they share relatable and authentic content to their audiences. 

Social media users tend to be responsive when influencers provide a certain aesthetic to their content.

If the content an influencer share is relevant to your business’s niche, their fans will receive your sponsored post with the same passion. This means you’ll be able to get quality leads through influencer marketing. 

Another reason micro-influencers generate high engagement is their ability to show appreciation towards a growing community. They’re likely to attend events and interact with their audience by responding to comments or messages. 

On the other hand, celebrities don’t have the time or desire to respond to their followers.

Sometimes it’s not practical to respond to 500 comments in a day or engage with every single user on a personal level. And sometimes this isn't a great use of our time. 

Larger companies or social celebrities often lack that personal touch. 

4. Micro-Influencers Produce Meaningful Results 

Now we understand that numbers often lie in the world of influencer marketing.

The massive following doesn’t equate to better conversions and engagement. 

Authenticity and relevance are far more valuable than the flashy appearance of a celebrity.

So, focus on identifying micro-influencers who align well with your brand and can engage with your products while delivering meaningful results. 

Today’s marketing landscape has made it mandatory for entrepreneurs and marketers to focus on being highly relevant to their audiences.

As a result, successful people craft targeted and personalized content. 

If you want to reach a highly targeted audience with customized messaging, find social media micro-influencers to help you out. They often have loyal tribes. 

Remember, there’s no point in underestimating someone’s small following when they can deliver better results. 

5. Micro-Influencers Are Real And Trustworthy 

Younger audiences are often skeptical of one-way, traditional communication strategies and endorsements.

The reason micro-influencers are so important is not only due to growing hatred for advertising or pushy marketing: people need to hear from authentic people. 

Did you know 30% of all internet users use adblocker apps to get rid of intrusive ads? 

Most people don’t like to see ads because they are annoying and irrelevant. In contrast to those annoying ads, influencers turn out to be an example of authenticity trust. 


Put yourself in your customers’ shoes for a second.

What do you like to see, annoying ads or your favorite figure telling something about a product?

You can’t respond to an ad to seek information, but you can engage in a two-way dialogue with an influencer. 

Trust and authenticity is the leading reason influencers are trusted. 

It’s not hard to believe this if we look at the growing skepticism of advertising. 

Do You Want To Become A Social Media Influencer?  

You can be an entrepreneur or a coach and a social media influencer at the same time.

You can build your personal brand while focusing on your core skills. 

Instead of paying other influencers to promote your products, you can establish yourself as an industry leader or expert. But where to start? 

Check out our related blog posts on:

Here Are Four Pro Tips On How To Become A Social Media Influencer: 

Tip #1: Discover Your Passion

Discover what makes you unique and likable. Think about what drives you.

If you’re recognized as an expert in your niche, you can easily engage your audience because they already trust you on some issues.

As we have discussed earlier, brands like to work with people who drive high engagement. 

Tip #2: Focus On Content

Influencers are usually good at creating valuable posts.

Your success as a social media influencer will largely depend on the quality of your content.

If you want your audience to like, comment, or follow your account, you need persuasive content. 

Also remember to focus on the messaging of your content. The way you speak to an influencer or audience has to be relevant to them at the time. 

Tip #3: Be Consistent

You must show up for your fans consistently.

If your followers like your content, don’t disappoint them with long intervals. People used to follow hundreds of celebrities on social media.

They might forget about you if you stop showing up. 

Consistency also builds trust and confidence in your name and brand. They see you working hard day in and day out to make sure you are delivering the best and highest-quality content. 

Tip #4: Partner Up With The Right People

You can’t skip this one.

If you see yourself as a potential influencer, partner up with the right people, and collaborate.

Why is it so important? Because gaining reach on social media is a challenging and lengthy uphill climb.

You need extra help and support from people who have the right tools and expertise you need to succeed. 

If you’re not sure where to start, don’t hesitate to reach out to our team. 

Tip #5: Use Social Media Advertising

Using social media advertising can help you reach more of your ideal people faster.

Running ads to your content online is also a great way to get influencers to want to work with you business or brand because they like what you're putting out there.

When you get more people to see your content online, you grow a bigger loyal following which will ultimately gain you the name recognition you are looking for. 

If you don't know where to start or need a fresh look on your social media campaigns leave us a chat. 



Brands Partnering Up With Social Media Influencers 

The influencer marketing industry is expected to become a $15 billion industry by 2022.

While most social media platforms attract brands and influencers, Instagram turns out to be a goldmine for them. 

An increasing number of brands turn to influencers to get targeted reach, authenticity, engagement, and cost-effectiveness. 

Influencers, on the other hand, have plenty to gain from social media. 

Social media platforms are a land of opportunities for both brands and influencers. Whether you’re a brand or an influencer, learn how to use the right strategy to nurture relationships. 

Because everything happens in a digital realm, you can measure audience response, set up measurable campaigns, and improve your performance based on real-time data. 

To make life easier, connect with a business coach who can show you the right path towards sustainable growth. 

Whether you want to be a successful entrepreneur or a social media influencer, you need to learn how to create the right message, show it to the right audience and at the right time. 

Are You A Business Or Brand Looking For Influencers? 

Here are four proven ways to find credible influencers that align with your brand and deliver optimum output: 

1. Conduct Research On Social Networks

You might have already connected with potential micro-influencers.

To find them, see if any of your followers on social media has a significant following.

Selecting an influencer who is already a fan of your brand will make it easier to persuade them to promote your products. 

2. Use Google

One prominent place to find things online is Google.

You can just go to Google and search for relevant influencers in your city for whatever niche you want.


How to hire micro influencers


If you’re a fitness coach, for example, try searching for fitness bloggers in your town. 

Google is also a great place to do keyword research to learn what your ideal audience and influencers are searching for.

Making it a great strategy to reach your audience in almost an incognito way, which is pretty cool.

3. Find People Who Promote Your Competitors

To make things easier, find influencers working with your competitors. They will be happy to share your content, too, if they already write about brands like yours.

Industry-related hashtags can help you see how is sharing content that talks about your competition. 

4. Find People Who Share Your Audience

It’s not always essential to find people tied to your industry.

Influencers who share your audience can deliver outstanding results. It’s a great way to expose your brand to entirely new audiences. 

Keep in mind that if an influencer hasn’t heard of your product or business, you may have to do some work to convince them.

A good thing about working with micro-influencer is that it’s not hard to get them to promote your brand when you offer them the right deal.

However, people don’t want to feel like they’re being sold to. This means an influencer must be good at communicating with their audience in a way they understand and relate with. 

Final Thoughts 

Micro-influencers are social media stars who have already built an audience.

If that audience is who you’re looking to connect with, reach out to those social media influencers.

Instead of blatantly selling to audiences, tell your stories through influencers. And when they share your brand stories, their followers will listen and act.