Influencer Marketing is booming over the past few years. Especially with the pandemic, there’s been a 90% increase in the total number of influencer marketing campaigns by the end of quarter 4 of 2020. While Mega Influencers and Macro Influencers have a massive following, Micro-Influencers are the underdogs achieving desired results for brands with their niche-lovable content in India.
What is a Micro-Influencer?
Micro-Influencers are creative individuals who have between 1000 to 100,000 followers. They only target their niche-related audience, making them skilful as they can understand and incentivise their fan base for influencer marketing campaigns. Having a smaller audience enables micro-influencers to connect deeply with their audience, which many brands look for.
What are the perks of choosing a Micro-Influencer?
#Higher Engagement Rates:
Micro-Influencers have a small audience which helps them to personally connect with their audience on a deeper level and they only target their niche-related audience, thus, resulting in high engagement rates. When compared to celebrities, the audience would find the micro-influencer more relevant as these influencers generally post authentic content which not only makes the people aware of your brand or products but also drives sales.
If you are choosing a celebrity for endorsing your product, it will definitely cost you a lot. Now higher level brands should not have any problem choosing a celebrity influencer. Although, certain brands that have just entered the market can choose micro-influencers as depending upon the engagement rate you need you can collaborate with more than one micro-influencer depending upon your budget. Thus, being an affordable option.
#Higher Conversion Rates:
Micro-Influencers give their reviews and understanding of the product through the content they post. Now a good thing about Micro-Influencers is that they don’t be too sales-y which makes the audience trust the recommendations made by the micro-influencers. So if you are a brand looking for high conversion rates for your brand campaign then no one can achieve this better than micro-influencers.
Each Micro-influencers have expertise towards their niche market and they target this niche-related audience only which will drive higher engagement when it comes to influencer marketing campaigns. Now, your brand campaign will only work if the influencer you collaborate with is targeting a specific audience or else it will be a huge waste of your money.
Why Micro-Influencers are so effective today?
One major reason why Micro-Influencers are so effective today is that they are quite authentic when compared to celebrities. The reason they come out as authentic is that Micro-Influencers have a small audience where they deeply connect with their audience and build trust amongst them. Micro-influencers also post content that explains the pains of the common people or talk about common issues that their fan base may face in their lives which is why many people blindly trust micro-influencers and buy the products they endorse. More than endorsing micro-influencers give their reviews or recommendations of new brands. Now you may think that celebrities also give reviews so why should we choose micro-influencers? Yes, celebrities also give reviews but they fail to connect with their audience and may come out as too sales-y. Whereas, micro-influencers persuade them with ease as they are quite humble and bring in their personal side which moves their audience. That’s the reason why Brands should really think about choosing Micro-Influencers and P.S, they are quite affordable too!
How and Where Can I find Micro-Influencers For My Brand?
Your step one should be understanding what specific audience do you want to target. While analyzing, take into consideration of demographic factors and know your objective. Do you want high engagement, High Conversions or just general Brand Awareness? Once, you are thorough with these pointers you can start searching for Micro-Influencers through Famstar. Famstar is the best influencer marketing platform in India. We leverage Micro-Influencers and Nano-Influencers for Brands powered by technology and driven by creativity. Follow these simple steps to hunt for Micro-Influencers for your Brand.
First, you can visit our website, Famstar.in to register your brand campaign through the Brand Portal. While registering you will have to fill in a form giving our team the details of your campaign requirements.
Second, Once you give our team the details, we will post the campaign details on our website which will alert the influencers.
Third, You can download our Famstar App through Google Play Store or Apple Store where the influencers of your niche will connect with you. You can review their work and if you like them, you can start collaborating.
Our Famstar App also gives brands a tool to track their campaign performance so that they can easily track and measure its success.
Successful Brand Campaigns That Collaborated With Micro-Influencers
Spotify:- Spotify was looking to endorse their Discover Weekly feature and they connected with Micro-Influencers. The Campaign had great success and hit 29,540 likes and comments with engagement at 2.37% and they paid just 20 cents per engagement.
Adobe:- Collaborating with Micro-Influencers isn’t something new for Adobe as they have been doing it for quite some time. In one of the campaigns, Adobe collaborates with lifestyle bloggers to promote their photo editing software. These Lifestyle bloggers posted their experience of using the software and shared their final images to show the effects of using the software. Consequently, Adobe saw an increase in sales of its new photo editing software.
FINAL THOUGHTS- The days of Traditional Marketing is gone. Brands no longer need to follow the old rules and work with celebrities to get their goals achieved. Working with Micro-Influencers will help Brands to achieve their desired objectives with ease. Consumer's buying behaviors are frequently changing and starting up a micro-influencer campaign could help you begin reaching markets you haven’t been able to before.