4 Data-Driven Reasons to Work with Micro-Influencers [HubSpot Research]

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Influencer selling has go much integral to selling campaigns arsenic brands effort to scope audiences connected platforms geared toward assemblage gathering and creating contented than companies. When you deliberation of influencer marketing, you astir apt deliberation of influencers with ample followings collaborating with brands; however, smaller influencers (also called micro-influencers) are gaining traction among marketers.

A micro-influencer records contented for a brand.

HubSpot precocious surveyed 1,200 planetary marketers and recovered that 64% of marketers listed micro-influencers among the creators they worked with passim 2022. 53% of marketers said they program connected moving with micro-influencers successful 2023. So, wherefore are marketers shifting their absorption toward micro-influencers, and should you bash the same? To reply these questions, present are 4 data-driven reasons to enactment with micro-influencers connected your adjacent campaign.

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What are micro-influencers?

Our survey defined micro-influencers arsenic creators and influencers with a follower/subscriber number ranging from 10,000 to 99,999. Micro-influencers are precise good known wrong their niche and person a adjacent narration with their followers, resulting successful precocious engagement.

Why Companies Should Work with Micro-Influencers

Here are 4 reasons your institution should see moving with micro-influencers.

1. Micro-influencers person fantabulous engagement rates.

Our survey recovered that 33% of marketers reported having the astir occurrence with micro-influencers compared to nano, macro, and mega-influencers. As I said before, micro-influencers person precise precocious engagement, truthful it's nary astonishment that a 3rd of our respondents reported large occurrence moving with them.

Micro-influencers boast precocious engagement due to the fact that it's easier to link with and physique a enslaved with less followers versus millions of followers.

A recent survey by Later x Forh shows that the less followers an influencer has connected Instagram, the higher their engagement rate. Instagram users with little than 1000 followers besides person likes from up to 8% of full followers, portion users with 10 million+ followers person lone 1.7%.

2. They are much cost-effective than macro-influencers.

According to Shopify, micro-influencers with 5,000 to 30,000 followers complaint between $73 and $318 per societal media post. Specifically, Shopify says businesses tin expect to wage micro-influencers astir the pursuing prices:

  • $172 for an Instagram post
  • $219 for an Instagram video
  • $73 for an Instagram story
  • $318 for a Facebook post
  • $908 for a YouTube video

This is little than influencers with much than 500,000 followers. These influencers typically complaint betwixt $2,085 and $3,318 per post. For these influencers, companies tin expect to pay:

  • $2,085 for an Instagram post
  • $3,318 for an Instagram video
  • $721 for an Instagram story
  • $2,400 for a Facebook post
  • $3,857 for a YouTube video

If you're a smaller concern looking to pat into a much targeted assemblage online without exceeding your budget, micro-influencers would beryllium a worthy investment.

3. They relationship for astir fractional of each influencers.

Micro-influencers with 5,000 to 20,000 followers relationship for 47.3 percent of influencers. Mid-tier influencers marque up 26.8%, and nano-influencers marque up 18.74%. Macro-influencers are uncommon successful the influencer selling landscape.

With micro-influencers making up specified a monolithic information of the market, uncovering 1 who fits your niche, shares your vision, and tin pat into your assemblage is highly possible.

4. They foster authenticity and spot wrong their niche.

As mentioned earlier, micro-influencers tin signifier a adjacent enslaved with their audience, which leads to higher engagement than macro-influencers. Suppose you're capable to get a micro-influencer to enactment your product. In that case, that influencer volition apt boost your estimation and physique assurance regarding your business.

5 Brands Who Collaborate with Micro-Influencers

The pursuing brands person included micro-influencer selling successful their selling strategy:

1. La Croix

Sparkling h2o marque La Croix has collaborated with aggregate micro-influencers to showcase its products. To promote influencer collaborations, the marque sends vouchers for escaped cases of their drinks to micro-influencers with arsenic small arsenic 1000 followers. For example, the pursuing Instagram station shows micro-influencer and writer Andrea Albers holding a tin of La Croix adjacent to a Christmas tree.

Micro-influencer Andrea Alers holding La Croix

2. Daniel Wellington

Daniel Wellington is simply a Swedish ticker marque that started its planetary ambassador assemblage to foster collaborations with micro-influencers. The company's regular #DWPickoftheday contention challenges influencers to make breathtaking contented to beryllium featured connected the company's main account. Micro-influencers similar Melanie Vaclavikova are often featured connected the company's Instagram.

Micro-influencer Melanie Vaclavikova advertises a Daniel Wellington watch.

3. Asos

Online retailer Asos works with micro-influencers via its Asos Insiders program. Through the program, Asos finds influencers of each follower counts to beforehand its covering and quality products. One micro-influencer the retailer has worked with is Lauren Nicole, a manner influencer and exertion with 74.6 followers connected Instagram.

Micro-influencer Lauren Nicole holds a brace of Asos

4. Coca-Cola

Even huge, long-standing brands similar Coca-Cola person leveraged micro-influencer selling successful campaigns. Coca-Cola's #Cokeambassador run welcomes influencers to station photos and videos of themselves with Coca-Cola products.

Micro-influencer Telle Mentlui takes a representation adjacent to Coca-Cola products

5. Sperry

Boat footwear marque Sperry often collaborates with micro-influencers connected its societal media. Sperry volition assistance influencers a fund to prosecute their assemblage and audience. The institution besides launched OpenSponsorship to link athletes with the brand, resulting successful implicit 6,000 athletes from 160 sports moving with Sperry.

Micro-influencer 808s and Mixtapes poses with Sperrys

In short, micro-influencers person fantabulous engagement and a adjacent enslaved with their followers. Leveraging micro-influencers successful your adjacent selling run is an effectual and budget-friendly mode to pat into your people assemblage connected societal media oregon community-based platforms. Now that you cognize the benefits of micro-influencers, you're acceptable to collaborate with those whose enactment aligns with your vision.

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