Micro-influencers are the perfect blend of cost-effectiveness and a vibrant community.
With micro-influencer marketing, you can find the right influencers, increase your conversion rates, measure your metrics, and boost brand awareness.
In this complete guide, we’ll cover:
- Who micro-influencers are
- Benefits of working with them
- Examples of successful micro-influencer campaigns
- How to find the right micro-influencer for your brand
Let’s dive in.
What Is a Micro-Influencer?
With a number of followers that ranges from 5,000–20,000 on their social media platforms, a micro-influencer isn’t your typical social media celebrity.
They’re everyday people with small yet incredibly engaged audiences.
In fact, so many people trust them, over 82% of surveyed consumers said they were likely to trust the recommendation of a micro-influencer over other influencers.
So what makes them stand out?
The shortest answer is their authenticity.
Micro-influencers create relatable types of content, and share a special bond with their followers. Plus, they’re experts in their niche.
Unlike celebrity influencers, micro-influencers are like your go-to friends for advice in specific areas.
Because they’re regular individuals, the kind you meet in the mall, across the street, or the kind you chat with over coffee, people perceive them to be more authentic.
Let’s now take a look at the benefits of working with this type of influencer.
Benefits of Working with Micro-Influencers
In recent times, there’s been a rising need for micro-influencers in influencer marketing strategies.
Keep reading to explore some of these benefits for your digital marketing.
1. Niche audience targeting
Imagine finding that one friend who shares your fascination for hobbies or unique interests.
Micro-influencers act like this friend—the only difference is that they’re online and they don’t know you personally.
These influencers often have highly specialized and engaged audiences within specific niches.
Whether you’re an ecommerce brand or a lifestyle, fitness or beauty brand, there are always influencers and content creators that fit into any niche.
How is this beneficial to you?
Niche audience targeting is like finding your tribe (target audience) in a crowded marketplace.
For business owners, it means speaking directly to the people who already have an interest in what you offer.
So when you collaborate with a micro-influencer, your message is tailored in a way that addresses the specific needs and concerns of your target audience.
It’s important to remember that in influencer marketing, cost is not always a reflection of quality.
Despite having smaller followings, micro-influencers can deliver impressive results for a fraction of the cost.
It’s cost effective as you pay lower rates as well as gifting them free products or offering promo codes they can use for referrals.
Below is a pricing list comparing the different types of influencers, and their follower counts, on Instagram, TikTok, YouTube, Twitter, Facebook, and Snapchat.
For Instagram influencers:
- Nano Influencers (1K - 5K): $10 - $50
- Micro-Influencers (5K - 20K): $15 - $110
- Mid-tier Influencers (20K - 100K): $35 - $350
- Macro Influencers (100K - 1M): $185 - $2,500
- Mega Influencers (>1M): average min. $1,200
For Tiktok influencers:
- Nano influencers (1K - 5K): $4 - $25
- Micro-Influencers (5K - 20K): $14 - $50
- Mid-tier Influencers (20K - 100K): $30 - $145
- Macro Influencers (100K - 1M): $151 - $793
- Mega Influencers (>1M): average min. $1,034
For YouTube influencers:
- Nano influencers (1K - 5K): $20 - $200
- Micro-Influencers (5K - 20K): $200 - $1,000
- Mid-tier Influencers (20K - 100K): $1,000 - $10,000
- Macro Influencers (100K - 1M): $10,000 - $20,000
- Mega Influencers (>1M): $20,000+
For Twitter influencers:
- Nano influencers (1K - 5K): $2 - $20
- Micro-Influencers (5K - 20K): $20 - $100
- Mid-tier Influencers (20K - 100K): $100 - $1,000
- Macro Influencers (100K - 1M): $1,000 - $2,000
- Mega Influencers (>1M): $2,000+
For Snapchat influencers:
- Nano influencers (1K - 5K): $500
- Micro-Influencers (5K - 20K): $1,000 - $3,000
- Mid-tier Influencers (20K - 100K): $3,000 - $5,000
- Macro Influencers (100K - 1M): $5,000 - $10,000
- Mega Influencers (>1M): $10,000 - $30,000
The pricing for Facebook influencers include:
- Nano influencers (1K - 5K): $25 - $100
- Micro-Influencers (5K - 20K): $100 - $800
- Mid-tier Influencers (20K - 100K): $800 - $2,500
- Macro Influencers (100K - 1M): $2,500 - $10,000
- Mega Influencers (>1M): $10,000+
3. Enhanced engagement
According to research, a micro-influencer marketing campaign can generate higher engagement rates by up to 60% compared to celebrity endorsements.
A reason for this is their intimate connections with their followers.
While some use relevant hashtags, others create user-generated content (UGC).
Their relatability and connection with the right demographic influences the engagement of their audience.
They get likes, comments on their posts, and even shares. These metrics boost your brand's visibility.
4. Authenticity and trust
A research by Experticity, showed that 82% of consumers are more likely to trust a recommendation made by a micro–influencer.
Think about a time a micro-influencer you follow convinced or inspired you to purchase something.
Can you think of why or how they were able to convince/inspire you to make the purchase?
Aside from the fact that they cost less than other influencers, their small but super-engaged audiences mean more meaningful connections.
In other words, they don’t just promote; they connect.
So regardless of your industry, trust and authenticity are key.
Because when social media followers trust you, they connect with your brand, you gain more leads, and ultimately, you gain more conversions.
Want to see some examples of successful micro-influencer campaign examples?
3 Successful Micro-Influencer Campaign Examples
Looking for inspiration?
Below is actual evidence of successful micro-influencer marketing campaigns to inspire you.
Aerie is an intimate lifestyle and apparel clothing retailer in America.
In May 2023, Aerie launched their Mother’s Day campaign.
The campaign goals were to increase brand awareness and authenticity.
Various micro-influencers and content creators created unfiltered outfit checks where they introduced themselves and their mothers wearing the brand’s products.
An example of a micro-influencer used for this campaign is Meagan Gallagher, who, at the time of the campaign, had about 4,000 followers. She now has over 5,200 followers.
The result of this campaign?
The video content Meagan created had over 80.5k views, 1,933 likes, and 30 comments.
Sambucol is a supplement used to relieve cold and flu symptoms.
In May 2022, the company collaborated with micro-influencers to boost in-store purchases for their retailers.
The campaign goal was to encourage mothers in America to purchase the supplement for their kids.
The image above shows a picture of one of the micro-influencers used for this campaign—Noemi who currently has 10.5K followers.
Overall, the entire campaign lasted for 14 months and led to 34,954 pieces of user-generated content, and over 200K likes.
Workman publishing is an American publisher of trade books.
In 2022, they launched their campaign with the purpose of expanding brand reach to various audiences—from parents to food creators.
An example of a micro-influencer used for this campaign is Neeshe. She is a lifestyle creator and mother, with 14.1K followers.
The campaign was met with massive success as it gained 1,373 pieces of UGC and influencer posts, with over 4.5 million views and high engagement rates on Instagram and TikTok.
All the campaigns listed above had one thing in common—the right influencer.
Want to know how you can find the right micro influencers? Check out the next session.
How to Find the Right Micro-Influencer for Your Brand?
To find the right micro-influencer, you need to consider certain basic things like your:
- Campaign goals
- Target audience
Thinking about these will help you streamline your influencer search and put your discovery into perspective.
Below are 3 easy ways in which you can find the right social media influencers:
- Find influencers manually
You can do this by:
- Searching your existing follower base for micro-influencers who are interested in your brand and who follow you.
- Using popular hashtags in your niche to search for influencers and content creators.
- Searching your competitor’s follower base for influencers they follow, and those that follow them.
- Work with an influencer agency
Influencer agencies are business organizations who often represent different digital creators and influencers.
They have a wide range of influencers and can help with:
- Creating your content campaign
- Searching for influencers
- Optimizing your campaign
- Reporting your progress
- Use influencer marketing platforms
These platforms contain useful tools, such as a creator marketplace or search filters, to help you streamline your search for an influencer.
An example of this kind of platform is Insense.
Insense is a collaborative influencer marketing platform that not only matches you to the right influencer, but also provides you with other features such as:
- Creative brief drafting
- Personalized influencer messaging
- Payments, negotiations and copyrights
- Creator licensing
- Campaign management
You can use these influencer marketing platforms to measure the progress of a micro-influencer, find the number of social media followers they have, and discover their ratings.
So what’s stopping you from starting your micro-influencer marketing campaign?
Start a New Micro-Influencer Campaign with Insense
With this guide, you have all you need to start your marketing campaign irrespective of your budget.
Remember, not only will you boost brand awareness with this form of social media marketing, you’ll also build a tribe of loyal customers.
For small business owners just starting out, this is a great way to expand your growth, increase your social media followers, and establish your brand as an authority in your industry.
If you’re still struggling with finding potential micro-influencers for your marketing campaigns, remove the stress and book a demo with Insense.