A lot of brand names used to prefer working with famous celebrities with a large number of followers, through methods such as product placement, but over time people have become more apprehensive towards this promotion strategy. It seems like the tide is turning, and more and more companies seek for the increasingly numerous benefits of working with smaller influencers.
Difference between micro-influencers and celebrities
These micro-influencers make up the majority of influencers on most digital platforms, and while their number of followers is small, their influence is quite big. In fact, because they have fewer follower bases, these small-time influencers have the tendency to be more engaged with their audience on a daily basis. This cannot happen with people with huge follower bases, as they cannot interact with all of them constantly.
Another thing that sets apart smaller influences and social media celebrities is that the first category tends to be more relevant to a more specific industry. Micro-influencers tend to be experts in niche categories, and their audience is also made up of people interested in that niche. Bigger celebrities will not have followers that are as invested in specific aspects of their brand.
Why do companies prefer smaller influencers?
Any brand should include micro-influencers in their business strategy, as it will give long term benefits for their budget. The same amount of money they put into a top-tier influencer to promote their products through a single post could be used to pay a larger number of smaller influencers. By doing this, brands have a higher chance to reach a wider audience, a more engaged audience, and thus allowing them to build a genuine fan base.
2. Scepticism of the public over celebrity promotions
3. They seem more genuine
As they are sharing their personal content, micro-influencers show their appreciation towards their growing community more, and they are highly likely to attend certain events and interact with their followers by replying to their comments or messages. For someone whose posts get around 300 comments every day, it becomes increasingly harder to engage every single person on a personal level.
4. Smaller influencers have more specific content
“Smaller influencers often allow companies to target audiences interested in that niche. Not only that, but since the influencers themselves are familiar with that particular niche, they can provide detailed descriptions and recommendations for the products themselves. This makes for a better, more genuine promotion, which really helps in the long, as the relevance of the promoter to the brand is key in any marketing scheme,” explains Adam Kirrian, a social media writer at Assignment Writers and UKWritings.
5. It is easier to find genuine brand fans
6. They are better to work with
Typically, micro-influencers tend to be more engaging on a personal level, which makes it easier for businesses to establish personal connections to them.
“A lot of the times, businesses claim that smaller influencers go above and beyond to satisfy the needs of their client, as they show their gratefulness towards the people that notice them and value their work. They also claim that it is easier to contact them and that they tend to be more open to explore the tasks they are given and provide out-of-the-box content,” says Hillary Ian, a blogger at State Of Writing and Oxessays.
7. Great for small businesses and startups
This is great for anybody who is just starting up in the business, as it no longer means that only big brands and names compete in the market. In fact, starting with smaller fan bases can be a good thing, as you establish your relevance to the market while building up a reputation among the consumers, without having to spend a lot of money on promotion.
As it seems, there are many benefits to working with smaller influencers rather than people with large follower bases. Nowadays, people are becoming less and less interested in the traditional advertisements, resorting to Adblock software most of the time, so using micro-influencers can become the new, more creative method to reach your target audience, without seeming forced.