To approach the concept of micro influencers, keep in mind that there is no closed definition of its ‘influence’ nor a single criterion to measure it. Nevertheless, an influencer can be defined as a person with a strong presence on social media and with some credibility on a specific topic. Lately, there has been a ‘boom of influencers’, especially on the Instagram social network, of which several have become brand ambassadors thanks to the influence they have over their followers.
To identify micro influencers – and to distinguish them from influencers – the number of followers is crucial to discern the first type, which typically has between 10k and 50k, while the second one has more than 50k. This factor is directly related to the marketing strategy planned by the company; in the case of micro influencers, and for specific fields, it can be more profitable to invest in them to promote products and businesses.
Who Can be Defined as a Micro Influencer?
As we have mentioned before, it’s complex to reach a definition with just the coldness of numbers. In fact, this concept cannot be exclusively measured by the number of followers, although – in this sense – it represents a filter to take into consideration at the moment of distinguishing a micro influencer from an influencer. However, it is also necessary to analyze the commitment and the bond that the profile has with its community.
Therefore, we enumerate next the characteristics that define a micro influencer:
- They have a social media following ranging from 10k to 50k.
- They offer their audience a closer content which is sometimes related to local brands.
- They interact easily with their followers through comments and direct messages.
- They build loyalty and motivation within their community, while fostering their identification with the content and messages shared across the different social media platforms.
Which is the Difference between a Micro Influencer and an Influencer?
Regarding the established relationship between the sender and the receiver, micro influencers can build connections with their followers with greater ease since – comparing them with influencers – they have fewer ‘likes’ and comments to review; in addition, due to having a smaller audience, the influence that they exert on their followers is more direct and personal.
As a result, this defining characteristic of micro influencers implies that the published message turns out to be more authentic and credible to the audience, thus of higher quality. This is because the receiver is usually more inclined to consider purchasing products or services related to the content endorsed by the brand.
Even though micro influencers count on fewer followers in comparison to influencers, they can cause a stronger impact on their audience thanks to the ease and closeness they have with them; this is distinct from influencers: they dispose of a high number of followers, making it harder to interact with each of them.
What Role does a Micro Influencer Play in Marketing Strategy?
Including influencers as part of the marketing strategy is actually an interesting option for a company. This particular type of advertising tactic is known as ‘influencer marketing’ and it involves a novelty in the methods already used by digital marketing to create a series of collaboration links between interested brands (or companies) and those people with a strong presence and visibility on social media.
As far as the advantages of ‘influencer marketing’ are concerned, it’s important to note that these social media profiles contribute to improving the visibility and credibility of a company’s branding; by recommending, these digital influencers, also bring about a considerable increase in the sales of products and services. Through their social network posts, influencers foster the knowledge of the brand’s values and enable the directing of quality traffic to the corresponding company’s website.
In the case of working for specific sectors and certain local companies, it can be beneficial to invest in micro influencers to promote products and services. The cosmetics business, for instance, is a clear reflection of influencer marketing. Some brands like Pixie, focus themselves on the strategy of sending specific products to influencers that, despite having a small number of followers, will be able to generate more engagement offering the brand a greater degree of proactivity when collaborating in exchange for testing a series of products.
It can also be the case that a brand is interested in collaborating with an influencer account with less than 10k. Even in this situation, an interesting collaboration can be created because of the real influence they exert over the community through the closeness of their published content, the ease of relationship and empathy existing between both parties, and the connection between their niche audience and the publication of the brand in question.
With regards to the possible actions to be carried out in an influencer marketing strategy, there are several options:
- Highlighted products
- Product samples
- Attendance at events