There are all kinds of social media influencers in today’s digital world. Some influencers have created their very own social media empire with millions of followers, while many others have created small but niche audiences with high engagement rates.

The latter, in the above instance, are micro-influencers, and as per reports and analytics, they play key roles for brands to leverage their identity and reach new heights with their advertising campaigns in the current influencer marketing landscape.

So, what is even a micro-influencer, and what role do they play in leveraging brand identity? If these questions are hovering in your mind and you want to know why major brands are turning to them to leverage their identities, check out the following sections right now!

What is a Micro-Influencer?

Simply put, a micro-influencer is a social media influencer who has more followers than your average Joe but less than internet celebrities.

Importance of Micro Influencers
Credit: @key.rist (left) & @cloudnoela (right)

They typically have more than 1000 followers, which is more than the following of an average social media user, but less than 100,000 followers.

These influencers tend to focus on specific products, services, and lifestyles, catering to niche audiences on social media platforms.

As a result, micro-influencers are seen as experts in their respective fields and usually interact more with their followers than macro-influencers via comments and direct messages.

Characteristics of a Micro-Influencer

Now, all micro-influencers tend to have a few common characteristics that differentiate them from internet celebs on social platforms. Let’s take a quick look at them right below:

1. Niche Audience

Micro-influencers tend to identify a specific idea, industry, or sector, and fully focus on it with their content on social media. This helps them create a niche audience who are passionate and loyal.

2. Small Following

As mentioned before, micro-influencers usually have a small follower base. However, due to the niche factor, the small follower base generates high engagement rates, even more than macro-influencers.

3. Authentic and Relatable

Micro-influencers are deemed more authentic and relatable by their audience than macro-influencers. This is mainly because most of them do not usually sugarcoat their content, which in turn, helps the common masses relate to them more than they relate to big internet personalities with a massive following.

Importance of Micro Influencers
Credit: Pexels | Mizuno K

So, these are some of the basic characteristics of micro-influencers that make them who they are!

What is the Importance of Micro-Influencers for Brands?

From brands’ perspectives, micro-influencing is the next big thing in the influencer marketing industry. With only a few micro-influencers on the payroll, brands can leverage their identity, reaching a cluster of passionate and loyal individuals via social media marketing.

So yes, micro-influencers play a critical role in helping brands leverage their identity in today’s social media landscape.

Importance of Micro Influencers
Credit: Unsplash | Maddi Bazzocco

Take a look at some important factors that are encouraging brands to turn to micro-influencers instead of macro or celebrity influencers on social media right below:

1. Targeted Reach

As micro-influencers tend to have a niche community of passionate and loyal followers, brands can use them to reach an audience base that is truly interested in their products or services.

2. Higher Engagement Rate

As micro-influencers often have personal connections with their followers, their engagement rates usually remain higher than macro or celebrity influencers. So, with micro-influencing campaigns, brands can expect more people to know about their content, products, or services.

3. Cost Effective

Due to their smaller audience base and limited reach on social media, micro-influencers tend to charge way less than bigger influencers. Combining this with high engagement rates, brands can get more ROI from their micro-influencing marketing campaigns.

4. More Impactful

As micro-influencers are authentic and relatable with their social media content, their posts tend to be more impactful for their followers. So, with micro-influencing, brands can expect to create more impact via their ad campaigns than with macro-influencing campaigns.

These are some of the vital factors that are luring brands to start micro-influencing campaigns to leverage their brand identity.

Wrapping Up

So, to wrap this all up, we’d say that in today’s social media scene, micro-influencers are the underdog that can help brands leverage their identity. If used correctly, micro-influencing could become one of the best advertising strategies for brands to promote their products or services.

Frequently Asked Questions (FAQs)

How to find micro-influencers on Instagram?

Finding micro-influencers on Instagram can be pretty easy. You can use hashtags and keywords relating to a niche on the Explore page to find influencer accounts with a following between 1000-100,000.

How to become a micro-influencer?

If you want to become a micro-influencer, focus on a specific idea, industry, or product category, and build an engaging community around it on social media platforms like Instagram, TikTok, and YouTube.

Which brands are working with micro-influencers?

Various brands are turning to micro-influencers to run their ad campaigns on social media. Some of the popular ones include Nike, Forever21, Asos, Sephora, Coca-Cola, Amazon Audible, Starbucks, HelloFresh, and many others.