<\/span><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.14.9″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.14.9″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n <\/span><\/p>\n However, one of the categories that may be more relevant than expected is the size of the audience, because this affects what type of influencer they are. They can be one of four:\u00a0<\/span><\/p>\n … and it is the Micro-Influencer and its great potential that we will be focusing on today.<\/span><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.14.9″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n <\/b><\/span><\/p>\n <\/b><\/span><\/p>\n <\/b><\/span><\/p>\n<\/blockquote>\n [\/et_pb_text][et_pb_image src=”https:\/\/www.clickanalytic.com\/wp-content\/uploads\/2022\/11\/975ADE76-6481-4817-8E4C-1D51A29E7113-scaled.jpeg” title_text=”975ADE76-6481-4817-8E4C-1D51A29E7113″ _builder_version=”4.14.9″ _module_preset=”default” width=”65%” module_alignment=”center” global_colors_info=”{}”][\/et_pb_image][et_pb_text _builder_version=”4.14.9″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.14.9″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n A Micro-Influencer is an influencer with an audience of roughly between 10-90K. Essentially, their audience is not minuscule, but it is not in the region of millions of followers either.\u00a0 But as their market share has been on the rise, increasing to 91% in 2021<\/strong>, evidently they are making a noticeable impact within the industry.\u00a0<\/span><\/span><\/p>\n It may be surprising that these influencers can be the perfect answer to your marketing strategy. But doesn’t a bigger audience = better? We can confidently tell you, that the answer is no – bigger does not always mean better results, and we can explain why in these 8 benefits.\u00a0<\/span><\/p>\n \n [\/et_pb_text][et_pb_image src=”https:\/\/www.clickanalytic.com\/wp-content\/uploads\/2022\/11\/4CA08048-B32E-4919-9497-2D27E5262596-scaled.jpeg” title_text=”4CA08048-B32E-4919-9497-2D27E5262596″ align=”center” _builder_version=”4.14.9″ _module_preset=”default” width=”89%” global_colors_info=”{}”][\/et_pb_image][et_pb_text _builder_version=”4.14.9″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.14.9″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.14.9″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n A brand can really benefit from the influencer’s niche type of audience. Evidenced by the fact that the audience is smaller and the influencer is more unknown, social media users have specifically chosen to follow the influencer’s content, which is usually specialized and matches their personal interests. They will be more receptive to targeted ads, because of their specific pre-existing interest in that topic, and their emotional investment in the influencer.<\/span><\/p>\n <\/span><\/p>\n Food and cooking micro-influencer @cookingwith_hlodi<\/strong> demonstrates how in a partnership with @rajahsouthafrica<\/strong>, using their spices to cook a meal and tagging them in the post, they can stir up genuine interest within their community, attracting positive comments.\u00a0 Clearly, the audience’s niche interest in foods – particularly South African cooking – has brought significant attraction to the post.\u00a0<\/span><\/span><\/p>\n \n [\/et_pb_text][et_pb_image src=”https:\/\/www.clickanalytic.com\/wp-content\/uploads\/2022\/11\/172FAE42-6A93-41F3-B29D-FA76BFD1E65E.jpeg” title_text=”172FAE42-6A93-41F3-B29D-FA76BFD1E65E” align=”center” _builder_version=”4.14.9″ _module_preset=”default” width=”83%” border_color_all=”RGBA(255,255,255,0)” global_colors_info=”{}”][\/et_pb_image][et_pb_text _builder_version=”4.14.9″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n By contrast, celebrity and Mega Influencer @iamginodacampo<\/strong> with 1.5M followers partook in a paid partnership with @beroccauki<\/strong>.\u00a0 Although his follower count is higher, resulting in more likes on the post, the engagement rate was at 1.31%, meaning that the proportional engagement is overall lower, reflecting that audiences are not strongly resonating with the Berocca content. Gino D’Acampo’s audience does not have a specialized interest in supplements, meaning that the Berocca product placement does not tap into a niche area of enthusiasm, which has resulted in fewer reactions. This is in contrast to the post by @cookingwith_hlodi<\/strong>, whose audience responded in a more genuine and lively way to the content.<\/span><\/span><\/p>\n \n \n [\/et_pb_text][et_pb_text _builder_version=”4.14.9″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.14.9″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n The smaller, more niche audience has already developed a relationship with the influencer, leading to a higher level of engagement with their posts. This should translate to a higher engagement with sponsored and whitelisted posts also; just because there is a monetized element, doesn’t mean that the audience won’t show the same enthusiasm towards their favorite influencer – as long as the ad is compatible with the creator’s carefully crafted image.\u00a0<\/span><\/span><\/p>\n \n [\/et_pb_text][et_pb_image src=”https:\/\/www.clickanalytic.com\/wp-content\/uploads\/2022\/11\/417A9ACA-3680-433C-91DB-4EF7C9C2AEAB-scaled.jpeg” title_text=”417A9ACA-3680-433C-91DB-4EF7C9C2AEAB” align=”center” _builder_version=”4.14.9″ _module_preset=”default” width=”72%” global_colors_info=”{}”][\/et_pb_image][et_pb_text _builder_version=”4.14.9″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.14.9″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n A smaller audience can also lead to a higher level of audience loyalty. As the followers have remained loyal to a more obscure influencer, perhaps since the beginning of their content-creating career, they are more likely to stay engaged and retain a vested interest in the influencer even if they make changes to their brand image along the way. They are also more likely to respond well to recommendations, due to their predisposition to like the influencer’s content.<\/span><\/span><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.14.9″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n Fitness micro-influencer @emilysharp.fitness<\/strong> achieved a 16.48%<\/strong> engagement rate on a post sponsored by @saintsblanc<\/strong>. Clearly, her audience loyalty has resulted in interest in the post, in which she displays gym wear which is typical of her Instagram channel, which receives a positive outcome for the brand associated.\u00a0<\/span><\/p>\n [\/et_pb_text][et_pb_image src=”https:\/\/www.clickanalytic.com\/wp-content\/uploads\/2022\/11\/47AABD1E-9B90-436B-A0FF-4B005C2C3221.jpeg” title_text=”47AABD1E-9B90-436B-A0FF-4B005C2C3221″ align=”center” _builder_version=”4.14.9″ _module_preset=”default” width=”49%” global_colors_info=”{}”][\/et_pb_image][et_pb_text _builder_version=”4.14.9″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.14.9″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n The return on investment will most likely be higher with micro-influencers, due to the fact that they are cheaper to acquire but their posts will see a lot of engagement and CTR, bringing in a higher ROI. Furthermore, it may be advisable to commission several micro-influencers for one job, resulting in a wider reach and increased impressions.\u00a0 This could be preferable to working with one macro influencer who doesn’t have as strong a relationship with their audience, resulting in less engagement – and will also be more costly, thus receiving a lower ROI.<\/span><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.14.9″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.14.9″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n An audience will view a micro-influencer as having a higher level of authenticity. They may have seen them build their brand from day one, and thus have a higher level of trust in their content. Even the influencer’s promotional posts will feel more authentic to their audience, especially if they have had a level of involvement in the creative process. If the product is aesthetically and thematically matched to the influencer’s usual content, then it won’t feel out of place and will be more believable.<\/span><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.14.9″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.14.9″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n As the micro-influencer has likely built a genuine connection with their followers, their community has become built on trust and interactions, perfect for the positive reception of any products or services they may choose to market.\u00a0<\/span><\/span><\/p>\n UK fashion and style micro-influencer @karenwilliamstylist<\/strong> used her connection to her 32K audience during her sponsorship with BT<\/strong>, leading to a clear spike in engagement. The partnership involved an online ladies’ event including workouts, meditation and styling, with BT providing the connection which enabled the event to happen. Karen Williams has utilized her community here, and her signature brand – positivity, a bright style and fun content – to create an engaging ad.\u00a0 Using our tool we could review the most revealing statistics from the campaign, including the high engagement rate of 23.38% <\/strong>and likes of 7K<\/strong>.\u00a0<\/span><\/span><\/p>\n \n [\/et_pb_text][et_pb_image src=”https:\/\/www.clickanalytic.com\/wp-content\/uploads\/2022\/11\/B842E694-A4A9-481D-A15B-6710E65225D6.jpeg” title_text=”B842E694-A4A9-481D-A15B-6710E65225D6″ align=”center” _builder_version=”4.14.9″ _module_preset=”default” width=”100%” max_width=”81%” global_colors_info=”{}”][\/et_pb_image][et_pb_text _builder_version=”4.14.9″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n By contrast, influencer and stylist @venedaacarter<\/strong> has 274.61K followers on Instagram, which would classify her as a Macro Influencer.\u00a0 At a much higher volume of followers, it would be understandable to imagine that a sponsored post would receive a better response from audiences, and gain more CTR and a better ROI as a result.\u00a0 However, as demonstrated by this @burberry<\/strong> ad on Veneda Carter’s Instagram, the engagement rate was only 0.73% – and despite the bigger audience, a lack of community support for this post resulted in a relatively low number of likes and comments. For Burberry, this could likely have resulted in less CTR and therefore lower sales.<\/span><\/span><\/p>\n [\/et_pb_text][et_pb_image src=”https:\/\/www.clickanalytic.com\/wp-content\/uploads\/2022\/11\/C9D240F7-24CE-4EE6-8E9E-66FA8B967C46.jpeg” title_text=”C9D240F7-24CE-4EE6-8E9E-66FA8B967C46″ align=”center” _builder_version=”4.14.9″ _module_preset=”default” width=”81%” max_width=”81%” global_colors_info=”{}”][\/et_pb_image][et_pb_text _builder_version=”4.14.9″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.14.9″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.14.9″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n As a micro-influencer’s content usually has a higher level of engagement, including likes, shares and comments, this will lead to more Clicks to Conversion<\/strong>. Audiences are more trusting of influencers’ recommendations already, with 61% having confidence in influencers’ endorsements<\/strong>, but when you combine this with a loyal following, there will inevitably be more tangible action taken towards sales.<\/span><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.14.9″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.14.9″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n The micro-influencer is still of such a small following, and usually posts highly creative content, which means they may have multiple blogs, and be present across numerous social media platforms. Thus they may have a wider spread and reach if they advertize on various platforms, reaching many audiences and gaining more impressions.\u00a0<\/span><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.14.9″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.14.9″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.14.9″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n The main downside of a micro-influencer is that they will create less reach than an influencer with, for instance, a million followers. More reach leads to more widely-spread brand-awareness, and more new eyes to the brand. It also potentially means a higher overall amount of engagement, even if the engagement percentage rate is relatively lower than that of a micro-influencer.<\/span><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.14.9″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.14.9″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n Hiring several micro-influencers will maintain a larger audience spread overall, and will gain a lot of reach, whilst maintaining a higher engagement rate.\u00a0<\/span><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.14.9″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.14.9″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n If the specially chosen micro-influencer does not have a decent quality audience, although on the surface it appears that they do have an abundance of caring followers, the engagement won’t be as high as they have promised, and there won’t be as many CTR or as much ROI as a result.\u00a0<\/span><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.14.9″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.14.9″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n<\/span><\/h5>\n
Different types of influencers…<\/span><\/h2>\n
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Micro-influencers’ market share increased to 91% in 2021.\u00a0<\/h2>\n
<\/span><\/h2>\n
What is a Micro-Influencer?<\/span><\/h2>\n
<\/span><\/em><\/h2>\n
8 benefits of Micro-Influencers<\/span><\/em><\/h2>\n
1. Niche Audience<\/strong><\/span><\/h3>\n
2. High Engagement Rate<\/strong><\/span><\/h3>\n
<\/ul>\n
3. Audience Loyalty<\/span><\/strong><\/h3>\n
4. Higher ROI & Cheaper for Brands<\/span><\/strong><\/h3>\n
5. Higher Authenticity<\/span><\/strong><\/h3>\n
6. The Micro-Influencer has Created a Community<\/span><\/strong><\/h3>\n
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61% of consumers have confidence in influencers’ endorsements\u00a0<\/span><\/h3>\n<\/blockquote>\n
7. Higher CTR<\/span><\/strong><\/h3>\n
8. Multiple Media Formats\u00a0<\/span><\/strong><\/h3>\n
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Any downsides of Micro-Influencers?<\/span><\/h2>\n
The problem >\u00a0<\/span><\/strong><\/em><\/h3>\n
The solution >\u00a0<\/span><\/strong><\/em><\/h3>\n
The problem >\u00a0<\/span><\/strong><\/em><\/b><\/h3>\n
The solution >\u00a0<\/span><\/strong><\/em><\/b><\/h3>\n
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