Celebrities and macro-influencers still have their fair share of attention and brands’ money, sure, but in 2022, the focus is not on them anymore. And here are the main reasons why micro-influencers get more offers – and why this is the right thing to happen.
Usually experts name those who have from 10 to 100 thousand followers on any social media platform micro-influencers. Macro-influencers have from 100 thousand to 1 million followers. The creators who have over 1 million followers are already considered mega-influencers and celebrities.
Data-driven approach changes the industry to the micro-influencers’ benefit
Influencer marketing can still be named young, especially compared to traditional marketing fields. So there still is no common standard on how to measure the results of influencer marketing campaigns. But more companies turn to the data-driven approach as data is the only thing that is firm, simple, and true – no matter how and from what point of view you look at it.
At the beginning of the year, Jonathan Tian, Co-Founder of Mobitrix, said:
“When discussing the influencer industry trends in 2022, there will be a massive rise in the demand for micro and nano influencers. This is because the industry is wholly shifting to a data-driven approach. Their high engagement rates, adaptability, and affordability make them even more valuable. Moreover, favorable data insights can be achieved more when they use micro-influencers.”
Data says micro-influencers are efficient and bring more profit for the least amount of money.
In terms of prestige and helping make a loud statement, celebrities may work better, but micro-influencers usually outperform them in terms of engagement rate and attracting new real customers.
Average ER of a YouTube influencer who has over 50 million subscribers is under 3%. For Instagram influencers who have over 250 million followers, the metric is usually under 2%, or even under 1% in some cases. To make our example more vivid, let’s take Cristiano Ronaldo, who has the most followers on Instagram ever: he has the ER of 1,7% according to the BuzzGuru analytics platform.
At the same time, a micro-influencer Dieguito – a fitness specialist from Milano – with almost 50 thousand followers on Instagram has the ER of 15,42%.
Micro-influencers are closer to their audience, more approachable, more open and ready to communicate. This is what people love about them: they see persons like themselves, the ones who are just like them and are experts in some fields – so they can be trusted. A micro-influencer’s advice (to buy something or to use some service) is valuable, like advice from a friend and an authoritative person at the same time.
Here’s what Derek Morgen, Co-Founder of Growthster, says about that:
“Micro-influencers are seen as more relatable and trustworthy than celebrities or macro-influencers (those with over 100,000 followers), which makes them more effective at driving sales and creating brand awareness. As more and more individuals seek to become popular on social media, the number of micro-influencers and potential outreach has grown tremendously. While they don’t have 100,000 followers yet, they are making their mark. The effectiveness of micro-influencers is due in part to the fact that their followers see them as a peer. They’re relatable and interact with users on a personal level, unlike celebrities, who are often seen as untouchable. Through platforms like TikTok, Instagram, and Twitter, reaching hundreds of thousands of users across 10-20 micro-influencers will do more justice for a business than one or two celebrities promoting a product.”
Time and money
Another micro-influencers’ profit is their prices. Their services are way cheaper than those of macro- and mega-influencers. When planning a marketing budget, a marketer has a choice: to spend a huge sum on a celebrity or part the sum between a few micro-influencers. Both approaches can take place, it depends on your goals. But considering the micro-influencers’ higher ER and their audiences’ trust, you can count that their performance in terms of CPM and CPA will be more profitable. In the end, you need to reduce user acquisition expenses, and micro-influencers who are selected carefully can do that for you.
Also, small companies that can’t afford to spend a huge amount of money on marketing win even more when working with micro-influencers. For example, a modest budget of $5,000 can be shared among 10-20 micro-influencers instead of being spent on the services of 3-5 macro-influencers, which helps diversify risks.
It may seem that searching for the right micro-influencers may take more time, but in reality, the time also reduces because, as it was said above, they are more approachable – not only for their followers but also for brands. It’s usually easier to make a good deal with a micro-influencer that receives not as many offers as a mega-influencer does on average. Also, you can always use special marketing tools to make sure that the creators you choose for your campaign are relevant, have high performance numbers, and make quality content for brands they work with.
ABOUT THE AUTHOR
Pavel Beinia CEO and Founder, BuzzGuru
Pavel Beinia a serial IT entrepreneur, CEO and Founder at BuzzGuru. With over 10 years of experience in influencer marketing and the mission to make the industry transparent and measurable, Pavel has launched several digital projects, including an influencer marketing agency, a marketplace that brings together advertisers and influencers, and a marketing intelligence platform.