The idea of tapping influencers isn’t new, especially when it comes to creating traction and engagement for your brand. The rise of social media over the past decade has solidified the presence of influencers or individuals who become online stars because of their massive following.
Asking an influencer with millions of followers to post a photo of a product was once a brand’s go-to scheme in generating interest––but one alternative that can be much more effective for your PR campaigns is leveraging micro-influencers.
What are micro-influencers?
Unlike “macro-influencers”, or popular influencers with over 100,000 to millions of followers, micro-influencers are individuals with smaller followings––between 1,000 to 100,000.
Macro-influencers are seen as lifestyle gurus, generating mass appeal over various domains, niches, and interests. These macro-influencers often carry a celebrity status, employing an agent and a production team that help them create content for the web.
Meanwhile, micro-influencers cater to a more niche audience and are seen as credible thought leaders. They usually specialise in a particular topic, such as food, travel, or fashion, and usually create stronger, direct relationships with their followers.
While influencers with massive followings may guarantee a wide reach for your brand, they may not be the right fit if you are looking to generate authentic interest and engagement. Here are reasons why micro-influencers could be a better fit for your PR strategy, and how they can deliver better results for your brand.
They have higher engagement rates.
A study by ExpertVoice shows that micro-influencers drive up to 22 times more conversations than the typical Instagram user––largely because they are seen as a trusted authority on a certain topic. These numbers are not to be ignored especially when you want to generate relevant and engaging discussions around your brand. Since micro-influencers tend to have a more specific target audience, you can confidently and accurately reach out to particular target groups.
They bring authenticity to your brand.
While celebrities and macro-influencers may have feeds filled with glossy shots and sponsored posts, micro-influencers are seen as more authentic precisely because of their lack of celebrity fanfare. Simply put: they are real people who post relatable posts about their real lives. Micro-influencers interact more organically on social media––they take their own photos, write their own captions, and reply to comments themselves instead of through a manager.
Hence, collaborations with micro-influencers can result in more genuine and hence convincing content that creates value for their audiences. Because micro-influencers are naturally passionate about their subject, they can effortlessly create heartfelt content that appeals to their audience and is related to their area of interest.
With stronger levels of trust between influencer and follower, micro-influencers can help generate more leads than celebrities with larger fanbases. According to the same ExpertVoice study, 82% of survey respondents said that they were highly likely to follow a micro-influencer’s recommendation.
They are more cost-effective.
A single sponsored post with a macro-influencer or a celebrity can set you back between hundreds to thousands of dollars. While the post may reach a lot of eyeballs, not every follower may be your intended audience. A micro-influencer is typically more cost-effective, and can help you connect with a more precisely targeted follower base.
While brands will need to coordinate with more micro-influencers to achieve a similar reach in numbers as that of a macro-influencer, collaborating with several micro-influencers for a single campaign may still be more affordable than one mega celebrity––generating higher impact thanks to a hyper-engaged fanbase.
Whether you want micro-influencers to share their brand experiences, start a discussion, or publish a review, this influencer cohort can help you create more valuable, authentic, and better engaged conversations in the public eye.
Depending on your brand’s goals and specific targets, micro-influencers are an effective way to deliver impact and maximise your PR strategy. A PR firm that understands the local media landscape and has a high-value network of the most relevant influencers for a specific industry can help you connect with the right content creators, and shape meaningful communication surrounding your brand.
Blue Totem Communications has formed trusted partnerships with influencers in Singapore and Malaysia, helping brands connect with the most credible and fitting influencers for their PR campaign. Ensure success in your digital strategy and see potent results with the right influencer collaborations. Get in touch with us at firstname.lastname@example.org today.