The Power of Micro-Influencers

The Power of Micro-Influencers: When You Can’t Afford Kylie and Friends

By now, we have all seen or at least heard of the much talked about Fyre Festival documentary on Netflix and Hulu and if there is one thing that we can take away from it is that the impact that influencers have over persuasion and perception is undeniable – a simple post or tweet from Kylie and the likes has the power to launch a nameless brand out of obscurity and into the mainstream. But what if you can’t afford a top-tier influencer? And even if you could, what if they don’t exactly align with your brand? Or perhaps you need to reach a niche audience?

Enter micro-influencers.

While the actual definition of who qualifies as a micro-influencer is subjective, we believe that it is someone who has anywhere between 1,000 and 200,000 followers on social media channels. More importantly though, it is about how connected and engaged the influencer is to their audience. Not only are micro-influencers a more accessible and cost-effective way to leverage the power of influencers, but they are typically seen as more approachable, genuine, relatable, and come with a built-in, highly engaged audience for your brand. When you consider that nearly 40% of Twitter users claim to have made a purchase as a direct result of a tweet from an influencer, it is no surprise that more brands are tapping into influencer marketing however, micro-influencers are often overlooked and underutilized.