A member of the Kardashian family photographed in a pose, anything but natural, to promote a brand has become a recurring pattern. In search of authenticity, consumers identify more with small content creators. Who are they? What are the benefits of working with these micro-influencers?
Just a few years ago, brands questioned the usefulness of collaborating with influencers. Now, these content creators have become essential on social media, followed by thousands of internet users. Advertisers have realized the potential of their recommendation power. With the growth of influencer marketing, experts have divided these internet professionals into several categories. Lately, brands are rushing to work with micro-influencers. These influencers stand out due to their high engagement rates compared to those of macro-influencers.
What is the definition of a micro-influencer?
As a reminder, there are different types of influencers. Just a few months ago, micro-influencers were relatively unknown to brands. These brands focused on collaborations with macro-influencers and were hesitant to work with these smaller-scale personalities due to a lack of understanding of their potential.
However, influencer marketing has evolved and is currently the subject of numerous studies. Some of these studies focus on the impact of influencers. According to these studies, micro-influencing offers several advantages.
In France, micro-influencers have engaged communities with a follower count ranging from 10,000 to 100,000. The majority of them are fashion and lifestyle influencers. For example, Jeanneducoureau has 23,000 followers. Initially a model, she shares her vintage-inspired style on social media.
On the other hand, Rêverie de Marie is a lifestyle influencer with 12,000 followers. She shares high-quality content that focuses on more responsible consumption to protect the environment.
Where does their success come from?
The success of micro-influencers is based on three essential factors:
- Authenticity
- Expertise
- Values
These influential internet personalities share more spontaneous content without compromising on quality. Attuned to their community, micro-influencers stand out through their authenticity, a real asset in the world of influence.
What are the advantages of working with a micro-influencer?
Working with a micro-influencer is an asset for the company’s brand image. With a smaller community, the creator shares their values by establishing a more personal connection. Committed to their work, they listen to user comments and respond. Therefore, they are the ideal ambassador to represent a brand.
The number of followers does not necessarily equate to quality in terms of targeting. A micro-influencer’s audience is more limited. However, they target a specific audience. For example, the account Nota Bene is a content creator on YouTube who caters to history and mythology enthusiasts. By collaborating with such an influencer, an advertiser reaches genuine enthusiasts.
Working with a micro-influencer also offers a financial advantage. The brand can run multiple campaigns with this personality compared to a mega-influencer with millions of followers.
While working with a web celebrity provides access to a broad audience, it may not align with the target audience. Therefore, the conversion rate is low.
How to work with a micro-influencer?
Even though they don’t enjoy the same level of fame as celebrities, choosing a micro-influencer deserves special attention. The reason is that they are more numerous, and brands are competing to engage them. It is crucial to understand the influencer’s target audience and editorial style.
A personalized email approach
Some marketing experts approach these content creators simultaneously via email. Mass emails are impersonal. Sending personalized messages demonstrates the brand’s genuine interest in the influencer’s work.
A simpler process
In a serious collaboration, the company should propose its process. When this process is too demanding, it may deter influencers. Even if a contract is signed with a personality, they may be unwilling to repeat the experience.
Methods to find an influencer
Search engines represent the easiest way to find influencers. However, it will take time to sift through the options to find one that aligns with the brand’s values. Join an influencer marketing platform such as 1fluencer that helps you to find the perfect influencer for your campaign!