A micro-influencer is someone with between 1,000 and 50,000 online followers. This person also has expertise in a specific area. In the case of fitness, this could be a personal trainer who works primarily with senior clients. Or maybe you specialize in kettlebell training.
A micro-influencer is different than other levels of influencer status, such as:
Mega-influencer: This is an influencer with at least one million followers. Celebrities often fall into this category. For instance, Jennifer Lopez is a celebrity influencer with more than 55 million Facebook followers. Dwayne ‘The Rock’ Johnson is another with 5.58 million subscribers on YouTube alone.
Nano-influencer: This is a smaller influencer or someone with 1,000 followers or less. This type of influencer might be a local governmental leader. It could also be a prominent businessperson within a community.
Benefits of Micro-Influencer Marketing
Keep in mind that developing a strong brand isn’t just about connecting with people. It also requires that you connect in a meaningful way. It’s like the difference between your online friends and acquaintances. You put more trust in your friends because you know them better. The same is true with micro-influencers. While they may have fewer followers, they have more trust from those who are interested in what they have to say.
Another benefit of being a micro-influencer is that your audience is more focused. People follow you for a specific reason. They want your advice regarding exercise or nutrition. Conversely, a celebrity influencer can be followed for any number of reasons. One follower may like a movie or TV show they were in. A different follower thinks they’re funny or cute. This creates a more varied following but doesn’t necessarily highlight your expertise.
Brands also like to partner with micro-influencers. For one, it’s usually cheaper. Business of Apps reports that a micro-influencer generally earns around $1,000 for a Snapchat promotion. A macro-influencer is paid around $75,000 for that same promotion. That’s a huge cost savings.
Plus, since your audience is more focused, they are also typically more engaged. From a sales standpoint, it’s easier to convert an engaged person to a sale. This leads to a greater return on investment (ROI) for the brand. A 2020 survey conducted by Influencer Marketing Hub found that for every dollar spent on influencer marketing, a brand can earn $5.78 in return.