Unlike celebrities with millions of social media followers, micro-influencers may have anywhere from 10,000 to 50,000 followers on their platforms. While the exact numerical definition varies of a true influencer, statistics suggest smaller niche players may wield more influence when it comes to effective social media marketing.
Because they are far more approachable and relatable to the average consumer. Their following may be smaller, but they are immensely dedicated and connected.
On the surface, it seems as though an influencer’s total following matters more than anything else. And while the overall numbers do attract attention, engagement is the key factor in an influencer’s ultimate success. Micro-influencers often have very high engagement with their fan-bases and are often over-looked by brands in the social media campaigns they are pursuing.
But they shouldn’t be.
For a large reason, they are more cost-effective for a campaign when compared to celebrities. They are also accessible and can be found in nearly every aspect from health and wellness, entrepreneurship to beauty and fashion. But most importantly, they have established trust and their loyal followers believe them.
Because of this, brands can utilize these micro-influencers to tell the story of their brand rather than blatantly sell to their audience. And when the influencer is willing to tell the story, their followers are ready and willing to listen.