5 Reasons Why Brands Are Embracing Micro-Influencers

Tuesday Jul 16th, 2019

Why Brands Are Embracing Micro Influencers

It’s not that celebs such as Kylie Jenner, The Rock, and Kim Kardashian West are losing their following. In fact, all three of them have well over 100 million followers. Yet, despite their posts attracting a whole lot of eyeballs, macro-influencers and celebrities aren’t achieving the results brands are looking for.

A recent study showed that “lower-scale” types of celebrities, like popular Instagrammers, were more influential than their traditional celebrity counterparts.

When it comes to influencer marketing, less is more. Today, brands are collaborating with content creators with as few as 100 followers. With their higher engagement rates, willingness and enthusiasm for trade collaborations, and premium lifestyle posts, influencers with a tighter, more avid following are driving bigger results for companies. What’s attracting brands to these Instagram up-and-comers? We’ve identified five important reasons.

Relatability

Measurability

It’s a misnomer that influencer marketing is immeasurable. In fact,ApexDroprecently wrote about the topic in a recent post:How to Measure Influencer Marketing ROI. From distribution stats to sales lift, it is easier than you might think to determine the success of a campaign.

Macro-influencer impact is measurable as well. However, with “micros,” you’re able to get more granular with your engagement rates, which translates into a more plentiful “ROR,” or return on relationship.

AsApexdefines it, “ROR is the value accrued from the authentic connection to a person or brand.” After campaigns wrap up, brands are able to work with their favorite influencers with whom they’ve already built trusted relationships. What’s more,researchshows that influencers areeight times more likely to buy productsfrom brands they’ve collaborated with.

Money is the root of all... distrust

There is a reason why manypremier influencer marketing agenciesavoid pay-per-post deals: it kills the authenticity of the interaction. By now, the general public is privy to how much macro and mega-influencers are making, tens to hundreds of thousands of dollars per post.

But trade collaborations, where content creators post for free products, retain the original allure of influencer marketing. Rather than pushing a product for cash, influences are promoting something they actively enjoy using—and likely still use when they’re not posting. The pressure of getting paid doesn’t weigh in on the creators’ decision to post.

Mciro Influencer with Sunglasses

How do you decide who to work with?

For most brands, it’s overwhelming to parse and vet the vast selection of micro-influencers to find ones who post high-quality content and match their aesthetic. For that reason, many of them align with amicro-influencer marketing agencyto find the best trade collaboration opportunities.

Not only does this help expedite the campaign ramp-up process, but when you work with agencies such asApexDrop, you tap into a network of rigorously vetted micro-influencers, a seasoned campaign management staff, and comprehensive reporting and perhaps most importantly, you’re posts are guaranteed. If you’re interested in working with micro-influencers,visit our demo pageto learn more.