If you work in marketing, are interested in trends, or even belong to the group of micro or macro influencers, this topic will definitely catch your attention.
Micro-influencers are people who have between 10k and 50k followers. A micro-influencer focuses on a specific niche and maintains an active relationship with their followers, who trust them. Considering the trends in 2024, where people insist on personalization, spontaneity, and so-called “real content,” micro-influencers prove to be a winning card for brands, primarily because of:
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High engagement rates: Micro-influencers have a much higher engagement rate compared to macro-influencers and celebrities. Their friends, acquaintances, and followers comment more, like, and share their content.
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Authenticity and relevance: Micro-influencers are usually people their audience can easily relate to. Their content is more authentic and relevant to their followers’ interests.
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Lower costs: This makes them accessible even for brands with limited budgets.
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Focus on specific niches: Micro-influencers often focus on specific niches, which allows them to build a deep understanding of their followers’ interests and needs.
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Accessibility: The closeness of micro-influencers to their audience makes them very attractive to brands looking to connect with a targeted demographic on a more intimate level.
Now that we understand why micro-influencers are so effective, let’s look at the key points our instructors emphasize in the Digital Marketing program:
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You must know who your user is.
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Who is your target audience? What are their needs, habits, and how engaged are they on social media?
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What are your brand’s values and how is it positioned in the market?
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What do you want to achieve in the campaign or long-term strategy? For example, brands often hire micro-influencers per campaign, while selecting two or more macro-influencers as brand ambassadors for long-term collaboration.
With careful planning and strategy, working with micro-influencers can help you achieve higher conversion rates and build trust, while macro-influencers offer broader reach.