In the world of social networks, influential profiles have become the main activators of user behavior. As influencers, they have the ability to reach significant groups of people, reinforcing and even changing their opinion on certain issues, as well as driving audiences to action. Although they may not always be aware of it, influencers have the ability to determine and guide the decisions of the individuals they connect with. However, in the face of the major influencers or macroinfluencersthose that accumulate large numbers of followers and concentrate a large part of the commercial interest of the most powerful brands, the world of microinfluencers has become an opportunity that deserves to be explored at different levels, both in social networks and outside of them.
The microinfluencer is characterized, above all, by reaching more limited segments of the population in social networks, although conversely much more professional or specialized in a particular sector, especially in the case of niche influencers. Although there is no fee for this, it is estimated that those with audiences ranging from 1,000 to 100,000 followers, although those at the upper end of this range take on a different dimension and tend to have a greater capacity to monetize marketing campaigns.
What does working with microinfluencers give us?
Reach more engaged audiences:
Although their reach may be smaller compared to macroinfluencers, their audience tends to be more loyal and focused, which allows them to reinforce strategies including ABM (account based marketing). ABM (account based marketing).
Focus on specific niches:
Microinfluencers tend to focus on more specialized niches. They may have followers interested in particular topics, such as sustainable fashion, vegan cuisine, technology, mental health and even renewable energy, among others. This allows brands to reach more segmented audiences and, in the case of B2B companies, gives them an opportunity to work with more suitable profiles.
Higher degree of authenticity:
Microinfluencers are often perceived as more genuine compared to macroinfluencers or celebrities. Because their communities are smaller, they can interact more personally with their followers, which creates a closer connection. As with everything else, as the size of the community increases, so does its diversity and the need for the influencer, as a content creator, to try to please the largest percentage of his or her followers without causing them to leave.
High level of commitment:
Despite having a smaller reach, microinfluencers often experience higher interaction rates compared to macroinfluencers. This is because their followers tend to be more interested and engaged with the content they share. There is an important degree of feeling of exclusivity in the relationship that is established between both parties.
Relatively low marketing costs:
Compared to collaborations with macro-influencers or celebrities, working with micro-influencers is often more affordable for brands. This allows companies to implement influencer marketing strategies with more modest budgets, often focused on exchanges or experiential engagement. All this, when governed by a contract, still has its tax implications.
Organic growth:
Micro-influencers tend to grow more organically, building their communities over time through the quality of their content and the authenticity of their interactions. This rate of growth can translate into a more loyal follower base, again, and therefore a higher engagement rate.
Internal talent:
Many microinfluencers are also “intrainfluencers”, that is, internal experts in organizations or dynamic profiles with great depth within an organization. In addition to being excellent brand ambassadors, they are perfect for conveying messages to the different groups of the company in a more natural and effective way, which is ideal for the development of internal communication plans.
What about you, are you ready to include microinfluencers in your communication strategy?
