What are the Benefits of Working with Micro Influencers?
Micro influencers are a key part of a broader influencer marketing strategy — here are the benefits you’ll see from working with smaller creators.
They Connect Your Brand With Niche Audiences
While mega influencers might have millions of followers, not all of them are going to be in your target audience.
More to the point: is it worth the cost? For example, Kim Kardashian commands over $2 million per sponsored post—are you confident her audience and engagement style could generate more than $2 million in sales for your brand?
Micro influencers help address this problem because they are more segmented and niche. When you work with them, you’re getting access to a more targeted audience (or at least a more targeted interest group) than you otherwise might.
They Typically See Higher Engagement Than Other Influencers
The typical macro influencer has an engagement rate of about 4.69% on Instagram.
According to data team at , micro influencers have a 9.92% Instagram engagement rate – almost double that of macro influencers!
A higher engagement rate with a micro influencer combined with their more niche and targeted audience could result in a significantly higher campaign ROI.
They Can Be More Cost-Effective
The average micro influencer has a cost per engagement (CPE) of $1.30—the Cost of the Total Incentive Received by the Influencer/Total Engagements of an Activation—across Instagram and TikTok.
A macro influencer? Over 20% higher at $1.59 CPE.
This might seem like a very small difference, but it adds up when you’re talking about even mid-sized marketing spends.
They Can Be Easier To Work With
Macro and mega influencers may have built a following for other reasons that pull their time or attention. They might also have large teams with gatekeepers that stop brands from reaching out.
Smaller creators, on the other hand, are often easier to connect with. Many, for instance, respond to their own DMs! This can make starting (and sustaining) a relationship much easier for brand and social media teams.
Learn more about how you can work with Micro Influencers and successful brand stories like the one with Sleep Aid Brand and Trident Gum!
