7 Reasons to Lay a Bet on Instagram Micro-Influencers in 2018

Domain names for just 88 cents!

If you believe that launching an advertising campaign is enough to beat your competitors, we have bad news for you then: those days are far behind us. And truth to be told: most customers opt for skipping an ad as they are fed up with the overly polished professional pictures that seem too good to be true.

As Forbes has revealed, customers crave authenticity. Thus, marketers are seeking out ways to deliver the genuine messages that align with their brand principles. For this reason, the collaboration with influencers has been booming over the past few years.

The numbers speak for themselves: 92% of consumers worldwide say they trust word-of-mouth more than advertising, 84% of people claim user-generated content on a company website has some influence on making purchase decisions, and 46% of Internet users rely on online reviews posted by other customers.

Yes, spending $1,000 on Instagram influencer marketing is worth it.

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So, wouldn’t it be great if you could enter an already-established community to share your message?

In fact, 84% of marketers judge the collaboration with influencers to be effective as it allows creating authentic stories instead of ads.

When it comes to choosing an opinion leader for your marketing campaign, you must want to collaborate with top-notch influencers who have a significant mass of followers, right?

It makes sense at first blush, but more and more proficient marketers believe that working with micro-influencers is more effective.

  • 82% of consumers reported that they were highly likely to follow a recommendation made by a micro-influencer.
  • Influencers with 1000 fans show an 85% higher lift than influencers with 100k followers.
  • Non-celebrity bloggers are 10x more likely to influence an in-store purchase than celebrities.

Micro-influencers can be an amazing alternative to costly agencies, and a big dog Unilever made the most out of it when its margarine brand Stork ran an ad campaign last summer.

bake with stork

Showing results is not optional, and micro-influencers prove it. After posting images to their Instagram accounts, around 436,000 followers saw the images over the campaign period, generating 11,900 likes and comments with the cost 21 cents per engagement.

Still not convinced you’re ready to consider collaborating with micro-influencers?

Here’s the list of reasons why you’d better lay a bet on micro-influencers in 2018.

1. It’s Easier to Reach Micro-Influencers Out

If you have tried at least once to reach a social influencer, you probably know it takes a lot of time and effort to get his respond. The more followers an opinion leader has, the more businesses want to reach out. Macro-influencers get many inquiries, and it’s more likely your request will get buried in their Direct Messages.

What makes you any different from the millions of other marketers hoping for attention?

The success of any outreach campaign depends on the number of your competitors, the offer, the urgency, and your creativity. When you focus on niche-focused opinion leaders, you work in a less-competitive environment as their audiences can’t suit every brand needs. Thus, micro-influencers get fewer inquiries, and it’s easier to convince them to work with you.

2. Collaboration is More Cost-effective

Looking for the most cost-effective online customer-acquisition channels, marketers put influencer and email marketing in the first place.

cost effective channels

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Moreover, statistics prove that customers rely on influencers. Thus, around 48% of U.S. marketers have planned to increase their influencer marketing budgets. However, most brands can’t still afford celebrity influencers like Selena Gomez who charges $550,000 per post.

increase budget

While top celebs are earning the big bucks on Instagram, it can also be difficult for brands to work with other macro-influencers with a high follower count (around 100k) as they can earn close to $800 per post.

Some opinion leaders may mention your product in their photos for free, but you’d better do not hasten to post this user-generated content for free.

Don’t have much money to afford influencer shoutouts? Turn to micro-influencers!

No matter how many followers a micro-influencer has, he or she should be compensated to feel rewarded. Depending on the follower count, influencers expect different offers, and it’s logical to offer something more generous to a person with 10k followers. However, it doesn’t have to be a financial compensation.

How Can You Motivate Micro-Influencers For The Collaboration?

  • Pay for the collaboration. Although there’s no one-size-fits-all solution on how to define the price, the overall average price is $271 per post.
  • Publish their posts and tag them on your social media. Shout outs can help micro-influencers attract new followers.
  • Send branded freebies. If you want an influencer to talk about you, let him love your product, and there’s no better way than giving an opportunity to get a branded freebie.

Some opinion leaders may mention your product in their photos for free, but you’d better do not hasten to post this user-generated content for free.

Here’s the deal:

Professional photographer, Max Dubler, wrote a blog post “No, You Can’t Use My Photos on Your Brand’s Instagram for Free” where he explains that Instagram users like him want to be asked for permission to post their photos and/or be compensated properly. His story got 2,200 upvotes and around 400 supportive comments on Reddit.

The moral of the story: all for-profit businesses use social media advertising to help them boost sales and make more money, so influencers expect a compensation.

The bottom line? Collaborating with micro-influencers is underpriced, so working with them is a proven way to build your brand loyalty without spending much.

3. Connect with More Influencers

According to a Tomoson study, companies that use influencer marketing are making $6.50 for every $1 they invest in it. Thus, more and more businesses start increasing their budgets on influencer marketing.

However, no matter how large your budget is, you must want to spend it in the best way possible, right?

And here’s the deal:

It’s up to you to choose whether you want to pay $10,000 to a top-notch macro-influencer to get one post or spend the same sum to collaborate with 20 micro-influencers and reach a wider audience.

Collaborating with micro-influencers is cost-effective, so you’re able to connect with more opinion leaders and see what works best for you.

4. A Possibility to Save Time

No matter what business goals you have, you must want to achieve them faster as you don’t have time to waste.

Obviously, any marketing tactic requires time to see results but influencer marketing allows you to drive sales without sitting around for 3-6 months.

If you want to reach more customers with the help of micro-influencers, get ready to spend some time to get published on their accounts. The more popular influencer is, the longer it takes.  As the competition is higher, your request gets into the publishing queue which means you have to wait.

Can you speed it up? Sure! Turn to micro-influencers.

Accounts with smaller audiences are less popular among marketers which means it’s easier to grab their attention and agree on the collaboration. Don’t underestimate their influence power and save your time.

5. Higher Trust Level

There’s no secret that opinion leaders have an influence on their audiences, so they start earning money by promoting various products on their social networks. It takes several minutes to point out paid spokespeople on social media, and the trust level falls.

Authenticity comes under the question when one in two posts includes the #ad hashtag. Nothing kills credibility like sponsored posts.

When it comes to micro-influencers, they have fewer fans which means being able to create a stronger bond with their followers. Moreover, a significant part of their following count includes friends and family, and 92% of consumers trust peer recommendations over advertising.

6. Micro-Influencers Drive More Sales

It goes without saying that macro-influencers can reach more costumers as they have enormous fan bases. However, the follower count isn’t the only one thing marketers should pay attention to when assessing an influencer collaboration.

What should be high on your list? An average engagement rate.

According to the Influencer Marketing Hub 2017 Study, micro-influencers have a higher engagement rate as they are able to build more personal relationships with their fans. Moreover,  their following usually consists of friends and family, so their posts are much more trustworthy and engaging.

Influencer Marketing Respond

In plain English, the more followers an account has, the fewer likes and comments they get.

Micro-influencers win out in attracting intensely engaged audiences, and they drive more sales as their recommendations are more valued and trusted, especially if you’ve optimized Instagram for ecommerce.

7. It’s an Opportunity to Invest in the Future

So your brand mention has just gone live on a micro-influencers profile. It even generates followers, likes, and comments. The only thing left now is to wrap up your collaboration by sending a thank-you message to an opinion leader, right? Well, you’d better think again.

Influencer marketing means the stuff like reaching out, establishing a contact, discussing the details and much more which takes a lot of time and effort. If you want to make the most out of it, don’t think of partnerships one-offs.

Keep Nurturing Your Relationships With Micro-Influencers to Invest in the Future!

Most micro-influencers are just starting up, so gaining experience in blogging, their number of their follower count is growing. For example, the same influencer can go from 4000 to 10k followers within 6 months which means gaining even more loyal followers in the future.

What does it mean to a brand? If you’re able to establish and maintain a good relationship with a micro-influencer, you may be able to collaborate with him in the future again, driving even better results.

A great example is MyBookMark, a young brand that designs unique handmade bookmarks. On its IG account, you can find a lot of UGC posts, and they collaborate with niche-focused bloggers worldwide. One example is their collaboration with Eunice a.k.a. @nerdytalksbooksblog who has been mentioning the shop in her posts from time to time.

Let’s take a look at the results she had with two posts taken on Jan 2016 and May 2017, respectively. Eunice has built a more loyal following for just over a year with 3.5x higher engagement rate!

long term

What can we learn from MyBookMark? If you keep on maintaining a good relationship with a micro-influencer, it’s more likely you will be able to collaborate again in the future, leaving your competitors behind. Over the long haul, the payoff is huge.

Wrapping it Up

When it comes to influencer marketing, less is more.

Although micro-influencers have fewer followers on their social media accounts, you can expect higher engagement rates without spending much on the collaboration. It appears that not only small businesses turn to micro influencers, but also big dogs like Sephora, Unilever, and Gillette run such campaigns in order to reach a wider audience.

So, are you ready to get on the bandwagon and turn to micro-influencers to fit your business goals and budget?

About the Author: Hugh Beaulac is a content manager who seeks out ways to promote his business, and he gives Instagram influencer marketing a try. If you want to learn more about the digital marketing trends, follow Hugh on Twitter to find his latest works.