In the ever-evolving world of social media, micro-influencers are powerful allies for brands.
With followings ranging from 1,000 to 100,000, influencers command high engagement and trust within their communities.
This infographic explores the impact of micro-influencers through case studies and key statistics, looking at why they are a valuable asset for any brand looking to grow online.
what are micro-influencers?
Micro-influencers are social media personalities with a following of 10,000 to 100,000 followers. They are known for their authentic engagement and niche focus.
But what benefits do smaller influencers provide when it comes to your marketing strategy? Here are some key stats to show their impact…
- Micro-influencers often have engagement rates up to 60% higher than macro-influencers.
- 82% of consumers are more likely to act on suggestions from a micro-influencer.
- Brands can usually work with multiple micro-influencers for the cost of one macro-influencer, increasing reach and engagement.
launching Maltesers in Estonia
By engaging with 35 different micro-influencers, Maltesers were able to effectively launch their brand in Estonia.
The campaign involved sending the influencers a Maltesers-branded package that, when opened, a balloon would pop up.
The influencers were asked to film themselves opening the box, and post it to their Instagram stories.
The posts made by the 35 creators reached a cumulative 130,000 people, generating nearly 13,000 likes, and considerable awareness for the Estonian launch of Maltesers.
improving Iceland’s brand image
Previously, Iceland – one of the biggest food retailers in the UK – partnered exclusively with traditional celebrities to market their products.
However, when their approval rate dropped to just 10%, they knew something had to change.
They turned to micro-influencers, using them to create a staggering amount of user-generated content for the food brand.
Working with over fifty micro-influencers, Iceland was able to secure a 55% retention rate on Facebook videos, as well as HUGELY increase their approval rate, from 10% to 70%.
what does all this tell us?
These results are great, but what can I do with this information?
Well, the reality is that social media users are craving authenticity – an authenticity that can only be found with small creators and micro-influencers.
For your marketing, it’s time to rethink those huge, celebrity-backed campaigns and instead opt to work with smaller, much more niche creators.
Digital marketing is becoming increasingly human-centric, and this is just one of the many ways it’s doing so.
