is bigger always better? when to choose micro-influencers

Influencer marketing has tremendous potential to power your brand’s visibility, increase your brand’s credibility and trust, and to breathe new life into your content strategy.

And now, more than ever before, brands have nearly unlimited choices of influencers to partner with. When it comes to influencer marketing, you can split influencers into five types:

  • Nano (1k-10k)
  • Micro (10k-50k)
  • Mid-tier (50k-500k)
  • Macro (500k-1m)
  • Mega/celebrities (1m+)

With follower counts ranging from miniscule to massive, choosing the right influencers to work with can significantly impact a brand.

Many brands assume that the ‘right’ influencers to work with are the influencers with the largest follower base, but I’m here to tell you that ‘the bigger the better’ isn’t necessarily true.

In fact, influencers with a smaller follower base operating in a niche – such as micro-influencers – can often yield greater results and more value for money than mid-tier and macro influencers, and even celebrities. 

Five reasons to opt for micro-influencers

  1. Influencers will a smaller follower base operating in a niche often have a more engaged community.
  2. They’re seen as experts in their field and their opinions have a higher impact on their community.
  3. Micro-influencers are seen as more authentic, relatable and honest than macro-influencers.
  4. Through working with micro-influencers, brands can reach a much more targeted audience.
  5. Working with micro-influencers is more affordable for a lot of brands and frequently results in higher conversion rates – indicating that brands get more value for their money from these partnerships.

If you need help finding the right influencers to work with for your brand, email or call 0117 925 1358 to speak to a member of our team about how we can help.

Leave a Comment.