Let’s start from the beginning.
Who are these micro-influencers everyone seems to be talking about?
They are everyday consumers who have a more modest number of followers, typically 10,000 to 50,000. But let’s not forget that these numbers can vary depending on different factors.
For example:
- If you are looking into a specific geographic area.
- The industry market size.
- If they lie within very specific categories.
Let’s take a look at a case study:
Micro-influencers: Local brand advocates
We partnered with Anthropologie to work on their #50StatesofDenim campaign (Watch related video: Here.) A campaign highlighting how women all over the country styled their denim. How did we help? Sourcing 50 on brand influencers from all 50 of the United States! We searched far and wide to find them. In was easier in states like CA or NY, but very difficult in states like Nebraska or Iowa.
8K might not look like a big number, but for this specific segment of Iowa’s population, it has high relevancy.
The value of micro-influencers
At the risk of stating the obvious, let’s look into the increasing value of the so-called long-tail influencers.
Authenticity rules the influencer marketing space. We could say micro-influencers are the kings. They are people who live relatable lives and like to share their passions and interests. For this reason, people tend to trust them and follow their recommendations.
Trust is an absolutely essential part of marketing. Micro-influencers are known for winning the hearts of their niche and highly-engaged audiences through genuine interaction. This can result in a surge in conversions and sales.
To learn more about how your brand can build a micro-influencer marketing strategy, contact us!
