December 6, 2022

Think Small: The Power of the Micro-Influencer

Nelli Toklen - Senior Social Media Strategist

Nelli is a savvy social media manager who defines digital strategies for clients across a variety of industries. With a background in both social media strategy and social-first content production, she helps brands break through and stand out across channels.

December 6, 2022

Micro-influencers (those with 10K– 99K social media followers) continue to rise in popularity for a variety of reasons appealing to brand marketers and social media followers. Marketers can get granular and work with this authentic group of creators to reach target audiences in niche locations or industries. Or, perhaps the influencer truly aligns with the brand’s target audience and interests. Micro-influencers often come with affordable rates and notable post engagements — and leave a personal touch on their branded content.

Many of these micro-influencers are employees by day and influencers by night – often known as the “5 to 9” trend. They’re passionate about their craft and have built a solid rapport with their like-minded community.

Here are three benefits of working with micro-influencers:

 Get more your content for your money

While macro- and mega-influencers usually charge thousands of dollars for one piece of content, you can use that same budget to work with a handful of micro-influencers. Often, you can even get more content from each person.

An authentic approach

Content from micro-influencers proves to be more compelling, which helps build a deep trust among their audiences. Followers of these smaller influencers feel that their own identity is being represented and/or affiliated with the creator and the content.

 Higher engagements

While aiming for a high reach on your influencers’ posts won’t be a primary goal, engagements should be first. A perk of working with an influencer of this size is that their audiences are typically much more passionate and engaged — which leads to better-performing content.

The next time you’re planning a new influencer campaign, think small. The payoff will be worth it for genuine posts with quality engagement.