The big influencers, such as Amy Huberman, Rob Lipsett, and Retro Flame, have thousands of followers. There’s no doubt that partnering with them, and others like them, can increase your brand reach. But what if you offer a niche product or service in industries such as med tech, healthcare, travel, or food? Then you may want to consider the micro-influencer. Having typically 1,000+ followers, these influencers could be a perfect ambassador for your brand as typically they have a smaller but more engaged audience. Here’s what you need to know:

Micro-influencers are cost effective

Micro-influencers are often likely to focus on a very niche subject area. If your brand or product is aligned with their interests, they may offer you a collaboration quid pro quo. Similarly, you can ensure that their audience is the audience you want for your brand. The budget for one macro-influencer could be spent on several smaller influencers, with a collectively wider and more targeted reach.

Micro-influencers are trust-worthy

It has been shown that people trust an influencer’s opinion as much as they trust their family or friends (Forbes). Word-of-mouth and advocacy will always be fundamental to a brand’s success.

Micro-influencers can provide a clear ROI

As they work in the digital sphere, micro-influencers can provide you with very clear and measurable results of any campaign you run via their social media profiles. The key is to know what metrics to look for up-front. If you aren’t very social media savvy, make sure you get support to ensure that you are getting the maximum ROI for your campaign.

Micro-influencers require transparency

While the rewards can be rich, the risks can be high if you don’t have experience in this field. Many a media frenzy has erupted when fans have suspiciously accused influencers of false advertising or lacking authenticity. The key to avoiding this is to develop clear messaging and transparency about the collaboration. We have helped clients work with influencers to deliver campaigns that work with their audiences to ensure a positive experience for all.

Get in touch with our team if you would like to know more about how you can collaborate with micro-influencers tailored for your brand.

Post by Susie Horgan

Susie founded Springboard in 2011, and has developed the business into a leading, director-led communications agency. She has worked for over 20 years in senior marketing and public relations roles.