What are micro-influencers?
First, let’s talk about what an influencer is. An influencer is someone with millions of followers and a global presence. Think @KylieJenner or @MirandaSings. A social media influencer essentially endorses a product on their accounts by wearing a brand’s clothes, drinking a brand’s drink, or supporting a brand’s cause. The more followers a social media influencer has, the more attention their post will attract. For customers, social media influencers are a trusted source of information for which products work the best, which products are cool, and which products they should invest in.
The problem is, the more “famous” a social media influencer becomes, the more removed they are from your average customer, and the less trusting your customers are of the influencer’s endorsements.
That’s why many smart brands are turning to micro-influencers. Micro-influencers are more relatable versions of social media influencers. They often have thousands of followers and have a niche area of interest. For example, a micro-influencer might be well known in the fitness community, food industry, or in the make-up world, but less well known to the general public. While they have fewer followers than someone like Kylie Jenner, micro-influencers have highly engaged fans and those fans are often extremely loyal and trusting.
What can micro-influencers do for your brand?
Since micro-influencers have already built a strong following, they can be valuable to brands. At the most straightforward level, a micro-influencer can provide a trusted review of a brand’s product. In fact, as many as 49% of people on Twitter rely on recommendations from influencers on Twitter.
For example, the below Tweet is from Danielle Bernstein of @WeWoreWhat, a micro-influencer in the fashion world, giving a shout-out to @Postmates.