Let’s start off by saying that not all influencers are created equal. The influencer spectrum ranges from celebrities who have millions of followers to mid-level influencers who have hundreds of thousands of followers to micro-influencers who come in at under 25 thousand followers.
It is these small but mighty opinion leaders who are taking the influencer marketing world by storm to the point that many experts are even calling 2018 the year of micro-influencers.
While celebrities and mega and macro-influencers deliver on reach and awareness, the so-called ‘long-tail’ of influencer marketing delivers on engagement, a metric that more and more brands are using as a measure of success given the steep decline in organic reach across all social media platforms.
Having a celebrity as the face of a product or campaign is no longer a guarantee of success. Consumers are savvier than ever and are quick to dismiss a celebrity endorsement as a marketing gimmick. Your brand must authentically connect with its target audience and credibility is a key factor for this to happen.
Micro-influencers offer an ideal mix of credibility, proximity, engagement, and affordability. Because they typically specialize on a specific niche, such as fashion, beauty, or fitness, they are viewed as an authority and expert in that field, coming across as more knowledgeable and trustworthy.
The following infographic, created by influencer marketing platform SocialPubli.com, presents a clear and detailed picture of why partnering with micro-influencers makes sense by covering the four main benefits of working with this powerful group.