Influencers vs micro-influencers
Which is best for your brand?
By 2018, most active social media users know or at least have heard of
influencer marketing. It’s a pretty common concept in this age of technology.
Billboards are a thing of the past & more companies are investing in influencer
So, who is an influencer? An influencer is a person with an established online
presence, & a high follower count. Think about any popular YouTuber or Blogger.
See, here is a popular YouTuber, Claudia
Producing internet content for the better part of the last decade, this 22 year
old Chicago native has racked up over 1.4 million Instagram followers.
This post of her promoting Vital
Proteins got almost 80,000 likes &
200 comments. But with 1.4 million followers, the engagement rate on this post
is just short of 6%.
Her reach may be higher than your typical, everyday Instagram user, but it still
doesn’t mean that these ads are having much of an impact. Let’s not forget that
she probably got paid some big bucks to promote this company.
While influencer marketing has its place online & can be great for some
companies, other brands may not be able to compensate them & micro-influencers
may be the way to go.
Now let’s take a look at a micro-influencer; someone who has also established an
online presence. However, their follower count is a fraction of any popular
influencer. We define a micro influencer as someone whose follower count ranges
from 2,000–30,000 people.
Let’s look at this micro influencer, Alexis
Poulos. She’s a blogger with over
4,500 followers on Instagram. With an average of over 600 likes per picture, she
is really connecting with her audience.
Alexis did a post for XO, Peachy Box a
few weeks ago & received over 570 likes & 30 comments. With her mid range
following count at 4,500 people, her engagement rate on this post was
When micro-influencers post about a product, their followers are more likely to
purchase it. They feel as if they are being recommended a product by their
friend, someone that they trust. Sometimes influencers with a really high
follower count can’t convince their followers to explore a product because they
see these sponsored posts as normal advertisements.
Using a micro-influencer might just be the marketing plan that takes your PR to
the next level. Having a normal, *almost *everyday person promoting your content
will give it that authenticity that you could never get with a highly followed