• 08 February 2021
• Jelani Markus

All About Micro-Influencers and How to Leverage Them in 2021

Adding an influencer to your overall marketing strategy can help your business drive sales, grow awareness and increase social media followers. However, uber-successful influencers often demand a substantial price tag for their work. As a small business owner navigating through 2021, how do you tap into the benefits of influencer marketing without breaking the bank? The answer may be micro-influencers. Read on to learn more about this subdivision of influencers and how you can best utilize them in your business.

What is a micro-influencer?

They aren’t famous. They’ve built a following by signaling authenticity to their followers, and as a result, they’ve seen their audience grow. But unless they are in very select circles, no one will be hounding them for an autograph.

They don’t have millions of followers. The difference between macro- and micro-influencers all comes down to follower count. A typical big-name macro-influencer is going to host follower numbers above 100K. Micro-influencers, on the other hand, have follower counts that range between 10K and 100K.

They are less expensive. The follower range of a micro-influencer creates a wide spectrum of benefits for small business owners like you. Micro-influencers deliver a closer connection to their niche audiences typically at a fraction of the cost.

They are open to negotiation. Influencers price themselves differently based on their follower count, but don’t expect consistency. If you feel like your product or service would be a mutually beneficial partnership, feel free to bring them to the negotiation table to land on a price you are both comfortable with.

Their audience is more engaged. A huge celebrity may have millions upon millions of followers, but they also seem untouchable. You won’t see the same level of audience engagement as you would with a micro-influencer. They are more likely to create dialogues with their audience, which is great for you when the topic of conversation is your product or service.

Why go micro?

Whom do you trust? Your answers may range from friends and family to close confidants and neighbors. The same is true for your potential customers. And for many of them, the right influencer is just as trusted as a close friend whose opinion you can rely on.

No one wants to be sold. But if someone close to you makes a recommendation about something they’ve used and enjoy, you’re more likely to give it a try. Micro-influencers should be more than a partner. They should be real fans of what you do so that they share their enthusiasm with their followers.

Authenticity is key. To build benefits with an influencer, you need to be sure you find the right match. The trust they foster with their audience is predicated on followers seeing themselves when they look at the influencer. In their mind, this person “gets it.” This is why it is important to work with an influencer who is already speaking to the type of people who would most benefit from your product or service. You don’t want to promote your leatherware with an influencer who focuses on baked goods.

Micro-influencers are just one of many tools being used by small business owners in this era. As part of your marketing strategy, they can help you gain access to a broader audience looking for what you have to offer. To get the most out of a micro-influencer, always aim for the most authentic presentation for them, and your business.