Should you be a Micro-Influencer Or Work With One?
Growth marketing is increasingly about community building, and less about clever hacks.
Want to grow? Consider micro-influencing.
As a small business owner, building your personal brand is crucial for standing out and attracting clients in a crowded market. This is especially true for consultants, lawyers and real estate agents who rely heavily on referrals and word-of-mouth marketing.
Developing a strong personal brand allows you to position yourself as an authority and trusted expert in your field. It gives potential clients a sense of who you are and what you can offer them. Your personal brand encompasses your reputation, values, personality, and area of expertise. Taking the time to intentionally craft your brand will help you connect with your ideal clients on a deeper level. It shows them that you are passionate about your work and have the skills and knowledge to provide excellent service.
Influencer marketing has become one of the most powerful tools in a brand's arsenal. Partnering with influencers allows brands to tap into their existing follower base and leverage their credibility to promote products. But gone are the days where brands could simply pay the biggest celebrity they could afford and expect sales to skyrocket overnight.
The influencer landscape is changing. While mega-influencers still wield impressive reach, their sway over followers has diminished. Audiences are increasingly skeptical of promotional partnerships with A-listers who likely have little personal affiliation with the brand. In this climate, brands are shifting strategies and turning to a new kind of influencer - the micro-influencer.
What is a personal brand?
A personal brand is how you market and position yourself as a professional. It encompasses your reputation, values, expertise, and the unique promise of value you offer. In essence, your personal brand is your answer to the question "What do I stand for?" It's the combination of qualities and attributes that make you recognizable, authentic, and influential in your field.
A strong personal brand goes beyond just your credentials and qualifications. It's about identifying what makes you stand out from others in your industry and consistently conveying that message across all channels, from your website to social media to networking interactions.
Developing a personal brand takes time and strategic effort, but it allows you to connect with your audience on a deeper level. It serves as the foundation for all your marketing and establishes you as a thought leader that people can relate to and trust. Your personal brand represents who you are at your core and the value you bring to your clients or customers.
Who Are Micro-Influencers?
There are two main types of influencers: macro-influencers and micro-influencers. Macro-influencers have large followings, typically over 100,000 followers. Micro-influencers have smaller followings, typically between 1,000 and 100,000 followers.
Micro-influencers are everyday social media users who have managed to build up a modest but highly engaged following around their niche or expertise. While they may not have millions of followers, micro-influencers have established themselves as trusted voices on specific topics. They tend to have follower counts in the thousands or tens of thousands.
More importantly, micro-influencers cultivate an authentic connection with their followers. They build authority not through celebrity status but by consistently providing value around a defined interest. Followers turn to micro-influencers for advice, education, and insights in their area of specialty.
For brands, partnering with the right micro-influencer offers a number of advantages over traditional celebrity endorsements.
Micro-influencers are becoming increasingly popular with brands because they are more affordable and they have a higher engagement rate than macro-influencers.
Engagement rate is the percentage of followers who interact with a post. For example, if a post has 100 likes and 10 comments, the engagement rate is 10%.
Micro-influencers typically have a higher engagement rate than macro-influencers. This is because their followers are more likely to be interested in what they have to say. Micro-influencers also tend to be more personal and authentic in their posts, which makes their followers more likely to engage with them.
Personal Brand vs. Micro-Influencer: What’s the Difference?
If you’re looking to establish a presence online and grow your visibility, you may be wondering whether to focus on your personal brand or become a micro-influencer. While there’s some overlap, these two approaches have distinct differences.
A personal brand is centered on positioning you as an authority in your niche. It communicates your unique promise of value based on your skills, personality, and principles. Developing a strong personal brand involves consistently conveying your expertise and ideal audience across platforms.
Micro-influencers have built an engaged social media following in a specific area, usually 1,000 to 100,000 followers.
Brands collaborate with micro-influencers to promote products to their niche audience. The focus is on creating content and partnerships that appeal to their community.
As someone starting out, it’s smart to first focus on sharing valuable insights, building connections, and defining your brand identity. Nurture an authentic voice that aligns with your goals. Gain visibility by providing useful content. As your brand grows, you may organically become a micro-influencer in your industry. But you don’t have to be an influencer to benefit from strategic personal branding and social media presence.
Whether you aim to be a thought leader or micro-influencer, consistency and value are key. Provide expertise and perspectives that help your audience. That type of authority can amplify your reach and impact over time.
Should You Try to Be a Micro-Influencer?
As you work on establishing your own unique personal brand, you may be wondering if you should strive to become a "micro-influencer" in your industry. A micro-influencer is someone who has a small but highly engaged social media following, usually ranging from 1,000 to 100,000 followers.
While they don't have an enormous reach, micro-influencers are seen as approachable experts and can strongly influence their niche.
Being a micro-influencer can definitely help amplify your personal brand. Having a strong social media presence allows you to showcase your knowledge, build relationships, and partner with relevant brands. However, not everyone needs to have major influencer status to benefit from personal branding. Focus first on identifying your strengths, ideal audience, and what value you can offer. Share authentic content that aligns with your goals and personality. Interact consistently with your community.
Rather than getting caught up in follower counts, prioritize quality over quantity. Deliver value and foster trust with your audience. If you gain a micro-influencer following along the way, that's a bonus! But a personal brand is worthwhile regardless of how many people you reach. With strategic and genuine branding, you can establish yourself as a thought leader and authority in your field.
What are the benefits of being a micro-influencer or working with one for a small business owner?
While micro-influencers may not have the vast reach of celebrities or macro-influencers, their audience is often more engaged, niche, and loyal. Here are some of the key benefits of being a micro-influencer or working with one for a small business owner:
High Engagement Rates: Micro-influencers often have a more engaged audience compared to their macro counterparts. Their smaller follower count allows them to interact more personally with their audience, fostering trust and loyalty. This engagement translates into higher conversion rates when these influencers promote products or services.
Cost-Effectiveness: Working with micro-influencers can be significantly less expensive than hiring macro-influencers or celebrities. This makes them a cost-effective choice for small businesses that may have limited marketing budgets.
Authentic Connections: Micro-influencers are seen as relatable and trustworthy by their followers. They are often viewed as experts in their specific niches and their recommendations are taken seriously by their audience. This authenticity can help increase your brand’s credibility and consumer trust.
Targeted Reach: Micro-influencers usually have a very specific follower base. Collaborating with a micro-influencer whose niche aligns with your product or service can help you reach the right audience, increasing the effectiveness of your marketing efforts.
Increased Brand Awareness and Visibility: Micro-influencers can introduce your brand to their loyal followers, helping to increase your brand's visibility and awareness. This can lead to new potential customers discovering your products or services.
Creative Content Creation: Micro-influencers are often content creators themselves, and can bring a fresh perspective to your brand's image. Their unique content can help your brand stand out in a crowded market and attract more customers.
As a small business owner, being a micro-influencer or working with one can be a strategic move to grow your business in an increasingly digital world. It's not just about the number of followers an influencer has, but the quality of their engagement, their authenticity, and the relevancy of their audience that can truly make a difference.
The Authenticity Advantage
Collaborations between mega-influencers and brands are seen as inauthentic - a simple financial transaction where influence is artificially manufactured. But followers perceive micro-influencers as real people who create content out of genuine passion. Their endorsements feel like personal recommendations from a friend.
This authenticity allows micro-influencers to cut through the promotional noise. Even if they receive compensation from a brand, their true enthusiasm shines through and resonates with their highly engaged community.
The Niche Advantage
Micro-influencers command authority in specific niches. They attract followers who are genuinely interested in their niche - not just general celebrity-seekers. This means their follower base is highly targeted and relevant for niche brands.
Partnering with micro-influencers allows brands to tap directly into specific communities aligned with their products. It's an ultra-targeted approach compared to celebrity influencers casting a wide net to the masses.
The Engagement Advantage
Engagement is the new vanity metric. While mega-influencers boast impressively large followings, micro-influencers tend to foster more intimate communities with higher engagement levels.
Micro-influencers develop trust and rapport with followers through consistent interaction. They build a space for true conversation rather than one-way broadcasting. In return, followers respond and engage at high rates - liking, commenting, sharing. This creates ripple effects as followers actively endorse and pass along micro-influencer content.
The Cost Advantage
Big names come with big price tags. But micro-influencers offer impressive value. Nanigans found micro-influencers have 60% higher engagement rates, yet charge 60% less than bigger names. For a modest investment, brands can reach highly qualified and invested audiences.
The Scalability Advantage
There are a finite number of celebrities with massive reach. But there is an almost endless supply of potential micro-influencers across niches. This scalability allows brands to build expansive yet hyper-targeted campaigns across multiple communities.
Rather than putting all budget into one mega-influencer, brands can activate content across hundreds of micro-influencers. This distributes risk and maximizes reach and exposure.
Are Micro-Influencers Here to Stay?
Micro-influencing is still an emerging strategy, but all signs point to its staying power. With more than 2 billion active social media users worldwide, the pool of potential micro-influencers runs deep. And followers increasingly look to authentic experts over generalist celebrities.
For brands, micro-influencers represent a shift from buying reach to building advocacy. In the end, even 100,000 highly engaged micro-influencer followers are more valuable than 1 million disengaged celebrity followers.
We expect the micro-influencer trend to keep rising. As more brands reap the benefits, micro-influencers will become an indispensable part of influencer marketing.
Micro-Influencing and Personal Branding
The appeal of micro-influencing also ties into larger trends around personal branding. In the digital age, we all have the opportunity to establish a personal brand and build an audience around our interests and skills.
While becoming a professional full-time influencer may not be realistic for most, we can all adopt the same principles on a smaller scale:
Choose a niche you're truly passionate about
Consistently provide value to others in your niche
Interact authentically and develop relationships
Become a trusted resource others turn to
The rise of micro-influencers reflects a new era where personal branding is more important than ever before. Our social media channels are our most powerful platform for expressing our personal brands. With strategic and consistent effort, anyone can establish a degree of influence within a chosen niche.
How will hiring or becoming a micro-influencer help my business grow?
In a world where social media has become an integral part of our lives, the influence of micro-influencers on business growth is increasingly profound. The question is no longer whether being a micro-influencer or hiring one can help your business, but rather, how it can do so. Let's delve into the ways micro-influencers can fuel your business growth:
Customer Acquisition: Micro-influencers have a dedicated and engaged audience that trusts their opinions. By tapping into this audience, you can acquire new customers who are already inclined to trust your brand because of the influencer's endorsement.
Boosting Sales: When a micro-influencer recommends your product or service, it can significantly boost your sales. Their followers are likely to take their advice seriously because they trust their judgment. This trust can convert into sales, leading to increased revenue for your business.
Brand Awareness and Exposure: Collaborating with a micro-influencer can significantly increase your brand's visibility. Their content featuring your product or service will reach their loyal followers, thereby increasing awareness about your brand.
Building Trust and Credibility: Micro-influencers are often seen as authentic and relatable individuals. When they endorse your product or service, it adds credibility to your brand. This trust can make customers more comfortable with choosing your business over competitors.
Access to Niche Markets: Micro-influencers often have a specific niche following. By collaborating with an influencer who aligns with your business niche, you can reach potential customers who are genuinely interested in your product or service.
Content Creation: Micro-influencers are skilled content creators. They can create engaging content featuring your product or service, saving you time and resources that would have been spent on content creation.
Long-Term Partnerships: Working with micro-influencers can lead to long-term partnerships. These collaborations can help maintain a consistent brand image and continuously engage potential customers.
As a business owner, becoming a micro-influencer yourself can also offer similar benefits. You can build a loyal following, establish credibility, and directly influence potential customers.
Key Takeaways for Brands
As micro-influencers become an increasingly critical part of the marketing mix, brands should keep these tips in mind:
Seek out influencers in the 10k-100k follower range
Vet influencers for high engagement rates and audience relevance
Prioritize niche fit over general reach
Develop long-term partnerships for sustained advocacy
Maintain brand alignment through clear guidelines and expectations
Track engagement metrics beyond vanity metrics like follower size
Compensate influencers fairly for their time and content
Encourage influencers to stay authentic to their personal brand
The Bottom Line
Micro-influencers represent a seismic shift for influencer marketing. For purpose-driven brands, partnering with authentic experts provides a chance to build genuine connections with niche communities.
As more brands catch on, micro-influencer marketing will keep rising - especially among savvy purpose-driven companies. Is it time to make micro-influencers part of your brand strategy?