So, what is a micro-influencer? How does micro-influencer marketing differ from typical influencer marketing? Why should you focus on micro-influencers and not ordinary influencers?
Well, let’s start off with some basic definitions.
Micro-influencers are pretty much exactly what they sound like.
They are hyper-specific influencers who have lower follower counts in a given niche. They have intensely engaged audiences, yet a relatively low (below 25k) follower count.
Major celebrities are not micro-influencers.
They have millions of followers.
Accounts with less than 25,000 followers are generally considered micro-influencers. They often have very active audiences. Furthermore, nano-influencers have followers in the thousands.
The data proves that nano- and micro-influencers are successful.
Markerly studied over 800,000 Instagram accounts, each with over 1,000 followers. They analyzed how engaged their audiences were in comparison to major celebrity influencers.
They found that as the follower count increased, like rates dropped significantly.
They also found that comments and engaged users decreased as followership increased:
This means that the more followers an account has, the fewer likes and comments they get (relative to the follower count.)
So using influencers who have millions of followers might get you less bang for your buck.
On top of this glaring data, they also found that Instagram influencers with 1,000 to 10,000 followers earned likes at a 4 percent rate. In contrast, accounts with over 10,000 only achieved a 2.4% like rate.
The big-ticket celebrity accounts with over 1,000,000 followers only got a 1.7 percent like rate.
In January of 2015, the Hawaiian Tourism board took micro-influencer campaigns to a new level:
They leveraged the power of micro-influencers in a way that revolutionized Instagram marketing.
Here’s what Vince Soliven, the executive creative director of the campaign, said about it:
When you have a social media star who is ‘a regular person,’ it bridges the gap for the consumer. If this person is having this experience, it’s not fabricated, it’s not the result of some crazy $5,000 photo shoot. They got that with a GoPro. Maybe I could have that experience, too.
Hawaii’s “Let Hawaii Happen” campaign generated 100,000 posts in a single year.
On top of that, the campaign reached 54% of all U.S. travelers!
The cherry on top: 65 percent of people who saw the campaign said that they planned to visit Hawaii in the next year or two.
They did this by leveraging local Hawaiian micro-influencers like Lindsey Higa:
They focused on influencers who connected to their ideal vision and brand image.
Despite being a boring tourism board, they were able to generate incredible traction and drive high amounts of interest in travel.
One of the key reasons that they found such success was because of user-generated content.
They didn’t merely post pictures on their account.
They allowed influencers to post pictures for them, suggesting authenticity and boosting their credibility.