Influencer marketing has become an extremely popular form of marketing in recent years. More and more brands are partnering with influencers on social media to promote their products and services. There are different tiers of influencers, from mega-influencers with millions of followers down to micro-influencers with just thousands of engaged followers.
What is a Micro Influencer?
A micro influencer is generally defined as someone who has between 1,000 and 100,000 followers on social media. They tend to be regular everyday people who have become known for their knowledge or expertise on a particular niche topic. Micro influencers may not have as many followers as major celebrities, but they often have very high engagement rates and loyal audiences who closely follow their recommendations.
Here are some key characteristics of a typical micro influencer:
- Has 1,000 to 100,000 followers on a social platform like Instagram or YouTube
- Has high engagement rates with their audience
- Is seen as an expert on a niche topic
- Has a very targeted, focused audience
- Content remains authentic and true to their personal brand
The small but targeted audience of micro influencers gives them great value for brands who want to reach very specific demographics. Their high engagement also means their followers are more likely to listen to recommendations and make purchases.
Micro Influencer Follower Count
So do micro influencers have exactly 1,000 to 10,000 followers? While many micro influencers will fall within the 1,000 to 10,000 range, the category is generally considered to be anyone with 1,000 to 100,000 followers. The micro influencer tier encompasses a wide span of follower counts.
Here is a breakdown of the typical follower range for a micro influencer:
Follower Count | Micro Influencer Category |
---|---|
1,000 – 5,000 | Nano influencer |
5,000 – 10,000 | Micro influencer |
10,000 – 50,000 | Mid-tier influencer |
50,000 – 100,000 | Macro Influencer |
As you can see, a micro influencer is generally considered someone with 5,000 to 10,000 followers. However, someone with 1,000 followers would still be considered a nano influencer, which falls under the micro influencer category. And a mid-tier influencer with up to 50,000 followers also qualifies as a micro influencer.
Micro Influencer vs Macro Influencer
What exactly is the difference between a micro influencer and a macro influencer? While both are important tiers of influencer marketing, there are a few key distinctions between these two categories:
- Follower count – As outlined above, micro influencers generally have 1,000 to 100,000 followers while macro influencers tend to have 100,000 to 1 million followers.
- Content – Micro influencers tend to post more authentic, everyday lifestyle content. Macro influencers post more polished, aspirational content.
- Engagement – Micro influencers have higher engagement rates, between 3-15% on average. Macro engagement rates range from 1-5%.
- Niche – Micro influencers occupy niches like parenting, health, etc. Macro influencers have more mass appeal.
- Rates – Micro influencers charge around $100-$500 per post while macros charge $1,000-$10,000+.
While fewer followers means a smaller reach for micro influencers, it also translates to higher engagement and a more targeted, relevant audience for niche brands.
Micro Influencer Marketing Examples
Micro influencer marketing can offer brands great bang for their buck. Here are some effective examples of companies using micro influencers:
1. Daniel Wellington
The watch company Daniel Wellington manufactured an entire micro influencer marketing campaign by sending free product to micro influencers in exchange for posts. They reached out to relevant lifestyle nano and micro influencers and were able to drive a massive uptick in brand awareness and sales.
2. Sigma Beauty
Sigma Beauty tapped into micro influencers in the makeup niche by recruiting a group of mua micro influencers to create looks using their products. These styles inspired thousands of followers to purchase Sigma makeup they saw used by the influencers.
3. Later
The visual marketing platform Later specifically sought out micro influencers in the photography space for a dedicated campaign. They required influencers to have between 5,000-20,000 engaged followers and saw a 2.5X increase in free trials compared to other campaigns.
As these examples show, partnering with niche micro influencers can allow brands to show up on the radar of their perfect target audience.
Benefits of Working with Micro Influencers
Why should brands consider working with micro influencers as part of their marketing strategy? Here are some of the key benefits:
- Cost effective – Micro influencers charge much less than celebrity influencers.
- High engagement – Micro influencers get more likes, comments, and clicks per post.
- Niche audiences – Their focused audience matches well with niche products.
- User generated content – Photos look authentic, like a real reviews.
- Easy to manage – Easier to build relationships with micro influencers.
While micro influencer posts may not reach as many people, the high engagement and conversion rates make up for their lower follower count.
Where to Find Micro Influencers
If you have decided to partner with micro influencers, where should you begin looking? Here are some tips for finding the right micro influencers for your brand:
- Look at who your competitors may be partnering with already.
- Search relevant hashtags like #lifestyleblogger or #healthyliving.
- Use influencer marketing platforms that let you search for nano and micro influencers in specific niches.
- Look at comments and likes on related accounts and see who is engaging.
- Offer a free product in exchange for reviews to potentially new ambassadors.
Take the time to carefully vet potential micro influencers to ensure they truly have an engaged audience that matches your target demographic. Relevance is just as important as follower count.
How Much Do Micro Influencers Charge?
Micro influencer rates will vary depending on factors like content type, involvement, audience size, and more. But here are some typical price points:
- Nano influencer with 1,000 followers: $50-$100 per post
- Micro influencer with 5,000 followers: $75-$200 per post
- Micro influencer with 10,000 followers: $100-$500 per post
- Mid-tier influencer with 50,000 followers: $500-$1,500 per post
Many micro influencers are open to negotiating rates in exchange for free product, affiliate commissions, or long term partnerships. Avoid asking micro influencers with extensive expertise to work solely for “exposure” though.
Is Micro Influencer Marketing Worth It?
Is recruiting micro influencers worth the investment for brands compared to focusing solely on those with millions of followers? The low cost combined with high engagement and conversions make micro influencer marketing extremely valuable if done strategically. But it’s important to:
- Find micro influencers in your specific niche that truly align with your brand.
- Make sure they have high quality, authentic content and engaged followers.
- Develop relationships, don’t just contract for one-off posts.
A thoughtful micro influencer campaign targeted at the perfect audience for your brand can drive amazing results. But it needs to be done authentically and strategically for maximum benefit.
Conclusion
While micro influencers are generally defined as having 1,000 to 100,000 followers, most micro influencers specifically have between 5,000 to 10,000 engaged followers. Their smaller but targeted audiences, high engagement rates, and authentic content make them very valuable to brands looking to reach specific niches.
As social media marketing continues to evolve, expect to see more brands connecting with micro influencers as part of their overall strategy. The personalized touch and conversions they drive can be extremely beneficial for certain products, niches, and campaigns.