Is Micro-Influencer Marketing Right for Your Business?

Influencer marketing has grown in popularity thanks to Instagram, but you don’t have to have millions of followers (or dollars) to cash in on this trend.

Micro-influencer marketing is the next big thing, and brands like Banana Republic and Daniel Wellington have been able to execute successful marketing campaigns by tapping in to micro-influencers on Instagram.

But what exactly is micro-influencer marketing? How much does it cost, and is it the right fit for your business?

Find out how you can leverage micro-influencer marketing to grow your Instagram account:

micro-influencer marketing

What is a Micro-Influencer?

A micro-influencer is a person who has significant, but not massive, social media following. They normally have between 1,000 and 100,000 followers, but the exact number of followers will vary depending on who you talk to.

While Instagram influencers have attained a sort of “celebrity status,” micro-influencers are more like everyday consumers, so they tend to be very relatable and trustworthy. 

Instagram influencers with hundreds of thousands of followers often lead lives that aren’t exactly “normal,” and their feed can look like an aspirational lifestyle (and the products that come with that).

Compare that to someone with 5,000 – 15,000 Instagram followers, who most likely isn’t paying their rent from cashing in on Instagram sponsorships. If a micro-influencer was to recommend a product, it can come across more like a trusted recommendation from a friend, instead of a celebrity endorsement.

What are the Benefits of Micro-Influencer Marketing?

The main benefit of working with Instagram influencers is to reach a lot of people through one post. It’s an easy way to quickly get more Instagram followers, or raise awareness about a new product line or campaign you’re running.

But these sponsored Instagram posts can be expensive, and are simply not in the budget for many businesses.

That’s where micro-influencer marketing comes in. Influencers with a smaller following charge less for paid posts, so brands can potentially save money by working with micro-influencers, or just get more bang for their buck. 

For example, let’s say you’re thinking about partnering with an Instagram influencer who has 1 million followers. One option is to pay them $10,000 for 1 post.

Or, you could pay $10,000 for 20 posts from micro-influencers who have 50,000 followers each, which also adds up to 1 million followers.

But, followers do not equal reach.

Two separate studies by HelloSociety and Markerly discovered that influencers with a smaller following have a much higher engagement rate than top-tier influencers, and both studies noticed a drop in engagement rate as the audience size increases.

This means that an Instagram post from a micro-influencer will likely be seen by a larger percentage of their following, so you could potentially reach more people through 20 Instagram posts than you could by investing in 1 Instagram post with a large influencer.

But what if you don’t have $10,000 to spend on Instagram influencer marketing?

Working with the lower end of micro-influencers is a great way to start. Sponsored Instagram posts from people with 5,000 to 10,000 followers can be as low as $50-100 per post, and you can also ask micro-influencers if they would be willing to trade product for promotion.

How Can You Measure the Impact of Micro-Influencers?

Before you get started with micro-influencer marketing, you should have a clear idea about what it takes to measure their impact. In order to do this, you need to set a goal and then define the metrics that are essential for measuring your campaign’s effectiveness.

For example, if your goal is to raise brand awareness, you will be using metrics such as reach, traffic, etc. to measure the results.

Some of the more common performance metrics you can use for measuring the impact of micro-influencers are:

  • Engagement rate – likes, comments, shares, etc.
  • Brand sentiment – how people are talking about your brand
  • Foot traffic – customers visiting your physical store
  • Website traffic  – customers visiting your website
  • Sales – conversions and revenues generated

You can choose to measure your campaign using any of these metrics if you feel they are relevant to your goal.

All Bar One, for instance, wanted to increase their brunch sales. They raised awareness about their brunch menu with the help of micro-influencers.

The restaurant measured the campaign’s impact using a variety of performance metrics such as engagement rate, follower growth, brand sentiment, and sales. They noticed an improvement in each of these metrics and even saw a 28% increase in their brunch sales.

How Can You Find the Right Micro-Influencers to Work With?

If you’re interested in micro-influencer marketing, it’s important to find the right ones for your business. Before selecting a micro-influencer to work with, make sure they are relevant to your audience and to your brand.

You should ideally work with influencers with high engagement rates and good content quality. Here are a few ways you can find micro-influencers for your campaign:

How to Leverage Micro-Influencer Marketing with UGC

Another benefit of micro-influencer marketing is that micro-influencers can create valuable user-generated content (UGC) for your brand at little to no cost. They also inspire their followers to engage with your account and create more UGC for your brand.

This is important because user-generated content is one of the most trusted forms of content when it comes to purchasing decisions. Plus, you can repost user-generated content to your own Instagram feed!

If you look at DIFF Eyewear’s Instagram feed, they have 3 gorgeous photos featuring influencers on their feed. One of the girls has 3,000 followers, another has 30,000, and the third has 600,000 – can you tell which is which?

micro-influencer marketing

@diffeyewear Instagram feed

Nowadays, it’s not just the Instagram influencers with the most followers who are creating the best content, and you can really maximize your influencer marketing budget by working with micro-influencers.

• make a #DIFFerence @diffeyewear • 🍂✨😎

A post shared by Lauren Kelly LeBouef (@lauren.lebouef) on

Here are a few ways you can work with micro-influencers to enhance your user-generated content efforts:

    • Have micro-influencers promote a contest in which participants have to create an Instagram post around a certain theme. Petco, for instance, promoted their Halloween-themed Instagram photo contest through style blogger and mom influencer, Michelle of Modern Day Moguls.

Now, you know what micro-influencer marketing is and how you can leverage micro-influencers to grow your business. Based on the points, benefits, and tactics discussed here, do you think micro-influencer marketing would be a good option for you? Let us know in the comments! 

Written By

Shane Barker

Shane Barker is a digital marketing consultant that specializes in sales funnels, targeted traffic and website conversions. He has consulted with Fortune 500 companies, Influencers with digital products, and a number of A-List celebrities.