Big Brands and Small Bloggers: The Rise of Micro-Influencers

The strongest voice for your brand may be the one you aren’t listening to yet.

Although more and more brands are discovering the power of influencer marketing, many are still taking a “bigger is better” approach, choosing influencers based solely on their number of followers. This is partly because until recently, brands haven’t had access to meaningful data on influencers; it’s also partly because, intuitively, a bigger audience just feels like a surer bet.

But studies show this isn’t always true.

A recent survey published on Marketing Dive showed that engagement levels on Instagram decreased significantly as audience size increased – dropping from roughly 8 percent for influencers with 1,000 followers to 4 percent for those with 10,000 followers. For mega-influencers, those with more than 1 million followers, engagement drops even further to 1.66 percent.

Why does this matter? Because engagement is a strong indicator of conversion, the action that really matters to brands. An influencer is more likely to inspire viewers to become actual consumers if they have a close relationship with their audience. For this reason, selecting five or six “niche” bloggers whose audiences closely align with your own can yield a bigger result than engaging a single mega-influencer with a mainstream following.

Brands Succeeding with Micro-Influencers

Christian Paul Watches is a great example of a brand who has effectively utilized micro-influencers to boost awareness and engagement. By collaborating with a mix of influencers, from Kate Waterhouse (130k+ Instagram followers), its official brand ambassador, to up-and-coming bloggers like Katherine Saab of Stylendipity (8.8k followers), Christian Paul remains top-of-mind among several diverse social circles.

There’s no #time like the present @christianpaulwatches ⏰ . . #watch #watches #watchesofinstagram #ootd #fashion #fashionable #fashionblog #fashionista #fashionweek #fashionblogger #fashionstyle #vamff #vamff2016 #seducestyle #selfie #love #beautiful #christianpaulwatches #streetstyle #theiconic #wcw #humpday #happyhumpday #shoppinglinks #bloggerswanted #teambb

A photo posted by Katherine Saab Fashion Blogger (@stylendipity) on Mar 9, 2016 at 1:34am PST

Marks & Spencer is another great example of a brand effectively engaging micro-influencers to share its story, particularly through events and individual collaborations with bloggers of different styles, a strategy that suits Marks & Spencers’ diverse customer profile. In a single recent week, the brand collaborated with trendy Australian blogger Le Blonde Fox (13.4k followers), chic Irish blogger Louise Cooney (21.2k followers), and travel blogger Nadia El Ferdaoussi (13.1k followers) — showcasing different looks by Marks & Spencer for three diverse, engaged audiences:

Blogged my latest collaboration with @marksandspencerau click the bio link above to read all about it! Best quality and the lowest prices…resulting in compliments galore with these trousers! Bag by @jessicabratichlabel which completes this whole look!

A photo posted by @leblondefox on May 31, 2016 at 1:01am PDT

Another snap from yesterday’s post for @mandsireland ? Can you believe these pics were taking in Dublin? It’s feeling a lot like a foreign country these days ☀️ #marksandspencer #summer #holidays #ad #shoppinglinks #dublin #sunny #ootd

A photo posted by Louise Cooney (@louisecooney_) on May 31, 2016 at 7:33am PDT

Finally nailing packing ?? Have you seen my capsule summer wardrobe post (linked in bio)? This must have white shirt from @mandsireland and other staples to simply your summer wardrobe. Check out @marksandspencer and @shoppinglinks for more style inspo ?? Pic:@michaelvanarey ? #girlsvsglobe

A photo posted by Nadia El Ferdaoussi (@nadia_dailyself) on May 30, 2016 at 2:44am PDT

Launching Your Own Strategy

One of the greatest advantages of working with micro-influencers is that brands of all sizes and budgets can take advantage. Because these bloggers are often just getting their start, many are happy to accept product samples, gifts, or event invitations to collaborate with a brand they love, making them a valuable asset for those brands that may not be able to launch a paid campaign. Some up-and-coming bloggers are even happy to accept content if you can supply beautiful photography and interesting product news.

When launching your own micro-influencer collaboration, first think carefully about your target audience and who you want to reach. We recommend utilizing an influencer marketing platform specific to your industry that allows you to set defined parameters like gender, age range, geographic location, and influence level. Remember that micro-influencers may need more direction than more veteran influencers, so be sure to set clear requirements before you start your collaboration. A good influencer marketing platform will be able to offer guidance about what to include in your requirements and how to get the best results from your campaign.  It’s particularly important to make sure your campaign follows advertising laws.

The Bottom-Line

Micro-influencers can be a secret weapon for brands of all sizes looking to boost awareness and inspire more online viewers to become customers. Whether you are a large brand looking for new ways to reach your target audience, or a startup designer seeking cost-effective ways to introduce your newest looks, embracing micro-influencers can help you achieve meaningful results while connecting with genuine brand enthusiasts.