How To Successfully Work With Micro-Influencers

Micro-influencers rock influencer marketing. Here’s everything to know about these niche content creators.

Lena Young
November 11, 2019

If you’re familiar with influencer marketing then you’re definitely familiar with micro-influencers. In 2019, micro-influencer made up 90% of all influencer activity, leaving many to wonder if the days of the big-named celebrity influencers are long gone. 

There are many reasons why brand benefits from a micro-influencers collaboration. Their small audience size (yes, SMALL) connects brands with loyal fans who already consider these niche influencers as thought leaders. Their content is often focused and niche, making it easier to identify influencers that align with campaign goals. And, maybe best of all, they are very affordable. 

Sounds great, doesn’t it? Still understanding how micro-influencers benefit brand goals isn’t that straight forward.  

What Is Considered A Micro-Influencer

This distinctive set of influencers is super unique to social media advertising. Think about it, they create high-quality content and distribute it to a tailored audience, cutting out the need to pay professional designers or photographers and run paid campaigns.

The first step of running a campaign with micro-influencers is finding the perfect micro-influencer. Many find identifying a micro-influencer hard. Are micro-influencers identified by follower count, likes, or engagement? There are actually many ways you can discover the best micro-influencer for your brand. Here are 3 micro-influencer detector clues:

  1. 5K-30K Followers 
    • Micro-influences have a small, targetted following that are specifically interested in their unique content.
  2. 500-5K True Reach
    • When vetting your next micro-influencer partner, check how many real views or “true reach” their content gets. Based on their follower count there is an obvious ratio that separates the real and the fake influencers
  3. 60-75 Klear Score
    • The Klear Influencer Score is a 0-100 score that rates how influential a user is based on a variety of criteria. It is generated using our sophisticated machine learning technology. Typically micro-influencers have a Klear Score of between 60-75, but the score can be higher.

Are Micro-Influencers Better Than Celebrities?

Unlike household name celebrities like Michael Phelps or Kim Kardashian, who amassed their social media following from their fame rather than their content offering, micro-influencers build their following by providing content around a specific point of interest. It is their dedicated fan-base that makes them such a vital asset.

We analyzed the performance of micro-influencer content vs. celebrity influencer content and found that despite having fewer followers, micro-influencers typically perform better.

Why Are Micro-Influencers Great?

Micro-influencers are getting up to 47% more engagements for their sponsored posts.

Micro-influencers get 3X more likes per follower for sponsored posts than Celebrity Influencers.

Celebrity influencers see a drop of up to 14% in engagements for their sponsored posts.

Micro-influencers are generating engagement rates that are more than 2X than those of Celebrity-Level Influencers.

Engagement rate for influencers Instagram posts
Sponsored posts perform better for micro-influencers

How Many Followers Do Micro-Influencers Have?

There is a common misconception about influencers;  the more followers they have, the more influence they have.

This is actually really far from true. Influencers with a large audience have followers over every age, demographic, and interest. So, while a high number of users may see your content, they are not very likely to be relevant. A micro-influencer audience usually all tends to fall under the same umbrella. So, though their content reaches fewer people, it is reaching the people who matter. Essentially, micro-influencers are quality over quantity.

Bex-Klear-Influencer-Analysis

How Much Money Do Micro-Influencers Make? 

Another benefit of micro-influencers is affordability. Unlike influencers that are “household names” micro-influencers’ rates tend to be much more realistic, allowing for brands to partner with multiple influencers at a time. And, despite affordable prices, these influencers turn around high-quality content comparable to professional studios, which can be repurposed across other platforms. In a study on influencer rates we discovered, Micro-Influences charge around $170 for an Instagram post, $220 for a video, and $70 for a story.

How Do You Work With Micro-Influencers? 

Every influencer campaign requires a carefully crafted campaign brief, outlining goals, expectations, deliverables and providing content examples. We’ve created an example of a campaign brief here. Sharing a brief with influencers will help your campaign run smoothly by aligning expectations from the beginning. 

Once you’ve set the campaign guidelines it’s up to your influencer to do the rest. A common misconception people may think that because they are working with a micro-influencer and not an expensive studio, they can’t give content feedback. This is not true. The collaboration phase is the most important phase of an influencer campaign. Quality content is just as important as it is for you. So, if you have feedback you should always give it!

It’s a win-win for everyone! 

If you’d like to learn how to identify the perfect micro-influencer for your brand, schedule a demo and we’ll show you the tools for finding and vetting the perfect partner.