What the Heck are Micro-influencers—and Does Your Brand Need Them?
eCommerce
4
min read

What the Heck are Micro-influencers—and Does Your Brand Need Them?

Marketing is ever-evolving—learn more about this ~modern~ method for reaching your target audience.

Marketing isn’t like it used to be—and the old dog needs to learn new tricks. You already know that we're big fans of using custom t-shirts and other apparel to get your brand out there, but there are also a few other effective methods that are shaking things up.

Nowadays, if you want to get a product out there, social media is a useful tool to gain the most exposure. Incorporating ads into social media platforms is nothing new, but what about getting your product personally endorsed by your favorite influencers and content creators? When it comes to these creators, it can be a toss-up between getting your products endorsed by someone with a huge following or someone with a smaller audience. Although bigger influencers and celebrities may seem like an obvious choice, they may not provide the greatest bang for your marketing-buck. Smaller creators can give your product the boost you’ve been looking for, without the price tag of a celebrity collaboration.

Speaking of social media: Give us a follow! We're always sharing super cool design inspo, new products, behind-the-scenes videos, and other fun stuff.

What is a micro-influencer?

While it may sound like a made-up way to describe anyone who has a Facebook, micro-influencers are real – and a real tool for companies. A micro-influencer will have a social media presence that can be described as more famous than a common person, but less famous than a celebrity. Their audience ranges from anywhere between 3,000 and 100,000 followers. 

The prevalence of TikTok marks the beginning of a new age for influencing, where people have the power to build communities quicker than ever before. With smaller creators being able to appeal to niche consumer interests, there is a seemingly endless supply of micro-influencers with no end in sight for this growth. You can take your pick at the millions of creators that you feel would best fit your brand and product.

How small creators can make a big impact

Genuine connections with their followers

There’s no doubt that followers of big-name celebrities feel some sort of connection with that celebrity (whether justified or not). However, a connection with a lower-level celebrity might be a little more genuine, authentic, and two-sided—and, as such, feel a lot more personal.

As creators get bigger, they gain more and more followers—that barely engage. And, as such, they grow farther apart from their audience. Small creators can engage with their audience and connect with them in a way that big creators just can’t. A small creator can feel more like a friend, while celebrities can seem like they are at the cool kids table that would never let you in.

It kind of comes down to trust. Think of it this way: When it comes to a product, are you more likely to buy it because a friend says it’s great, or because someone who doesn’t even know who you are says it’s great? 

There are SO many

A huge component in any marketing strategy is that we’re looking for a target audience. When looking for someone to market a product, making sure that that person has the right vibe, content, and—most importantly, audience—is going to lead to the best sales. When comparing micro-influencers and macro-influencers, micro-influencers are WAY more prevalent—because basically anyone with any kind of following at all can be a "micro-influencer." Knowing how many small-audience creators are out there, companies have a huge arsenal at their disposal as they hone in on communities they want to market to.

Smaller creators will also generally be more willing to market a product than a bigger influencer might: You're way more likely to get a local micro-influencer with a following of 9K to shill your product than you are an A-lister like Brad Pitt.

More affordable, less risk

Ultimately, you’re looking for someone who is going to best endorse your product—but at what cost? You want to make sure your ROI checks out, and that you're not sinking a ton of money into an influencer marketing strategy that may or may not pay off. Small creators are looking for any way to make money and followers, while celebrities may take a different approach. If you want to get a celebrity or major influencer's attention, it’s going to cost you. Most likely, big creators are going to have hundreds of messages every day asking for endorsement deals. When it comes to a smaller creator, they may only have a few requests and are most likely to accept an offer from a company with a smaller budget. 

Micro, macro, or none at all?

We all spend way more time on social media than we would like to admit. Whether it’s Instagram, Twitter, Facebook, or TikTok, it’s always a huge part of the day. If you want exposure, using social media as a tool is definitely the way to go. Micro-influencers and macro-influencers have proven to help endorse products and probably won’t quit doing so. If you’re looking for a way to grow your product and audience, social media influencers might help you get there.

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