Why Microinfluencers Are Gaining Importance for Digital Marketers
While influencer marketing overall will remain a significant digital marketing trend, marketers are increasingly turning to microinfluencers as a more authentic and cost-effective option. Here are some reasons why microinfluencers are gaining importance:
More authenticity and trust. Microinfluencers seem more like everyday people rather than celebrities. They cultivate smaller but highly engaged followings based on trust and authenticity. This makes their recommendations more persuasive and effective for marketing.
Niche expertise.
Microinfluencers tend to focus their content within a specific niche or industry. This gives them more relevant expertise and credibility when promoting products or services within that space. Their recommendations thus carry more weight.
Greater relatability.
As normal people with smaller followings, microinfluencers appear more relatable and similar to the followers they wish to influence. This enhances the impact of their campaign partnerships and sponsored recommendations.
Lower costs.
Partnering with microinfluencers costs a fraction of working with mega influencers. Their lower follower counts translate to lower fees, making these partnerships more accessible and affordable for growth-oriented brands.
Higher ROI potential.
Since costs are lower but engagement rates often comparable, microinfluencer campaigns can provide higher return on investment for digital marketers through more efficient use of budgets.
Better audience targetability.
Microinfluencers tend to have more targeted and niche follower profiles that match the desired audience for many brands. This allows for more precise targeting within marketing campaigns.
Easier scale.
Although individual follower counts are lower, the abundance of microinfluencers across industries and niches makes it scalable for brands to build large campaigns utilizing dozens or hundreds of these influencers.
In summary, while macro and mega influencers will retain their role for certain brands and campaigns, microinfluencers are poised to become a larger part of digital marketers’ influencer strategies moving forward. By offering greater relatability, niche expertise, authenticity and higher ROI potential at more reasonable costs and easier negotiations.