Are Micro Influencers Effective For Startup Brands?


Startup brands face an uphill battle making a splash, especially when there are established players in the marketplace. They need fresh, innovative and low-cost marketing methods to promote their brands and stand out. Fortunately, micro influencers are an accessible option for startups that need traction and bang for their buck.

And the results speak for themselves, with 82% of consumers “highly likely” to follow recommendations made by micro influencers. Furthermore, these influencers have 22.2 times more “buying conversations” than that of average consumers. That’s why I’ll reveal more about the effectiveness of micro influencers pertaining to startup brands.

Micro Influencers Are On The Rise.

Countless brands and individuals vie for attention online. Social media platforms provide fertile ground for easy, quick and on-going conversation for disparate voices everywhere. A few of the most authoritative voices eventually become what’s known in marketing speak – “influencers.” Some of these influencers are great at building up large communities whereas others are better at nurturing smaller followings. Until recently, many marketers focused on those with larger followings due to their greater reach.

But the tide has changed, and marketers are showing greater interest in those with smaller follower counts. They realize that these influencers command higher levels of trust within their tight-knit communities and from followers. And this is an important reason why micro influencer marketing is all the rage in 2018.

They Have Smaller But More Engaged Audiences.

People love following their favorite artists, bands and celebrities on platforms such as Facebook, Instagram, Twitter, and YouTube. Therefore, marketers have been quick to capitalize on the massive followings of these popular influencers. They soon discovered that popularity isn’t all it’s cracked up to be as this seldom results in engaged followers. This is why many marketers have started focusing on micro influencers recently.

These smaller influencers have between 500 to 10,000 followers, far fewer than macro influencers with their 50,000 to 100,000 followers, and mega influencers with their 500,000 to 1,000,000+ followers. However, followers of smaller influencers are more engaged and loyal due to stronger two-way dialogue between influencer and follower. This makes them ideal for running marketing campaigns targeting niche audiences that prefer authentic and trusted voices.

They Are Cost-Effective.

Understandably, most startup brands seldom have the resources for major marketing pushes. They can’t afford to sign up a macro or mega influencer to promote their brands. Besides, we’ve already determined that it’s micro influencers that have the most authentic relationship with their followers. They have more selling power due to their committed followers, and it doesn’t hurt that they charge approximately $ 250 per sponsored post.

Major players such as Adobe, Bumble, and GoPro use them for their savviness and cost-effectiveness to represent their brands.

Finding The Right Micro Influencer For Your Brand.

Startup brands usually specialize in a specific product or service. This makes them a good fit for micro influencers who carefully curate their content for specific niches. Due to their smaller scope, they don’t often feature sponsored posts by brands. They will only work with brands that complement their own aesthetic and values, even though they’re open to collaborations. Therefore, ensure that your brand and the influencer share commonalities before approaching them.

How do you go about finding micro influencers then? This part isn’t too difficult. Blogs and social media platforms are home to many influencers that should be relevant to your brand. In particular, Instagram has been bursting at the seams with influencers of all kinds.

Planning Ahead For An Effective Campaign.

Before initiating your marketing campaign, it’s vital to plan ahead and set clear goals. Decide how your micro influencers will best promote your brand to their followers. They can mention your brand, share discount codes, work on co-created content, and hold giveaway contests. Use tools such as CapsulinkGoogle Analytics, and Quantcast to analyze the effectiveness of these promotions. Moreover, take time to measure how your campaign affects the business, market, and content value of your brand.

The Bottom Line.

Micro influencers are changing the marketing landscape by promoting brands, their products, and services to niche audiences. Feel free to contact me to learn more about making an impact on social media through micro influencer marketing.

Reed Duchscher

President | Night Media

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