Micro-influencers are bloggers and vloggers who focus on a niche. Because they focus on a specific segment, they often have a smaller reach. On the other hand, the relationship with their followers is often better. Research by Markerly shows that (Instagram) accounts with less than 1000 followers have an average of 8 percent likes and 0.5 percent comments. Compared to accounts with more than 10 million followers, this is a lot higher. They reach 1.6 percent likes and 0.04 percent comments.
By using micro-influencers, you create more engagement and can better distinguish yourself from your competitors. Which ultimately ensures more effect. In addition, the advantage is that these influencers:
are truly passionate about their niche
are highly involved with their followers
do the work themselves and not have someone do it for them
become more committed to your brand
Companies that have gone before you
The use of micro-influencers is not new. greece whatsapp number In 2014, HEMA started a Bloggers Academy consisting of regular people/bloggers who wanted to write about the HEMA lifestyle. The blogs that came out of this were shared on social media channels to achieve the largest possible reach. Wehkamp followed this example in 2016 and had their own target group create content for their healthy lifestyle section. They eventually offered five micro-influencers a platform within their Wehkamp inspiration platform .
In addition, publishers are a good example of using micro-influencers. They send books to book bloggers and vloggers in the hope that a (positive) review will appear online. Nowadays, publishers increasingly organize blog tours when a new book has been released. The publisher goes in search of bloggers who want to participate. The bloggers receive a review copy and in return they have to put a review (or other article about the book) online on a certain date. The blogger then refers to the previous or next bloggers in the tour. In this way, a large reach is created in a short time in the right niche.
Find the right (micro)influencer
If you simplify influencer marketing , you can say that it is word of mouth or an online review with a face. It becomes more personal. And that is the trend. There is only one big 'but'. If the blogger or vlogger has to be pure and sincere, that is also expected of the brand. And more importantly, if you want to use it, there has to be a click, a match made in heaven . So that both your brand and the influencer are credible.