Why Micro-Influencers Are More Valuable Than Celebrity Influencers
A common misconception of influencer marketing is that the bigger an influencer’s following, the more successful a campaign will be. However, this is not the case, and micro-influencers often provide higher value results during campaigns. Although celebrity influencers have a larger fan base, the likelihood that the majority of their followers will be interested in branded content is low. Therefore, using a micro-influencer to represent your brand will not only yield high engagement, but it has many other benefits. Keep reading to find out the top 5 reasons micro-influencers are more valuable than celebrity influencers.
Using micro-influencers proves to be highly beneficial for targeting audiences because although they have a lower following than celebrity influencers, most of their following is more likely to share the same interests as the influencer. Micro-influencers have a particular audience that is likely to not only be interested in your product but will also be driven to purchase it. Individuals trust peers rather than ads, and therefore using micro-influencers who have an authentic relationship with their audience is likely to drive sales for your brand.
When selecting what micro-influencer you want to represent your brand, you know what audience you will be targeting because their interests will align with the influencers. For example, if you were to use a macro or celebrity influencer, their followers are likely to be from a wide range of individuals. These followers could range from a teenager to an adult, or someone interested in lifestyle content to someone interested in sporting content. By using a micro-influencer, the vast majority of their followers will be interested in the influencer’s content. Meaning, people are not likely to follow a fashion micro-influencer unless they are interested in fashion themselves. This makes micro-influencers the perfect fit for reaching specific audiences.
Engage With Audiences
By having fewer followers, micro-influencers are able to engage with their following on a more personal level. In some cases, micro-influencers will have a direct relationship with individuals in their following. As mentioned before, individuals trust peers over ads. This means this personal connection influencers have with their followers makes them a trusted source and will, in turn, help drive those sales.
Since micro-influencers have a lower following than macro or celebrity influencers, their going rate is considerably lower in comparison. This allows you to have multiple influencers share content with their audiences instead of spending your entire budget on just one influencer. Using multiple micro-influencers will, in turn, reach more of your desired audience, rather than a large number of people who have no interest in your product or service.
It is essential to work with influencers that you believe represent your brands’ image and values. Oftentimes, micro-influencers will only work with brands that they themselves share values with, as this will be content most engaging to their audiences. By selecting the right micro-influencer, your brand will gain a long-term brand ambassador, and you are likely to have this influencer champion your brand.
It is a common misconception that using a celebrity influencer to represent your brand is better than a micro-influencer. While it may drum up interest towards your brand that a certain celebrity uses your products or services, it does not create long-term interest with your desired audience. Using a micro-influencer to represent your brand has countless benefits and is sure to reach a larger portion of your target audience. So why wait? Start your influencer marketing campaign today by clicking here to book a consultation, or visit: https://embold.co/book-call/