While it may sound cool to enlist a celebrity or famous influencer with millions of followers to endorse your brand, they may not have what it takes to actually ‘influence’ the behavior of their followers, and shape their perception of your brand.
Are they seen as experts on the particular subject, topic or product field they're sharing with their audience? Are followers actively engaging with their content?
It all starts with credibility. And this is where micro-influencers come in.
Unlike what happens with celebrities and social media stars, the content that micro-influencers produce resonates with their audience because they're generally more relatable. Having smaller communities - typically under 25,000 followers - enables them to develop a closer relationship with their audience, and to better understand the dynamics of their interactions.
It's this close relationship with their audience, and their specialization in a particular topic, which boosts their level of authority, which can subsequently give the brands that they endorse a lift in credibility. Micro-influencers are recognized as trusted sources of information about the niches that they cover, and not only do they recommend products or services more frequently and directly than their counterparts, but these recommendations also tend to carry more weight.
In the below infographic, influencer marketing platform SocialPubli.com presents the four main reasons why micro-influencer marketing is becoming a key ingredient for any successful influencer marketing program.