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Micro-influencers has grown tremendously in popularity over the last couple of years. First, “regular” influencers, also known as macro-influencers with large followers got popular. But then, a switch started to happen, and now, more and more marketers are starting to realize that micro-influencers are tremendously effective in marketing, at least based on how cost-effective they are.

Before we jump into the statistics, it might be good to present an introduction to micro-influencers.

What are they?

Micro-influencers are individuals that have a smaller following than macro-influencers but generally, they have a more engaged audience and are considered to be experts within their field, thus being seen as more trustworthy than the larger influencers.

What’s more, micro-influencers are more careful with the brands they are promoting, and the brands they do promote are brands that they love and use, thus making the campaign come off as more genuine.

These are just some of the many reasons micro-influencers are so effective in marketing. But to fully understand how effective they are, let’s take a look at the statistics that prove their power.

Instagram users with 1,000 followers or less get 9.75 engagement

Markerly

This statistic is regarding Instagram in particular, however, the principle goes for all social media platforms. The more followers you get, the less engagement you will have – of course percentage-wise compared to your followers. In other words, the engagement doesn’t grow at the same pace as the follower count does.

For a marketing campaign, engagement is far more valuable than the number of views. What’s more, you can have millions and millions of followers, but if nobody sees the promotional post the influencer shares, it won’t have any effect, and therefore, the engagement is proof of that, and how engaged and interested the followers are.

A survey made by Markerly found that the more followers a social media influencer gets, the less engagement they will have. The study found that Instagram users with less than 1.000 followers received a like-rate of 8%, and accounts with 10 million+ followers only had a like-rate of 1.6%.

What does this mean?

It means that influencers often base their prices off of their follower count, which means that the more followers they have, the more expensive they’ll be. The only catch is that the more followers they have, the less engaged their audience will be, thus making you pay more for each interaction that you do with micro-influencers.

After all, it is the people who interact and are genuinely interested that are most likely to convert and fully consume the message the influencer sends.

82% of consumers are “highly likely” to follow a recommendation made by a micro-influencer

Markerly

Because micro-influencers are more trustworthy and have a better, more intimate relationship with their followers’ people are also more likely to trust their words when they are recommending something. For a brand, this is extremely valuable because you can get more conversions for a smaller marketing budget.

Influencers in the 10k-100k follower range offer the best combination of engagement and broad reach

Markerly

According to Markerly, influencers with 10k-100k followers provide the best engagement and reach among all influencers. While there is no exact span of followers you need to have to be able to call yourself a micro-influencer, the general numbers of followers that are discussed are somewhere between a few thousand followers up to 100K followers.

Users with 1000-4000 followers receive 4.5% engagement

Markerly

As mentioned earlier, when an influencer gets more followers, the engagement rate decrease, and this is also the reason why Markerly has found the this is the ultimate span of engagement vs reach. In other words, the best of both worlds.

85 percent of customers trust peer recommendations over brand recommendations

Markerly

Micro-influencers have a closer relationship with their audience, and therefore, they have a completely different opportunity to impact their followers compared to macro-influencers. People trust peer recommendations a lot more than brands, and since micro-influencers have such great relationships with their audience, they are seen as peers, thus having more trust than regular influencers.

70 percent of consumers consult social media before making buying decisions

Markerly

When people consult social media for buying decisions, they often head to micro-influencers for advice. Because they are notoriously known for giving true and honest opinions, and to only promote things that they truly believe in, people feel like they can genuinely trust that the things that are being recommended are good stuff.

Micro-influencers have up to 22.2 percent more buying conversations

Markerly

All of these statistics that prove micro-influencers’ conversion power all point toward one thing: trust. Micro-influencers are far more trusted than regular influencers and that is also the reason why they can make such a huge impact on people.

82 percent of consumers are highly likely to follow a recommendation made by a micro-influencer

Markerly

Want to find social media micro-influencers to partner with?

When partnering with them, remember that just because their micro-influencers doesn’t mean that they will help you achieve all of the results listed here. If the micro-influencer has a highly unengaged audience (which can be the case even though they are micro-influencers), or that they have bought all of their Instagram followers or buy Facebook likes, you can be certain that you won’t see the results that are presented here.

When teaming up with micro-influencers, you need to find people who truly resonate with your brand, are in the same industry, share a similar type of content, etc. Only then will you be able to get the best results.