Everyone wants a mega-celebrity such as Selena Gomez, Beyonce, and Cristiano Ronaldo (all of whom boast over 100 million Instagram followers) to promote their brand. But ask any influencer marketing agency, and they’ll all tell you that real power comes from partnering with micro-influencers. While big names sound exciting and flashy, micro-influencers with authentic, highly-engaged audiences can radically drive brand engagement for a fraction of the price.
Big names simply don’t have the time
Sure, they have a lot of followers, but major celebrities don’t have as much time to engage with growing brands for advertisement purposes. They often accidentally plug the wrong features or – worse – accidentally create a public relations nightmare that your team had not intended. Just ask Naomi Campbell, who accidentally copied and pasted a brand’s entire outreach email into her promotional Instagram post without editing it.
Get more bang for your buck
A good influencer marketing agency like BIGEYE, will advise you to spend as few marketing dollars as possible to get maximum output. On average, micro-influencers are 6.7 times more cost-efficient per click when compared with even relatively unknown celebrities. This figure obviously jumps dramatically depending on how much you pay an influencer to promote your brand. On average, a celebrity makes between $2,000 and $8,000 per branded social media post, compared with some micro-influencers who will gladly promote your brand for free if you let them try it and engage with them.
Micro-influencers drive better engagement
According to a study by Hubspot, more followers does not necessarily equate to more engagement from their audience. Instagram users with fewer than 1,000 followers generate likes 8% of the time, while users with 1-10 million followers earn likes only 1.7% of the time, with a wide range of decreasing percentages as the audience grows. This makes sense because micro-influencers target a more focused audience actively participating in a niche topic. Think: your local, celebrity yoga instructor whose class you attend every Saturday versus a large-scale yoga clothing brand such as Alo Yoga.
Authenticity goes a long way
If you are a small- or medium-sized business, protecting your reputation is critically important because you haven’t built enough goodwill in your brand to weather a PR disaster. An influencer marketing agency can help you craft meaningful content that speaks to your brand values and unique differentiators, while a micro-influencer can promote you in a real and authentic way. Because these influencers are usually hyper-dedicated to their blog or digital presence, they are often trusted sources of information or recommendations that big name celebrities simply can’t replicate.
To understand how micro-influencers can fit into your content and social media strategy to engage millennials and your local community, contact BIGEYE today. We are a top Florida marketing agency dedicated to building authentic brands through meaningful partnerships and cross-channel exposure.