Microinfluencers: Are they important in a marketing strategy?
Microinfluencers are considered those people who influence their community of followers in RRSS, in terms of trends, shopping or lifestyle. Nowadays, this influence and their reach are considered an essential marketing tool, as they allow companies to get closer to consumers and transmit their message and product in a way that is closer to the public.
What is a microinfluencer?
Microinfluencers are the Instagram profiles of those influencers who have a community of followers that varies between 1,000 and 100,000 users. This number of ‘followers’ allows them to interact with their audience and make the conversation created on social networks reciprocal, i.e. the microinfluencer creates content, their followers comment on it or send messages about it with doubts or inspiration on other topics, which allows feedback on the profile, benefiting creator and follower alike. The content shown is usually specialized in one area, which attracts a niche audience that is passionate about these topics and the brands belonging to this business segment.
Over time, brands have shifted the focus from large influencers to micro influencers, due to the engagement they accumulate, since their audience is committed to the topics covered and to the profile itself, generating a closer relationship between the company and the prescriber, and making the followers more in tune with the brand and its products or services.
Differences between an influencer and a microinfluencer
Influencers are personalities with a larger number of followers and in their networks they deal with more varied topics. Due to the large number of followers they have, it is often impossible for them to interact or respond to comments and direct messages, which decreases the engagement and commitment of the followers with the profile, even though the audience is larger compared to that of a microinfluencer. On the other hand, users with a smaller volume of followers have the ability to respond to the majority of their followers through messages and comments. In addition, microinfluencers are currently perceived as more approachable, credible and natural profiles, as their posts on networks are not entirely based on commercial actions. On the other hand, the big profiles are currently perceived as celebrities with a much colder character with their followers, since the increase in the number of users in their community has reduced their ability to interact with them.
How much does a microinfluencer charge?
This figure varies according to the profile, type of campaign and the number of followers accumulated. If it is a profile that is growing and developing, it is likely that the consideration is for collaboration, i.e. the product is sent to him or she is invited to try the company’s service so that he can test it and make a post about it.
If it is a more powerful profile, they also usually ask for a fee or rate set by the influencer or their representation agency. The services they can provide are: creation of stories, post in the feed and videos for Reels, IGTV, Tiktok or Youtube. The price of the services increases depending on the type of campaign, the duration of the content, the editing and production work. In other words, stories are the least expensive content, followed by posts and videos for Reels, Youtube and IGTV would be the most expensive, due to the preparation of the idea, content, recording, editing, etc. The approximate price for stories is usually 90-250€, publication in the feed 260-680€, the package of stories + publication in the instagram feed 650-2.100€, Reels or Tiktok 1.700€ and mention in YouTube video 260 – 720€, prices vary depending on the magnitude of the campaign, the company and the type of content desired.
How to choose an influencer or a microinfluencer?
Microinfluencer profiles are more credible and the public can empathize with them more easily, they feel closer to them because, having a smaller number of followers, engagement is higher, and the response to messages and comments is also higher, an aspect highly valued by the public. When selecting a profile we should make an intensive search of influencers and then review and choose those that fit more with our values, brand image and that, in addition, have not previously collaborated with brands belonging to the competition or products that clash with the message or image of the brand, as this may detract from the credibility of your company. Once we have selected a few profiles that fit the previous criteria, we will divide them according to the number of followers, since this way we will reach different audiences. The ideal is to have at least 6 microinfluencers of different segments, i.e. 1,000 – 10,000, 10,000-50,000 and 50,000-100,000, to ensure that we reach the largest number of users.
The advantages of hiring microinfluencers versus influencers. Example of microinfluencer campaigns carried out by The apartment.
Campaigns carried out with microinfluencers are easier to measure and control, while those carried out with larger profiles involve more people and a more elaborate communication plan, which due to the high profile of the influencer, if not carefully elaborated, can reach more critics than benefits. These profiles are perceived as more credible and trustworthy, since their profile is not entirely based on collaborative or commercial publications as in the case of macroinlfuencers. On the other hand, if you work with microinfluencers you can work with several at the same time to reach a larger audience, while with influencers with a larger number of followers you have to sign an exclusivity of at least 3 months. There are microinfluencers who have previously interacted with your brand or company, these are easy to locate and easy to work with because they are already followers of the brand. Among other advantages are that micro-influencers are considered low-risk investments and the fact that you can create long-term, reciprocal relationships in which the influencer helps you reach a segment of your audience and the influencer grows in audience.
In our communication agency, The Apartment, we have carried out several campaigns with microinfluencers with different types of companies. For example, with Tropicfeel, the textile brand “made in spain” respectful with the environment has made a collaboration with @angelaloalv, who in his profile has 18.5k followers. For this action, in exchange for giving her product, she made 2 stories and a reel; and, on the other hand @dariofruz with 26.7K followers in his profile, uploaded to his Instagram 3 stories with the product.