The Unexpected Rise of Micro-Influencers and Their Impact on Marketing Here's how micro-influencers were able to make a place of their own in the digital space
By Abeer Raza Edited by Micah Zimmerman
Opinions expressed by Entrepreneur contributors are their own.
The concept of influencer marketing has been around for a while, but it has traditionally been focused on celebrities and individuals with large followings. However, the rise of micro-influencers has changed the game.
With a small but dedicated following, these individuals are considered experts in their respective niches, be it beauty, fashion, games or health and wellness. This makes them extremely valuable to brands that target specific groups. Let's analyze why this shift came about in recent years.
Related: How Your Business Can Benefit From Micro-Influencer Marketing
The shift in consumer behavior
A study of more than 2000 adults in the United States showed that 37% of people trust social media influencers over brands themselves. A shift in consumer behaviors due to social media has led to changes in how people consume, when they consume and how they consume. They are more likely to be influenced by the opinions of others and tend to make decisions based on social proof than before.
This has made it possible for influencers to build large followings and promote products and services to their audience, leading to an increase in the use of influencer marketing by brands. Micro-influencers have replaced traditional forms of marketing like television advertising as people are more inclined to trust their words. They also view them as more 'real and authentic' than their celebrity counterparts.
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The emergence of the short video format
Keeping 100 million users engaged under lockdown conditions, the pandemic-led rise of TikTok contributed to the emergence of the short video format. This platform made it easier for individuals to build a following and establish themselves as experts in their niche. TikTok trends dominated the digital space, with everyone from brands to musicians effectively using them.
Guess' influencer-led campaign was one of the most influential campaigns the app has ever seen. Using the hashtag #InMyDenims, the brand encouraged influencers to make videos of themselves, from looking like a mess to being best dressed. For every macro-influencer like Charli D'Amelio, hundreds of micro-influencers were also jumping on the trend.
The surge in popularity TikTok received was soon followed by the introduction of YouTube shorts and Facebook and Instagram reels. As the short video format continued to dominate, it made it more accessible for creators to produce content, leading to a more diverse range of micro-influencers.
Related: How TikTok Changed the Social Media Game With Its Unique Algorithm
A cost-effective alternative
Micro-influencers are also preferred over celebrity endorsers because of their cost-effectiveness. Unlike celebrities, who usually command high fees for endorsements, micro-influencers often have more reasonable rates, making it suitable for small and medium-sized businesses to work with them.
Brand endorsements mutually benefit both the micro-influencer and the brand working with them to increase their reach. This is why they often forgo monetary benefits to get their name out there. Their cost-effectiveness made micro-influencers the go-to choice for marketing by several brands.
Related: How Micro Influencers Will Fuel Monetization in the Future
Ability to reach a specific niche
When brands try to diversify and expand their businesses, they often find it challenging to penetrate niche markets. Micro-influencers have made this task much easier. They can reach specific niches and communities that might be hard to reach through traditional forms of advertising, making them highly valuable for certain types of products and services.
For example, a business hoping to enter the health and wellness niche may face difficulty because of how saturated it is. By using micro-influencers who specialize in that particular niche, they were able to get their name out there effectively. This played a significant role in the unprecedented rise of micro-influencers.
Related: How to Market in a Niche Industry
Higher engagement and conversion rates
Micro-influencers are known for building deep and long-lasting relationships with their followers. Having a loyal audience means that they're able to generate a higher level of interaction and engagement with their content. This also results in micro-influencers having a higher conversion rate than other advertising forms.
Any brands working with them can benefit as they can drive a higher level of click-through and purchase rates, making them an efficient way to drive sales. Because of their good repertoire with their followers, these brands can expect long-term partnerships, collaborations and even repeat customers. This helped cement micro-influencers as a force to be reckoned with in the influencer marketing world.
The future trajectory of influencer marketing
In conclusion, the rise of micro-influencers has been unexpected but successful in changing how people perceive them and internet celebrities. A Morning Consult poll showed that 54% of Americans between the ages of 13 and 38 would become influencers if given a chance. This indicates that the number of emerging micro-influencers is not expected to slow down anytime soon.
This disruption and unforeseen rise has also led to a significant shift in how brands approach influencer marketing. By using a micro-influencers' authenticity and devoted audience, they can capitalize on their influence, resulting in a mutually beneficial relationship.