What is a Micro Influencer? Why are they important?

Have you ever heard the term Micro Influencer? I will admit it was new to me. I heard it on the Influencer Pros Podcast this past week. While the term is new to me, what a Micro Influencer is, is not. A Micro Influencer is one that has a smaller following group and are super passionate about their area of influence.

A micro influencer may not have a million followers. However, the followers they do have are just as passionate about the topic the micro influencer talks about. These people may not move the needle like a celebrity may, but they have people you want as your customers. It’s better to have a small number of people who love your product and can’t get enough. Then millions of people who have no passion for your product.

The world of Influencer Marketing is growing. Even more, than I thought it would this year. It’s one of the hottest areas of marketing. As it grows getting those A-list bloggers/influencers is going to be tougher and tougher. Brands are going to have to turn to smaller influencers to fill in gaps.

As, I said don’t discount the micro influencer. They tend to have more brand loyal followers than larger ones. Meaning these are the people who you want to connect with and their followers. A group of micro influencers could have the same power as one major influencer. It’s worth looking into micro influencers and not ruling them out due to their following.

Also, as pointed out on Influencer Pros Podcast, Influencer Marketing is going to become paid media rather than outreach/social. Going forward think of influencer campaigns as paid media. The same way you currently view online advertising. This is a new way to look to influencer marketing. But makes sense in the long run.

I hope you will look into micro influencers for your next campaign. In addition, if you’re a small brand its easier to connect to a micro influencer over a large one.

Tim is the founder of Element33. A social media agency specializing in education, management and strategy for small businesses. He comes from a traditional marketing agency but has embraced all things digital. He considers himself a marketing nerd and believes that all marketing is tied together. This means no matter what silo you are in, social, email, seach, etc, changes in one will affect the other!

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