Many corporations and businesses use influencer marketing to promote their products and services. influencer marketing is a proven and very effective way to market your brand and build a loyal customer base. However, only some businesses can approach Shah Rukh Khan to promote their products. Only a few big brands and corporations can afford to do that or even need that. Most companies that don’t have a diverse customer base don’t even need to market with mega influencers. That is why smaller businesses and brands can highly benefit from collaborating with micro-influencers to reach more customers and solidify their brand image.
So, that’s what I am going to discuss in this post. I will attempt to answer questions such as what a micro-influencer is, what niche marketing is, and how micro-influencers can help businesses.
Who is an influencer?
We are all familiar with the term “influencer” now. He or she is someone who has a significant social media presence and following. These people post content on social media websites and influence a significant number of people.
Nowadays, many businesses collaborate with these influencers to promote their products and increase customer or user bases. But as the technology and internet are improving, a large number of influencers in many diverse niches are coming. That is why it is important that a business should know about influencer marketing clearly with a great understanding.
Who is a micro-influencer?
As per the number of followers, there are broadly four types of influencers. An influencer with one million plus followers is called a mega influencer. An influencer with 100K to 1M followers is called a macro influencer, an influencer with 10K to 100K followers is called a micro-influencer, and an influencer with less than 10K followers is called a nano influencer.
A big corporation or a company that sells a generic product and has customers from diverse backgrounds can greatly benefit from collaborating with mega influencers. On the other hand, a business or a company that sells a niche product or sells in a niche area to a specific group of people can benefit from collaborating with micro-influencers, as micro-influencers are the best option when it comes to niche marketing.
What is niche marketing?
Niche marketing is the promotion or marketing of products or services to a specific group of people/ in a specific area/ or for a specific age group etc. A niche is a specific category and when a business or a company promotions in that specific niche, it is called niche marketing.
This can apply to many types of businesses, such as a business that provides software solutions has a particular niche, and a company that provides beauty services in “Delhi” has a specific niche. These companies will promote their products and services to a particular group of people only. They are not selling any generic products so it is fine to not collaborate with mega influencers for marketing purposes. A micro-influencer would be much more beneficial in such cases.
How are Micro-influencers helpful in niche marketing?
Now let’s discuss how micro-influencers are beneficial in niche marketing.
1. Have higher engagement rates:
It has been observed that micro-influencers have higher engagement rates than other options. It is because of their authenticity and rawness that makes the consumers feel much more connected with their message, thus increasing engagement. So, collaborating with these influencers is a very positive move for marketing your brand name and products.
2. Have closer relationships with their followers:
Micro-influencers have limited followers which makes their relationship with their current followers much close. Their audience feels a closer connection with them as compared to mega influencers. This is a very positive trait as it helps the marketing feel more natural to the consumers.
3. More affordable:
Small businesses that want to start influencer marketing can benefit from micro-influencer marketing as these influencers charge an affordable fee for promotions. On the other hand, mega influencers charge a lot of money which is usually not possible for small businesses and companies.
Micro-influencers can also accept gifts and use them in their content. This is a very affordable way of marketing as well.
4. Better Accessibility and availability:
Unlike mega and macro influencers, micro-influencers are much more accessible to small businesses and companies. You can connect with them through email, DM, or social media platforms easily.
Also, micro-influencers are more available and can give more time and thought in creating good promotional materials/content that aligns with your goals as a business.
5. More likely interested in establishing long-term relationships:
Micro-influencers are much more likely to continue marketing for your business in the long term as well. They will promote your business on their social media content for multiple occasions helping you gain a significant following.
Frequently Asked Questions:
A micro-influencer is someone who has about 10K to 100K followers on their social media. These people post content on their social media accounts and have a significant audience that consumes their content every time they post.
Micro influencers have a limited reach which can be a disadvantage for some businesses. They have less experience in collaborating with businesses and promotions. Their effectiveness of their may fluctuate depending on various factors.
Including all social media platforms like Instagram, YouTube, TikTok, Facebook, etc., there are about 3 million micro-influencers in the world.
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