The saying is “go big or go home.” A lot of us have taken that to heart but it’s not always true. Small can be mighty in social media, and there’s a lot of value in maintaining a tiny dedicated community of followers. Big brands and sponsors (think Amazon, Walmart, the big hitters) are seeking out and happily partnering with micro-influencers. And not just as a once off: they’re doing it a lot! It’s an exciting trend – and one we hope will stick around.
In this article, we’re covering everything you need to know about being a micro-influencer. We’ll break down the different influencer categories, talk about the benefits of working with or being a micro-influencer, and how to become one.
The Influencer Categories 🗃️
Influencers can be categorized into four tiers based on the size of their following.
Mega-Influencers have a huge following, often reaching millions of followers. They’re typically well-known figures, such as celebrities, athletes, or public figures.
Macro-Influencers have a large following, usually ranging from hundreds of thousands to millions of followers.
Micro-Influencers have a smaller but highly engaged following, often in the range of a few thousand to around 100,000 followers.
Nano-Influencers have a very small but highly specific and engaged audience, often in the range of a few hundred to a few thousand followers.
We’re focusing on micro-influencers, but nano-influencers are also on the rise! Do not underestimate your following as a creator. It may be easier to land deals with a large audience, but you can still land sponsors and brand deals no matter your following size.
More on Micro-Influencers 📂
A micro-influencer has a relatively small but dedicated and engaged following. These influencers are (usually) considered experts or enthusiasts in specific niche areas, such as beauty, art, travel, or other specialized interests. But not every micro-influencer; there are plenty of micro-influencers that create more general content.
Micro-influencers are valued for their ability to connect with their followers on a personal level. Their smaller audience allows for more meaningful interactions and a higher level of trust. Their recommendations and endorsements can have a significant impact on their followers.
The Power of Trust 🤝
The main reason brands and sponsors love working with micro-influencers is trust. Their followers feel connected to them and since they have a smaller following, it’s easy for these creators to build that connection. The more connected you feel to someone, the more you’ll trust them. So, when a micro-influencer mentions a product they love, you’ll feel more inclined to buy it.
Subconsciously, we’re also more likely to trust smaller influencers because we don’t assume they’re just trying to make a buck off us. Some mega-influencers have said they make $60,000 for posting once promoting a product. Good for them…but it makes the rest of us think twice.
A lot of micro-influencers start making content with things they spent their money on and genuinely love. Because of this, micro-influencers feel more authentic and like they truly care about the products and brands they promote. Not to say bigger influencers don’t…but micro-influencers are just easier to believe. It’s like if a celebrity and your friend recommended a life insurance to you: you’re going to trust your friend over the celeb.
Audience Engagement ❤️
We’ve mentioned this before in our Ultimate Creator Guide, but focusing on community and connecting with your audience will yield more meaningful engagement. A mega-influencer’s content will be spread very wide; their audience may not feel as connected to them, or may only be there for one kind of content. And just because a video garners likes and attention doesn’t mean anyone will actually be influenced. Getting sales and interest from their content can be a bit of a gamble.
A micro-influencer has a much more dedicated, connected audience. Their content may not get a super impressive like-count out of context. But when you look at the like-to-comment-to-follower ratio, it’s a lot more impressive. Their audience is invested and highly-engaged, and it will be easier for their followers to see and hear about the brand. The ratio of success (sales, likes, new followers) for the brand will be higher.
Niche Expertise 🎓
Micro-influencers usually fall into a specific niche – and usually have some kind of expertise there. Most of their followers will also be in that niche, which helps brands reach a targeted and highly-nb , interested audience. An indie author who posts about writing, editing, or books will have an easier time promoting planners or headphones to their followers. They would use them often, and other writers would believe these products work. And they’re literally promoting to an audience full of writers: it’s a win-win.
A Note on Niche ✏️
Do you need a niche to be a micro-influencer? No. It’s easier, as your audience will be interested in whatever your content revolves around. The broader your content, the broader your audience’s interest. But you can still land brand deals and sponsorships, they may just be more general. Or, if you fall into several defined niches, you may be able to secure brand deals in each of them!
Cost-Effectiveness for Brands 💰
Micro-influencers can be a more cost-effective and a smarter investment for the brands they work with. We mentioned in the previous section that it’s easier to market to an audience that’s largely in one niche. The brand is more likely to get sales if they work with creators in a targeted area – it’s basic marketing!
But micro-influencers may also charge less for brand deals. As we said, mega-influencers sometimes charge $60,000 for one post. That’s insane! For a lot of brands, that might be their entire marketing budget for the quarter or the year. A micro-influencer can’t pull that off: even if they charge their worth, it’ll be a lot less. For them, one video might range between $90 – $300, depending on their followers, content, and platform. All in all, micro-influencers are a higher return on investment.
How to Become a Micro-Influencer 📝
The road to being a micro-influencer is pretty straight forward. If you’ve read this entire article, you’ve probably already spotted a few steps ways to strategize. But let’s nail down the top five.
Becoming a Micro-Influencer ✅
- Build a niche. Whether you create content about your passion or something you’re educated in, find a niche. Start creating content in it consistently. If you want to work in multiple niches, great! Settle on them and set a schedule so you can create for all of them regularly.
- Post Consistently. Consistency helps establish trust with your followers. It shows you care about your content, and keeps you at the front of their FYP. Algorithms on some platforms are more likely to push your content if you’re consistently creating, too.
- Create authentic content. Your followers will want you to be authentic – about your interests and opinions, and about who you are. Be yourself, only promote or talk about products you like, and create what you love.
- Engage with your followers. Like their comments, respond to DMs and comments, answer questions in a video, or even go Live! Spend time engaging with your followers and building trust with them. You can read more about this in our Followers vs Supporters series.
- Use Hashtags Effectively. Research and use relevant hashtags to increase the discoverability of your content. This can help you reach more creators interested in your niche. Get a head start with our recent article about optimizing hashtags.
Remember: becoming a micro-influencer takes time. Focus on building genuine connections with your audience and staying true to your niche. Continue to improve your content or adapt how you create and engage based on feedback, analytics, or your changing goals.
In Conclusion 🏆
Social media is stressful in and of itself. When you think about trying to become a giant, mega-influencer, that stress grows. But it’s not the only way to be successful on social media and land sponsorships. This isn’t Talladega Nights, you aren’t Ricky Bobby, and if you’re not first that doesn’t mean you’re last.
Brands love micr0-influeners and influencers in a specific niche. They have an engaged community that’s invested in their content. That’s a much more powerful bargaining chip than you might be expecting. And if you’re wanting to carve out a unique, fun space in the digital realm, don’t worry about going big. Go home, and go micro.