The Era of Micro-Influencers: Why Small Audiences Create Big Impacts
Many companies, including casino operators like Vulkan Vegas casino, are now working with micro-influencers. This marketing approach has become crucial for their businesses.
The way people pursue celebrities has changed. In the past, they tended to listen to big names only. Now, smaller creators are much more believable than traditional celebrities. Why so? Read on to find out.
How Do You Define a Micro-Influencer?
These are YouTubers, Twitch streamers, or Instagram bloggers with a small following. The consensus is that they have between 1,000 and 100,000 followers. These are sometimes referred to as “small celebrities.” They do not have a massive following, yet their followers are loyal.
In recent years, small bloggers have taken center stage in the world of marketing. They offer advertisers a loyal fan base. This fan base trusts the influencer and will buy what the influencer recommends. In addition to this, these creators focus on a single subject matter or niche.
Because of that, these micro-influencers can easily target a specific kind of consumer for a specific type of product. Since they are relatively small, the price of sponsorship is also more affordable than big celebrities.
What Makes Micro-Influencers Effective for Advertisers?
Here is a list of what makes micro-influencers impactful:
- Authenticity.
- Engagement rates.
- Expertise.
- Cost.
Let’s discuss each of these aspects in a more detailed way!
1. Authenticity
Micro-influencers look authentic, not fake. When you watch them, you can say that they are just regular people. One good example is a YouTuber who creates content about power tools. This person, we can assume, is a real woodworker, not an actor who just pretends to know how to use these tools.
With this example, one can assume this blogger r makes legitimate stuff, like a cabinet. It is the very thing that makes this person or influencer unique and real. The authenticity of these micro-influencers is what drives people to them. Followers gravitate towards them because they either provide educational or entertainment value. The followers can relate to them.
Most professional ads are unreal. They use so many make-up artists and they shoot their ads on studios. These standards, of course, are too high and unreachable for the common person. It is not genuine.
2. Engagement Rates
Micro-influencers have a lot of engagement from their loyal fans. This happens because the followers make up a community of people who have a deep interest in what the small bloggers do. For example, if a micro-influencer launches a cabinet-making video, the people who watch would comment, ask for advice, a plan, etc.
There is a strong sense of community here, and it is the micro-influencer that acts as a glue to hold the group together. Since everyone has a voice, the community keeps coming back, either for more content or to support others. This communal mindset is what makes these content creators impactful to their user base, even if the number of followers is small.
Why is engagement important? It is vital because videos or content with no engagement means that the influencer does not influence at all. An influential person not only draws people to them but also encourages the followers to participate.
3. Expertise
Micro-influencers are experts in their rights. In our previous example, the small blogger is a woodworker. In particular, he may put out videos about how to make cabinets, paint them, or repair them. Most of these videos provide value because they are informational and educational.
Since they are experts, the people who watch them expect guidance. That is why when he tells his followers to buy a product, they will do it without hesitation. The micro-influencer, in this situation, has established his authority as an expert in his domain.
Credibility is an important factor here. In addition, content creators who advertise products show these products in use. They do not advertise solely for sponsorship. Instead, they advocate for products that are reliable dependable, and useful.
4. Cost
Finally, micro-influencers are cost-efficient. They do not charge a lot of money when it comes to sponsorship. In addition, many of them would be happy to promote products that they are already using, and they only want a commission for it. While some may charge sponsorship fees, the costs are not exorbitant.
Viewers know this. They understand that micro-influencers are not rich people milking money from sponsors. This, and the credibility they put together, make them an impactful advertiser for a product.
If a micro-influencer promotes a product, the viewers do not see it as a money-grabbing opportunity, but rather a simple way for the artist or influencer to make a living. It is why they support what they offer or promote.
Audiences are tired of “super polished” type of content. They want something raw. Many people today want to see authenticity, something they can’t see in professional content. Professional contents are usually faked or staged to a degree that they are no longer believable. This behavior is the driving force behind the success of micro-influencers. They are real people—not fake endorsers of products they would never use.
