Five Things Micro-Influencers Want Brands to Understand

Marketers who understand the value of influencer marketing also understand the power of micro-influencers.

Unlike celebrities or influencers, these “normal” social media users exhibit practical behaviors that make them identifiable. These are ordinary people with regular social media accounts who are genuinely motivated to share their passions; therefore, they have incredible power that accelerates the process of building consumer confidence.

  1. They’ve been working on it for a long time

While 62% of respondents currently receive less than 10% of their annual income from their work as influencers, more than half (52%) of micro-influencers said that their professional goal is to become full-time content creators. a clear step towards professionalization.

Given that 77% of the post content on social networks daily, it is fair to say that micro-influencers are personally engaged and invested in their work. For many of them, especially those working full-time, it is a passionate project to be more influential in expressing and connecting with a larger community of people with similar interests – to create what some of them are doing online.

  1. Authenticity is important: they don’t work under a brand

A common misconception is that key influencers are more selective about whom they work with because there is a personal brand that needs to be protected. However, small influencers are equally concerned about whom they work with because authenticity is very important to them.

When asked why they would consider using a brand more than once, 37% of micro-influencers say this is the main reason, followed by 30% who claim to receive fair and competitive remuneration and 14% who confirm the brand value. Align with theirs.

  1. it’s not just about money

In our study, micro-influencers were asked about their type of remuneration: 44.3% of micro-influencers said it was money; 29.2% said they had free products, services, or experiences; 17.8% said they had exclusive access to the event, and 7.9% declared partnership with an affiliate.

The good news is that micro-influencers are generally more flexible than other influencers; they can better serve your needs while serving your followers. They generally like to build relationships with brands and, unlike great influencers, they see work as a true partnership, not just a business.

  1. Instagram is where it is

Instagram is the dominant social media platform among micro-influencers: 61% of them choose it as their favorite social network, followed by Facebook (17%) and Twitter (12%).

There are also platforms and markets that you can use today to find the most influential Instagram influencers for your brand. These are useful tools that often provide useful information for later review, including the main topics the influencer publishes on, the geographic location of their audience, and the average engagement rate.

  1. Popularity is not the same as influence

Since the rise of the influencer marketing industry, fan counting has often been used to determine whether a user influences social media. The wider the audience, the more influential you become. Now things have changed. With the decline of the industry, brands have realized that popularity is not synonymous with influence – engagement decreases as the number of followers increases, and fake followers are a very real problem.

More and more marketers are beginning to realize the value that micro-influencers have on the table; however, 68% of micro-influencers still do not feel sufficiently recognized. While micro-influencers want to devote themselves to full-time marketing, they clearly also need more recognition; indicates that the ecosystem as a whole must mature and improve so that it can effectively translate its vocation as an influencer into a viable career.

Today’s consumer is busy listening to micro-influencers, which is what influence marketing is for.