A statistical survey conducted by Markley shows that Instagram influencers with less than 1,000 followers tend to have a Like rate of 8%. It also stated that Instagram influencers with followers between 1,000 to 10,000 have a like rate of 4%.
Weird isn’t it?
One would expect it to be – more followers equals more likes. But that isn’t the case. The growing influencer community has given birth to a more niche group known as micro-influencers. And leveraging their power could give your influencer marketing strategy an edge over others’.
What is Micro-influencer Marketing?
Micro-influencer marketing is an approach to marketing wherein brands reach out to professionals/subject-matter experts who have a less significant, but highly engaged following on social media. Such influencers usually have a modest number of followers – like a few thousands. Although the size of their following may be small, these influencers wield great power owing to the trust their followers’ place in them. Increasingly, brands are promoting their products and services via these social media users and bloggers.
Micro-influencer marketing can not only increase your brand’s presence, and engagement, but can also help improve sales. The authenticity of a micro-influencer marketing often plays a large role in determining the success of the campaign.
Micro-influencers are known to share their knowledge of, and opinion on things. They often post about the places they visit, products they like, and places they have shopped at etc. They tend to have a close-knit community of followers, who value their opinions.
Micro-influencers are also known to try new products and share their experiences. For most buyers, following micro-influencers is like off-loading a certain amount of risk. And if followers have a good experience with the products they recommend, future recommendations become even more valuable.
Take the example of a gym enthusiast who has about 3,000 followers. If you are a fitness equipment brand, building a relationship with her will help you achieve a more targeted reach. Through her, you will be able to connect with a larger community of fitness enthusiasts who could become your customers.
Why are micro-influencers important?
Micro-influencers have higher engagement rates than influencers with a larger following. 70% of millennials are influenced by their friends when deciding what to shop. Micro-influencers are like the friends you may not meet in person, but you stay in touch with them and value their opinions when you’re trying to take a call on what to buy. Notably, a survey by Collective Bias reveals there is a 30% higher chance of consumers purchasing a product when it is not promoted by a super-celebrity.
Most influencers tend to charge per-campaign or per-tweet depending on the size of their following and their experience in the field of influencer marketing. Influencers grow quickly into social celebrities and become unattainable for local brands. Making micro-influencers a part of your influencer marketing strategy helps portray your brand as more real and consumer-friendly. Micro-influencers will likely be flexible with their charges and they often choose to work exclusively with brands they’re genuinely excited about. They offer greater value, in terms of a more direct connection with their followers, at lesser costs.
The aforementioned survey by Collective Bias also reveals that 60% of millennials consult a blog before making a purchase. Among older adults, 18.3% men and 10% women turn to blogs, before making purchase decisions
Let’s admit it, most of us have been influenced to, at the least, run a Google search after spotting a product on our social media feed. That’s the power of a well-planned influencer marketing strategy.
The importance of micro-influencers has been on the rise over the last few years. Connecting with the right micro-influencers can help deliver your message to the target audience in an organic manner. We’re about to drop the holy grail of micro-influencers in India. Yes, you can thank us in the comments section below.
Here’s an unranked list of our favourite micro-influencers who are killing it with their blogs!
Fashion and Lifestyle Bloggers
1. Farah Magi (Bangalore)
Her blog Six Inches of Pleasure goes into the nitty-gritty of style and all the latest fashion trends. A graduate of Journalism, Farah seeks to explore new dimensions in digital media through her blog, which is the see-all, tell-all of the fashion world, with a fresh perspective.
2. Kavya Dsouza (Mumbai)
Kavya is a fashion blogger and hair stylist, who loves skincare, dresses and travel. A graduate of English literature, she started her blog, Streak Hue Fall in 2010. Her posts are a kaleidoscopic display of her life and her love for colours, fashion, and design.
3. Disha (Delhi)
The Divas World is a blog, that is sure to make any girl feel like the world is hers to take over! She is your go-to girl for all things, beauty, skin and health. Disha, a former IT sector professional, will give you all the tips and tricks you need to live, eat and feel healthy.
4. Shruthi Wahi (Lucknow)
BeSpokeGrub could also alternatively be called ‘Life through the eyes of Shruthi’. Her blog simply oozes style while giving you a deeper look into her life and lifestyle. She shares honest reviews of the latest beauty products. So if you’re wondering what the best beauty products to use this season are, Shruthi is your girl.
Digital Marketing Bloggers
1. Deepak Kanakaraju (Bangalore)
Deepak is a Digital Marketing Consultant, Author and Professional Speaker. His blog Digital Deepak has been growing in popularity over the past few years. The reason? His extremely informative and personal content based on his own experiences in the field of Digital Marketing.
2. Priyanka Naik (Mumbai)
An inbound marketer, curator and blogger, Priyanka brings a whole lot of insight from her experiences into her self-titled blog. From the importance of work-weeks to the latest social media hacks, her blog is the perfect place to get tips on mindful living, work-life balance and technology.
3. Praveen Kumar (Bangalore)
Praveen, a father and former real-estate agent, makes it to the list because of his high-quality content. A sign of a great influencer is their willingness to give away valuable content for free, his blog Simple Ample shares valuable content regarding SEO, SMM, SMO, SEM, PR, CMS and Email Marketing.
4. Nisha Pandey
Nisha Pandey a mother and blogger, brings you all the latest happenings in the world of social media, SEO and blogging through her blog SEO Techy World. Her how-to blogs stand out because they are simple, clear and concise.
Travel and Food Bloggers
1. Rohini James (Bangalore)
RJ Heart and Soul is a blog for people who love the two F’s, Fitness and Food. Rohini James takes you on a journey through the do’s and don’ts of fitness, travel and health with achievable workout routines, irresistible destinations and foodgasm-worthy images.
2. Prachi Joshi (Mumbai)
Prachi is, in her own words, Deliciously Directionless. Her blog posts about travel, food and luxury are original and based on her real-life adventures. Looking for your next vacation spot? Prachi’s feed is inspiration enough.
3. Payel Rakshit (Kolkata)
Engineer and editor by profession, Payel’s fun and quirky personality steep into her writing as well. With delicious recipes and innovative food combinations, Dine Dazzle Dive serves as the perfect escape from the mundane.
4. Abhinav Singh (New Delhi)
Turning to travel to get over a past tragedy, Abhinav channels his love for adventure to create an enthralling collection of tales from all over the world – 200 destinations in 10 years to be precise! A Soul Window will take you on a mesmerizing journey, and maybe even make you book your vacation tickets immediately!
1. Ankit Prakash (Bangalore)
If you’re looking to build your brand, or business with influencer marketing, Sprout24 is definitely worth your time. Written by entrepreneur, blogger and inbound marketing expert Ankit, it provides useful information regarding the latest technologies in marketing and on the internet.
2. Mayank Pratap (Indore)
Engineer Babu is an all-you-can-eat buffet of business, management and IT bites. An engineer by profession, a blogger by passion and an entrepreneur by heart, Mayank tells you all you need to know about mastering the world of business and technology.
3. Paras Chopra (Pune)
Inverted Passion takes a brilliant outlook on business through the lens of psychology and economics. Paras prioritizes teaching business theories and processes rather than just giving out current information on the subject. Its interesting approach makes it a must-read for anybody interested in business.
4. Ankur Singla (Bangalore)
Ankur Singla believes that blogging is important since it helps entrepreneurs and investors pass on their knowledge, and aid the success of more businesses, which will in-turn help in building our economy. Lest I Forget is a look into the fascinating mind of Ankur Singla where he shares his views on the world of business, technology and finances.
1. Amol Wagh (Hyderabad)
Digital Conqueror, serves as a portal that answers all your questions related to technology. With product videos, explainer steps and more, the high relevance of its content has helped it become one of the most visited technology blogs in India!
2. Vijay Raj (Bangalore)
A self-proclaimed geek’s blog, MSI Geek, provides reviews and tips for tech optimization and useful how-tos, making it a great place to get in on all the latest tech-juice. Vinay uses all the products he reviews extensively, which enables him to serve useful information with the added touch of personal experience.
3. Pradeep Kumar (Chennai)
Pradeep discovered the joy of blogging as a school student, but he admits he didn’t know much about blogging back then. Years later, in 2009, he registered his domain HellboundBloggers after deciding to take up blogging seriously. His blog gives readers useful tips and insights with regard to technology, tech products and tools.
4. Atish and Zainil (Delhi)
Two online forum buddies who one day decided to start a blog called Tech Tricks World. Zainil and Atish bring all the latest technology news to you in their blog, with the help of precise images and simple language. Their how-to section answers some of the most Googled questions, making it a one-stop-shop for all of your tech-related doubts.
This list is only the tip of the iceberg when it comes to the actual number of influencers out there.
You do not have to be a celebrity to become an influencer. If you have valuable knowledge on a relevant subject and are willing to share the same via social media, you’re already on your way to becoming one. It’s not just about sharing your knowledge though. It’s also important how you share it.
How to become a Micro-influencer?
The first step to becoming a micro-influencer, you should discover your niche. It allows the right brands to connect with you better. Here are some other things you should keep in mind while working towards becoming a micro-influencer:
1. Get organic engagement
A big no-no in the world of social media marketing is buying views, likes or followers. Focus on growing your audience organically even if that means investing more hard work and time.
2. Post consistently
Consistency is key when it comes to social media. Posting frequently, helps you to be seen better and it helps your followers to be well-associated with you. It allows your posts to have more impact in the long-run.
3. Pay attention to detail
It’s okay if the process takes time, but make sure your posts don’t have any structural or grammatical errors. It will help followers to trust your word. Multiple goof-ups is a quick way for people to ignore your posts.
4. Be relevant
Having a niche isn’t sufficient to become a successful micro-influencer. Talking about the latest happenings in your field in a compact manner that offers some sort of benefit your followers is a great way to build a loyal follower community.
Whether it is to become a micro-influencer yourself or building relationships with micro-influencers to promote your brand, keeping in mind these points, can help you create a more focused influencer marketing strategy.
Think we’ve missed an awesome micro-influencer on our list? Feel free to share your suggestions in the comments below. And if you are looking to build your own influencer marketing strategy, we would love to help.