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Micro influencers
Activating micro influencers is the perfect solution if you want to access a wide catalog of user-generated content that you have the rights to publish on your own channels and in paid ads.
Several studies and cases have shown how brands have increased both conversion rates and engagement rates, as well as revenue, by activating user-generated content (UGC) in their campaigns. At the same time, they have achieved lower cost-per-click (CPC) and higher ROI on their marketing.
Why micro influencers?
High engagement
By activating micro influencers, you can tap into their highly engaged audience
Local
If you’re looking to promote a local business or area, or anything else that is location-specific, it's possible by activating local micro influencers
Cost-effective
Micro influencers are typically a cost-effective form of influencer marketing compared to macro and mega influencers
Rights and content bank
Get the opportunity to use visually appealing content created by micro influencers in your marketing, as well as building a solid content bank
What is a micro influencer?
Micro influencers are individuals who have created a small but strong community on social media within a specific segment, such as fashion, interior design, beauty or DIY.
Micro influencers are often regular consumers but can take the role as experts or go-to individuals within their niche. Some are incredibly skilled at creating high-quality content despite not having many thousands of followers. Micro influencers have a unique ability to communicate with high authenticity due to their strong relationship with their followers. This typically results in micro influencers having a higher engagement rate than influencers with more followers.
At Represented, we define micro influencers on Instagram as profiles with 500 to 10,000 followers. It is also possible to be a micro influencer on other social media platforms, such as TikTok, Youtube, and Twitch.
The definition of a micro influencer may vary based on location and perspective. In the US, micro influencers have more followers, whereas those considered micro influencers in Denmark and many other European countries may be referred to as nano influencers in the US. This is due to the larger US population, meaning a profile with 20,000 followers would be considered a smaller profile in relative terms than it would be in, for example, Scandinavia.
What is the value of activating micro influencers?
In recent years, micro influencers have become increasingly popular for companies to include in their marketing mix.. When involving micro influencers, brands can tap into their highly engaged and targeted audience, thereby increasing their brand awareness, exposure, and trust.
Micro influencers represent a highly cost-effective form of influencer marketing, as they typically require a smaller investment compared to larger influencers. Furthermore, activating micro influencers is a great way to build a content bank of visually appealing user-generated content that can be successfully activated in a company’s other marketing activities.
An international case study featuring IKEA demonstrated that user-generated content (UGC) provided IKEA with a 27% higher social media reach, 3.54 times higher conversion rates, and 2.7 times higher engagement rates compared to the company’s own organically created content. (Source: Socialnative.com)
According to studies by Meta (Facebook and Instagram), users spend 13 times longer engaging with user-generated content than with content created by the brand itself.
Furthermore, Meta’s recent studies have shown that using UGC in paid ads can result in a 19% reduction in cost-per-acquisition (CPA) and a 53% increase in click-through rates (CTR). (Source: Meta)
The globally renowned Brazilian sandal brand, Havaianas, activated influencers from various communities to ensure high inclusivity and diversity in their Facebook and Instagram video ads. This influencer marketing strategy resulted in a 57% higher conversion rate, a 33% lower cost per conversion and twice the number of generated sales. (Source: Meta)
When activating micro influencers, it is crucial to consider their relevance and affinity for your brand, as well as the match between their followers and your target audience. This is a comprehensive task if you wish to activate multiple micro influencers, as each influencer must be evaluated on an individual basis to reach the results you want.
When purchasing micro influencer campaigns at Represented, we always conduct an individual evaluation of each influencer prior to the campaign launch to ensure that they align with your brand and desired target audience. We know that micro influencers do not operate in the same way as larger influencers, and therefore, it requires clear and detailed communication to secure the desired outcome.
We are experts in micro influencer marketing and know how to achieve the best results every time.
Would you like to learn more about how we can assist you in activating micro influencers as part of your marketing mix? Book a meeting with one of our skilled influencer marketing advisors.
We tailor all campaign proposals to the specific needs and desires of your brand to achieve the best results.
It is always free to receive a campaign proposal.
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