Selena Gomez is currently the most followed person on Instagram with an absurd 121 million followers. That is the equivalent of one-third of the entire United States following the pop singer. With those kinds of numbers, it is safe to say that Selena Gomez’s account is a goldmine for marketers looking to advertise their brand or product.
Could we also say that Selena Gomez’s account is the pinnacle account for marketers? Is Selena the best possible account to have endorse a product? Well, actually probably not. Selena is what is called a mega-influencer, a celebrity with an absolutely ridiculous number of followers. However, evidence suggests that mega-influencers, despite their incredibly large amount of followers, are simply not as influential as their counterparts. The truth is micro influencers are the most important and influential users for marketers to target.
Micro-Influencers: More Bang for your Buck
One of the best aspects of micro influencers is that they are much cheaper to advertise with than macro-influencers. Advertising on macro-influencer accounts is really, really expensive and sometimes companies just do not have the money to pay these users for their endorsements. This is where the value of micro influencers comes in.
Micro influencers are much cheaper, making them a much more viable option for most companies. Even better, however, is that a lot of times micro influencers can be free. If marketers are looking to go the route of earned influencer marketing, they can attempt to earn the endorsement of a micro influencer for free. Nothing is better than getting things for cheap or even free, and marketers can expect lots of discounts on micro influencers.
Less Followers but More Influence?
While it is no question that macro-influencers have way more followers and broader reach than micro influencers, recent studies have suggested that this does not translate into more influence or better results for marketers. Social media users are more likely to trust the opinions of micro influencers than celebrity accounts meaning an endorsement from a micro influencers could end up persuading more followers to try a product or retain more information about a brand. This influence over followers makes “average” accounts much more important for marketers because even though they do not have the large number of followers, followers are way more confident in their recommendations.
The Agility of Micro Influencers
Another great aspect of micro influencers is that they are not confined to one interest “box”. It seems the bigger the account, the more specific the interest of followers seems to be. For example, followers of Pro Football Hall of Famer Jerome Bettis for the most part are probably just interested in his thoughts about subjects related to football. Any step outside of this is going to be unexpected and may not resonate with followers. The fact that he is a football player has, in a way, boxed Jerome Bettis’ account in.
On the opposite end the spectrum, micro influencers are not as boxed in and are free to discuss a wide-variety of topics. Smaller accounts are not boxed in by their profession or what they are known for, so they have an extent of freedom that is not available to the larger influencers. If a smaller account wants to tweet about music, sports, movies or anything else, it’s much more expected and looks way more genuine.
The biggest takeaway should be that marketers should not discredit an account just because it doesn’t have a huge amount of followers. Micro influencers are more influential, agile, and cheaper. There is no reason for marketers not attempt to earn micro influencers, even if they are not being followed by millions of people.