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Microinfluencer Instagram Users: The Complete Breakdown
Influencer, Uncategorized

The Complete Breakdown Of Microinfluencer Instagram Users

January 28, 2022

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Influencer culture continues to become pervasive in the age of the internet. With social media at everyone’s fingertips, profit and fame are only a click and like away. This is why more than 54% of U.S. teenagers want to grow up to become influencers rather than presidents, engineers, or astronauts.

As more and more teenagers join this social media platform to make meaningful connections, micro-influencers also continue to grow. With more than 3000 followers, micro-influencers are considered the main line of social media marketing.

Read on to learn how you can achieve your dreams of becoming a professional micro-influencer on Instagram.

Who Are Micro-Influencers On Instagram?

Micro-influencers are everyday Instagram users with a decent following an engaged audience. These influencers tend to have 1000 to 10000 followers on Instagram, revolving around a specific niche.

Instagram influencers may choose to talk about automotive, fashion, travel, or anything in between. All micro-influencers have some qualities in common: relatability, ingenuity, and trustworthiness. These are useful for effective and successful marketing.

Moreover, micro-influencers tend to experience high engagement rates. According to insightful research, micro-influencers enjoy buying 2.22 greater conversations with followers than the average consumer.

How to Become A Instagram Micro-Influencer?

Becoming a micro-influencer isn’t as challenging as it sounds. Here’s a comprehensive guide to becoming a micro-influencer on Instagram:

Focus on Your Niche

If you want to collaborate with your dream brands, you must learn to niche down. Businesses are continually looking for niches that perfectly align with their products/services and goals.

Narrowing down your niche makes the process of becoming a professional micro-influencer easier. If your fan base resembles their target audience, a brand sees you as a potential advertiser and a suitable influencer.

Create Posts about Brands You’re Interested In

Brands monitor social conversations around their brand name and keywords relevant to their products. To climb on top of their potential partner list, create an Instagram post that aligns with their goals.

Even if you don’t have a considerable influence, high engagement rates can captivate brands. For instance, if you want to become a beauty influencer, be strategic about the products you try and promote.

Post Frequently

Brands on Instagram prefer to connect with influencers active in the digital conversation space. Ensure that you post two to three times on your Insta and actively engage with your followers.

Engage With Brands You Want to Collaborate

Brands love organic influencers that drive traffic to their website. You may comment on your desired company’s posts, reply to their stories, or make mini-reviews about their products or services. Your comments will benefit you and the brand with more engagement.

Follow Like-Minded Influencers

Join the playing field by following other influencers (macro, micro, and nano) within your niche. Engage with their posts and stories to attract a new following.

It’s also an excellent way to get fresh ideas for your content and learn new skills. This way, you can also expand your existing influencer network. You can also do some hashtag search to generate content ideas that are popular with the relevant audience.

Most Importantly, Be You

Influencers build vast followings by focusing on their passion and being themselves. People want to connect with others to whom they can relate, so ensure your content is unique and personal.

When you get to this state, you should really consider getting an influencer manager to help you scale and grow.

How Do Brands Find Micro-Influencers (and How You Can be Found!)

Businesses love to hire professional micro-influencers since they are comparatively less expensive and have stronger relationships with their audience. Here’s how brands tend to be finding micro-influencers:

  • Businesses seek micro-influencers relevant to their product/services or company
  • Companies also investigate their consumer base to examine their interests and micro-influencer following
  • Brands leverage hashtag searches to find influencers that fall within their niche
  • Companies check the engagement rate of micro-influencers to see whether collaborating with you will benefit them
  • Businesses find influencers who can create quality content with a touch of personalization and increase brand awareness

How to Contact Brands For Successful Influencer Marketing?

When it comes to contacting brands, you have several options. You may choose to:

  • Social Media Accounts- Including Instagram, Twitter, Facebook, and more
  • Email- Present their contact info on their website or Facebook

Brands typically have dedicated social media management teams who will receive your message.

Ensure that you have a dedicated professional email address and signature linking back to your various social media accounts. Add these in your emails every time you correspond with a brand.

Remember to make information about yourself easily accessible. If brands find it challenging to deal with you, they likely won’t work with you.

Check out our top up-and-coming fitness influencers.

Things to Remember when Connecting with Brands

When reaching out to your desired brand, include the following things:

  • Tell them about yourself
  • Goals you want to achieve while working with them (better engagement rates, new followers, etc.)
  • Pay expectations (per post or monthly)
  • The campaign or type of posts you’re planning to create
  • What they’ll get out of hiring you
  • What makes you unique

While crafting your pitch, ensure your messaging is sweet, concise, personalized, and has clear expectations. Focus on the mutual benefits of both the brands and your skillset as an Instagram micro-influencer.

What Brands are Looking for Micro-influencers

With more brands recognizing micro influencers’ authenticity, credibility, and engagement rates, the demand for skilled influencers grows.

Here we’ve listed several brands on the lookout for diligent and dedicated micro-influencers:

  • Bombshell Curves
  • Right Click Shop
  • Ross & Snow
  • Goddess Fashion Designs
  • Dove
  • IKEA
  • Poppy Apparel
  • Lululemon
  • PMD Beauty
  • Sand Cloud
  • Breezy Swim
  • Yoga Tech
  • Bold Dots
  • Top Foxx
  • And more!

Read our resource on how to apply to be an influencer.

Examples of Companies that Worked with Instagram Micro-Influencer

With the growing industry of influencers, finding the right one to promote your brand is challenging. Since the increased number of influencers has become an integral part of branding, marketers need to ponder ways to reach the right niches.

Although they may have fewer followers than mega-influences and macro-influencers, they are an integral part of a brand’s influencer marketing strategy. Many brands collaborate with micro-influencers to boost their products as they can easily reach thousands of consumers without cold-selling.

According to the statistics, around 61% of users trust influencers’ suggestions. Brands can unlock a new level of trust and increase brand awareness through micro-influencers. Although micro-influencers have limited followers, they can easily connect with their audience.

Micro-influencers offer small and medium-sized businesses an affordable way to boost their brands. Many international brands have collaborated with micro-influencers to market campaigns to connect with the right audience.

Here, some big names have collaborated with micro-influencers to boost their business.

Coca-Cola

You might think that a well-established brand would easily hire a celebrity to endorse their beverage and not choose micro-influencers to connect with the audience.

After all, 96% of the world’s population knows the brands since it is one of the largest beverage companies.

However, you may be wrong here. Even though the company has reached every corner of the world, it still collaborates with micro-influencers on Instagram, mainly in Belgium. It has dedicated a segment to market its product.

The company chose 14 micro-influencers and content creators to represent the brand. Eight of these had less than 100,000 followers, while others had over 100,000 followers. These influencers include Yannick Merckx, Miette Dierckx, and Alex Decunha.

The company’s strategy was to pick some influencers in the food, travel, sports, and fashion industry to share their experiences utilizing the beverage and how it fits their lives and enhances the overall joy of life.

Using social media influencers helped Coca-Cola reach a broader market in Europe, where the advertising culture is comparatively less than in North America.

Sperry

Sperry- a well-established shoe brand, adopted micro-influencers before many big names. Since they connected with 100 micro-influencers on Instagram who had already bought their shoes, they did not need relevance or authenticity for their 2016-17 campaign.

Since their campaign launched during the rainy season, it was the best to highlight durable and stylish shoes. Since they focused on micro-influencers who had used their products and genuinely loved the results, Sperry experienced massive traffic on their website from Instagram.

The company experienced a 66% increase in users, with over 4.7 million impressions. People started searching for durable shoes in the wet season and did not rely on any shoot or campaign.

Sperry’s campaign to promote their shoes through micro-influencers proved more successful than macro-influencers and even celebrities, especially for products with a specific function.

Sephora

Another well-established beauty company used social media influencers to boost its products. After achieving the Rouge level of the Very Important Beauty Insider (VIB) program, the company became a status symbol among beauty influencers.

It chose twenty-four beauty influencers for its program in 2019. It focused on micro-influencers who had already created beauty product reviews and made the audience wait for more.

The company offered a year-long contract where the micro-influencers had to post beauty product reviews while receiving free beauty products.

The next class had 73 beauty influencers, and the company experienced higher sales only after 1600 Instagram posts.

Sephora emphasized diversity where it hired influencers of underrepresented gender, races, identities, and ethnicities. Shalom Blac and Ryan Potter were among some notable beauty influencers.  

Gillette

Gillette- a razor manufacturer company- is famous among millennials and generations before them. However, they noticed that they were not the preferred brand for Generation Z and younger.  

The company decided to collaborate with beauty influencers, especially women, to promote their Venue product in a more modern fashion.

Gillette sent out the “Influenster” box to female micro-influencers and nano-influencers. The campaign featured influencers using Venus in their everyday lives.

Gillette succeeded in running the #ChooseToSmooth campaign, where influencers posted pictures of products in a standard bathroom instead of lavish celebrity bathrooms.

The campaign managed to reach a new level where the influencers got followers over 476,000 and a 2.2% engagement rate with only 1,000-tagged Instagram posts.  

Spotify

Spotify, a renowned music application, got to new levels by collaborating with micro-influencers to the market. To promote their “Discover Weekly” algorithm, they joined hands with micro-influencers. It initially began with an organic search that allowed the company to view its users’ tweets about the product.

Later the company launched a campaign using testimonials from everyday people. The company also collaborated with local bands and artists to promote their music. This idea convinced the musical bands to use the application, and later their fan would follow.

Audible

Audible- Amazon’s audiobook arm has become immensely popular among social media users with its successful campaigns. It has become a strong sponsorship for YouTubers once they have reached a specific number of followers. While it sponsors all types of content posted on YouTube,

Audible has collaborated with micro-influencers to reach a larger audience. Many successful campaigns have also helped the brand extend to other social media platforms.

Jesse Driftwood on Instagram, who was a micro-influencer, promoted Audible in a simple yet effective way that managed to attract numerous followers.

He featured the brand so that it seemed like a recommendation from a friend, and who would not trust a friend?

Since Audible welcomes smaller influencers to apply for collaborations while helping them create engaging content, it is undoubtedly the best way for micro-influencers to increase brand awareness.

How Much Do Micro-Influencers Make on Instagram?

Lower levels of Instagram Influencers expect to receive $10 for 1,000 followers. However, micro-influencers receive $100. These guidelines change for influencers with a higher number of followers. For example, macro-influencers tend to receive $1,000 or more.

How Much Do Micro-influencers Charge Per Post?

The price that micro-influencers charge per post varies. The cost depends on the type of post, the number of followers, and the social media platform. Nano-influencer with less than 10,000 followers charge $10 to $200 per post, whereas micro-influencers with 10,000 to 50,000 followers charge up to $1,000 per post.

The Bottom Line

With the increased number of micro-influencers, brands have joined hands with micro-influencers. Micro-influencers have helped small and medium-sized businesses reach out to larger markets.

Although they do not have a large following compared to macro-influencers, their engagement with their audiences has helped businesses reach the right target.

They have influenced the audiences’ choices and buying decisions. Many companies have collaborated with micro-influencers to generate traffic and boost sales.  

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