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Fashion blogger for Thessaloniki Greece, Freelance writer and editor.

Are micro-influencers the future of influencer marketing?


One of the questions I get asked the most from 2015 is "how did you score this collaboration?". I have been working with brands like American Eagle, Buffalo London, and Sienna Jones on campaigns for the last five years. Even when I had around 3K followers I was able to have some pretty decent proposals (always within my niche). In 2018 I signed a contract with Savage x Fenty to be a part of their A/W 18 campaign and have been working with them ever since. Spartoo helps me create monthly content for my audience since 2019. Why? Because micro-influencers are really the future of influencer marketing and, more and more brands focus their marketing campaigns solely on them (well, us).




Who are the micro-influencers?

Micro-influencers are people with 1.000 - 100.000 followers with a passion for their specific niche. There are dozens of different types of social media influencers on Instagram, youtube, Facebook (and now Tik Tok) that are considered experts and tend to be trusted by thousands of people. Most of us are familiar with beauty, fashion, and travel influencers but you can find individuals in many more fields like gaming, food, fitness to name a few.

These smaller, more focused influencers are significantly more connected to their audience, mainly because they haven't obtained the "celebrity" status yet. In other words, people are more willing to trust the honest opinion of the boy/girl next door, the one they can relate to the most. Certainly smaller audiences mean much more personal, hands-on interactions.

Working closely with micro-influencers (from brands perspective) not only puts your products in front of the right audience but also saves you from the extra expenses of hiring a celebrity endorser.

What are the benefits of working with micro-influencers?

Number one and most important, higher engagement. Micro-influencers have the ability to interact with their audience daily by answering comments, exchange likes, and maybe create personal bonds via dms. Quick and easy interactions between micro-influencers and their audience mean that the connection is created a lot quicker compared to a celebrity influencer that overall seems more distant. This type of exposure can not only increase sales but also drive much-needed attention to your business.

Rather than investing 1.000$ on one collaboration with a content creator with around 100K followers brands nowadays mostly choose to work with many micro-influencers to ensure more exposure and better results.

From a consumer's point of view, it makes perfect sense. If I am looking to spend a few days in Paris the first thing I'll do is ask the people around me -the ones that I trust and value their opinion- for hotel and restaurant recommendations. I will double-check the recommendations on Yelp and Google to look for positive and negative reviews. Overall people's opinions do play a huge part in making a decision.

Micro-influencers have a very specific niche, they come in all shapes and sizes, that's what makes them relatable, approachable and at the end of the day a great marketing "tool " for one's business. Every brand has a target audience in mind. Maybe they are interested in promoting their F/W21 collection to women between the ages of 25-35 years of age who are interested in high-quality workwear and are mainly based in Europe. With micro-influencer marketing is easy to find the one who can cater to your exact needs.




Why micro-influencers are so popular today? 

To put it in a few words they are way more relatable and worthy of their following's trust than celebrities and mega influencers. Speaking from a personal perspective, having a small audience makes it easier to share your daily struggles, opinions, and thoughts outside the product promotions and daily outfit updates. Many people look for someone who faces the same difficulties, tries to overcome the same issues, and is considered overall as a "friend" rather than an unknown person online with a beautiful Instagram feed.

Most of us look at a celebrity endorsement and roll our eyes. We are more than certain that this celebrity isn't actually using this product, it's a quick way to make hundreds of dollars. When it comes to micro-influencers every mistake can be fatal to their image. If micro-influencers lose the trust of their audience by promoting a product that doesn't work the comeback will be severe.

What brands research before offering a collaboration contract? 

Most customers (and many influencers) think brands contact online creators based on their photography skills and the numbers of likes and followers. You might have the most skilled photographer in the business, have the perfect looks, and still won't be able to have the collabs of your dreams. Why? Because when it comes to micro-influencer marketing the age/ location/ demographics and hobbies of your followers are way more important than the likes and followers count ( we all know how easy it really is to purchase 10k followers ). 

The most effective thing an influencer can do while promoting a product is to tell a visual story through imagery. We should be staying true to our brand and personal aesthetic and provide our audience with what they are really interested in. Audiences can very easily notice if an individual is promoting a product they don't really believe in. In conclusion, brands are most interested in the quality of your followers rather than the quantity.


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