Module 2: Amplifying Authentic Engagement Through Storytelling and Influence Marketing Unit 2: Micro-Influencer Outreach
Number of Followers
Authenticity & Personalization
Long-term Orientation
Trust
Engagement Rate
Campaign Investments
ROI
Conversion (Sales)
Audience Reach
Engagement
Fees Per Post
employed to test the waters. They have fewer than 10K followers. But since their audience is more focused than those of popular creators, they typically have a close relationship with their audiences as manifested in their average engagement rate of 3.69%. “Brands are increasingly inclined to collaborate with smaller creators who have under 100K followers, underscoring the shift towards authentic, relatable voices over mere celebrity endorsement.” - Goat (2023) THE POWER OF MICRO- INFLUENCERS To date, micro-influencers represent the most widely used type of influencer and the sweet spot of reach and engagement. One study by Linqia found that 90% of marketers now prefer working with micro-influencers.
The following are some advantages of micro-influencers over macro-/mega- influencers.
More Authenticity and Trust
Micro-influencers typically have a smaller, more niche audience. This can lead to a stronger bond and higher levels of trust between the influencer and their audience. When a micro-influencer promotes a brand’s content or offerings, their endorsement normally carries more authenticity and credibility. Improved Engagement Leading to Conversion Due to their smaller audiences, micro- influencers often have higher engagement rates. They can interact more personally with their audience, responding to comments and messages, which can result in a deeper connection. This often leads to
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