If you use social media, you know the power influencers hold on platforms like Instagram and TikTok. Social media-specific influencers with large followings, like Alix Earle, spotlight new beauty products. Then, celebrities like Kim Kardashian partake in brand deals with various companies. Relationships between brands and influencers are mutually beneficial tools, but followers in the comment section wonder if these products work. The reality? Consumers don’t believe that massive account-holders are using the same products we might. This is why many companies are shifting their focus to micro-influencers, and you should consider it, too. 

They have a distinct audience.

A micro-influencer is a user who has between 10,000 and 100,000 followers on social media. They typically have a niche audience with whom they constantly interact. They focus on popular interests such as cooking, fashion, music and family. These people have built a rapport with their followers, which shines in their engagement rates and interactions. They have a trusting relationship with their audience, so their followers often form like-minded opinions with the influencer. If the micro-influencer posts about your new restaurant and raves about the dishes, the followers will likely want to try it out because they trust the influencer. 

Partnerships are cost-effective.

Working with large influencer accounts can cost hundreds of thousands of dollars for a single post. Kim Kardashian reportedly received an offer for $1 million to post for a fashion company. This is not reasonable for every company and could take up your entire marketing budget. Working with micro-influencers is all about relationship building. You can provide free products in exchange for posts or spend less than $1,000, depending on their account size. Once you work with them, they will enjoy your product or service and continue to post about it throughout their pages.

Connecting with them is easy. 

If you try to contact someone with millions of followers, your direct message will likely be lost among the sea of other messages. Connecting with micro-influencers is much easier. Typically, these users do not have agents and manage their pages independently. If you have a PR team, they may already have connections with these individuals and can help facilitate a successful partnership for you. 

If you’re interested in influencer partnerships, it’s important to do your research. A lot of time and effort goes into finding the right person with a following that will resonate with your brand. A PR team can help you find the perfect influencer fit for your organization, so let’s get started today!