Micro Influencer Marketing: a Case for Quality Over Quantity

Influencer Marketing, that is arranging endors­ements from public figures with large social media followings, is a common technique in modern marketing. However, it’s often a misguided effort – as many marketers get too focused on the sheer volume of an audience, rather than considering its relevance to the brand being promoted. 

Here we make a case for why it’s often better to favor dealing with micro-influencers rather than seeking public figures with a massive Internet following: simply put, because relevance outperforms volume. 
 

When Less is More and Quality Trumps Quantity

As a digital marketer, you must realize that context and relevance are two fundamental factors in any campaign. With that in mind, it shouldn’t be surprising that micro-influencers in social media often provide in the most value for the brands who arrange sponsorship deals behind the scenes. 

While it may seem tempting to connect the brand you represent to a well known personality, you should consider that gigantic followings tend to be generalists whereas respectably sized accounts tend to be more focused. The latter will have a superior consistency of scope, providing a better opportunity for you to find a good match between your brand’s values and a micro-influencer who is more clearly aligned with those values, which will lead to more effective campaigns.

It’s also worth noting that due to their high status, big Internet celebrities won’t care as much about marketing opportunities presented to them, whereas a smaller influencer might better appreciate your proposal and put more effort into it. Further, when you associate your brand to a big star you could be more liable to unpleasant and unforeseen repercussions, in case your chosen celebrity happens to run into a scandal or mishap that might flood back into the brand you represent. 
 

Things to Consider When Reaching Out to Micro-Influencers

When reaching out to micro-influencers with a campaign proposal, you should take some time to study their online presence and get a sense of their personality in order to connect effectively with them as well as the audience behind them. 

You will notice that some influencers won’t hesitate to do your bidding, while others should be approached more sensibly to guarantee the best possible results. Both types of influencers have their benefits and drawbacks, so it’s worth learning how to best approach them – especially if you’re dealing in numbers.