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THE RISE OF MICRO-INFLUENCER MARKETING Influencer marketing may have grown in popularity thanks to Instagram, but you don’t have thousands of dollars to cash in on this trend. Micro-influencer marketing is officially the next big thing, and brands are already finding success in working with Instagram accounts that have smaller followings. So, what exactly is a micro-influencer? It depends on who you ask, but generally a micro-influencer is someone who has significant, but not massive, social media following. This could range from anywhere between 1,000 and 100,000 followers. While Instagram influencers have attained a sort of “celebrity status,” micro-influencers are more like everyday consumers, so they tend to be very relatable and trustworthy. But there’s another perk of partnering with micro-influencers. Two separate studies by HelloSociety and Markerly discovered that influencers with a smaller following tend to retain higher levels of engagement than top-tier influencers, and both studies noticed a drop in engagement rate as the audience size increases. This means that an Instagram post from a micro-influencer will likely be seen by a larger percentage of their following, so you could potentially reach more people through 20 Instagram posts than you could by investing in 1 Insta- gram post with a large influencer. 22 Later & HubSpotPDF Image | INSTAGRAM FOR BUSINESS USING INSTAGRAM STORIES, CAROUSELS, ADS, INFLUENCERS
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