Become an influencer: Instructions

The benefits of influencer marketing are now undeniable. It allows brands to develop their notoriety by making themselves known to the audience of influencers , to attract new prospects but above all to increase their sales volume. While influencer marketing is best known for connecting celebrities or influencers with millions of social media followers and brands, companies are increasingly starting to look at micro-influencers . The latter, as their name suggests, are content creators who have a smaller community than the big influencers . However, they can be big assets for brands when it comes to influencer marketing . Who are these micro-influencers and what is the benefit for a brand of collaborating with micro-influencers in 2021 ? We look at the question in this article.

Who are the micro-influencers?

Just like the big names in the world of influence , micro-influencers help the brands with which they collaborate to gain notoriety, improve their brand image, reach a larger audience and encourage their prospects to buy. . Micro-influencers are Youtubers , Instagrammers or even Tiktokeurs who certainly have fewer subscribers than celebrities or macro-influencers but who have a community that is much more responsive , more committed, more loyal and above all easier to convince.

Micro-influencers are usually passionate people . They are distinguished from macro-influencers by their low number of subscribers but also by their good mastery of the subjects they address, by their passion and their naturalness. More and more, macro-influencers and celebrities are blamed for a lack of authenticity. For the most part, they inspire little trust in their community who consider that they are not sincere in their product reviews or when they give their opinion on a service.

On the other hand, micro-influencers being more authentic and closer to their audience easily gain their trust. This is why more and more, brands prefer to work with micro-influencers precisely because they have more influence on their subscribers and can easily encourage them to make a purchase than macro-influencers . As for the range in terms of the number of subscribers among these small influencers, there are several schools. For some, a micro-influencer is 10,000 to 100,000 subscribers , for others it is 5,000 to 50,000 subscribers .

The advantages for a brand of favoring a micro-influencer in 2021

There are a multitude of reasons that work in favor of micro-influencers in 2021 . If you collaborate with micro-influencers who share the same values ​​as your brand, there is a very good chance that this partnership will have a positive impact on your turnover.

-          Micro-influencers have a better engagement rate on social networks

Since micro-influencers are more authentic and closer to their community, they naturally enjoy a better engagement rate than macro-influencers. Indeed, a study carried out by the Markely company revealed that the higher the number of subscribers of influencers on Instagram , the more their engagement rate decreases. The said company has indeed analyzed more than 800,000 Instagram accounts with a minimum of 1000 followers . She then found that in terms of Likes or comments, the engagement rate starts to drop when the account reaches 10,0000 followers and above.

From this study, one can already conclude that accounts with 500,000 or even a million subscribers are not always a better bet. It is therefore better to opt for partnerships with accounts of micro-influencers who benefit from a higher reach.

-          Micro-influencers allow you to optimize your advertising budget

When it comes to investing, there's no doubt that micro-influencers are much more accessible to brands, especially if you're a startup. In addition to being effective and making you discovered by their committed and responsive community, micro-influencers allow you to reduce your investment cost and save money. With a budget of 1000 euros for example, you can collaborate with two or 3 micro-influencers at a time . On the other hand, with this rate, you might have a hard time getting even a collaboration with a single account with more than 500,000 subscribers .

According to the Klear blog study on the average costs in influence marketing , it appears that a Facebook account with 500,000 subscribers can charge a sponsored post at more than 2000 dollars . With a micro-influencer , you can benefit from the same service from 300 or 400 euros on average. As for Youtube , a commercial partnership with a macro-influencer could cost you $3,000 compared to $ 908 for a micro-influencer , according to the same study. When we take into account the quality of audience that you can benefit from with a micro influencer , we deduce that it is a good investment.

-          Micro-influencers do not combine partnerships

Unlike macro-influencers who chain partnerships and stuff their audience with advertising, small accounts do not make a thousand sponsored posts . Most of them also select the brands with which they collaborate and do not hesitate to refuse a collaboration if it goes against their values. This is how they manage to earn the respect and consideration of their subscribers.

On the internet, users are now looking for more authenticity, more naturalness. And that's exactly what micro-influencers provide . The latter are therefore closer to their community and establish a family atmosphere with it.

This is why micro-influencers have a community that trusts them and therefore easily convinces their subscribers. This can be very difficult for macro-influencers who are increasingly perceived on the web as people who only advertise in order to fill their bank account.

If you want to attract quality leads that easily convert into customers for your brand, you better work with micro-influencers in 2021 .