In 2019 it is no mystery that influencer marketing is at the forefront of advertising. But how do brands educate themselves on the different kinds of influencers out there and the impact they could have for their brand? TBP are here to inform you about a group of influencers termed 'micro-influencers' - they are small, mighty but a growing industry favourite that brands should get to know! From anywhere between 5k to 50k followers, these influencers are proving to have stronger engagement rates than some of the larger, more well-known influencers in the industry, giving them the power of a truly authentic influence.
The relationship micro-influencers hold with their followers is sincere, meaningful and familiar. Influencers of this kind often communicate with their audience as if they're friends, and make regular conversation in the comments section and over their Instagram Stories. This is an element rarely found in macro-influencers, as their numbers can be too vast for regular communication to be possible. Yet by chatting to their audience, micro-influencers ensure each recommendation, opinion or brand reference is instantly trusted by their loyal consumers. For a brand, the loyalty micro-influencers hold with their followers means that achieving aims like increasing brand-awareness and driving sales are much easier to achieve. It's particularly important for brands to appreciate and understand the impact micro-influencer can have, and not overlook their level of influence by the number of followers on their profiles.
Here are a few of TBP's favourite micro-influencers:
Uzy is an influencer from London with a loyal follower base of 35k followers. Her captivating smile and engaging, short but sweet captions reach an average of 6% engagement rate every time (much higher than the industry average of 2-3%). Uzy has worked on past sponsored campaigns with the likes of Coca Cola and Vaseline, captivating her audience with warm-toned images and a fun-fueled authentic vibe.
Oliver is an influencer whose clear love for coffee is apparent throughout his social platforms. His feed is clean and dynamic, focusing on detailed artistic shots (with the occasional snap of himself). With an engagement rate of 4%, his stories create conversation with his 37k followers, which are usually around recommendations for coffee spots, restaurants and more!
Robyn's colourful, enticing feed has seen her grow a following of 22k followers and an incredible engagement rate of 8%. Robyn has worked with worldwide brands including Dior, 7 For All Mankind and JD Sports. Her fashion focused feed incorporates longer, chatty captions where she regularly engages with her audience.
Stylist Carlotta represents a realistic, cool and candid feed; an element which clearly attracts not only her followers, but also brands such as Adidas who Carlotta has gone on to work with. Her style and fashion background has helped her rapidly gain almost 10k followers, and she regularly interacts with her followers regarding the latest tends and clothing she is sporting.