What are micro-influencers and why are they so effective?

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Before talking about micro-influencers, I have to say that when influencer marketing emerged, the context in which we used social media was very different from how we do it now.

When Instagram had not yet launched its advertising platform, influencers began to build their audiences by posting about their friends, family and everyday lives, and this made their audiences feel very close to them.

The fact that users were able to comment on their posts and, in many cases, receive a response, gave rise to a strong push for this type of marketing and brands began to recognise that the influence of these social leaders was greater than that of celebrities.

Celebrities have millions of followers on their social profiles, such as Instagram , but in terms of conversions, they lag behind when it comes to engagement.

People believe, interact and trust more in the people who are closest to them, with whom they feel more affinity.

Furthermore, the large investment required to work with celebrities means that this type of action ends up not being profitable.

Marketing with micro-influencers is increasingly gaining ground and, in many cases, is more successful in advertising campaigns than with famous influencers, because they feel closer to people they see as equals, people like them with a passion for a particular sector.

Companies take advantage of the influence of these profiles for their marketing strategies.

The rapid growth of social media advertising has made it necessary to regulate influencer advertising to manage these types of posts.

In this article I will explain everything about them and why it is important that you take them into account for your social media marketing strategy.

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What are micro-influencers?
Micro -influencers are social media users who specialize in a specific niche or area, share content on their social profiles about their interests, and publish sponsored posts when they partner with brands.

They are strongly connected to their audience, we can find them in almost any sector and they have much closer relationships with users than macro-influencers.

They are accessible to businesses of all shapes and sizes.

An influencer is a person who can influence other people's purchasing decisions due to their authority, knowledge, or relationship with their audience.

Depending mainly on the size of your community, we can find different levels of influence.

Generally speaking, although the range of the number of followers they should have is quite email database canada subjective, we could say that they have around 10,000 on Instagram for example.

But in some cases, we can find examples with less than 10,000, let's say there is no longer a fixed range of users stipulated.

In some cases, working with influencers with a smaller following can be quite effective.