A newer concept known as micro-influencer marketing recently joined the social media scene.
It’s the same concept as influencer marketing, but on a smaller scale: Brands partner with individuals with smaller followings on social media to promote products with authentic, visual posts instead of sponsored ads.
Micro-influencers are social media users unlike typical celebrities, experts, or public figures. They’re individuals who work or specialize in a particular vertical and frequently share social media content about their interests.
Unlike traditional “influencers,” micro-influencers have a more modest number of followers – typically in the thousands or tens of thousands — but they boast hyper-engaged audiences.
Micro-influencers have better engagement rates and are typically more affordable than celebrities or profiles with millions of followers.
Micro-influencers are real people, so their Instagram content is real, too. Instagram users with a few thousand followers likely post their own content, reply to comments, and behave more authentically than a brand or a celebrity with a social media manager might.
If a micro-influencer engages with a promotional post on Instagram, their followers might be more inclined to click to learn more about the brand they’re posting about.