When it comes to influencers, less is more.
For a long time, the number of followers influencers have used to signify their value. But blindly following the followers count no longer works.
According to a new research, micro-influencers show higher ROI than macro-influencers – celebrities and influencers with large audiences.
Micro-Influencers’ Fans Support Partnered Posts
Klear’s data science team has recently conducted a research analyzing more than a million Instagram Influencers. The influencers were separated into two groups:
- Celebrity-level: Influencers with a Klear score of 80 and above.
- Micro-Influencers: personalities with a Klear score of 50-80.
Then, the team looked into the influencers posts and analyzed their performance for the sponsored posts and their organic posts (non-sponsored content).
Here are the key research findings:
- Micro-influencers are getting up to 47% more engagements for their sponsored posts.
- Celebrity influencers see a drop of up to 14% in engagements for their sponsored posts.
- Micro-influencers get 3X more likes per follower for sponsored posts than Celebrity Influencers.
- Micro-influencers are generating engagement rates which are more than 2X than those of Celebrity-Level Influencers.
- While average comment rates for sponsored posts drop drastically for Celebrity-Level influencers, Micro-influencers enjoy a rise in community participation.
Why Do Micro-Influencers Get Better Results?
Celebrity influencers reach more people, but micro-influencers reach more people on a personal level.
Micro-influencers encourage more people to join the conversation and be proactive with the content: to like it, share it, discuss it.
This finding is even more significant with sponsored posts: macro-influencers reach eyeballs, micro-influencers – actions. Here’s why:
Community, not Crowd
While still in the early stages of influence, you can often see a post where no comment is left unanswered. The influencer feels more obliged to communicate with the audience. But when more power and followers are gained, it’s hard, if not impossible, to keep up with everybody. Early on, it’s a must.
Think about an influencer with millions of followers. Her audience is wide and her followers’ interests are varied. Meanwhile, a fitness influencer with 50,000 followers will be followed by people who are mainly interested in her fitness updates. The latter has a niche, while the celebrity influencer appeals to a wide audience with no common ground.
Know Their Followers Personally
Micro-influencers still have among their fans a good portion of friends, family and people who know them from the offline world. When the fanbase expands, it’s inevitable to see that the personal relationship rate drops.
Choosing The Right Influencer To Work With
Marketers always seek the best way to engage their audiences with great content.
Following the results above, preferring micro-influencers over celebrities as brand partners seems like a worthwhile choice.
When taking into account that partnering with celebrities requires an adequate budget, micro-influencers seem to offer a better value for your money.
Want to see Influencer Marketing at its best? Check Out L’Oréal’s #TrueMatch Campaign: