Bigger isn\u2019t always better, especially when it comes to influencers. Betting it all on partnerships with celebrities and mega influencers with millions of followers is expensive and risky. Instead, many brands are opting to partner with micro influencers. <\/p>\n\n\n\n
In this guide, we\u2019ll break down how to find micro influencers and get the highest return on investment from your influencer marketing campaigns.<\/p>\n\n\n\n
A micro influencer is an influencer who has a follower count of 10,000\u2013100,000. Each brand may define micro influencers differently, depending on follower count. <\/p>\n\n\n\n
In general, it\u2019s creators who have smaller, but active audiences. There are four different tiers of influencers, categorized by audience size.<\/p>\n\n\n\n
The creator tiers are:<\/p>\n\n\n\n
Don\u2019t let the term \u2018micro\u2019 deceive you. Despite their smaller following, micro influencers have highly engaged audiences who trust them. Plus, they\u2019re like the friendly neighborhood influencers\u2014easy to reach out to and super responsive. <\/p>\n\n\n\n
Brands that work with micro influencers often see big benefits, without a big budget. Here are some reasons to consider micro influencers in your strategy. <\/p>\n\n\n\n
Mega influencer and celebrity rates per post can start anywhere from $2,500 (Instagram) to over $20,000 (YouTube)<\/a>. Partnering with big names gets expensive quickly, and there\u2019s no guarantee that the investment will pay off in sales. <\/p>\n\n\n\n On the other hand, micro influencer rates range from $100-$500 on Instagram, $25-$125 on TikTok, and $200-$5,000 on YouTube. <\/p>\n\n\n\n Plus, most micro influencers start with product gifting or affiliate marketing. Brands save money by only paying for products or when a sale is made, instead of paying an upfront fee.<\/p>\n\n\n\n Mega influencers may have larger follower counts, but their engagement rates are lower (1.7%<\/a>). Someone with 3 million followers may only reach about 51,000. <\/p>\n\n\n\n In comparison, micro influencers tend to have higher engagement rates\u2014about 7.2% on average. <\/p>\n\n\n\n Of course, engagement rate varies by creator. You can view a creator\u2019s average engagement rate with tools like GRIN\u2019s web extension<\/a>. <\/p>\n\n\n\n One of the drawbacks of gaining millions of followers is feeling less approachable or relatable. Micro influencers don\u2019t have that problem. Since their audiences are smaller, they\u2019re still tight-knit. <\/p>\n\n\n\n As a result, their followers tend to trust them more. Over 82% of people<\/a> follow recommendations by micro influencers. Another 61% view micro influencers as more authentic and trustworthy than their larger counterparts. <\/p>\n\n\n\n Finding micro influencers who are the right fit for your brand can be tricky. Because they have smaller, niche audiences, it feels like you\u2019re discovering rising talent before everyone else. Luckily, there are many ways to look for them from looking at existing customers to automating it with GRIN.<\/p>\n\n\n\n Your next micro influencer may already buy your products or follow you on social media. The most effective influencers are loyal customers who have become brand advocates. You can also identify customers who mention your brand online with GRIN\u2019s social listening tool.<\/p>\n\n\n\n Search for niche groups that align with your brand on Instagram, Slack, Reddit, and other platforms.<\/p>\n\n\n\nHigh engagement<\/h3>\n\n\n\n
Trust and authenticity<\/h3>\n\n\n\n
How to find micro influencers<\/h2>\n\n\n\n
1. Look at current followers and customers<\/h3>\n\n\n\n
2. Join niche groups <\/h3>\n\n\n\n