If you wanted to collaborate with an influencer a few years ago, your first question would usually be “How many followers do they have?” In the past, a huge audience was the sign of a “top” influencer. Not so now. No longer do millions of followers mean an influencer is the best option for your brand. Businesses are finding value in micro-influencers with niche audiences instead of paying thousands of dollars to work with one famous influencer.
Micro-influencers are on the rise. Categorized as having under 10,000 followers, these micro-influencers have the potential to be more valuable than an influencer with millions of followers. To their audience, they often feel more down-to-earth and relatable compared to those with large followings. Micro-influencers also tend to have highly engaged audiences in very specific niches. You will find many micro-influencers in cosmetology categories like hair and skincare, whether they’re professionals in their field or a hobbyist.
On the other hand, macro-influencers are household names and, like many celebrities, partnering with these influencers is costly by comparison. While micro-influencers will often work with brands for an exchange of free products or services, macro-influencers may expect thousands of dollars to promote your business to their audience—and unlike micro-influencers, these famous personalities rarely have the same close relationship with their audience.
So: micro or macro? When deciding which route will best benefit your brand, your budget will be a major deciding factor. However, if you’re a small business and can’t work with your dream influencer, you can still find success. Start by reaching out to a micro-influencer who works with a niche audience that aligns with your brand. If you have a product, share it! Piquing your influencer’s interest is the first step to getting your brand and product in front of their audience.
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