Influencer marketing is becoming one of the most popular forms of marketing with brands these days. And it’s all because of the personal connection they get by using a real person who talks directly to other real people.
When you think of an influencer, you probably think of someone who has tens of thousands or even hundreds of thousands of followers. And you’d be right. But, you can make money as an influencer with under 5,000 followers. People like this are called micro influencers and 2020 is their time to shine.
So what’s so great about being a micro influencer anyway? I mean, a micro influencer doesn’t sound very… Influential. But in actuality, being a micro influencer has several benefits and can even give you an edge in influencer marketing!
Yes, micro influencers do not have a big following, but the followers they do have are loyal. They are following you because they like your content, and how you speak to them. Meaning, whether you realize it or not, you’re speaking to a specific group of people. So if you are a mom who talks about her chaotic life raising twins, you’re speaking to other moms.. And even more specifically, other moms of twins. They connect with you because they relate with you. Therefore they are much more inclined to continue to follow you versus another mommy blogger with hundreds of thousands of followers who makes their life and children look neat and perfect. It’s way easier to stay engaged with your audience if it’s smaller. And the more you engage with your audience, the more loyal they will be.
If you’re looking to be an influencer, engagement is key. You can’t land paid collaborations if people are not engaging on your account, even if you have 100,000+ followers. Brands want to see that people are actually reading your content, taking part in questions and leaving opinions. Piggy-backing off of having a loyal following… influencers with a smaller following are more likely to have higher engagement rates. Why? The smaller your audience is, the more targeted it is. You’re a mom of twins and likely very busy! Your loyal following of other busy twin moms looks for your posts. They relate to you and want to engage with you. If you post a funny story about your kids and the crazy things that came out of their mouths that day, people are going to double tap that photo and more than likely will leave a comment of crazy things their kids have said as well!
Yep! It’s true. Bigger brands like that smaller influencers have a more loyal, targeted audience and a higher engagement rate. They want their products to be seen and for people to actually buy them so by partnering with smaller influencers, they are more likely to achieve their goal. Also, the bigger the influencer, the bigger the price tag of a post. One of the reasons influencer marketing took off in the first place is because it’s cheaper than shelling out thousands of dollars for tv ads. So the smaller audience you have, the cheaper it is for a brand to sponsor a post. Yes, that means you won’t be making as much per post, but you have the option to get as many collaborations as you want.
So, if you think you can’t make money because you have a smaller following, think again! Start pitching to brands. You might be surprised at what they say! If you’re not sure where to start when it comes to pitching, we’d love to help! Click here to drop us a line!
Author: Emily Mcglothlin
Emily Mcglothlin is a freelance copywriter who specializes in working with business to customer mompreneurs. She has a background in journalism and loves everything to do with the written word.