The era of mega-influencers is almost over. Indeed, consumers no longer want to follow influencers with millions of followers who know nothing about their reality and are more in search of authenticity. For small and medium-sized businesses that want to take their share of the market, these mega-influencers are not accessible. The solution? Call on nano and micro-influencers.
These influencers, who have an average of 10,000 to 100,000 followers, have a real influence on consumers since they are more likely to identify with them and trust their recommendations.
This rise of micro-influencers has also gained momentum during the 2020 and 2021 confinements where consumers spent a lot of time on social networks and were looking for human and authentic connections. It is this climate of trust and closeness with influencers that has enabled the growth of online commerce through social media.
Another important point for small businesses is that micro and nano-influencers are cheaper and more profitable. By engaging these influencers, it is therefore possible to target your audience with precision and generate more revenue.
It’s also important to know that these influencers are no longer found only on Instagram and increasingly on TikTok, where businesses can choose from a large pool of content creators with loyal communities.
If you’re a small business looking to hire a micro-influencer, it’s important to do an analysis of your audience and business market to choose the ideal influencer to help you achieve your marketing goals.
Here are some things to look at:
- Community profiles
- Geographic locations of influencers and their communities
- Influencers’ interactions with their communities
- Profiles of similar or look-alike influencers.