With more than 700 million people scrolling through their feed each month, prices for influencer advertisements have been hitting serious highs. An account with over a million followers can earn upwards of $50k for a single sponsored post (depending on its engagement).
Marketers have noticed that once an account is over a certain size, however, fewer people bother to engage questioning the value of a multimillion army of fans. The ratio of likes and comments to followers peaks when an account has around 1,000 followers. Get more than 100,000 followers, and engagement starts to flatten out; users just aren’t as keen to interact with a celebrity as with someone they can relate to more closely.
An emerging trend has entered the ecommerce marketing arena since such social media channels as Instagram, Facebook, Twitter and YouTube became increasingly popular. Micro-influencers, have successfully settled in the world traditionally ruled by the Kardashians and eventually gained more value for marketers.
A micro-influencer refers to social media content creators with a small but dedicated following of between 1,000 and 100,000 users. On Instagram, they tend to grow their following around a niche with visual appeal such as food, fashion, consumer goods, and travel.
For brands, working with content creators that have a small, focused following ensures that your brand and product will be put in front of users that care about it.
They may be perceived as more credible and authentic compared to big name celebrities. When the Kardashians or other mega-influencers tag a product or brand in their Instagram, most assume that it is blatant advertisement and are questioning what such celebrities really think of diet teas or waist trainers.
Micro-influencers are not only regular people but they’re more personally invested in their online presence, making them more authentic. Unlike mega-influencers who may simply tag a brand for a product placement, they spend hours curating the perfect Instagram post: styling the elements of the photo, choosing the best filter, writing the right caption and including all of the relevant hashtags.
So I guess my question that I pose is that do you as a consumer think that micro influencers have more of an influence on you than big influencers like celebrities such as the Kardashians?
Cindy's Digital Marketing Blog 
Great post! I think micro influencers are becoming more powerful in influencing consumers over those with a larger following because as we gain more knowledge regarding influencer marketing, the intentions of those with a larger following are questioned and doubted. I think we will see more and more companies investing in many micro influencer partnerships as opposed to a few partnerships with influencers with a large following.
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Thank you for your comment! I agree, based on my personal experience, I can already see the growing number of partnerships with big companies and micro influencers.
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The thing with micro-influencers that makes me think they are not authentic in what they post is they are probably only relying on sponsorships for income – so hence they would most likely promote anything they get offered.
In saying that, I agree that major influencers like the Kardashians probably don’t use their waist trainers, but who knows if any of them actually use anything they say?!
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Thank you for your comment! I agree, I think that there will always be a sense of deception behind all influencers – whether they are micro and huge celebrities
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Hey Cindy! Interesting post. I definitely agree that micro influences are more authentic, however, sometimes I find that their advertising is quite forceful… and it can be easily noticed because their content goes from something niche to advertising a product. Sometimes I find this advertising more annoying because I almost expect celebrities to do endorsements of some kind. However, when it comes to actually influencing me, I think I do listen more the more ‘authentic’ micro influencers than celebrities!
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