What are the popular micro-influencers? Explaining their characteristics and usage examples

In recent years, people called micro-influencers have been attracting attention in the marketing world. Is there a difference between micro-influencers and the more commonly known influencers? Also, what are its characteristics?

This time, we will introduce the characteristics of micro-influencers and the benefits and examples of using them as human resources.

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Characteristics of micro-influencers

What kind of people do we mean by micro-influencers? First, let’s look at the definition and characteristics.

1. What exactly is an influencer?

If you want to know about micro-influencers, let’s first explain what influencers are.

An influencer is a person who has a significant impact on society. Before the rise of the internet, politicians, entertainers, and other celebrities whose activities were often seen on TV were the top “people who had a major impact on society.”

However, with the spread of the Internet, in recent years, in addition to this, there are also people who have gained popularity and gained many followers on Internet media such as YouTube, TikTok, blogs, Facebook, Instagram, and Twitter, so-called YouTubers and TikTokers. People called bloggers and Instagrammers fall under the category of influencers.

Their actions have a huge impact on people. It is not uncommon for a popular YouTuber to introduce a product in a video, and then the product sells like hotcakes and disappears from store shelves.

1. Micro-influencers are a category of influencers

In the marketing world, people are classified into four categories based on their number of followers: top influencers, micro-influencers (power influencers), micro-influencers, and nano-influencers.

“Micro” means “small.” Micro-influencers are influencers with around 10,000 to 90,000 followers.

For example, a YouTuber with 30,000 subscribers would be classified as a micro-influencer. By the way, macro influencers are defined as 100 to 1 million people, and top influencers are defined as 1 million or more people.

1. Why are micro-influencers attracting attention?

The reason why micro-influencers are attracting attention in the marketing world is that if they promote products and services through their own media, they can deliver information to many followers and users, expand awareness and increase credibility. This is because it will lead to improvement. It is becoming popular as a new PR method for companies because it is more natural than TV commercials and newspaper advertisements, and it can reach a wide range of people, including young people.

Advantages of using micro-influencers

So, what are the benefits of using micro-influencers who have relatively few followers?

1. Can reach specific demographics

If you just look at the number of followers, it is true that top influencers and macro influencers have a wider range of followers. However, they are now like celebrities. There are fans from a wide range of age groups and demographics.

On the other hand, micro-influencers tend to have a skewed group of followers, such as “women in their 20s who are interested in fashion” and “men in their 30s who are interested in starting a business.” Also, because you are targeting a niche audience, you can have a strong influence even if you do not have a large number of followers.

By using micro-influencers who are strong in specific demographics, you can efficiently gather your target audience.

1. High engagement rate

Top influencers with millions of followers and macro influencers with hundreds of thousands of followers receive a huge number of comments from their followers, so even if they want to, they cannot reply. As fans of celebrities and idols feel, they are above the clouds.

Micro-influencers tend to have closer relationships with their followers because they still have the luxury of commenting and following back. By using micro-influencers, you can give your fans a sense of trust and intimacy, which can lead to high engagement rates.

1. Familiar with platforms and media

Starting a video site or SNS from scratch takes a lot of effort. You can’t increase your followers overnight. Micro-influencers are used to handling the media and have a certain number of followers, so it is possible to get advertising effects immediately. They will also suggest effective PR methods.

Marketing examples using micro-influencers

Finally, we will introduce successful cases of marketing using micro-influencers, so please refer to them.

1. adidas

Adidas is a world-famous sports brand. We purposely sold spiked soccer shoes “GLITCH” exclusively to the invitation-only app. As a result of a popular soccer player being involved in the development of the app and shoes, the app gained strong support from soccer fans who viewed it on social media, and combined with the limited feeling of being an invitation-only app, it attracted a lot of attention.

1. Audible

Amazon asked photographer Jesse Driftwood to submit photos to its audiobook “Audible,” and Driftwood also uses Audible to share content about business management and productivity improvement. We were able to effectively reach his 100,000 followers and successfully increased the number of users.

summary

◆Influencer refers to a person who has a large impact on society, and can be classified as a top influencer, micro-influencer (power influencer), micro-influencer, or nano-influencer depending on the number of followers. ” are classified into four categories.

◆Micro influencers have 10,000 to 90,000 followers

◆Using micro-influencers can expand awareness and increase credibility

◆Since you have built a close relationship with your followers, you can expect to improve your engagement rate.

◆You can immediately get the promotional effects of videos and SNS marketing.