The ever-evolving world of social media is no longer limited to leisure and entertainment. It has now grown into a major source of income and a sought-after business platform by enabling influencer marketing.

During the COVID-19 lockdown, our free time switched from social outings to social media. Social media has become an important platform for companies to promote their products and services by working with influencers.

These influencers have a focused reach and audience that engages with their content and helps brands build credibility and increase sales.

Given the developments in existing companies and the emergence of new startups, it is currently necessary to stand out and brand the company well.

Brands develop influencer marketing strategies, carefully target their audience, and plan the course of action accordingly. Social media is a huge place, and when used well, it has the exponential power to open doors to new audiences and help companies expand their reach.

As influencer marketing continues to boom, the industry has been further divided into macro and micro influencers. While both sets enjoy a huge following and engagement, micro-influencers are the niche category – emerging in influencer marketing.

Who are micro-influencers and what do they do?

The move from macro to micro influencers seems to be the new fad that brands are now adopting. Micro-influencers are those who have a follower base between 10,000 and 100,000 and are considered experts in their respective niches.

You have diverse ideas and a promising target group. These influencers understand the needs of different platforms and their algorithms, helping companies connect more organically with audiences.

The zeal and enthusiasm that a micro-influencer brings to a campaign not only opens doors for innovation, but also brings them one step closer to the organic connection and closeness to their audience.

The future of micro-influencers

Micro-influencers may be small influencers, but they influence almost more than half of their follower base and generate sales for the products or services they promote.

The enthusiasm and creativity micro-influencers show to stand out from the established ones make them an ideal choice for brands. You are passionate, creative and motivated to give your all. This significantly increases the value of the branded product.

Micro-influencers have shown overwhelming conversions, motivating brands to increase their spend on influencer marketing rather than traditional marketing.

Not only do they justify the authentic reach and high level of engagement, but they have also proven to be inexpensive and affordable.

Because micro-influencers are “just another person” with a heavy influence on an average number of viewers, they make the most of their power and build a fairly transparent relationship with their followers, which in turn helps them gain their trust and in Invest in products / services they propose / advertise.

You have an audience that is very attracted and preoccupied with any content shared. When it comes to scaling a campaign, the micro-influencers are the real amplifiers and tend to take on challenges and help build scalable campaigns.

After hunting for mega influencers, brands have come to realize that quality, not quantity, matters. Micro-influencers have a defined niche and workspace, which helps them focus on the content they are delivering.

The statistics speak for themselves. Micro-influencers have 60 percent more engagement than their megastar counterparts. They are 6.7 times cheaper per engagement. After all, they increase sales – 22.2 percent more weekly conversions than the average consumer.

Since social media is an important part of our lives, influencer marketing is here to stay. In the long run, employing micro-influencers, understanding their niche, and finding the right audience for the product will be the driving factors to survive in the age of social media and digital marketing.

Social media will never go out of style and will only be updated. Hence, it is best to take advantage of the increasing usage of social media and use it as a source to get better conversions.

As long as brands use these effective marketing techniques and build long-term, stable, and beneficial relationships with influencers, it will help perfectly express the brand ethos.

The key to getting big in influencer marketing is making sure the brand adapts to changing consumer needs while maintaining consistency.

The industry is moving towards subject matter experts with an audience that is highly attracted and preoccupied with any content shared.

(Disclaimer: The views and opinions expressed in this article are those of the author and do not necessarily reflect the views of YourStory.)