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It's easy to assume that all brand ambassadors are more or less equal—or that those with larger audiences are automatically better. In reality, micro-influencers are in a category of their own and there are plenty of reasons to seek them out.
Compared to celebrity social media taste-makers with a follower count of a million or more, niched personalities typically have much smaller audiences of 10,000 to 100,000 followers. But in this case, a smaller audience doesn't necessarily mean fewer results.
Micro-audiences tend to be highly engaged. Rather than passively consuming social media content in the Instagram feed, their followers tend to like, comment on, and share their Instagram posts. In some cases, that engagement translates to following the endorsed brands and buying the recommended products.
That's because niche-based authorities tend to be both passionate and knowledgeable about niche topics. Followers typically turn to them for their expertise and trust the advice they share. And since they have more manageable audience sizes than the average top Instagram personalities, they often interact directly with engaged followers.
So should you consider a micro-ambassador over a brand ambassador with a substantially larger following? Let's look at a few of the most compelling reasons.
1. Your campaign will see higher engagement. As a general rule, engagement rates decrease as audience sizes increase. But that doesn't mean choosing influencers with the highest engagement rates (and therefore smallest audiences) is the best option.
Niche-based ambassadors offer a good balance between engagement rate and audience size. That means you can feel confident that your target audience will respond to their content without worrying that the total audience size will be too small to reach your goals.
2. Your campaign will be affordable. From campaign complexity to marketing channels, several factors affect the pricing of services. In most cases, audience size and potential reach are major factors in determining the cost of an ambassadors' marketing campaign.
That means micro-influencers tend to have much more affordable rates than the average celebrity. If you're looking to get started with micro-based marketing on a limited budget, partnering with micro-influencers can be a smart choice.
To learn how to find, vet, and work with influencers on Instagram, read the full article.
Michael Stelzner, Founder and CEO
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