Micro-influence is a simple concept: an expert of average influence expresses himself on a product or service that speaks to his community. In fact, he provides a more natural point of contact for passionate people who are already active consumers in the category.
It’s not bad, it’s convenient, but that’s not all.
Let’s go through all the opportunities and subtleties together, before soliciting this valuable collaborator.
Micro-influence for dummies
The influence is often presented through a sharp pyramid. At the bottom, there are enthusiastic consumers, the unpaid « nano » who advise products on their own. They form the wide base. At the top, there are the star influencers, the celebrities, the « macros » whose recommendation goes further, but costs more. And in the middle?
In the middle, there are micro-influencers. This kind of profile offers an in-between in terms of audience (5K – 50K) and high engagement rates (3% – 30%).
“In influence, a good commitment rate starts from 2%. In micro-influence, we can achieve performances sometimes similar to mid-influence,”
observes Margot Leblanc, TWA project manager and micro-influence expert.
Above all, the micro-influencer is ideally suited to campaigns that require category-targeted needs.
To find out more about this notion of complementary levels of influence, consult our dedicated webinar!
To speak of micro-influencer is to speak of categories
In micro-influence as in macro-influence, we often speak of verticals: Beauty, Food, Lifestyle, Fitness, Travel or Humor.
Of course there are many other categories such as Parenting, Personal Development, DIY among a lot of others that evolve over time and circumstances.
For example, a leap in the Health, Humour and Cuisine categories was noted during the last Hype Auditor study devoted to promising categories during COVID (March-June 2020).
Within these codified themes, however, the content responds to different editorial niches. The micro-influencer is an active and specialised influencer in a category, but not famous enough to compete directly with other micro-influencers. It is up to him, then, to stand out and affirm his creative added value to the brands.
If we had to draw a micro-influence pyramid by category, here, in broad outlines, is what could be imagined.
Popular categories such as Food for example, would contain a large number of editorial lines which in turn would form smaller pyramids, such as veganism, anti-waste, low-budget cooking etc.
As you go down the pyramid, you will find subjects who are both sharper and less competitive. These subjects are more engaging because they are extremely specialised. However, they affect more isolated and weaker communities.
Why does the archetype of the Beauty micro-influence come up so often?
The archetypal micro-influence campaign is often associated with paid posts on Instagram. These are selfies or flat-lays – aesthetic still lifes carefully staged by a Beauty or Lifestyle micro-influencer..
Extracts of the Instagram feed of @Talent Web Academy.
Let us ask ourselves why this image predominates. Here are several explanations:
- On the one hand, the nature of Beauty launch campaigns (make-up, skincare, perfume), which are large-scale test campaigns, often require a very large number of profiles. To create a buzz or excitement, many people need to talk about the product or brand simultaneously and regularly.
- On the other hand, Beauty media plans are often thought out over time, which can give the impression that these profiles are omnipresent in space and time. In reality, the micro-influencers are mostly integrated at different moments of the communication, which explains the stimulus effect. Large groups typically use this type of profile and strategy to achieve their performance.
To quote a Beauty partner convinced by the power of the micro method, we can mention L’Oréal and its 369 committed micro-influencers (for 9 campaigns) with, in results :
– 1 033 posts*
– +3,9 million of reach*
– +151 K interactions (like & comment)*
– 5 634 mentions*
– 4,13% average commitment rate*
Its strategy? To bet on accounts with strong commitment, massively! To paraphrase Paul Kontonis, at the ANA (Association of National Advertisers) conference, the subject of influence marketing and micro is not limited to the potential of a single creative talent. Rather, we should seek to work with everyone, to understand and combine the potential of each, without depriving ourselves of any…
What does a micro-influence campaign look like then?
The diversity of possibilities in terms of micro-influence is very real beyond the archetypes.In fact, the more successful the campaign is, the more it reflects the brand DNA of the advertiser and influencer.
Let’s take an example we know well : Talent Web Academy (TWA).
« At TWA, the volume of profiles is designed to meet the most recurring needs of brands in Beauty, Food, and Lifestyle, »
confirms Justine Oriol, micro-influence specialist at TWA.
The current database therefore now makes it possible to have:
–a quick activation of the most relevant profiles, always renewed;
–a comfortable choice of qualitative micro-influencers that allow brands to select only those profiles that best match their DNA and target.
Now, the ability to find profiles outside of trending topics is where the agency’s expertise really comes into play to create 100% customised campaigns tailored to the client’s needs.
If the objective is to aim for the best possible engagement rates to enhance a brand image, then the targeting stage will be crucial. For relevant and effective IGC (‘Influencer Generated Content’), each creator is essential. A micro-influence is therefore often meticulously studied and chosen to minimise reputational risks, so that only the right buzz is created.
If you were to retain only one thing from this article, remember that the impact of the micro-influencer is mixed.
For consumers, subscribers: he has the influence of a local star and a reference in his chosen field.
For brands: he is a communication solution full of possibilities in terms of targeting and winning combinations.
Be careful, however, to preserve the freedom of tone, which is the subject of our article.
To find out more about micro-influence and its rapid implementation, see our webinar ‘Why your brand needs to rely on micro-influence‘
- Go further into the mechanics of micro-influence ;
- Integrate the micro-influence into your media plan, according to your needs.
Or simply ask for advice here!