Who are micro-influencers and why should you engage them?
With a relatively smaller following of 1,000 to 10k followers, micro-influencers have a closer and more tightly-knit relationship with their followers and audience.
If you are a brand selling items that require brand conversion or a large amount of trust by customers to purchase such as baby products, you may choose to engage Yvette (micro) instead of Naomi (macro) though they both post about motherhood and can endorse baby-products. As Yvette is a micro-influencer, she is likely to have higher engagement with her audience which may translate to her being more authentic and approachable. As a result, potential customers might comment and ask any queries they have and share their personal experiences, if replied to by Yvette or other fellow customers or even the brand, they may be more inclined to purchase items from that brand. Generally, in hiring micro-influencers you are more likely to attract genuine customers who would be repeat customers.
If you are a smaller brand just starting out, you may also look to hire micro-influencers such as Kenny and Darren as compared to macro-influencers such as Ben and Shi Song. Micro-influencers are relatively cheaper to engage and tend to give more than what is required by the customers; this may be due to various reasons such as them trying to grow and increase their credibility to their following. With a lower cost of engagement, you can hire more micro-influencers instead of just one macro-influencer and still be able to reach your target audience on social media.