The Case For

Micro Influencers

Let’s stir up the facts about influencer marketing – for your benefit


Over $ will be spent on influencer marketing in 2019 and that number is not just doubling each year without a reason. Traditional marketing on TV is really going straight downhill, and traditional sponsored posts managed by Instagram is getting more expensive each year. So, marketeers have turned to influencer marketing in order to secure space for their products in your Instagram feed.

There are different segments of influencers – each with a different marketing purpose. Micro-influencers, i.e. the segment of influential faces who have below 10.000 followers, are authentic and relatable to their followers. They have the highest impression rates (views divided with number of followers) and engagement rates (likes and comments divided with number of followers), and they most likely work with their favourite brands in return for products – making the collaborations very real.

Celebrity and macro influencers are great for aspirational factors and for celebrity brand content. However, they work with 21 brands on average, where micro-influencers work with 3 – making the perception of the posts much more credible and authentic. Large corporations, like Adidas and Nike, works with thousands of local influencers, in addition to the big athletes (most of whom are celebrity influencers too), in order to cover the playing field of influence with a mix of both high and low.

Influencer marketing can be a tricky game though. It seems to be hit and miss for many brands working on the outside of social media. BareMinerals for example, paid celebrity beauty Youtuber Ingrid Nielsen $500.000 for starring in five videos. She never mentioned the brand in the video titles, and only briefly hinted to the sponsorship in the video content. This resulted in poor marketing content with an incredibly low chance of monitoring.

However, Instagram is the preferred influencer platform, also when it comes to campaign result monitoring, as it offers tools to measure the influencer views and engagement rates.

But, be aware of the fact that the influencers have the power to determine what platform they decide to prefer. Take for example mega influencer Kylie Jenner, who made a huge negative impact in the stock value for Snapchat with one single twitter post (saying, ‘Sooo does anyone else not open Snapchat anymore? Or is it just me . . . ugh this is so sad’). So, be platform agile in your strategy, follow the facts as well as the influencer trends when choosing social media spend. With that in mind, tie it all up with the powerful influencer marketing and you will be sure to have authentic brand content, great engagement rates as well as real brand love flowing free on social media.

Source: L2, see the full video version here: https://www.l2inc.com/video/the-influencer-playbook 

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