The term ‘micro influencer’ is used to describe influencers that tend to have between 1,000 - 50,000 followers, a smaller following than your typical creator used for influencer marketing. So the question is, what has caused the rise of the micro influencer, and why are brands prioritising working with creators that have a smaller audience? 

Although not expected, one of the main benefits of working with micro influencers is that their accounts usually have a higher engagement rate than those with up to millions of followers. Whilst they may have less following than major influencers, they tend to post within a niche that helps to keep their followers authentically engaged. This means that when they promote a product or service on their platform, they can reach the target audience that matters most to the brand they have partnered with.

Another benefit is that micro influencers are perceived as being more trustworthy than those that have a much greater audience. Influencers with a more established following can be stereotyped for being paid a vast amount of money to promote something in which they may not even genuinely like or use. Depending on their following, micro influencers are usually known for sharing the most authentic reviews and are therefore trusted by their followers.

This means that collaborating with micro influencers is often a more cost effective marketing tactic as they often charge much lower content fees and are more willing to work with brands to build established relationships.

At Orange, we connect brands with like-minded influencers to powerfully maximise brand awareness. We source creators that align with your values and drive brand success. On top of this, we take all the weight off your shoulders by acting as a point of contact for the influencer, managing your business relationship whilst ensuring that deadlines are being met.

To find out more about how Orange can help you to get started, contact hello@orangep.co.uk