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Online influencers: Why bigger doesn’t always mean better


In a world where over 22% of British adults online are using an adblocker (IAB, 2017) you may be asking what alternatives can be used to break down the barriers and allow you to successfully get in front of your target audience in the online space.

One answer that’s very topical at the moment is ‘micro-influencers’.

No, we’re not talking about your Zoella’s who would break the bank to do any form of collaboration. We’re talking micro.

A micro-influencer is someone who has somewhere in the region of 10-60,000 followers on their social platform (such as Twitter or Instagram) or blog, and is focused on a specific niche. The smaller following creates a stronger sense of community and makes for a hyper-engaged audience.

But don’t just take our word for it.

This is a tried and tested, cost-effective method that’s been used by many. A great piece of evidence can be found in Markerly’s research that uncovered that there is a striking downward correlation between follower sizes and post likes.

“Users with less than 1,000 followers generate comments about 0.5% of the time, compared to 0.04% for those with 10M+ followers – a difference of nearly 13X!”

With that said, as Markerly rightly point out, to get the right combination of a broad reach and engagement, it’s best to work with influencers in the 10k-100k follower range because they offer the best combination of engagement and broad reach.

Like the sound of this micro-influencer idea? Here’s a few things for you to consider when working with them…

1. Does the micro-influencer resonate with your brand?

Now, this is kind of common sense but it’s really important. Does your micro-influencer already talk the same language or follow the same themes as your product or service? Is your product going to suit their platform(s) or is it going to stick out like sore thumb?

The aim of using micro-influencers is to subtly influence people to want your product.

For example, if you’re a heating services company based in Cardiff, it wouldn’t be sensible for you to approach a female 18-year-old micro-influencer who usually posts about her travels worldwide, to promote your services. (The likelihood is she’d refuse anyway!)

2. Are their followers the people you’re trying to reach ?

If you haven’t already, it’s really important to build buyer personas for your business to use as part of your marketing strategy.

Having created these you’ll have a better idea of what kind of micro-influencers to be looking for to make sure their followers match your buyer personas.

3. Are you using the micro-influencer responsibly?

Although influencers are great for the subtle way they can promote your products, this form of promotion can be quite invasive.

If you do want to work with an influencer, make sure you’re both on board with advertising standards. All posts on your behalf must declare that they are a form of promotion . This can be done explicitly or through hashtags such as #ad or #spon.

4. Don’t expect anyone to work for free!

Although micro-influencers are far more cost effective than using the big influencers, don’t expect them to work for you for free or assume that providing some free products will be enough! Have some idea of what you think engaging the right person is worth and be prepared to negotiate.

Contact us

If you’d like to find out how we can help you with your marketing please get in touch. We would love to help.

Give us a call on

0117 214 0471

Visit us at

Simitive Innovation Centre,
4th Floor, Newminster House
27-29 Baldwin Street

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© McArthur Davies 2020