Businesses are racing against each other to win the trust of consumers. Due to this, any promotional efforts - such as advertisements and sponsorships - are focusing more on authenticity.
This greater focus is exactly why you need to work with micro-influencers. Despite a smaller reach, these influencers are more effective at engaging, and winning the trust of your target audience.
What’s the Relationship between These Influencers and Consumer Trust?
Micro-influencers build their influence because of their knowledge and expertise in a specific niche. And the things they say regarding that niche are considered trustworthy by their followers.
An Experticity study found that 82% of consumers trust a micro-influencer’s recommendation when it comes time to make a purchase. Information like this reflects on the kind of trust built between an audience and micro-influencers when it comes to the area of their expertise.
When a trusted expert, in this case a micro-influencer, has something good to say about your brand or products; it’s likely that their audience will trust their opinion. Eventually, this helps win the trust of your target customers.
What Other Benefits Do Micro-Influencers Offer?
In addition to trust, micro-influencers can boost your performance in a number of other ways. For example, micro-influencers are subject matter experts, and their audience is comprised of people who are interested in said subject. Their influence among a highly-relevant audience is more likely to generate interest in your product.
By getting your brand message across to a relevant audience, you can also boost the engagement rates of your sponsored content. This is perhaps why a study by Markerly found that micro-influencers are often better than top influencers to drive higher engagement rates. Higher engagement typically translates to greater brand visibility, and higher conversion rates, allowing you to make room for other aspects of development.
Another notable benefit of working with micro-influencers is their cost-effectiveness. While top influencers may charge thousands of dollars for just one sponsored post, a few hundred dollars will pay for a micro-influencer’s sponsored post. For small businesses and startups, this offers them the advantage of launching a successful influencer marketing campaign with minimal costs.
All of these benefits make working with micro-influencers crucial for any business that wants to grow. And if you’re interested in finding out more ways in which you can make the most of your partnership, you can learn about them in the micro-influencers gifographic below.