Why Brands are shifting towards Micro Influencer led campaigns?

In the ever-evolving world of influencer marketing, the role of micro-influencers is creating increased attention and recognition. These creators, with smaller but highly engaged audiences, are proving to be valuable assets for brands seeking to connect with niche markets and drive authentic engagement.

Micro- influencers take up more than 91% of the influencer market, so there is no shortage when brands are looking to execute a large campaign. In this blog post, we'll explore the power of micro-influencers and how they can drive significant results for brands.

(Distribution of influencers by tiers)

Understanding Micro-Influencers

Micro-influencers are creators who typically have smaller social media followings compared to traditional influencers. While the exact number of followers may vary, micro-influencers generally have between 10k and 100k followers What sets them apart is their high level of engagement and influence within specific communities or niches.

Authenticity and Trust

One of the key advantages of working with micro-influencers is their ability to build authenticity and trust with their audience. Their recommendations are perceived as genuine and unbiased, making them valuable sources of information for their followers.

Niche Expertise

Micro-influencers often specialise in specific niches or topics, allowing brands to target highly relevant audiences. Being able to target a niche audience can make sure that your product is getting in front of the exact people who will be most interested in buying it, which is one of the main benefits of working with micro-influencers.

Cost-Effectiveness

Micro influencers arethe best bet for any brand looking to execute budget friendly campaigns with good ROI. In addition to being cost effective, Micro influencers have a tight knit community of followers who are also their potential buyers. They work extremely well for budding brands that require both visibility and conversions on fast track. Additionally, many micro-influencers are open to barter deals or product exchanges, further maximising the value of partnerships.

Driving Engagement and Conversions

Despite their smaller reach, micro-influencers have been shown to drive high levels of engagement and conversions. A study found that micro-influencers have a 6% engagement rate on Instagram, while mega-influencers have an engagement rate of around 1.97%. Their followers are more likely to interact with sponsored content, leading to increased brand awareness, website traffic, and sales.

Utilizing self-service influencer marketing platforms like Viralpitch has simplified the process for brands to find and partner with these influencers.

Breaking down one of our Micro Influencers led campaign

Swiss Beauty X Viral Pitch

Swiss Beauty is a cosmetics brand that markets itself on the pillars of quality, affordability, and innovation. Its customers typically range from 18 to 25 years old, including those starting college and women beginning their first jobs.

These women are attracted by the brand's inclusive approach to skincare and makeup, which caters to various skin tones and budget preferences. With that in consideration, we initiated this campaign with them amidst the height of wedding season.

Campaign Objective

We ran a campaign that spanned throughout the wedding season with a straightforward objective- To establish Swiss Beauty as the go-to choice for every woman in her late teens or early 20s preparing for the wedding season. The focus was on achieving that flawless glow for the wedding season with Swiss Beauty products.

Strategy

To achieve this goal, we onboarded over 400 influencers, strategically combining nano, micro, macro, and mega influencers. The majority of influencers were micro and nano, with a smaller portion comprising macros and megas. Now, let's delve into the breakdown of creators and how it contributed to our success.

Bifurcation of creators according to category

How did we achieve it?

The messaging of these videos was very clear, each one of these videos captured creators getting ready for the wedding season whether it was a bridesmaids look or a cocktail party, they slayed through it all with makeup from Swiss Beauty. This helped us successfully ensure a increasing engagement rate through the campaign.

Campaign Growth

As the campaign progressed, the reach grew substantially, reaching approximately 11.3 million. And since it was the height of wedding season, women were actively seeking inspiration on instagram for different looks to try. It also influenced the audience's behaviour as our relatable and authentic content resulted in increasing numbers with each upload.