Why Your Small Instagram Following May Benefit You

I know what you are thinking, "Kadee, I want MORE followers, not less!"

I hear you, vanity metrics keep me awake in the night too. However this morning I was reading an article that stated that one major PR trend in 2020 is the shift from companies using macro-influencers for marketing to micro-influencers.

So, what's the difference between the two?

Macro-influencers are influencers who have 10,000-1 million followers whole micro-influencers are those who have 500-10,000 followers.

But why the sudden shift? It makes sense for a company who wants to sell products to naturally gravitate towards the influencers who have the biggest following, right?

Wrong.

Let's talk about why.

First, although it seems like a dream to have a million followers on your Instagram, micro-influencers have the advantage over their counterparts in one commonly overseen aspect, engagement. When talking in terms of numbers, it is just easier for a micro-influencer to respond to their audience members because there are fewer of them. Imagine someone with over a million followers trying to like and comment back to each of their followers. It would be impossible. Because micro-influencers have the ability to engage with their audience on a deeper level, the Instagram algorithm recognizes them as a more "engaging" account and consequently places them at the top of search queries. That is the spot businesses love to be in.

Next, micro-influencers have an edge in authenticity. We follow micro-influencers because they are like us. Sure they may have a following, but for the most part audiences love someone who is real and authentic. Someone who doesn't spend all day at photoshoots and instead goes to work, like the rest of us. Once a macro-influencer has a large enough following, they become a "celebrity" and they are no longer relatable. Businesses want to work with influencers who have a connection with their audience because that is what sells the product!

So how are micro-influencers picked?

There are a myriad of elements involved, but businesses want an influencer who promotes items/organizations who fit into their everyday life. An influencer has to have a very niche and defined aesthetic in order to be picked to promote items by a business. Over the years, followers have become much smarter and if an influencer is only posting something to get paid, they will see it from a mile away! Businesses want to work with influencers who would actually use their products in order to get an honest review.

There is also the matter of having great content. You can't expect to throw together a bunch of photos and look like an appealing marketing agent to businesses. Your content has to be planned out, high quality, and fit a certain aesthetic. After all, Instagram is a highly-visual platform, so your content must be quality.

Additionally, an influencer has to know their target audience inside and out in order to secure brand deals. When you know your target audience, you can acutely align content and messaging to fit that audience, and then you become more credible in your area of expertise. Brands want to work with influencers who know their audience and can cater to them.

So, if you are a micro-influencer wanting to land big brands deals, here are some tips for you:

1. Know your brand inside and out

2. Understand your target audience and cater to them

3. Build a page with quality content

4. Know your insights

The era of macro-influencing is coming to a close and the next hot phenomenon is micro-influencing. So if you are anything like me and have about 1500 followers but want to land paying brand deals, then your opportunity is just beyond the horizon.

Want to learn more about how to build a strong personal brand? Check out uvuprssa.org!

Photo credit: Georgia De Lots via Unsplash