It is no secret that influencer marketing has quickly taken digital marketing by storm. According to a study by Linquia, 86 percent of marketers used influencer marketing tactics in 2016. Influencer marketing gained its popularity through brands enlisting individuals with large social media followings to promote their products or services. Now, the focus has shifted to a group of influencers that are proving to be much more influential than traditional celebrities. They are called micro-influencers.

Micro-influencers are social media influencers that have 1,000 to 100,000 followers, while macro-influencers can have several million followers. In a study, Markerly found that as an influencer’s follower total rises, the rate of engagement, such as likes and comments, with followers decreases. Although macro-influencers have a larger reach with their follower size, micro-influencers are more likely to have higher engagements due to their more targeted audiences.

Authenticity is what drives successful micro-influencers. These influencers have often built their social careers through their passion and knowledge regarding a specific niche. Whether it be fashion, beauty, health, fitness, food or travel, micro-influencers boast strong and loyal followings that highly value their opinions. In a survey funded by Experticity, 82 percent of participants said they are highly likely to follow the recommendation made by a micro-influencer.

With influencer marketing becoming a necessary part of marketing campaigns, it is important to understand the types of influencers you can utilize. Research each influencer you want to pursue for a campaign, and ensure that you have a great deal of understanding on their niche, their likes or dislikes and their followers, so you can achieve the best desired results for your campaign.