Microinfluenciadores: Aprovecha a los pequeños creadores para conseguir un mayor engagement

When you think of Instagram influencers, you probably picture mega-influencers with millions of followers swimming in money and sponsorships. But you might be surprised to learn that nowadays, brands are more interested in working with micro-influencers in small communities.

Influencer marketing rarely involves tapping the biggest celebrity to work with your brand. Most of the time, it’s about hiring influential people to get their audience to listen when they talk about your brand. Micro and nano-influencers are perfect for this because of their influence in their small but impactful market niche.

Hoy hablaremos del poder de los pequeños influencers y de cómo pueden ayudar a impulsar la participación de tu marca. Sigue leyendo para saber más.

¿Qué es un microinfluenciador?

Lo primero es lo primero: ¿qué es un microinfluencer? Un microinfluenciador es un pequeño influenciador que tiene más seguidores que una persona normal, pero no tantos como los megainfluenciadores y los famosos.

They usually get this sizeable following by being experts in a specific market niche, like food, books, tech, beauty, and more.

Despite their small following, these smaller creators are attractive to brands because they have a high average engagement rate.

In 2021, over 90% of all user engagements on sponsored content were from those published by micro-influencers, not celebrities. So, if your brand works on influencer campaigns to drive engagement, don’t sleep on smaller content creators.

Because these small influencers aren’t celebrities, people see them as more authentic and trustworthy. They’re not sell-outs—at least not yet. So, their word is as good as gold. For this reason, businesses clamor to have small creators as brand influencers in their marketing campaigns—especially where audience engagement is involved.

¿Cuál es el recuento habitual de seguidores de microinfluencers?

Micro-influencers have a smaller following than mega-influencers and macro-influencers but a slightly bigger one than nano-influencers. Here’s a breakdown of how many followers these content creators usually have, at least on Instagram:

• Mega-influencers y celebridades: Más de 1 millón de seguidores
• Macroinfluenciadores: de 100.000 a 1 millón de seguidores
• Microinfluenciadores: de 10.000 a 100.000 seguidores
• Nanoinfluenciadores: de 1.000 a 10.000 seguidores

All of these Instagram content creators are important for any influencer strategy. However, there’s a huge difference in the role they play in a brand’s influencer campaigns.

Brands use mega-influencers and macro-influencers with hundreds of thousands of followers for their broad, massive reach. They’re perfect for brand awareness campaigns because they can get more eyeballs on branded content. They’re the best influencers to work with for major campaigns, especially for businesses with big budgets.

Smaller influencers, on the other hand, are amazing at engaging their followers. Even if the average micro-influencer follower count is lower, they are credible and trustworthy. Your brand should work with these experts and industry leaders if you’re looking to promote your label to a niche audience.

Las 5 ventajas de trabajar con microinfluenciadores

To many people, working with smaller creators instead of celebrities doesn’t make sense. But if you really think about it, working with micro-influencers offers plenty of brand benefits. Here are just several of them:

1. Tienen una audiencia enfocada en el nicho de mercado

Because these small creators operate in a market niche, they have a very specific target audience. Some brands want to target that same audience for their campaigns. But if they hire a mega-influencer, they’ll waste marketing money on posts that will reach a broad audience—aka people they’re not interested in.

People who follow micro-influencers look up to them and listen to everything they say. They are probably experts on their specific niche, whether it’s hair care for curly hair or fantasy books. If those interests fall under a brand’s target market demographic, these creators may be tapped for influencer campaigns.

And when they start talking about a brand to their followers, people will likely listen to them more than celebrities. I mean, who would you listen to more about a new food brand? Your favorite vegan dessert influencer with a small fanbase or Kim Kardashian?

2. Tienen tasas medias de compromiso más altas

As mentioned earlier, micro-influencers are known for their glittering engagement rates. Even if they have fewer followers, they can drive genuine interest in people about the things they post.

For example, if a mega-influencer with 500,000 followers were to post about a brand, people wouldn’t even bat an eye. They’ll see the branded post, spend a few seconds looking at it, and then keep scrolling.

But if a smaller creator were to post about a brand, their highly engaged audience might converse with them about it. They may hit “like” on the post and leave a comment to ask questions about the brand. Engagements like these are awesome for driving brand interest and conversions later on.

3. Es más asequible trabajar con ellos

Contratar a microinfluencers para tus campañas es mucho más asequible que trabajar con famosos. Son perfectos para empresas de nueva creación o marcas con un presupuesto de marketing limitado para campañas de influencers.

Conseguir que megainfluenciadores publiquen sobre tu marca puede costarte más de 10.000 dólares por un solo contenido. Pero los creadores de contenidos más pequeños cobran mucho menos. Un post de marca de un creador más pequeño puede costarte un par de cientos de dólares.

Of course, it’s important to pay your influencers a fair rate. If they can create aesthetically pleasing content that boosts engagement and interest in your business, you should be paying them more. Hiring them for seasonal campaigns (like Christmas or summertime) may also increase their rates.

4. No se arriesga a que su marca quede sobreexpuesta

If you hire multiple mega-influencers to talk about your brand, there’s a high chance you will get overexposed. Since big influencers have a huge audience, a lot of their followers probably overlap. So, some people might see too many posts about your brand and might think it’s a bit of a hard sell. For many, this is a turn-off.

But with micro-influencers, you will unlikely deal with this problem. These creators have highly specific niche audiences. If you strategically build a diverse set of influencers for your campaign, their followers may not overlap. Your brand won’t overexpose itself to a specific group of people.

And even if you do get some overlaps, there’s a high chance that people won’t get sick of seeing content about your brand. Micro-influencer content is renowned for being unique, out-of-the-box, and individualistic. No two posts will be the same for these creators. Even if someone does see branded content from two different creators, the posts will still be interesting in their own way.

Otra razón por la que es probable que no te sobreexpongas al trabajar con pequeños creadores es que no publican tan a menudo como los famosos. Muchos influencers a pequeña escala tienen trabajos aparte de ser creadores. No suelen publicar a diario. La menor frecuencia significa que no hay fatiga de marca.

5. Pueden ayudar con campañas hiperlocales

Por último, los microinfluenciadores pueden ayudarte con tus campañas localizadas cuando quieras dirigirte a personas de un lugar concreto.

Aside from being experts in their niche, some small influencers are influential specifically to their city. They may be hometown heroes, like the county pageant queen or the neighborhood’s favorite baker. You may reach a location-based audience you’re eyeing by tapping them for your influencer campaigns.

You can get these creators to promote your brand at local events. If they promote your brand online, they can also use slang or speak in a dialect specific to their location. Because their community trusts them, more people will listen when they talk about your brand.

Marketing de microinfluencers 101 para marcas

Tapping influencers for projects sounds like a lot of fun. But it can be overwhelming for brand owners to do it for the first time. If you’re not sure how to work with influencers, we’ve got you. Here are some of the best ways you can do micro-influencer marketing for your business:

Micro-Influencers Can Post Collaborative, Sponsored Content

The most common way to work with micro-influencers is by sponsoring their posts. In these posts, they will promote your brand and its products for their followers to see. They can do all kinds of content for this, like brand reviews, tutorials on how to use your products, unboxing videos, and more.

Muchos influencers utilizan la etiqueta de colaboración remunerada en sus publicaciones patrocinadas. Esto les permite ser lo más transparentes posible con su audiencia cuando colaboran con una marca.

Puedes co-crear productos con micro-influencers

Las marcas también pueden colaborar con los microinfluenciadores creando con ellos un producto de edición limitada.

For example, if you’re a bookstore brand, you can partner with someone popular on “bookstagram” for a book club service. If you have a makeup brand, you can tap an influencer to collaborate on a specific shade of lipstick or eyeshadow.

This is a great way to sell your products to a specific, niche audience you haven’t successfully reached as a brand. Just ensure the product you come up with aligns with the influencer’s personality. Or else, it will look fake and staged, and you won’t sell their followers on your limited edition offering.

Puede aprovecharlos para Instagram Marketing de afiliación

También puede trabajar con microinfluenciadores para impulsar las ventas a través del marketing de afiliación. Estas campañas de influencers son de las más rentables. No requieren que ni tú ni los influencers con los que trabajas produzcáis contenidos.

Here’s how it works. You set up a specific discount code or affiliate link to your brand’s website for your brand influencer. Then, they promote that link to their followers. When their followers buy from your website with that link, they get a discount. Your brand influencer gets a commission, and you get more sales. It’s a win-win for everyone!

Algunos microinfluenciadores pueden incluso hacer marketing de afiliación en Instagram directamente en la plataforma. Las marcas les pagan comisiones sólo por recomendar e impulsar las ventas de determinadas marcas. Es una oportunidad estupenda para ganar dinero como influencer en ciernes.

Pueden hacer una toma de control de tu cuenta en Instagram

You can also let your brand micro-influencers “take over” your Instagram and post content directly with your account. This is awesome for all sorts of social media content, from Q&A forums on Instagram Live to behind-the-scenes content about your brand on Stories.

The idea here is that for a limited time, all the content you post will have the influencer’s face in it. This can draw their audience to your page, especially if the influencer cross-promotes the efforts on their profile. It can drive tons of engagement (and maybe even new followers!) for your page.

Cómo convertirse en microinfluencer en 3 pasos

Being a brand influencer sounds like heaps of fun! Unsurprisingly, so many people dream of becoming a small influencer and working their way up to get a huge following.

Are you one of these people? If yes, we want to help you out! Here’s how to become a micro-influencer in three steps.

1. Elige tu nicho de mercado y crea contenido de calidad sobre él

To make it big as a micro-influencer, you need to choose a market niche to own. This can be anything from fashion, food, board games, books of a specific genre, traveling to obscure cities and more. The more niche and unique it is, the better.

It shouldn’t just be something cool or trendy. You need to be genuinely passionate about it so that you can impart knowledge and good insights about your field. If you fake it, your audience will know, and they won’t give you a follow.

Once you know the niche topic you want to operate in, it’s time to make some high-quality content. On Instagram, this means visually exciting and value-driven content. Come out with interesting, relevant posts regularly for your followers to see and engage with. If people like your content, your follower count will start to rise.

2. Comprométase siempre con su público

If someone comments on your posts or sends you a direct message about it, don’t be a snob. Reply to them with something friendly and insightful. Micro-influencers are known for driving high engagement, remember? To keep your audience engaged, building a relationship with them is crucial. Responding to all interactions with your account is the key to doing so.

Other ways to engage your audience are by hosting Q&A sessions or setting up surveys on Instagram Stories. It makes your followers feel valued by you, making them cherish their relationship with you even more.

Engaging your followers doesn’t just make them trust you more. It also builds credibility for your brand. And the more credible you are, the more likely brands will reach out and ask to work with you on influencer campaigns.

3. Colabora con las marcas de tus sueños

Finally, once you’ve got a sizeable following and more confidence in content creation, reach out to your dream brands.

Email or DM them with an engaging pitch telling them what you have to offer as a brand influencer. Talk about your niche as a micro-influencer and how much your audience trusts you. If you have good engagement rates on your latest posts, share those, too.

When you land brand deals, always hold up your end of the bargain by posting all the branded content you promised to post. Engage with your audience like you usually do to maintain trust and rapport in your community. If you do well, you can build a lasting relationship with the brands you collaborate with, opening up opportunities for you in the future.

¿Cuánto ganan al mes los microinfluencers?

Of course, aside from dreaming of the fame and influence of being a content creator, you must be practical, too. Before launching your career as a small influencer, consider whether it can pay enough to make you a decent living.

¿Cuánto ganan al mes los microinfluencers? La respuesta varía de una persona a otra. Pero los microinfluenciadores que trabajan duro para conseguir un par de colaboraciones con marcas al mes probablemente ganen al menos un par de cientos de dólares.

As a small content creator, you could charge around $100-$500 per Instagram post. If you land two brand deals per month, you can easily make an extra $200-$1,000. That’s awesome for a side hustle. The best part is that landing deals like that can help you grow your Instagram following. And the bigger your fanbase, the higher you can charge brands later!

He aquí otros factores a tener en cuenta a la hora de declarar sus tarifas para promociones de marca:

• Scope of work: If a brand expects you to create multiple posts, attend events, and do an Instagram takeover, you should charge them higher.
• Exclusivity: If an exclusivity clause in your contract doesn’t allow you to promote other brands, you should raise prices.
• Experience: The more experience you have promoting brands, the higher you should charge future clients.

Nunca subestimes el poder de los microinfluenciadores

Puede que los microinfluenciadores tengan menos seguidores que las celebridades y los macroinfluenciadores. Pero no subestimes su poder. Es probable que puedan activar a su público altamente comprometido e influir en ellos mucho más de lo que una celebridad puede influir en sus millones de fans. ¿Por qué? Porque estos pequeños influenciadores son vistos como auténticos y creíbles en su nicho de mercado específico.

Next time you’re considering launching influencer campaigns for your brand, don’t forget the smaller influencers. Mega-influencers might have the reach, but micro-influencers are the kings and queens of engaging their fans. You can’t risk excluding them from your influencer strategy.

Whether with sponsored posts, product collaborations, or affiliate links, doing influencer marketing with smaller creators is always fun. They create out-of-the-box content and know how to talk to their audience to get them interested in your brand.

Are you thinking of becoming a micro-influencer yourself? Allow Path Social to help set you up for success. Our proprietary targeting algorithm enables you to reach people who will enjoy your content. Not only will it help you get engagement on your posts, but you’ll also gain more followers. With that fanbase, you can start your career as an influencer. Start growing your community now!