Micro-influencers are poised to make a big impact in 2022

Lurkit Team
February 25, 2022

The post-pandemic world is a much different marketing landscape than before. With more time alone, investment into online platforms, and the increasing trend of content creation influencers are gaining massive traction. Now, micro-influencers are perfectly positioned to make a massive impact on the 2022 marketing landscape. From scaling at a faster rate to being a cheaper alternative to traditional options, many professionals agree that micro-influencers are going to make a big splash this year.


What is a Micro-Influencer

Influencers come in a variety of different sizes. A micro-influencer is an influencer with a following of around 10,000 to 50,000 followers. Smaller influencers fall into a different category, and larger influencers advance into the ”macro” classification. However, micro-influencers tend to be real people rather than celebrities, experts, or public figures. In addition, they are known for having a niche interest with high engagement rates from their dedicated audience. 

For marketing professionals, micro-influencers can reduce the advertising cost per action threshold. While standard identity management options have become more expensive and less targetted, micro-influencers offer brands a new authentic way to engage an audience. With a higher chance of real conversions, this reduces the overall advertising cost per action and provides a unique opportunity that marketing professionals can use in the coming year.

Impact scales with Micro-Influencers

Micro-influencers with around 25,000 followers have an engagement rate of 7% according to a Later and Fohr report. With declining engagement rates appearing across platforms for businesses, influencers offer a chance for companies to take a closer look at their target audience. By stretching their influencer marketing budget and working with influencers who are in touch with their audience, a company can create a partnership with an increasing rate of return.

In 2022, it will be important for brands to join together with influencers for long-term projects rather than one-off endeavors. Larger influencers can take a long time to make the sale to their audience, and several sponsored posts and content bursts over time can become pricey with major influencer options. However, micro-influencers can sell your brand quickly across a longer period of time and add legitimacy to your company through an invested marketing campaign.

Gen Z Targeting is Streamlined with Micro-Influencers

Outside of budget concerns, micro-influencers can tap into a stronger tone of Gen Z targeting. For Gen Z, authenticity is the main concern of many consumers. Micro-influencers offer a chance to pul authentic content into their streams and create a resonating tone with a brand that pulls in the audience. Brand should seek out partnerships with influencers who have an overlapping audience and create a synergistic relationship with them. 

What many users look for in authentic content, and often in their influencer options, is a chance for a deeper connection. Rather than just following along with whatever someone tells them, they instead are seeking out a deeper understanding of the influencer themselves and the brands associated. Micro-influencers gain the trust of their audience, and this trust can reflect integrity within most brands if leveraged correctly.

Brand Ambassadors Are Trending

In 2022, brand ambassadors are going to be key in this trend of micro-influencer authenticity. Programs that connect brands with influencers and allow them to act as direct advocates can drive brand recognition, sales, and engagement. No shortage of micro-influencers can become true ambassadors and grow with your brand. Audience engagement and impression rates are tied to this opportunity, and respected micro-influencers are on the hunt for chances to connect.

Micro-Influencer Marketing Could Outpace Traditional Marketing

Traditional influencer marketing targets larger influencers, but micro-influencer marketing could quickly outpace this tactic. Not only as an affordable option but as an authentic and trustworthy voice. While their reach may not be far, their impression is strong and the marketing sector will be able to rely on this for substantial growth throughout the next year.

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