If you listen to any conversation about Instagram long enough, one name is almost guaranteed to pop up – Kendall Jenner. The reality show star turned model seems to be the very face of Instagram lately. Not only is she the most followed account on Instagram, but each of her posts often receive oodles of media buzz and the likes to back it up. Everyone remembers this post:
It was the most liked post on Instagram of all time. This is what makes celebrities like Jenner the gold standard for influence marketing on Instagram. As IG superstars, they have massive followings, making their photos prime real estate for brands to appear on – which explains why they’re often paid millions to do just that.
But while influencers like Jenner or other A-listers may be a shortcut to getting your brand’s Instagram more eyeballs, they’re not always worth the millions they ask for. While major companies can afford this price tag, smaller start-ups or businesses with a more niche audience should consider working with micro-influencers instead.
What are micro-influencers?
Jack Holt at Entreprenuer.com calls them “angel investors.” These individuals post exclusively about a well-defined area of expertise. They may not be “Instafamous,” but within their respective communities, they’re the ultimate source of information.
Although these micro-influencers typically possess a fraction of the followers that a celebrity or A-list influencer would have, the followers they do have are more likely to be invested in the industry or topic that the influencer ‘grams about.
Working with micro-influencers is a smart idea, regardless of how much money you have to spend. Logically, it just makes sense. Why spend extra money reaching an audience that you may not even care to reach? Furthermore, celebrity “macro” influencers have brands lining up to work with them, so you risk diluting your message among other, unrelated endorsements.
The research backs this approach up. A study conducted just this year and published on PRweek found that influencers with just 1,000-2,000 folllowers actually offer the best engagement rates on posts.
So when your company begins to search for a promotional partner, stop looking for the biggest name out there, and get specific instead. Just how specific can you get? Take a look at these influencers with unique follower bases:
Pet Rabbits: BunnyMama
This Toronto-based Instagrammer began by posting photos of her three pet rabbits, and she’s now one of the most well-known names among rabbit owners and animal shelters. She provides relevant information about rabbit ownership and the responsibilities associated with it as well. She recently began promoting Timothy Hay from a small pet food company, including offering her followers a special deal on the hay.
Meal Preparation: MealPrepOnFleek
Creating healthy and Instagram-worthy packed lunches is very on trend right now, and this account is probably the most followed account. They post follower submissions and other examples of packed lunches along with recipes, and they’ve recently started including some brand names within these gorgeous spreads.
Have any other examples of great micro-influencers that your brand has worked with? Let us know in the comments, and don’t forget to follow us @hashtagforthegram!