Which micro-influencers does Cure Media work with?

The right ones. And while for some agencies that might mean the biggest names or the highest follower count within the micro market, to us it means hand selecting the influencers that are the best fit for your brand and your target audience – a decision we use extensive experience and data to inform. That means no book, no roster, no limitations to the micro-influencers you would be able to work with, just a perfect match for every campaign.

Should we just work with micro-influencers or is it possible to pick and mix?

This will depend on your brand and objectives but the short answer is yes, it is possible and often even recommended to work with a blend of different sized influencers. To us, micro-influencers often provide the perfect foundation for campaign success, while mega-influencers are best deployed to amplify the campaign messaging. The important thing is to determine which approach is best for you through testing and optimisation.

Do micro-influencers actually work?

Yes! Micro-influencers regularly demonstrate superior engagement rates to their mega peers, and are regarded as more trustworthy than both bigger accounts and brands. Their audiences are more refined than catch-all celeb names, and their followers are more invested in what the influencer has to say. With the right spread of micro-influencers you can replicate the reach of bigger accounts while still enjoying the benefits of a micro-influencer’s appeal.

MICRO-INFLUENCER AGENCY

FASHION INFLUENCER MARKETING AGENCY

BIGGER ISN’T ALWAYS BETTER

Don’t get tripped up by follower counts; influencer marketing is about more than just audience size. While big numbers might look impressive they represent only a small facet of an influencer’s value and can easily be inflated. Not only that, the typically lower levels of engagement within macro and mega-influencers’ audiences can actually handicap their reach as platform algorithms favour the content of accounts with more participatory followers.

With smaller audiences, micro-influencers can be much more actively engaged with their followers (which is probably why 61% of consumers are more likely to follow them than their macro and mega counterparts). In turn, social media users tend to invest more of their trust and time into the micro-influencers they follow, which will pay dividends for your brand.

Cure Media - Experts in Strategic and Data-driven Influencer Marketing

WHAT IS MICRO-INFLUENCER MARKETING?

There’s no definitive answer to this question, but when we talk about micro-influencers we mean influencers who have more than 5,000 followers but fewer than 50,000. And while it’s not always a rule, these influencers tend to occupy specific niches such as fashion, interior design, health and fitness, or cooking.

By adopting a micro-influencer marketing strategy, brands can piggyback off of the higher levels of engagement and credibility that the influencers have already nurtured within their audience, while also benefiting from the natural segmentation that niche-dwelling micro-influencers tend to create!

Having spent many years refining our approach to influencer marketing, we look to micro and mid-tier influencers to provide the powerful foundations required for success in the channel. While a blend of mega and micro-accounts will often be the optimal approach to meet a brand’s goals, the benefits of micro-influencers are undeniable and something we view as a bit of a super power.

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WHY MICRO-INFLUENCERS?

63% of consumers regard micro-influencers as more trustworthy than those with macro or mega level audiences. In a channel where authenticity is everything, this metric is invaluable.

Close relationships with their followers, higher levels of engagement as a result, and greater credibility than bigger names in the industry, all combine to make the dream influencer marketing package.

As the demand for peer-to-peer marketing moves from enthusiasm to expectation, consumer appetite for content that reflects their own lives will continue to grow right alongside. While the more aspirational material normally published by mega and celebrity influencers will still have its place in the social media stratosphere, micro-influencers will only become more popular and their endorsement more valuable.

Cure Media - We're an Established Micro Influencer Agency

AWARD-WINNING MICRO-INFLUENCER MARKETING AGENCY

While we won’t go so far as to claim we’re the only logical choice when it comes to picking a micro-influencer marketing agency, with over 20,000 activations under our belt, a world-class client deck, and a few awards to boot, we’re pretty confident in our abilities.

When it comes to influencer marketing, we are connoisseurs, which means we believe in finding the perfect-fit influencer for every activation. Recruiting from our long-established network and beyond, we select influencers based on both factual performance data and our intricate understanding of a brand’s objectives, audience and persona – not just whether we already have them on file or not.

How did we come to this strategy? Simple. We were one of the first in our field. Though the influencer marketing landscape might seem a touch congested today, when we arrived it was an empty arena. So we got stuck in, rolled our sleeves up and set to work shaping the sector to become what it is now. And like the hipsters of the influencer marketing industry, we’ve been working with micro-influencers longer than we’ve had a term for them. This means that we’re experts in not just the work that goes into recruiting and managing multiple micro-influencers, but also the serious ROI brands enjoy as a result.

#E07 – THE POWER OF MICRO INFLUENCERS

Micro-influencers – small but mighty!

It’s no longer a secret that micro-influencers are effective. While brands and marketers historically focused their budgets on the biggest follower counts they could afford, attention has shifted from mega and celebrity influencers to the smaller players. So what’s their secret?

In this podcast episode, we walk you through how micro-influencers differ from bigger accounts, why their close relationship with their followers results in higher engagement and credibility, and of course, how you as a brand can use this to your advantage.