Are Microinfluencers The Answer?

Sproutsocial defines micro-influencers as influencers with social media accounts of 10,000-50,000 followers. They are regular people just like you and me, or so it seems! What’s the draw for brands to partner with micro-influencers? They are relatable and oftentimes work on a smaller scale with well-known easy to affordable brands. Micro-influencers have more engagement with posts and a stronger sense of community with their followers. 

Alix Earle, a 22-year-old who just graduated from the University of Miami this past weekend, has 5.1 million followers on TikTok. While she is no longer considered a micro-influencer, she started out as one. Alix gained a following by posting relatable content for college-aged girls. Her “GRWM” (get ready with me) posts of picking out outfits for the night or doing her makeup are fun, and quick, and often include her talking about her plans for the outing. My personal favorite posts of Alix are showing off her messy room, stressing over a paper, or even hungover getting a coffee at Starbucks. She posted relatable content, gained a following, and built a community into a large following. 

Alix Earle featured in Interview Magazine. Photo from Interview Magazine.

Every micro-influencer has the potential to gain followers and build their personal brand with each social media post. Companies have taken notice of this and realized the benefits of micro-influencers. Companies use PR boxes/packages and brand-sponsored trips for influencers to post about and get exposure to their followers. Micro-influencers often post content for free or are simply cheaper to get a contract with. Getting multiple micro-influencers to promote a product is cheaper or the same price as getting one well-known macro-influencer. Tarte makeup brand recently put together a vacation for both micro and macro influencers, Alix Earle included. This is a strong example of the benefits of micro-influencers and what they have to offer a public relations social media team.

Do you think micro-influencers will outnumber macro-influencers?