Every entrepreneur is seeking for cheaper and more effective ways to promote his products. Nowadays micro-influencers are considered to be such a trend. However, influence agency executives are sure that it is like a soap bubble and it is going to burst soon.

A recent survey has stated that 84% of micro-influencers take 300 times less money than the channels with million auditories do! They usually get under 250$ for a post comparing to regular influencers who charge the price by 75 000$.

One of the representatives of a successful Instagram influencer agency has spoken anonymously on the topic of micro-influencers and his attitude towards them.

Federal Express. Micro-Influencers Campaign

What is the new trend?

Micro-influencers are individual users of Instagram with small groups of followers. Sometimes their audinces is nearly 100 people. Big companies have started to use their accounts to promote their products. Such approach is considered to provide a higher level of engagement with the audience. However, it has a lot of drawbacks.

According to the executive, the flaw of this trend is about the attitude of influencers towards their activity. Micro-influencers usually just want to get money, but don’t take Instagram as a career. So, there is a bunch of agencies that cooperate with these users. The branded content they post is supposed to attract potential consumers among their friends and followers. However, such materials do not usually stand out for their high quality: the format is usually selfies on witch users spend only 10 seconds.

Instagram Profiles Comparsion

The main drawbacks of using micro-influencers

According to the executive, it is a step backwards. People do not look through their friends’ accounts to find some new products and trends. Moreover, the micro-influencers’ content is not notable for the quality; otherwise they would be more popular on the net.

However some organizations consider micro-influencers to be cost-effective; it all depends on the criteria of estimating. For the audiences of 100 people the price of 50$ seems not so high, but there is no evidence that it works effectively. Do people without a special degree and marketing experience be good at promoting products? It seems that very rarely.

Such strategy has already failed on Facebook. Sooner or later brands are going to start filtering those users with the low-quality content. The majority of posts, according to the executive, will be created by professionals.


Some other problems and precautions.

One of other serious problems is inflating following counts. However, there are ways to filter them off. While the number of followers is easy to fake, the engagement rate could give up the swindler. If they don’t have any comments and there is 1% engagement or even less, it is better not to cooperate with this user.


How to choose a reliable influencer?

First of all, it is necessary to compare the level of engagement and the number of followers, as it has already been mentioned. Also, it is important to estimate the quality of the content, in purpose to find out where do the followers come from. If the photos are of poor quality and there is no comments, then the account could be inflating.
On the other side, there are a lot of professional influencers on Instagram who care about their work and take the activity seriously. So, it is neseccery to distinguish one type of accounts from another.

To sum up, nowadays micro-influencers is a wide-spread trend on the market. It has become popular because it can provide higher engagement rate with target audience and also the posts are comparatively cheap. However, there are a lot of drawbacks, like poor-quality content and inflated number of followers. While making a decision on the marketing strategy, it is important to take all the factors into consideration.

Subscribe to WM Daily. Be In Touch With Rebellious Voices