Micro-influencers, i.e. those with less than 10,000 followers, are now playing an important part in driving the growth of influencer marketing. Indeed, 37.3% of of micro-influencers are recommending brands daily across their channels, according to research by micro-influencer marketing platform SocialPubli.com.
The survey of 1,000 micro-influencers across fashion, beauty, travel, food and fitness categories found that 77% of respondents published content on social media daily.
In order to maintain follower engagement, 32% influencers said that authenticity was key, followed by sharing quality content (26.8%) and engaging with followers (27.1%).
A whopping 60.8% chose Instagram as their favourite social media platform, followed by Facebook (17.4%) and Twitter (12.4%).
However, just 4.3% of micro-influencers are generating over 75% of their annual income from their work as influencers. The majority (62%) are generating less than 10% of income from being influencers.
Meanwhile, 51.6% would like to be full-time content creators, whilst 48.4% prefer keeping their influencer activity as a side gig.
Unsurprisingly, the majority of micro-influencers prefer receiving monetary compensations for their work (44.3%), whilst 29.2% are happy with free products or services.
However, the majority of micro-influencers (67.6%) still feels that their role isn’t being properly recognised. Additionally, 88.4% found that hate speech was not being sufficiently monitored.
Among the categories where micro-influencers see the greatest future success are fashion, travel and beauty. The top three categories were also categories in which influencers would prefer to work with brands.
When it comes to campaign measurement, 47.7% favour reach over engagement (23.5%), followed by sentiment (15.6%), and conversion (11.2%).
Among the top reasons why influencers collaborate with a brand more than once were sharing equal values and understanding each other’s interests.
“The study shows that micro-influencers have strong, authentic personal brands and are committed to providing their online communities with creative, quality content. While they aspire to dedicate themselves to influencer marketing on a full-time basis they have also voiced a clear need for greater recognition which is indicative that the ecosystem as a whole needs to mature and improve in order for them to be able to effectively translate their vocation as influencers into a tangible career path,” summarised Ismael El-Qudsi, CEO of SocialPubli.com.