Marketing through influencers has become one of the most successful marketing methods in recent years, with many advertisers preferring to market their businesses through influencers amidst the availability of various other marketing options, whether online or through traditional advertising channels. This preference stems from the realization that influencer marketing yields results faster and at a suitable cost compared to the scale of the results.

However, the success of a marketing campaign through influencers and achieving its goals relies on several factors, most notably the selection of the most suitable influencer capable of achieving the campaign's objectives. This involves studying the influencer in terms of their field of expertise, the nature of their content, and the demographics of their followers. It can be said that the quality of the influencer's followers is more important than their quantity. The number of followers is not a measure or indicator of the influencer's ability to succeed in the marketing campaign and achieve its goals.

Therefore, if you are planning to execute a marketing campaign or advertise a product or service through influencers, be cautious not to choose based solely on the influencer with the largest number of followers, or those known as "major influencers." Instead, choose someone who can serve your goals, even if they are considered "micro-influencers," due to their ability to quickly reach the target audience and their clear impact on their followers despite their lower numbers compared to major influencers. 

Who are "micro-influencers"?

Micro-influencers are individuals who have a number of followers ranging from 9,000 to 100,000 and are typically specialized in specific content areas such as travel, fashion and beauty, photography, or other fields. 

Why market with "micro-influencers"?

Multiple reasons make small influencers an excellent marketing option, including: 

Specialization:
Small influencers are typically specialized in a specific field. Their followers are interested in this field, making it easier for advertisers to reach their.

Target audience by selecting an influencer whose expertise aligns closely with their ad content. 

Geographical Focus:
Many small influencers create content within a specific geographical area, targeting residents of their region. This makes them well-known in their area or city, facilitating advertisers to reach their audience if they are targeting a specific region. 

Accessibility:
It is much easier to reach and collaborate with small influencers compared to macro influencers. Small influencers can easily respond to messages on their social media accounts, unlike influencers with millions of followers who may struggle to keep up with incoming messages.

Higher Engagement:
Small influencers often have higher engagement rates due to their content resonating with their followers' interests. This high engagement ensures that the advertisement reaches the target audience effectively and prompts interaction. Studies have shown an inverse relationship between follower count and engagement rate.

Trust and Credibility:
Despite having a smaller following, small influencers have a significant impact on their audience. Their followers trust and are influenced by their opinions. A recent study indicated that 92% of followers trust small influencers more than traditional ads or celebrities, and 82% make purchase decisions based on their recommendations. 

Stronger Relationship with Followers:
Small influencers maintain a unique relationship with their audience, as they can interact more effectively with them compared to larger influencers. They engage with comments, respond to messages, and continuously interact with their audience, leading to a stronger connection between the influencer and their followers. 

Lower Cost:
The number of followers often plays a role in determining the cost of advertising. Influencers with fewer followers typically charge less for ads, resulting in a clear reduction in advertising costs while still achieving marketing objectives. 

In conclusion, define your goals, carefully consider your options, and consult with experts before investing in a marketing campaign that may not fulfill your objectives. Remember that small influencers can often achieve more than what larger influencers can accomplish.