It’s no secret that the influencer marketing industry is booming with billions of dollars. And to many restaurant owners, it seems straightforward: get someone with a lot of followers to promote your restaurant and food. But what many fail to recognize is that mega influencers are not a one-size-fits-all, and they should instead consider partnering with a micro influencer. Micro influencers are defined as accounts with 1,000 to 100,000 followers who are well known in their niches with a hyper-engaged audience. If you haven’t heard of them, here are three key reasons why they should be in your marketing plan:
They Seem More Genuine than Bigger Influencers
Micro influencers may have smaller audiences, but they often have better engagement. Their content seems more authentic than sponsored, and as a result, makes them relatable to consumers. A smaller account is more approachable and able to better interact with followers, leading to genuine connections and relationships.
In Edelman’s 2019 Trust Barometer Report, 63 percent of consumers said they trust what influencers say about brands over what the brands say themselves. And there’s even more trust with micro influencers. The Keller Fay Group and Experticity teamed up for a survey and found a whopping 82 percent of consumers were highly likely to follow a micro influencer’s recommendation. Consumers view micro influencers as a knowledgeable resource for valuable niche insight, rather than a sponsored figure.
They’re In Tune with Their Audience
Micro influencer audiences are already highly targeted and engaged, since they are looking to them for expertise on a certain topic. Micro influencers, in turn, are more likely to interact with followers simply because mega influencers have such big followings that doesn’t allow for that level of personal interactions.
Audience engagement rate on content actually peaks around 1,000 followers, which is good news for companies looking to increase brand awareness. Edelman found the three things influencers earn for brands: sales, trust, and advocacy. In the past six months before their report was published, 58 percent said they bought a product because of an influencer. 40 and 33 percent then trusted and talked about the brand as a result, respectively.
They’re a Great Option Especially for New/Small Restaurants
Micro influencers are often more budget-friendly options that are perfect for new or small restaurants. They’re also invested in the restaurant: an overwhelming 99 percent say they believe in what they promote. Paired with the passion and knowledge in their particular interest area, micro-influencers have up to 22.2 times more conversations than the typical Instagram user about their recommendations.
By being an available resource, they can get more in-depth and personal about the restaurant. PR Daily found that micro influencers have seven times more engagement than mid, macro, and mega influencers combined. The top three ways they maintain engagement were by being authentic, sharing quality content, and engaging with followers, leading to positive awareness for their brand partners.
Micro influencers are a great marketing tool and resource for small restaurants. Their genuine interest and knowledge appeals to consumers, and the engagement reflects it. Last year, 300 percent more micro-influencers were utilized by large firms compared to 2016. More people are working with micro influencers after seeing the benefits of partnering with them. Consider implementing them into your marketing strategy to foster a deeper relationship with consumers.