Advantages of micro influencers as content creators

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Major influencers have increasingly lost their approachability and credibility. For several reasons:

The sheer number of followers makes it impossible to be in close contact with them.
Most followers now know that influencers earn their money through product advertising.
Some influencers promote very different products.
The requirement to label social media posts as advertising reinforces this impression. However, proximity to the target audience, trust, and credibility are the most important currencies in marketing. This is precisely where micro influencers come in. Micro influencers (= small influencers ):

are considered experts in their field
have an organically grown community
are part of this community
do not give the impression of being savvy marketing professionals
interact more with their fans – and they with them, thus have a higher engagement rate
Quantity—that is, the sheer number of followers and the associated reach—isn't everything; quality also matters. This is measured by other marketing KPIs , especially the engagement rate (interaction rate) of micro-influencers.

The US marketing agency Markerly analyzed more than 800,000 Instagram profiles and approximately 5 million posts for their engagement rates. The result: influencers with fewer than 1,000 followers have the highest engagement rate, meaning the most likes and comments per post. The results in detail (like rate):

Influencers with fewer than 1,000 followers: 8 percent engagement rate
Influencers between 1,000 and 10,000 followers: 4.04 percent engagement rate
Influencers between 10,000 and 100,000 followers: 2.37 percent engagement rate
Influencers between 100,000 and one million followers: 1.78 percent engagement rate
Influencers with more than one million followers: 1.66 percent engagement rate
Markerly therefore recommends that companies choose profiles with 10,000 to 100,000 followers for influencer marketing. These have the best combination of engagement rate and reach. Furthermore, micro influencers cost only a fraction of the price of mega influencers.

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Collaboration with micro influencers – benefits for companies
Why should companies focus on micro influencers rather than macro influencers for influencer marketing? These are the advantages for companies:

comparatively low costs
high ROI
authenticity
narrow target group
Proximity to the target group
Credibility and trust among this target group
How micro influencers are compensated
Different forms of direct or indirect payment of micro influencers are possible, including:

discount codes
Payment by Posting (Pay by Post)
free products (influencer gifting)
Affiliate links or any other type of
percentage share of product sales