More specifically, Markerly’s survey of two million Instagram influencers found that influencers with fewer than 1,000 followers garnered a typical engagement rate of 8 percent, whereas influencers with follower counts between 1,000 and 10,000 had engagement rates around 4 percent. Many brands have found that, compared to celebrity counterparts, mid-range or micro-influencers often put more time and originality into their sponsored posts.
Micro-influencers, in fact, tend to be expert at creating content that relays a brand’s message without compromising its voice or aesthetics.
Give your unfluencers breathing room.
Yes, guidelines are important, but supplying influencers with a set of rigid expectations tends to stifle creativity. We all remember what happened with reality star Scott Disick’s sponsored post in 2016: The protein shaje brand Bootea had provided step-by-step instructions as to what and how to post, and Disick did just that; he copied and pasted the instructions without doing much more. Because the instructions were so stringent, there wasn’t room for original thought.
Putting aside such celebrities, influencers typically gain the statuses and sought-after content creators they have because they’ve proven themselves adept at creating original content, with a distinguished voice and aesthetic.
When brands develop partnerships with influencers, they have the opportunity to tap into highly creative minds who can put their own spins on a branded message, to connect with a new audience. Although it can be difficult to place trust in the hands of an individual content creator, more often than not, it’s worth it.