Micro-influencers are influencers with a smaller following, but a high level of trust and authority with a highly engaged, niche audience. They might not have hundreds of thousands social media followers, yet they have immense credibility with their audience.
Micro-influencers are influencers with a smaller following, but a high level of trust and authority with a highly engaged, niche audience. They might not have hundreds of thousands social media followers, yet they have immense credibility with their audience. In short, micro-influencers tend to charge less and can deliver more value due to their niche focus.
Commonly defined as someone with 2,000 to 100,000 followers, micro-influencers are becoming more and more popular as partners for destinations and attractions, rather than their massive counterparts.
And with Instagram expected to overtake Facebook, in terms of users, by the end of 2020, the importance of Influencer Marketing, in particular the authority of micro-influencers, is more important than ever. Why? A 2017 study by L2 found an inverse correlation between the number of followers and the engagement rate in influencers. That is to say, a large follower size does not guarantee successful engagement anymore.
Micro-influencers tend to cultivate strong bonds with their audiences, and thus have higher levels of credibility when endorsing a destination or attraction. Meanwhile, and partly in response, the influencer market is becoming ever-more niche. Brands are hiring Instagrammers with ever-smaller audiences – even as few as 1,000 followers, dubbed nano-influencers. After all, word of mouth influences purchasing decisions through trusted relationships and personal networks, which don’t require a huge audience.
Here are some destinations that have embraced micro-influencers in their own campaigns:
Destination Toronto created their own Tourism Toronto Social Ambassador program as a way to show off the city of Toronto through the eyes of locals. Ambassadors do a variety of things from Instagram takeovers, to writing blog posts for Destination Toronto and/or creating videos to share on social accounts. The idea is that the local tells the Toronto story and acts as an extension of the Tourism Toronto social team - in essence, they passionately share Toronto with the world.
The Ambassador program works with micro-influencers like @SeeUSoonTravel (IG: 5,336k) or The Curious Creature (IG: 20.4k followers). Both of these influencers regularly do Instagram Story Takeover’s on the Destination Toronto Instagram page in an effort to show followers a backstage look at events that are happening in the city. For example, in April 2020, The Curious Creature, gave Destination Toronto followers a virtual tour of the cherry blossoms at the Centennial Park and Ramsden Park in a dual takeover with another influencer @Jayeffex.
The Nordic TB collective focuses on digital storytellers in Denmark, Finland, Iceland, Norway and Sweden. Although they are mostly made up of micro-influencers, as they work as a collective, they have the ability of increased reach as the whole group contribute through their own social media platforms to get a great reach and maximum results within the target market.
In January 2019, the collective partnered with Live Riga and airBaltic to promote the Riga Street Food Festival as part of their #CulinaryRiga campaign. The Collective sent four different influencers, two from Sweden and two from Denmark. Check out this article for an example of their work.
The collective has worked with numerous different destinations on a variety of campaigns from Montenegro (#ExploreHercegNovi), Visit Barcelona (#NordicTBinBarcelona), German National Tourist Office (#CitybreakGermany), Vorarlberg Tourismus (#InVorarlberg) to #ShortbreakinFlanders in collaboration with Visit Flanders and Brussels Airlines.
Along with some bigger names, My Helsinki Residence has opened its doors to smaller influencers with a following of fewer than 100k followers.
The program offers influencers direct flights to and from Helsinki, 4-7 day residency for social influencers, key opinion leaders, podcasters, new media journalists and experts without tight schedules or strict itineraries, accommodation, a personalized Helsinki Survival Kit and much more.
The program is open all year-round, which allows for a steady stream of influencers that visit the city during all seasons of the year. This translates to year-round content that is produced by a variety of influencers from all over the world with a focus on different niches. Past influencers include Curb Free with Cory Lee (IG: 15.6K followers), an American travel blogger that focuses on accessible travel, Marko Tadic (IG: 93K followers), a fashion blogger from Serbia.
Working in partnership with millennial creatives and storytellers from across the globe, the Travel Project is an influencer-led storytelling platform, centred around various missions which explore the multitude of ways travel can create positive change.
The project focuses on creating a community of travel content creators - most of which are micro-influencers - who want to share their travel experiences on Conitiki’s own storytelling platform, Six-Two.
Content curators are not paid for the submissions, however, they are entered into a pool to earn travel, more specifically they will go on a Contiki trip of their choice and will be assigned a content mission to complete on their travel. The content from that missions is then crafted into another story and is published on Six-Two.
Micro-influencers are influencers with a smaller following, but a high level of trust and authority with a highly engaged, niche audience. They might not have hundreds of thousands social media followers, yet they have immense credibility with their audience. In short, micro-influencers tend to charge less and can deliver more value due to their niche focus.
Commonly defined as someone with 2,000 to 100,000 followers, micro-influencers are becoming more and more popular as partners for destinations and attractions, rather than their massive counterparts.
And with Instagram expected to overtake Facebook, in terms of users, by the end of 2020, the importance of Influencer Marketing, in particular the authority of micro-influencers, is more important than ever. Why? A 2017 study by L2 found an inverse correlation between the number of followers and the engagement rate in influencers. That is to say, a large follower size does not guarantee successful engagement anymore.
Micro-influencers tend to cultivate strong bonds with their audiences, and thus have higher levels of credibility when endorsing a destination or attraction. Meanwhile, and partly in response, the influencer market is becoming ever-more niche. Brands are hiring Instagrammers with ever-smaller audiences – even as few as 1,000 followers, dubbed nano-influencers. After all, word of mouth influences purchasing decisions through trusted relationships and personal networks, which don’t require a huge audience.
Here are some destinations that have embraced micro-influencers in their own campaigns:
Destination Toronto created their own Tourism Toronto Social Ambassador program as a way to show off the city of Toronto through the eyes of locals. Ambassadors do a variety of things from Instagram takeovers, to writing blog posts for Destination Toronto and/or creating videos to share on social accounts. The idea is that the local tells the Toronto story and acts as an extension of the Tourism Toronto social team - in essence, they passionately share Toronto with the world.
The Ambassador program works with micro-influencers like @SeeUSoonTravel (IG: 5,336k) or The Curious Creature (IG: 20.4k followers). Both of these influencers regularly do Instagram Story Takeover’s on the Destination Toronto Instagram page in an effort to show followers a backstage look at events that are happening in the city. For example, in April 2020, The Curious Creature, gave Destination Toronto followers a virtual tour of the cherry blossoms at the Centennial Park and Ramsden Park in a dual takeover with another influencer @Jayeffex.
The Nordic TB collective focuses on digital storytellers in Denmark, Finland, Iceland, Norway and Sweden. Although they are mostly made up of micro-influencers, as they work as a collective, they have the ability of increased reach as the whole group contribute through their own social media platforms to get a great reach and maximum results within the target market.
In January 2019, the collective partnered with Live Riga and airBaltic to promote the Riga Street Food Festival as part of their #CulinaryRiga campaign. The Collective sent four different influencers, two from Sweden and two from Denmark. Check out this article for an example of their work.
The collective has worked with numerous different destinations on a variety of campaigns from Montenegro (#ExploreHercegNovi), Visit Barcelona (#NordicTBinBarcelona), German National Tourist Office (#CitybreakGermany), Vorarlberg Tourismus (#InVorarlberg) to #ShortbreakinFlanders in collaboration with Visit Flanders and Brussels Airlines.
Along with some bigger names, My Helsinki Residence has opened its doors to smaller influencers with a following of fewer than 100k followers.
The program offers influencers direct flights to and from Helsinki, 4-7 day residency for social influencers, key opinion leaders, podcasters, new media journalists and experts without tight schedules or strict itineraries, accommodation, a personalized Helsinki Survival Kit and much more.
The program is open all year-round, which allows for a steady stream of influencers that visit the city during all seasons of the year. This translates to year-round content that is produced by a variety of influencers from all over the world with a focus on different niches. Past influencers include Curb Free with Cory Lee (IG: 15.6K followers), an American travel blogger that focuses on accessible travel, Marko Tadic (IG: 93K followers), a fashion blogger from Serbia.
Working in partnership with millennial creatives and storytellers from across the globe, the Travel Project is an influencer-led storytelling platform, centred around various missions which explore the multitude of ways travel can create positive change.
The project focuses on creating a community of travel content creators - most of which are micro-influencers - who want to share their travel experiences on Conitiki’s own storytelling platform, Six-Two.
Content curators are not paid for the submissions, however, they are entered into a pool to earn travel, more specifically they will go on a Contiki trip of their choice and will be assigned a content mission to complete on their travel. The content from that missions is then crafted into another story and is published on Six-Two.
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