Why People Trust Micro-Influencers More Than Big Creators

For many years, celebrities and big content creators were the ones people paid attention to. But over the last couple of years, people have started valuing micro-influencers, who are content creators with 10,000 to 100,000 followers, according to Entrepreneur, and many even trust them more than big creators.

But why is this?

One of the biggest things that viewers look for on social media is authenticity. People want to see someone who lives a realistic lifestyle that they can relate to. While some people enjoy seeing the glamorous lifestyles of big creators, most resonate with seeing someone who they see themselves in, and are honest and transparent about their life experiences, wins and struggles, and their daily routine, according to Entrepreneur.

In addition, many people don’t enjoy seeing promotional or salesy content constantly, because it makes people feel like they’re being sold to. Entrepreneur claims “consumers today are bombarded with advertisements, making them increasingly skeptical of overtly promotional content.” People enjoy watching promotional videos, but still want to see that the creator genuinely has an interest in the product.

Micro-influencers have higher engagement rates than celebrities/big creators. SoPost shares that micro-influencers have an average engagement rate of 7-20%, while large influencers only have an average engagement rate of 3-6%. A major reason for this is that micro-influencers tend to have a closer community than large creators, reveals SoPost. When people can relate to their stories and see that they are personal and transparent, a close-knit community naturally develops.

While celebrities and big creators are still loved by many, people also see the value in micro-influencers and the relationships they have with them. As social media continues to grow, many people will continue to follow micro-influencers and resonate with them more.

Involving content creators in your marketing is a great way to build trust and visibility in your community. If you're wondering how your business can collaborate with content creators, Chloe Aidza Media can help you identify and connect with creators who align with your brand and audience. Get in touch via my contact page to get started.