You probably know about bloggers and influencers, and that there are different tiers of each (and if you don’t, you can find out all about it here). To recap: There are the well-known celebrity/mega bloggers like Chiara Ferragni of The Blonde Salad or Aimee Song of Song of Style, who jumped into the blogging scene early and paved the way for many bloggers behind them. They have over 1 million followers and some even have other businesses on the side.
The next tier are macro bloggers, who range from having a following of 10,000 to 900,000+ on social media. They have a diverse, loyal following, curate regular sponsored content, and reach thousands with each post. The final tier, and the ones to really take a look at right now, are micro bloggers. They have anywhere from 500 to 10,000 followers—a smaller, more niche audience who are engaged, vocal, and invested.
First time sleeping in foreverrrrr and it felt so refreshing to not have a time restraint on my quiet time 😩🙌🏾 Ya girl is feeling super rejuvenated and I’m getting thangs DONE. That also means adornedinarmor.com has new content that you should check out, btw ❤️ Hope this snow day is a good mix of half lazy/half productive for yaaa 😘 (PS my pageant GoFundMe has reached over $1K! Thank you for supporting my campaign to MISS BLACK USA & the Stroke Community! All links in bio! ✨)
For several years, brands and companies were only interested in working with celebrities and mega-bloggers, and they had to have a minimum number of followers. They thought that a bigger following meant more eyeballs, sales, and money. Which can still be true—by having celebrity/mega blogger endorsements, it can completely catapult a brand into profits. But these types of endorsements, spokesmen roles and collaborates have a large price tag, and not all companies can afford that.
So where does everyone else turn? To micro bloggers, who have cultivated a small, intimate, and niche audience. Think about a beauty blogger who has 3,000 followers. About a third of those followers are family, friends, peers, classmates, coworkers and people interested in beauty. The second third are people he or she has met through blogging. They’re bloggers with similar followings, people they’ve networked with, worked with, or follow mutually.
That last third are unrelated audience followers who’ve discovered their page, are actively interested in beauty, and invested. They relate to this blogger on a personal level because the beauty blogger doesn’t have millions of followers or live a celebrity-type lifestyle. When a brand works with the micro blogger, he or she has an audience that’s genuinely interested in the brands they work with (because the blogger might not work with a lot of brands), and the audience trusts the blogger’s opinion and are more likely to buy since they’re “friends” with the blogger.
Unlike Sam Smith, I’m *not* way too good at goodbyes so it’s bittersweet that today is my last day at Stylecaster. It’s been an incredible 15 months and I am so thankful they chose to take a chance on me, and everyone else along the way who, for whatever reason, believed in this wildwoman girl from the middle of nowhere USA. I’ve had a unique and bumpy path to where I am today, and I am so excited that I’m moving on to something where I can continue to grow, put my knowledge to the test, and do so with my weird, creative brain (and the 8,675,309 beauty products I’ve acquired here). Thanks for everything, SC team. Looking forward to new beginnings come January and until then, I’m taking a bit of a digital cleanse and hopefully a very long nap. 🧖🏼♀️🧖🏼♀️🧖🏼♀️ (📸: @jeffmusolino)
Micro blogger sales might not outdo a celebrity’s, but their fee is much smaller, they’re generally easier to pin down, companies can settle contracts/negotiations quicker since there’s no third-party management, and—most importantly—they can start to build a relationship as the brand and blogs both grow over the years.
In case you missed if, 2 new posts are up on GlossyCocktail including this cozy winter outfit. Click the link in my bio or Shop my daily looks by following me in the LIKEtoKNOW.it app http://liketk.it/2tPTR #liketkit @liketoknow.it #LTKholidaystyle #LTKstyletip #LTKunder100 . . . . . . . . . . . . . . . . . . . . . . . #glossycocktail #portraitphotography #fashionphotography #femininestyle #outfitdetails #styleinspiration #fashionstatement #fashionista #startedwithascreenshot #snowshoot #scsisterlove #womenwithstyle #fauxfur #personalstyle #womensweardaily #realoutfitgram #winterfashion #winterwonderland #chicstyle #thatsdarling #igfashion #outfitpost #stylestatement #fashionfatedecember #lxcpresets #wednesdaypic
Another perk of working with micro bloggers is that since their fee is smaller, the brand can work with 10-20 micro bloggers for the price of one celebrity blogger. This also increases audience diversity, since all those bloggers come from different locations, backgrounds, ethnicities, and expertise. And who knows—those micro bloggers might just one day become macro (or even mega!) influencers.