It’s hard not to roll your eyes at the word “influencer” today. We hear nightmare stories about entitled influencers expecting free products or services for exposure. Kim Kardashian has famously promoted harmful products, like appetite-suppressing lollipops, all over social media. There are even filters on Instagram mocking influencers with a comically dramatic botox and lip filler effect. Let’s face it, influencers get a bad rap, sometimes deservedly.

But influencers are impactful. In fact, 86 percent of people trust direct recommendations from people over any other type of advertising. And if you strip it down, influencer campaigns are effectively just word-of-mouth marketing at scale.

That’s exactly why the impact of micro-influencers is growing. They are everyday people, who use everyday products. The difference: they have followings that others don’t. A micro-influencer has 10,000–100,000 followers on Instagram, Facebook, TikTok, or Twitter and is known for a specific niche or passion. They could be a foodie, climber, traveler, fashionista, or fitness guru, to name a few.

But more than anything, they’re relatable, genuine, and trustworthy– qualities that are key to word-of-mouth recommendations. And because they’re more accessible and relatable than, say, Kim Kardashian, their endorsements carry more weight.

People Want to Engage With People.

Micro-influencers see spikes in post engagement — 60 percent higher than macro-influencers (influencers with 100,000–1 million followers) on average. Engagement is a two-way street on social media. And micro-influencers are far more likely to take the time to engage with their audience like they would a friend. Rather than just post for the money, they serve as genuine advocates for the brands they represent, actively responding to questions and comments from their followers. That’s good for brands and businesses.

People Trust “People Like Them.”

Micro-influencers have a huge effect on people’s buying decisions. In fact, they see 22x more conversions than larger-scale personalities. Because they are relatively ordinary people, they’re perceived as highly authentic, yet knowledgeable and trustworthy. Positive reviews or recommendations from this audience carry an abundance of influence.

A Groundswell vs. A Single Grand Slam

Celebrity influencers can cost hundreds of thousands of dollars for a single post, while micro-influencers will often post for less than one thousand dollars per post. You could create a groundswell of influence across a broad range of people with micro-influencers for the same or less investment than one post from a big celebrity.

Influencer marketing doesn’t have to elicit eye-rolls. There will always be moments where we “want to be like Mike.” Brands like Nike, Wheaties, Pepsi, and so many others would be almost unrecognizable without their celebrated athlete and celebrity endorsements over the years.

It also doesn’t have to break the bank. Brands have the opportunity to lean into the power of true word-of-mouth, which today, shines through the micro-influencer. Their secret weapon? Not being a celebrity. Their modest following, niche passions, and “normal” lifestyle are their power. So unlock personalities that serve as a natural and authentic fit for your brand — people who truly love your product or service. Because if you do it right, your brand will benefit from their engagement and advocacy.