In e-commerce, micro-influencers often have a bigger impact than celebrities. They may have fewer followers, but their audience trusts them, which can lead to more sales.mrge – commerce advertising+1Immerzo+1
Expert Insights
- MIT Sloan Management Review: A comprehensive study published in the MIT Sloan Management Review analyzed over 1.8 million purchases and found that nano influencers (those with fewer than 10,000 followers) deliver more than three times the ROI compared to macro influencers. Despite their modest audience sizes, these influencers yield, on average, a remarkable return of over $1,000 for a post—20 times the investment. In contrast, macro influencers often command fees of well over $1,000 for one post but deliver only $6,000 in return, on average—an ROI of six. Additionally, posts from nano influencers have a 7% engagement-to-sale conversion rate, more than double that of macro influencers at 3%. MIT Sloan Management Review
- Youpix and Nielsen Study: A joint survey by Youpix and Nielsen revealed that micro-influencers (10,000 to 50,000 followers) are perceived as more trustworthy than celebrities. While 26% of respondents expressed distrust toward celebrities, none of the micro-influencer categories reached a 20% distrust level. This trust translates into higher engagement and conversion rates, as consumers view micro-influencers as relatable individuals sharing genuine experiences. E-Commerce Update+1Immerzo+1
Our Take
The data is clear: micro-influencers offer unparalleled authenticity and engagement, leading to higher conversion rates and ROI. Their closer connection with followers fosters trust, making their endorsements more impactful than those of mega influencers.Immerzo
Micro-influencers, with their authentic connections and higher engagement rates, are proving to be more effective than mega stars in driving e-commerce success. By focusing on genuine partnerships and performance-based collaborations, brands can harness the true power of influencer marketing.
Written by Vanessa Manvelyan
