Micro-influencers are online personalities who are not as popular as cat videos, yet have dedicated fans.
That comparison may be mixing species, but you can't ignore 69 million views for a cat flipping head-over-heels. The point is, it's not always the numbers that matter.
In the social media age, a micro-influencer can still command a market. They can also put solo attorneys or small law firms on the map.
Force of the Future?
Writing for Forbes, Barrett Wissman thinks micro-influencers may be the force of the future. They have smaller audiences, but their followers are "immensely dedicated."
"Micro-influencers often have very high engagement with their fan-bases and are often over-looked by brands in the social media campaigns they are pursuing," he says.
Carolyn Elefant, lawyer and blogger, says small firms should consider micro-influencers to promote their businesses. She says it's about trust.
"Popular micro-influencers have the trust and respect of their audiences who are more likely to accept a recommendation from a micro-influencer than a generic television commercial or online ad," she says.
Here's how it could work:
Identify a micro-influencer that speaks to your potential client base and offer free legal advice or another legal benefit. For example, a family law attorney could approach a well-known therapist with a following in the field.
It could work in many practice areas, although cat video law is probably not an option.