American Marketing Association Professional Certified Marketer (PCM) Content Marketing Practice Exam

What is a key benefit of using micro-influencers in marketing campaigns?

1. They have fewer followers but higher engagement rates

2. They have extensive experience in traditional advertising

3. They are usually more expensive than macro-influencers

4. They primarily focus on brand advocacy

The correct answer is: They have fewer followers but higher engagement rates

Using micro-influencers in marketing campaigns provides the advantage of their fewer followers combined with higher engagement rates. This phenomenon occurs because micro-influencers typically have a more niche audience, which often results in more authentic interactions with their followers. Brands appreciate this authenticity as it fosters a sense of community and trust, making the influence of these micro-influencers more impactful compared to influencers with larger followings. Micro-influencers often cultivate closer relationships with their audience, leading to a higher likelihood that their followers will engage with their content, respond to recommendations, and ultimately take action based on the influencer's endorsements. This makes micro-influencers a powerful asset for brands seeking to promote products and services in a more relatable and credible way, especially in specific market segments or categories. The other options do not capture the essence of what makes micro-influencers particularly valuable. While experience in traditional advertising or brand advocacy are important aspects of influencer marketing, they do not directly relate to the unique benefits that come from using micro-influencers, specifically the engagement dynamic that comes from their smaller but more dedicated audience. Additionally, micro-influencers are generally more cost-effective than macro-influencers, challenging the idea that they are more expensive.