Social media marketing and, in turn, influencer marketing has been gaining a lot of traction in recent years. Numerous studies indicating that people look up to influencers rather than brand advertisements when looking to buy a new product have also led to several businesses turning to influencers to promote their products. Influencer marketing has typically been concentrated on public figures and celebrities who have a significant following on social media platforms, like the Kardashians. But the emergence of micro-influencers has altered the dynamics of influencer marketing.
Who are micro-influencers?
Anyone with an audience range of 1,000 to 10,000 followers on social media platforms can be considered a micro-influencer. The follower range of these micro-influencers is more than a regular individual but less than a star. Though micro-influencers do not have a large fan following, they are still invaluable assets for companies looking to market their products to a larger audience. The major reasons for this are their loyal followers and strong engagement rates.
Though popularity may seem like a big thing on social media, it isn’t everything especially when it comes to marketing and influencing. Micro-influencers are better at achieving tangible outcomes from marketing initiatives compared to big influencers. They also typically outperform these big influencers in terms of engagement and authenticity. For example, consider a travel blogger passionate about traveling and photography, promoting a new camera. The audience will be more inclined to believe this micro-influencer as they know the equipment is related to their passions or areas of expertise.
Why should brands partner with micro-influencers?
Micro-influencers do not have a huge following like celebrities, which makes many brand question the need to form partnerships with them. But numerous surveys and statistics indicate the influence micro-influencers can have on business growth. A survey has indicated that micro-influencers are used in 77% of brand collaborations. Studies have also shown that micro-influencers with around 5,000–20,000 followers on their strongest social media sites, make up nearly half (47.3%) of all influencers. There are numerous benefits brands can get by collaborating with micro-influencers. These include:
A survey has indicated that around 48% of marketers or brands consider the relationship between a creator and their audience as an important factor affecting successful collaborations. Micro-influencers, owing to their small follower size, can interact with people directly, increasing engagement.
Although they don’t always have the most active following, those who follow micro-influencers find them to be reliable, sincere, and relatable. Customers perceive them as trustworthy, authentic people. In fact, a study by Digital Marketing Institute has indicated that 70% of teenagers trust original content over celebrity endorsements.
Micro-influencers often charge less when compared to the big names in the industry. Since they have better engagement and customers trust them more, businesses can also get greater ROI by spending significantly less money. If you are in luck, a micro-influencer may even agree to work for you in exchange for some of your products.
How can a business locate the perfect micro-influencer for its marketing efforts?
Finding and collaborating with the ideal micro-influencer can work wonders for your marketing efforts. There are some tips you can use when you are searching for a micro-influencer to boost your next campaign. These include:
Begin with your clients
There is no better way of making your brand shine than using your clients to campaign for you. If you have loyal clients who are micro-influencers, try to leverage their fan following to generate leads for your company. You can give the micro-influencer free samples of your products and request them to make content narrating their experiences. This will make the marketing effort organic, relatable, and authentic rather than a plain advertisement.
Decide your platform
Before launching a marketing campaign, it is important to decide on the social media platform you want to focus on. After choosing the platform, you can rope in content creators with the optimal following.
Connect with the creator
The micro-influencer you choose must not only fulfill the follower range requirement but should also fit in with your brand image. Find a micro-influencer whose values align with yours, and who has a vibe or aesthetic your brand can relate to.
Brands can use hashtags to identify micro-influencers already enthusiastic about their products or services. Search the relevant hashtags and take note of the accounts publishing the tagged posts and receive the greatest engagement.
Although micro-influencers receive less attention than well-known creators, they can be considered the hidden champions of influencer marketing campaigns. Partnering with these influencers is a fantastic way for a brand to boost awareness and generate more leads.