Micro-influencer marketing is a newer notion that has lately entered the social media world. It’s similar to influencer marketing, but on a smaller scale: brands team up with content creators with smaller social media followings to promote products through genuine, visual posts rather than sponsored ads.
While celebrities make for great brand ambassadors, seldom do people buy what they endorse (some may, but not at a scale you’d like, right?). Micro-influencers, on the other hand, hold much influence over their tight-knit communities. While a brand collaborating with a micro-influencer may reach a smaller audience, the audience will be highly focused and, in many cases, more open and trusting than a larger influencer’s followers.
This blog will tell you all about these new superstars on the block and how you can partner with them to promote your brand on social media.
Who Are Micro-Influencers?
Micro-influencers have a significant social media presence despite their small following, often between 10K and 100K followers. Unlike their Macro and Mega counterparts, they are frequently more approachable and relatable. Micro-influencers are active users of social media but are not celebrities, experts, or public figures. They’re people that work or specialize in a specific industry and frequently share social media content related to their passions. Unlike standard “influencers,” have fewer followers (usually in the thousands or tens of thousands), yet they have hyper-engaged audiences.
What Do Micro-Influencers Bring To The Table?
You may think that a small follower count makes them unsuitable candidates for collaboration. However, if chosen correctly, they bring many benefits to your brand that a macro influencer may not.
1. Better Engagement
If brands solely cared about reach, they would undoubtedly avoid working with micro-influencers. But micro-influencers have locked down one metric: engagement, or the amount of shares, likes, and comments a piece of online content receives.
Because their followers are mostly friends or acquaintances, micro-influencers may have more frequent and real contact with them. Maybe they’re all interested in the same topic. What is important is that micro-influencers and their audiences have been “influencing” each other for a long time, even before a brand is involved. Perhaps someone mentioned that they went to a new breakfast bistro or purchased the latest iPhone. Those plugs have a genuine feel because they are genuine – at least by anyone’s standards.
2. More Targeted Audiences
Consider this situation: If a clothing brand collaborates with a celebrity who has millions of Instagram followers, the celebrity might reach a vast audience, but many of them may not be interested in fashion. Instead, if the clothes company linked with 100 fashion bloggers, each with 1,000 followers, it would reach a smaller but considerably more engaged audience.
Many Micro-influencers only address one or two topics – a niche — allowing them to rise organically on social media. Like a buddy or trusted confidante, they can engage with their community and get to know their followers. As a result, when they recommend a product or a brand, the reaction is usually overwhelmingly positive.
3. More Authenticity
They aren’t massive celebrities and don’t have to be politically correct. Their reviews usually aren’t scripted, making them more relatable to users. Instagram users with a few thousand followers are more likely than brands or celebrities with social media managers to publish their content, respond to comments, and act more honestly. If a micro-influencer comments on a promotional Instagram post, their followers are more likely to click through to learn more about the brand they’re promoting.
Finding Micro-Influencers
The first step to working with micro-influencers is to find the right fit for your brand – their brand values need to align with yours. This can be done:
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Manually
The best place to start looking is your backyard! Perhaps some influencers or fans are already following you on your social media profiles. Check for any mentions or shoutouts that connect you to them.
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Social listening
Social listening tools can track mentions and conversations regarding your brand on social media. Hootsuite and mention are excellent tool choices when looking for influencers.
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Hashtags
If you have been using any specific hashtags, check for others using the same. You can also create hashtags and promote them so that when an influencer does use them, you can identify them. A simple search of #YourBrandName is sure to bring up some candidates.
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Based on engagement rates
On your social media platforms, you can follow topics related to your brand’s product and look for people with larger followings and engagement rates.
Checklist To Select Micro-Influencers
Finding potential creators is only half the job done. They must have certain basic traits to make them an ideal fit for your brand.
The following factors need to be considered:
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Brand value alignment
Micro-influencers may give an extremely focused connection with your brand, but they must share your company’s values.Look for influencers who share your company’s view on industry developments and assist in thought leadership. Then, using examples of previous influencer efforts, audience engagement, and ROI, show the reciprocal advantages of the interaction.
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Engagement rate
It‘s critical to prioritize content creators’ engagement rates when recruiting micro-influencers for your brand or campaign. Because the number of followers is still in the “micro” range, you must think about how and when followers interact with their postings. Otherwise, an influencer with a larger following may get away with a lower engagement rate as long as they keep putting out content.
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Influence within the niche
What level of expertise does the influencer have in your shared niche? Are they presenting themselves as leaders? The more in common your brand and the micro-influencer are, the more likely the content will connect with your audience.
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Consistency of posts
The more a micro-influencer interacts with their followers, the more powerful they are. Frequency is advantageous since it makes them more believable, relevant, and current with the audience’s demands and problems. This is exactly what you’re looking for.
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Previous collaborations
According to research, the majority of customers choose credibility above popularity. As a result, locate influencers with the greatest credibility ratings based on your target audience, their previous brand work, and any social media outbursts they may have been involved in.
Retain Micro-Influencers
It is important to build a positive relationship with these influencers. It starts with good communication from the first Hello. When you communicate with them, including the following:
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Everything the brand stands for
Introduce your brand to them and your key message. Help them be on the same page regarding your goals and how this relationship stands to benefit both. Doing so makes them feel like active stakeholders, not like it is just another job.
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Transparency about how and why you found them
They may want to know these details. For the sake of full disclosure, tell them what you expect from them. Also, give genuine, positive feedback about their work and why you think collaborating with them is a good idea.
Empower Micro-Influencers
Influencers are called to Shine! Make them feel like the center of your world and give them the creative freedom to be their most authentic self. There’s no denying that brands benefit from listening to influencers.
The most dependable strategy to engage in brand endorsements is to develop and nurture connections that align with your audience’s needs and help them achieve their goals—from exercising their creative muscles on new platforms to campaigning for a cause near their hearts. Rather than attempting to force your team’s ambitions on an increasingly evolving and unpredictable content market, collaborate with influencers on collaborative and appealing projects that benefit both your business and your influencers to stay agile and in sync with consumers’ evolving interests.
Think Micro
Ready to onboard micro-influencers in your campaigns? With the information above you can find the right mix of influencers, reach out to them, and enable them to build a long-term connection with you. You will see how the buzz around your brand grows.
However, remember that managing multiple micro-influencers can prove to be time-consuming and complex for some brands. For brands in niche sectors, finding an influencer can be daunting. This is where AtisfyReach’s AI-based influencer marketing platform is the perfect solution. The automated platform takes the legwork out of finding and managing influencers.
The easiest way to connect with influencers is just a click away! Register now with AtisfyReach.
