How Can Micro-Influencers Benefit Your Business?
You’ve likely heard the term “influencer” used to refer to celebrities and famous online personalities with a large and dedicated following. But what is a micro-influencer, which Forbes has called “The Marketing Force Of The Future”?
In this blog we’ll explain all of that and more, starting with some essential background information.
What is An Influencer?
Influencers can be celebrities, have a niche audience or subject matter, or can post about, more broadly, a “lifestyle”.
Influencers can be:
- celebrities or well-known personalities
- sports stars
- internet personalities
- niche influencers
- lifestyle influencers
- these influencers focus on a wide variety of topics related to their general lifestyle
Why Do Companies Use Influencers?
There are numerous reasons why companies work with influencers. In the majority of cases, successful influencers have an existing audience with specific interests, who are interested in hearing what that influencer has to say.
Using Influencers Can Help An Organization Reach Their Target Audience
It’s safe to say that an influencer’s followers are interested in the topics that the influencer posts about: for example, a sports star’s followers are all likely sports fans, and a parenting influencers followers are usually interested in the journeys of a mom or dad. This means that companies can easily select influencers with followers that fit their target audience.
Audiences Are Open To Seeing Ads From Influencers
One in six Canadians uses ad blockers. An earlier American survey noted that 45% of ad blockers thoroughly dislike ads, while others have privacy concerns or had a particular dislike of intrusive ads.
While posts from an influencers are usually tagged #Ad, #Sponsored, or #Ambassador, fans tend to find this unobtrusive, despite knowing it’s an ad. Additionally, influencers are often picky about what sort of products they recommend, even if they are being paid to promote it. This helps them maintain their audience’s trust and interest in their recommendations.
What Is A Micro Influencer?
Influencers can be categorized not only by the type of content they post but by the size of their following. “Macro” or celebrity influencers have a significant number of followers, usually six digits or more.
On the other hand, a micro influencer has a smaller follower count than a celebrity influencer. The exact amount of followers needed to be a “micro influencer” varies depending on who you ask: Inc states that it’s 500 to 25,000, Adweek cites a follower count under 30, 000, while other sources say a micro influencer can be anyone with a following under 100, 000.
Three Reasons To Choose Micro Influencers
The Cost Factor
Celebrity influencers can be an excellent choice for many brands. However, the cost of top influencers in their niches–per post–can range between $1,000 and $8,000, according to Business Insider.
They’re More Engaging…And More Engaged
Additionally, micro influencers–those who have a smaller but devoted following–tend to see a higher engagement rate. Medium notes that “The ratio of likes and comments to followers peaks when an account has around 1,000 followers. Get more than 100,000 followers, and engagement starts to flatten out; users aren’t as keen to interact with a celebrity as with someone they can relate to more closely.” Wired puts it similarly: “Megastars have superfans, but they also have legions of casual viewers who don’t really care what shoes they’re wearing or what soda they’re drinking.”
Just as social media users are more connected to the micro-influencers they follow, these micro influencers have a closer relationship with their followers. According to Adweek, they have 22.2 times more weekly conversations with their followers than the average consumer.
You Can Gain Better Local Reach
For a local business that isn’t seeking international buzz, seeking out a top-tier celebrity influencer is not only not feasible, but may not be practical. Working with a well-known, trusted blogger or social media personality from your city can help get those who live in your area engaged and interested.
Working With Micro Influencers: The Basics
- Check out the talent pool
- Check hashtags related to your business, especially hashtags that are local. Browse the social media space related to your business to discover thought leaders and experts.
- Find someone who fits with your brand
- The number of followers is far from the only thing that matters when it comes to working with influencers.
- It’s essential to consider whether the influencer’s following would be interested in your product, as well as whether they are someone who you would like to have associated with your brand.
- Connect with influencers
- Once you’ve selected the right influencer, reach out to them.
- Some influencers have specific instructions about how to contact them. In other cases, you might have to begin a conversation by sending them a message.
- At this point, you can begin to learn more about the influencer’s availability, price points, audience demographics, and more, to find the right fit.
- Set up the right metrics to measure success
- Companies can measure an influencer’s engagement by tracking metrics such as engagement, and traffic to their site through the influencer’s channels.
- In some cases, they can also directly measure sales ROI by providing the influencer with codes/discounts to give their followers. You can then track the results of your campaign.
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