The internet is saturated with social media influencers who have a strong online presence and loyal followers, so it can sometimes be challenging to find the right influencer for your marketing campaign. However, there are various factors which make it easier to determine the right influencer for your brand. It is then important to understand that not all influencers are the same, as their follower numbers and the type of content that they specialise in can vary greatly. For many people, celebrity influencers may first spring to mind when they think of influencers on platforms like Instagram and Twitter. They typically have millions of followers with a broad range of content. In today’s society, there is room for more than just famous stars, as micro-influencers are a top priority for businesses to work with. In recent years, social media has evolved to become more inclusive of micro-influencers to the point where micro-influencer marketing is being adopted by top commercial brands.
What are micro influencers?
A micro-influencer is most likely to be recognised for their dedication to producing content that belongs to a niche topic. Micro-influencers are experts in fields ranging from food, travel, beauty and lifestyle, and have a genuine interest in their chosen topics. They have a much smaller following than celebrity influencers and mega influencers, having anywhere between 1,000 and 100,000 followers on social media. It may seem that opting for a celebrity influencer would create more exposure for brands due to their huge fan base, but this is far from the truth. Although micro-influencers have smaller followings in comparison to celebrities, they receive much higher rates of user engagement on all social media platforms.
Here are a few reasons why many brands favour micro-influencers.
Why are micro influencers so popular?
They are affordable
Micro-influencer marketing is perfect for brands that can’t afford the extortionate prices that come with celebrity influencers. Socialite Kylie Jenner is known for promoting brands on her Instagram account, but charges a staggering $1.2 million for each sponsored post. This makes micro-influencers a more desirable option for the majority of businesses. Even large consumer brands are swapping celebrity influencers for micro-influencers, as the latter’s supporters follow them for their content rather than their high-profile status. They are cost-effective as they have higher conversion rates than celebrity and macro-influencers for a cheaper price.
They are relatable
The best micro-influencers captivate their audiences through their honesty and authenticity. They are trustworthy to their followers given that they are ordinary people who share common interests with their supporters. A great micro-influencer marketing strategy is to attract audiences by working with influencers whose content aligns with your products. For example, it would be wise for a beauty brand to work with a beauty influencer as they both have the same demographic who can identify with the brand. The best micro-influencer campaigns benefit from the integrity of micro-influencers. They often create sincere reviews of a brand’s product, showing both the pros and the cons, which proves that they have their followers’ best interests at heart.
They focus on niche content
Micro-influencers have one key focus in terms of the content that they produce. They are passionate about one topic which attracts a community of followers who also actively enjoy their content. This helps micro-influencers to personally connect with their followers, where they often reply to comments and repost stories on Instagram. Social media influencers with larger followings are less likely to promote niche products as their mass audiences have different interests and personal tastes.
How to build relationships with micro influencers
Follow and interact with them
Micro-influencer marketing relies on the trust between influencers and their followers. Before reaching out to your chosen influencer, it is crucial to actively engage with their social media profiles. Whether it’s liking and commenting on their posts or reacting to their stories, demonstrating that you actually appreciate their content will make a great first impression. Most micro-influencers check whether brands are following their accounts before agreeing to any partnerships – choosing not to follow a micro-influencer before approaching them can jeopardise a potential collaboration.
Privately message them on social media
Micro-influencers are in charge of their own accounts, so it is easier to directly approach them on social media sites. Once you have shown that you love what they do by following and interacting with them, the next step is to message them. Platforms such as Instagram and Twitter make private messaging extremely easy. You can send a private DM to an influencer, explaining your product and your micro-influencer marketing campaign. Make sure that you highlight the relevance of the influencer to your brand.
Use suitable hashtags
One of the best methods to finding the perfect influencer for your brand is to search for hashtags within your niche. For example, if your business specialises in travel, then #travel and #travelinfluencers are great ways to filter out the influencers that don’t belong to this category. You can even use more specific hashtags related to your product such as #hotels to find influencers who are already creating content related to your brand. Searching for hashtags of your own brand is also great for finding influencers for your micro-influencer campaign. They may already be fans of your products and services, so they should be willing to collaborate with you.
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