Micro Influencers and Why Your Business Should Have Them

You’ve established the core elements of your business: you’ve created an internet site , developed your brand identity and have a robust social media presence. Now, you’re able to watch the planet enjoy the products and services you offer – which suggests you’ve need to have a killer marketing strategy.

While there are some ways to market your brand successfully, implementing an influencer marketing campaign may be a savvy idea – especially during this digital era. Influencer marketing is that the act of harnessing the facility of people with an outsized social media presence to recommend products or services and sway the opinions of their followers. It’s just like the word of mouth of the digital media world – and it’s an excellent effective marketing tool for business owners and entrepreneurs at any stage of their development.

What most business owners could be surprised to seek out out about influencer marketing, is that when it involves choosing influencers as ambassadors to your brand, bigger isn’t always better.

These days, the heroes of the influencer marketing world are a selected group referred to as micro influencers. Micro influencer marketing is proving to be even as successful, if less successful, than big-time celebrity influencer campaigns.

So, what are micro influencers and why do you have to use them to market your business? during this article, we’ll cover everything you would like to understand about micro influencers and the way they will be a macro asset to your brand.

What is a micro influencer?

Micro influencers are individuals who have a rather above average following on social media platforms like Instagram, YouTube, Facebook and Twitter – we’re talking within the 1,000-10,000 followers range. Although the numerical definition varies among experts, the important thing to know is that micro influencers are exceptionally valuable due to their knowledge, passion and authenticity. they need their finger on the heart beat of what is trending in their respective industries, and their audience within the palm of their hand.

Why use micro influencers?

A micro influencer can make a strong impact on their target market because they’re considered bonafide experts in their field. But here’s a clear question: why use someone with a smaller social media following to market your brand? Well, it seems that when it involves social media marketing, being too popular isn’t always the simplest asset.

Because micro influencers connect with a tight-knit fanbase – compared to the massive followings of macro influencers and celebrities – they will accompany their audience on a deeper level by engaging more frequently with personalized and authentic content.

Here are a couple of more reasons why micro influencer marketing might be a successful strategy for your brand:

Targeted audiences

In contrast to their celebrity counterparts, micro influencers spend copious amounts of your time gaining trusted followers who are crazy with their content and expertise. They’ve already done the bulk of the work when it involves targeting audiences. So, whether their area of experience is food, travel, art, sports, etc., you’ll make certain that a micro influencer’s audience already features a interest in their field – a luxury that’s not guaranteed when working with macro influencers.

More engagement

Social media users treasure frequent interactions with influencers. Since a micro influencer’s audience is manageable, the extent of engagement with their following is high. And engagement is gold when it involves measuring social media marketing performance.

In one case, individuals with 1,000 followers generated 85% higher engagement than those with 100,000 followers. An influencer who engages with their audience by commenting, liking, and sharing content will appear more available than macro influencers without sacrificing their authoritative essence. As a result, micro influencers will have more trusted relationships with their followers, which suggests that they (ergo, you) will receive some recognition reciprocally .

Authenticity

Micro influencers are everyday people – and you relate to everyday people far more than you relate to celebrity influencers just like the Kardashians, right? Since micro influencers build their audience one-by-one and harness loyal relationships with their audience, followers tend to consider themselves as peers instead of fans.

This means tons when it involves the psychology of the buyer and conversion rates. When making purchases, most of the people are going to be more impacted by the recommendations or social media content of friends and family, instead of celebrity influencer content. By exhibiting genuine qualities and humanizing the brands they promote, micro influencers are seen as authentic users within the eyes of the general public .

Affordability

It goes without saying that choosing to figure with a micro influencer may be a cheaper decision than employing a celebrity macro influencer to market your business on social media. Most micro influencers will add exchange for free of charge products or services, while others charge a fee. However, it’ll be a fraction of the value of celebrity endorsements.

How to discover the proper micro influencers for your business

Unearthing the proper micro influencers to figure with takes time and energy , but it are often fun and enlightening research to try to to as a business owner. Most businesses tend to seek out influencers on their own by browsing through their own social media channels. Here are some strategic factors to stay in mind when trying to find the proper micro influencer superstars for your business:

Similar audience

Defining your audience is that the foundation of excellent marketing. Do your marketing research and take the time to define the small print of your ideal audience, like age, location, gender, occupation, spending habits and interests. After you’ve done that, you’ll search for micro influencers who share a standard target market in order that your message will reach the proper people.

The right social platforms

Micro influencers run the gamut of the social media world, targeting Instagram, YouTube, Facebook, TikTok, Twitter and more. Get to understand these social platforms and believe which is that the best fit promoting your business. Whether you’re promoting a product, restaurant, blog, or service, attempt to imagine where your content will look the simplest , make the most important impact, and where you’ll find your audience .

Worthy content

When you’ve decided which audience you’re going for, and where you’d wish to be promoted, you’ll start trying to find micro influencers whose content marketing style and vision aligns together with your own. Be picky and choose micro influencers who use attractive visuals, captivating language, and are overall entertaining and informative.

1,000+ followers

Followers are the new social currency. once you work with micro influencers, you’re choosing users with a “modest” following, but do confirm the individuals you think about have a minimum of 1,000 followers. The more followers your influencers have, the more traffic they’re going to bring you.

Engagement

This can’t be emphasized enough: engaged influencers are the simplest influencers! Get a hold of micro influencers who interact with their audience on a daily basis. this suggests many views, likes, comments, and shares – especially from the audiences that you simply are trying to succeed in .

Keep it real

Pro tip: watch out for fakes! Your selection process should be rigorous and comb out faux micro influencers by searching for things like bogus metrics and followers gained “overnight.”

Third party tools

Third party search tools like Heepsy, Buzz Sumo, or Klear can automatically match you with micro influencers who have the proper potential to market your brand. If you’re low on time and don’t have a marketing manager who can take these steps for you, these tools are the right option for locating relevant micro influencers.

Working with micro influencers

You’ve done your research, and now you’ve got a list of micro influencers who you’d wish to work with. What website design you should have? How does one start working together from here? We even have a website template directly for influencers! We are well aware of how an influencer may be busy with daily routines, so we have best website design for influencers!

Reaching bent potential micro influencers

Reach bent the individuals on your list one-by-one and inquire about their interest in working with you. Propose an idea that creates sense for both of you in terms of goals, content and compensation. Some micro influencers might post about your brand in exchange for free of charge services or products (a word of advice: never ask a micro influencer to buy the products they’re promoting), while others will expect to be compensated monetarily for his or her work.

Setting goals together

Set goals for your collaboration together. Are you looking to extend sales? does one want to bring more traffic to your blog? Perhaps you would like to realize followers on your own Instagram account or more subscribers to your YouTube channel? Whatever your marketing goals are, confirm your micro influencer is on an equivalent page. This way, they will adjust their content and calls-to-action accordingly, and you both can clearly discuss the progress of your campaigns.

Creating content

When it involves content, let micro influencers “do their thing.” confine mind that micro influencers truly love and believe the products that they promote. On top of all that, they’re experts in their field and skills to make smart and original content. The wisest move is to offer micro influencers creative freedom to inform the story of your brand during a language their audience trusts and understands.

Developing long-term relationships

It’s important to possess a transparent relationship and clear line of communication with the micro influencers you’re employed with. Create a working contract that establishes expectations before you start . As your work relationship develops, give honest feedback and discuss your progress together therefore the two of you’re in sync.

Pro tip: don’t let your relationship stop behind-the-scenes. Engage together with your micro influencer online by commenting on their posts, answering questions of users, and “liking” their content.

Examples of brands using micro influencers successfully

Here are some samples of brands who are using micro influencers and successfully implementing them into their marketing strategies:

Audible

Audible audiobook brand teamed up with micro influencers on Instagram and YouTube so as to extend sign ups to their site. Using influencers from a spread of backgrounds, the main target of their campaigns is to point out off how diverse audiences can enjoy and enjoy Audible’s services.

Micro influencer Dan Rodo, known for his “on-the-go” lifestyle and artistic content, joined Audible’s micro influencer team by posting an incredible image of him cleaning his home while taking note of a book on Audible. The post received on the brink of 1,000 engagements and naturally integrated the brand’s convenient features into Rodo’s lifestyle and artistic content while satisfying a audience .

Coca Cola

Over the past few years, the classic soda brand has teamed up with travel and food influencers to make fresh content for social media. additionally to sponsored ads, Coca Cola used hashtags like #ThisOnesForYou and #CokeAmbassador to market the brand in areas where it’s less popular. Each “ambassador” posted images of themselves with Coke and created an authentic narrative surrounding the signature drink.

Under Armour

Sporting apparel company Under Armour joined up with inspiring health and wellness micro influencers to make content on Instagram’s IGTV. During the Covid-19 lockdown, they produced a campaign titled “Healthy At Home” so as to supply followers with workout resources and support during isolation. This campaign worked because the influencers collaborating with Under Armour were already fitness gurus – and it’s no wonder their audiences loved seeing what they were doing to remain in shape while remaining home alone.

LUSH

Cosmetic brand LUSH makes organic micro influencers out of existing customers by reposting their content throughout the company’s social media channels, using the hashtag #FirstLookLushies.

LUSH community manager, Sabine Schwirtz emphasizes the impact of encouraging real influencers within the beauty and makeup sector who truly love their products. “The influencers we work with are posting something because they really love something. i feel our audiences can see the difference.” says Schwirtz. This LUSH campaign may be a exemplar of employing a loyal client’s social media land for marketing leverage.