Have you ever found yourself purchasing a product after seeing an influencer use and recommend it? You’re not alone!
This is an era of influencers.
With the advent of YouTube, Instagram, Facebook, and other social media platforms, people started sharing their feedback on these platforms.
From macro to micro to nano influencers inspire us to make our purchase decisions.
Incorporating Influencer Marketing is one of the best ways to boost sales- it really multiples those numbers!
But let’s face it not all of us can afford Kim Kardashian or Selena Gomez.
How Much Do Brands Spend On Influencer Marketing?
Here’s the silver lining – turns out, you don’t need those big shots.
You want niche-focused, specialised micro-influencers.
Let’s explore who micro-influencers are and explore strategies to use them for winning over customers.
Table of contents
1. What is a micro-influencer?
2. Where would you find micro-influencers?
3. Why do you need micro-influencers?
4. What Are The Benefits of Working with a Micro-Influencer?
5. Four ways to use micro-influencers to gain more customers.
What is a micro-influencer?
When we talk micro-influencers, we’re usually looking at accounts with fewer than 25,000 followers.
These folks have a lively bunch of followers who engage a lot.
These super niche influencers have a smaller bunch of followers within a specific interest area.
Their followers are really into what they share, even though they don’t have a crazy number of followers themselves.
They stand apart from conventional celebrities or experts in the social media landscape.
Micro-influencers typically hold significant recognition within their specific field of interest.
Where would you find micro-influencers?
Now, this is a question that many of you may be thinking about right now.
It is not important that influencers who are famous on Instagram are as famous on YouTube. Similarly, Facebook influencers may not be as known on Pinterest.
So, first, you have to understand which medium is suitable for your business.
If you think that your primary target audience is on Facebook, you can take help from Facebook micro-influencers.
Likewise, you can contact Instagram influencers if IG is the platform for your business.
5 Tips on How to Find Micro-Influencers on Instagram
Why do you need micro-influencers?
As people trust the influencers they follow, they tend to purchase the recommended items by them.
Influencer marketing is an easier way to target your audience rather than traditional marketing campaigns.
On the contrary, micro-influencers, with their less number of followers, can engage with more people and influence them.
What Are The Benefits of Working with a Micro-Influencer?
Here are a few reasons that will explain why you need a micro-influencer.
Micro-Influencers Have High Engagement Rates
While macro-influencers may have a huge fan base, they do not really communicate with their followers regularly.
However, micro-influencers are more accessible to their followers.
Micro-influencers generally communicate by replying to comments, direct messages, and other ways.
People are more likely to trust influencers who constantly communicate with them regularly.
As most of the micro-influencers use the products in front of the camera and provide true feedback, they are more trustworthy.
You don’t have to go through PR to reach these influencers. The micro influencers generally handle their emails by themselves and you can directly reach them via their official email ID.
Micro-Influencer are more cost-effective
Whether you are a small brand or a big one, you will have a budget fixed for promoting your brand.
While big brands have enough budget to collaborate with macro influencers, small and medium companies may not have that budget.
Micro-Influencers have up to 22.2 times more conversations regarding recommendations than average consumers.
of consumers reported that they were likely to follow a recommendation made by a micro-influencer.
In that case, you need an affordable option. You can collaborate with micro-influencers for a small amount depending on the number of followers they have.
If you identify the right influencers, you may end up spending nothing, you can simply work in partnership with the influencer.
Micro-Influencers Have Niche Communities
Many of the time, brands just team up with any celebrity to endorse their brands.
The celebrity might not even be related to the company’s products or services.
Consumers are more aware of what they are buying and who is being associated with the brand.
If you want to market a new fried product, you can’t really collaborate with a fitness influencer. You have to connect with someone who is associated with food, each and every form of it.
Similarly, when you are launching new beauty products, micro-influencers in the beauty industry are more relevant than any other influencer.
However, a recent survey shows that as the number of followers of an influencer increases, their impact on the followers reduces.
The target audience of the influencer should match the audience that you target.
You can’t really ask a beauty influencer to promote your ERP module, can you?
However, there are a few companies that have taken a different approach to influencer marketing.
SprezzaBox Inc., Daniel Wellington, Adidas, etc. are brands that are targeting audiences in different spectrums as well.
So, these brands are thinking outside of the box and involving influencers who are not directly related to these brands.
As you can see from the image above, SprezzaBox has collaborated with Candianbros.
This Instagram page is owned by two dogs (Jasper and Louie) and their owner HuMan (Rodson). Whether your company is a well-known brand or not, you can still try this hack once in a while.
Four ways to use micro-influencers to gain more customers.
1. Harness the Hashtags
Prominent players in the business realm, such as Coca-Cola, are well-versed in the realm of influencer marketing.
Their #Cokeambassador initiative enlists micro-influencers who frequently share pictures of themselves holding a Coke.
Implement unique campaign hashtags in collaboration with micro-influencers. This sparks engagement and extends your customer reach organically.
2. Leverage User-Created Content
By encouraging customers to share their experiences, brands gain authenticity and credibility.
This approach builds stronger connections with audiences and amplifies brand visibility, fostering a sense of community and trust and influencing their decisions.
3. Sponsored Posts
Collaborate with micro-influencers to display your product within their unique aesthetics. This integration captivates followers, potentially leading to heightened customer engagement.
Sponsored posts are a go-to for micro-influencer campaigns.
These posts heighten engagement, offering an authentic brand portrayal. Influencers can also craft detailed videos or content about your product, reinforcing your brand and attracting traffic.
4. Storytelling
Crafting narratives around products or brand journeys resonates deeply with audiences. By evoking emotions and creating relatable scenarios, storytelling forges connections and makes brands memorable.
Whether it’s through videos, social media posts, or advertisements, storytelling humanizes brands
5 Ways to Elevate Your Micro-Influencer Strategy
Values Are Gold
Follower count is one thing; shared values are the real treasure. Choose micro-influencers who genuinely resonate with your brand’s ethos.
Interactive Adventures
Inject interactivity into your campaigns. Quizzes, polls, and live sessions invite their audience to join the party.
Leverage Expertise
Let micro-influencers showcase your product’s real-world impact. Their expert voice speaks volumes.
Play to Platform Strengths
Different platforms, different strengths. Allow your influencers to shine where their influence sparkles the brightest.
Beyond Numbers
Metrics are cool but don’t forget the emotional impact and brand sentiment your campaign generates.
Final Thoughts
When you are trying to create an impact on the consumers, better do it rightly.
If you are not sure about how to find out the micro-influencer for your brand, you can start by researching your target audience.
Check out who they follow on their social media.
If you are just getting started with the process, it can be intimidating, maybe even appear to be impossible.
However, let me assure you that it is not. You have to invest a little time of yours before you invest in any micro-influencer and success is yours.
You may not be accustomed to the fact that you can use influencer marketing.
Hence, we are here to help you out. Nico Digital is a full-service digital marketing agency that takes care of all your digital marketing needs so that you can focus on growing your business.
