Social media’s influence on our lives and decision making is undeniable. Companies across all industries are constantly seeking innovative ways to connect with their audiences, and one of the most effective strategies is leveraging the power of social media influencers. In particular, micro-influencers — accounts with a small following but a large impact. This blog post will explore the intricacies of working with micro-influencers, including their benefits and strategies for finding them.
What is an Influencer?
A social media influencer is someone who has the power to impact purchasing decisions of others because of their authority, knowledge, position, or relationship with their audience. Each influencer is typically known for a specific niche, such as fashion, beauty, or fitness. There are various tiers to social media influencers, including:
- Nano-Influencers: 1K-10K followers
- Micro-Influencers: 10K-100K followers
- Macro-Influencers: 100K-1M followers
- Mega or Celebrity Influencers: 1M+ followers
Micro-Influencers strike a balance — providing a solid base of followers without requiring a lofty budget.
Benefits of Micro-Influencers
A partnership with a micro-influencer can provide your company with unique benefits that can’t always be achieved from a company profile.
Higher Engagement
When users on social media seek advice or input on a product or service, they turn to someone they trust. Utilizing a micro-influencer can help your brand gain trust from consumers due to their already established connection.
This contrasts with celebrity endorsements, which users often perceive as mere advertisements. The smaller, more engaged following of micro-influencers enhances their authenticity and makes them seem more approachable.
Lower Cost
As we explore the different types of influencers, affordability becomes a key consideration. Celebrity endorsements often come with a high price tag that many businesses find challenging to afford. In contrast, micro-influencers are more cost effective due to their smaller following.
The cost varies based on factors such as the type of content (written text vs. video) and the duration of the partnership. However, investing in a targeted, niche audience often results in a stronger return on investment.
Fresh Ideas
Hiring an outsider can benefit your company immensely, bringing fresh ideas and perspectives to your marketing efforts. Micro-influencers are well-versed in social media trends and can introduce creative and effective ways to showcase your brand or product.
Finding Micro-Influencers
Now that we’ve explored the endless possibilities, the next step is finding the right micro-influencers. One effective method is using hashtag searches on social media platforms. Hashtags categorize content, making it easier to find relevant profiles. For example, searching #foodiegreenbay can help you find micro-influencers who review restaurants in the Green Bay area.
Another method is utilizing external marketing platforms. These platforms connect influencers with companies, simplifying the process of finding the right micro-influencers for your brand. For a helpful list, check out: 6 Top Influencer Marketing Companies | Built In.
Working with Micro-Influencers
As you develop your relationship with a micro-influencer, it’s crucial to define your main goal. Whether you aim to gain followers, increase order volume, or find employees, setting this goal from the start is key to success.
Additionally, be open to input. Influencers understand the dynamics of social media, so listen to their ideas and don’t hesitate to take creative risks with the content.
Finally, stay up to date on your analytics. Influencers may not be the best fit for every business. By comparing the performance of your influencer campaigns to your regular posts, you can monitor the impact and adjust as needed.
Micro-influencers offer a cost-effective way for brands to connect authentically with their audience. Their niche following and higher engagement can lead to better ROI compared to celebrity endorsements. By setting clear goals, valuing their input, and monitoring performance, micro-influencers can become a key asset in your marketing strategy.
Baer Performance Marketing is here to help with all your social media marketing needs! Our team of experts can help identify if micro-influencers might be the next step for your company. Contact us today!
