A guide to micro-influencer marketing

Why consider micro-influencer marketing?

Influencer marketing is already regarded as one of the most popular and reliable techniques in online marketing. Meanwhile, micro-influencer marketing is emerging as the order of the day for many online marketers. Not only big companies but smaller ones are can take advantage of affordable micro-influencer marketing techniques.

Who are micro-influencers?

Micro-influencers are typically influencers with less than 1 million followers. Micro-influencers use different social platforms like Facebook, Instagram, YouTube and blogs to engage with their followers. Even though they have a small number of followers they are highly connected with each of them. Hence, their influence on these followers are greater than what is enjoyed by the bigger influencers. 

A study conducted by the Markerly team  found that micro-influencers with 10,000 to 100,000 followers exert more influence on their followers than bigger influencers who have above 1 million followers. The team noted that as an influencer’s number of followers increases, their number of likes and comments from followers decreases. 

Tips for beginning a micro-influencer marketing campaign:

• Look for relevant micro-influencers.  To effectively reach out to your target audience through micro influencers, you should find influencers who share your ideals and values. If your values are not aligned then it would be difficult to tap their followers.
• Find micro-influencers with high engagement rates. When it comes to these unique influencers you should not focus on the numbers but the level of engagement they have with their followers. Micro-influencers are much more connected to their followers than most of the big influencers. Their reviews on a particular product or service are often much more convincing to their audience.
• Rely on more than one micro-influencer.  Although if you are still getting accustomed to the using this kind of strategy, it’s all right to hire just one influencer. To maximize the effort you need to keep climbing up the ladder with more micro-influencers in your team. If you are wondering then why not hire one major influencer with more followers, the answer would be stronger followings may not always result in more downloads.
• Build a personal relationship with your micro influencers.  It would be wrong to think that you are only connected by work. Businesses should maintain a cordial relationship with all of their micro influencers and show appreciation for their work. Everyone needs encouragement for the good work they do, and if you connect well with them, they are going to work harder for you.

If you’re looking for more great advice on micro-influencer marketing and other ways to connect with your audience through digital marketing, check out Shane Barker’s blog here. Image courtesy of Shane Barker