There is a shift happening in the influencer-marketing world, but it’s not a big deal. In fact, it’s micro. Brands have found a more efficient and affordable way to promote their product without paying top-notch dollar for popular celebrities by using Micro-Influencers. Micro-influencers are everyday social media users, but instead of having millions of followers like celebrities, their follower count is anywhere between 1,000-100,000. Think about it, you’re probably more likely to buy a product that your friend recommends over a celebrity, right? That’s exactly what micro influencing is all about, and it seems to be making waves.
You’re probably wondering why you would want to use someone who has a smaller following to promote your brand, but it’s simple. Although Micro-influencers have a smaller reach, they actually have a higher engagement rate compared to celebrities because they have actual connections with the product they are promoting. Essentially, they have a more loyal and narrowed fan base because their followers consider them to be experts in their respective categories.
For example, a sportswear company may partner with the Kardashians to promote their brand and bring in hundreds of conversions, but by partnering with 30-40 micro-influencers who are athletes, yogis or devoted sports fans, they would receive a higher level of conversions and overall better results. Although you will be paying for more micro-influencers, in the end it is still cheaper than paying for the cost of a well-known celebrity like the Kardashians who may not be the best advocate for sportswear. The chart below shows like and comment rate compared to follower rate. As the number of followers grows, the comment and like rate decreases.
Celebrities typically use hash tags like #ad or #promo in their posts if they are being paid to promote something. In my eyes, that kind of ruins the whole point of the ad, because everyone now knows they are promoting it for money, not because they truly love the product. With micro-influencers, this will never be the case since companies choose their influencer based on their profile and interests. Micro-influencers likely post their own content, reply to comments and behave more authentically than a brand or a celebrity with a social media manager might.
Passion: Where do you start to look for a micro-influencer for your brand? Check your own followers. If they are interested in your product, they are sure to be following you. Look for people who are passionate about the product you are selling. Someone you can tell is knowledgeable of the topic and would advocate their heart out for it.
Content Quality: Does the influencer produce quality photos and captions? Be sure to check out their previous posts to ensure their look and tone matches yours.
Relevance: Before choosing a micro-influencer, you need to make sure their page is relevant to the product you are selling. The whole point of working with micro-influencers is to reach an audience that will engage with your brand. And for an audience to engage with your brand, they need to be interested in what you have to offer. This means you need to promote your products through an influencer whose followers share similar interests with your target audience.
Brands typically contact their influencer of choice through direct message, email or phone. Some work in exchange for freebies – you send them your product for free and they will post an honest review or post about it in exchange. If you want to go even further than that, give them a discount code their followers can use to receive a certain percentage off. This will entice their followers to purchase the product instead of just going to the website. For example, the influencer below was recently on the Bachelor. The brand – Diffy Eyewear – knew that she would gain a lot of female followers from the show, and her profile perfectly matched the carefree vibe of the brand, so they chose her as a micro-influencer.
Now that you have an understanding of micro-influencers, keep an eye out for them on Instagram and other social media platforms! They could just be the newest and best way to promote your brand.
EB Media Solutions is an award-winning web design company based in Hamilton, Ontario. We exist to help create an online reputation for you or your business that you can brag about. We work with you to help come up with the perfect online strategy and design that will work best to achieve your business goals.
We are happy to help you every step of the way; from small businesses starting out to large thriving companies, we will create an online plan tailored just for you.