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Micro-Influencer Marketing

Move over Kardashians, there is a new influencer in town and it’s so small that it’s huge. Micro-influencer marketing is the new frontier in marketing and companies big and small are leveraging the powerful momentum that help put a human face behind your brand.

What is a micro-influencer? They are awesome everyday consumers who have a significant social media following of anywhere between 1,000 and 100,000.  They’re individuals who work or specialize in a particular vertical and frequently share social media content about their interests. If a micro-influencer was to recommend a product, it can come across more like a trusted recommendation from a friend, instead of a celebrity endorsement.

In independent studies, both HelloSociety and Markerly have found these micro-influencers to have better engagement than influencers with massive followings. 

Stat Highlights of these studies:

  • 60% higher engagement
  • Underpriced (6.7X more cost-efficient per engagement)
  • 22.2% more weekly conversations than the average consumer.

This means that an Instagram post from a micro-influencer will likely be seen by a larger percentage of their following, so you could potentially reach more people through 20 micro-influencer Instagram posts than you could by investing in 1 Instagram post with a large influencer.

Micro-influencers are more affordable

Celebrities sometimes charge up to $75,00 for a single Instagram post promoting a product.

Micro-influencers tend to charge much less than their celebrity counterparts. According to Influence.co, micro-influencers with 2,000 to 100,000 followers charge, on average, between $137 and $258 per Instagram post.

For micro-influencers with smaller followings, brands may even be able to compensate them in the form of free products. (score!)

Micro-influencers are more authentic

Micro-influencers are real people, so their Instagram content is real, too. Instagram users with a few thousand followers post their own content, reply to comments, and behave more like a real human being would, as opposed to how a brand or a celebrity with a social media manager might.

It should be noted that Instagram recently changed its algorithm to mirror Facebook’s. Now, posts from profiles users follow and interact with are shown first in Instagram feeds, and authentic, quality content is prioritized over promoted content from big brands. This might make micro-influencer content more visible than content from celebrities if the algorithm determines users might be more interested in it.

Find the Right Micro-Influencers

The best types of influencers are those who are already fans. When they promote products or services from your brand, it’s more trustworthy because their followers know that the influencer already loves your products.

The best types of influencers are those who are already fans. When they promote products or services from your brand, it’s more trustworthy because their followers know that the influencer already loves your products.

1. Find people who are relevant to your audience and to your brand. Ideally you should work with influencers with high engagement rates and good content quality.

2. Conduct a branded hashtag search on Instagram to find content created about your brand. You can then check out the profiles of these users and see if any of them would fit the role of your ideal micro-influencer.

3. You can also conduct your search for relevant micro-influencers using influencer discovery tools like Influence.co, HYPR, and NeoReach. These tools will let you search influencers based on keywords or categories. With the new Instagram API changes, it’s not possible to use these tools to evaluate whether an influencer has real followers or not. You need to go through their profiles and look at their engagement. Look at their likes, comments and last their followers.

4. Monitor social media conversations about your brand. Other than branded keyword and hashtag searches, you can use tools like Social Mention and Mention to find users who are talking about you.

5. Keep an eye on Instagram users tagging your brand or using a branded hashtag, they might just be your next biggest promoter.

6. Search for local influencers. If your company serves a particular area (for example, a food delivery service), it will win by promoting via local bloggers or local hashtags #downtownLA

Leverage Micro-Influencer Marketing

Look to build long-term, genuine relationships with your micro-influencers who are relevant to your brand. After you have found the perfect micro-influencers, you need to make sure they tell a compelling story for the content to really reach and resonate with your target audience.

They could either share their honest experiences using your product, or share a personal story that the audience can relate to, while at the same time directing their attention to your brand.

They might also inspire their followers to engage with your account and create more user-generated content (UGC) for your brand. This is important because user-generated content is one of the most trusted forms of content when it comes to purchasing decisions.

Make sure to set up a long-term influencer marketing campaign in which micro-influencers play an important role. You could have them sign a contract for several months and then renew the contract again if the campaign has proven to be effective.

Brands Using Micro-Influencers Successfully

Personal shopping website Stitch Fix invites micro-influencers to contribute content that the brand then promotes on Instagram.

Stitch Fix’s Instagram bio linked to a post featuring a Q&A with a fashion blogger micro-influencer about how she dresses for her body type. The micro-influencer also shared the image, mentioned Stitch Fix, and shared the blog post link on her personal Instagram profile. This micro-influencer strategy works because it drives traffic to a brand’s blog and Instagram profile.

Try reaching out to micro-influencers and offer to publish their content and cross-promote it on social media to generate engagement from their followers and readers.

Clinique for Men

Clinique used influencers like Justin Livingston (@justinliv) to post images that included the new products, showcasing Clinique for Men to his more than 200,000 followers.

The idea of the posts was for the influencers to integrate the products into their daily lives, and display them in a natural setting.

The campaign generated an engagement rate that was 3.8 times higher than the official Clinique Instagram account. From the 37 pieces of influencer content, the brand generated a 3% engagement rate, 2.4 million impressions, and more than 67,000 interactions.

Old Spice

Old Spice’s Dream Runner campaign, offered people a chance to win prizes. They invited their followers to enter the contest by drawing the shape of a prize through their exercise route and then posting the image on social media. The prizes encouraged fans to enter the contest, and Old Spice has already given away 50 prizes to participants.

Disclosing Influencer Marketing is Essential. Influencer marketing has gotten big enough that disclosing ties between brands and influencers is now a necessity. Marketers and influencers that don’t disclose put themselves at risk for Federal Trade Commission (FTC) scrutiny and consumer backlash.

Olapic conducted a study that found that 56% of respondents are more likely to purchase products after they’ve seen them featured in a relatable or positive photo from other customers, so get out there and find your miro-influencers!

Do you want help with your influencer strategy and campaign? Take a look at our influencer service: 

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