The world of social media is constantly changing, however one thing is certain for the year of 2019 – Social Media Influencers will continue to dominate the marketing industry. And according to the Influencer Marketing Association - 2019 will definitely be the year of the Micro-Influencers.
So let’s kick off 2019 by introducing you to the importance of the Micro-Influencers and why you should start incorporating them in your 2019 Marketing Strategy.
As the number of social media influencers has skyrocketed, the prices of their services have also increased, far beyond what was ever expected. Research has shown that even one piece of content from a Macro-Influencer could cost anywhere from €2,000 to an extensive €50,000, depending on the influencer’s status and the number of followers. This surely explains why more and more businesses look to cheaper options, such as the Micro-Influencer.
So who are Micro-Influencers?
Micro-Influencers are generally known as “ordinary” people that have anywhere between 1,000 to 100,000 followers. Or in other words, Micro-Influencers are people who are active on social media because they are passionate to write or share their day-to-day experiences with their followers via different social media channels.
Why should Brands choose Micro-Influencers?
Micro-Influencers can be found in every possible sector and the good news is – they can actually help you to reach your specific target audience and make your content more visible and engaging! So why not use them to increase your brand awareness?
Recent research shows that people tend to trust recommendations from their friends or peers over any other forms of advertising. A highly branded commercial no longer makes consumers take action. Instead, we make choices by consuming content from people who peak our curiosity or showcase an inspirational lifestyle that seems achievable. As Social Media has become part of our everyday lives, so too has the obsession to observe what other people are up to – what they are doing, eating, wearing etc.
The top three advantages of Micro-Influencers?
Engaging and Trustworthy
Micro-Influencers attract specific niche followers and are deeply connected with them through shared interests and passions. This makes Micro-Influencers appear more honest and trustworthy in comparison with Macro-Influencers who - we all know nowadays, are mostly paid to promote a certain product or experience, even if they don’t particularly enjoy or care about the product they are sharing. Micro-Influencers are also more likely to respond to any comments and messages from their followers. This devoted communication surely leads to better engagement that ultimately adds to sales and conversions.
Authentic and Relatable
Micro-Influencers appear more authentic and relatable and this is simply because they are just like everyday consumers. With their humbleness and accessibility, they are able to connect with their audiences on a more personal level and understand their pain points. Therefore, people are more likely to relate with their everyday content and posts.
One of the biggest benefits of Micro-Influencer marketing is that it allows brands to run several trials to see which content, influencers, and social media platforms are working best. So instead of paying vast sums of money to a Macro-Influencer and praying that a campaign will be a success, Brands can A/B test until they find the perfect combination of product, influencer, and social channel.
What you need to know about Micro-Influencers
Research, Research, Research
A good starting point is to spot the organic followers from your Brand’s own social media channels. For instance, the use of Audience targeting, Facebook Insights and Twitter Analytics provides huge benefits into determining your target audience as well as some key topics and hashtags. Your best social media influencers of course will be the ones that already share your brands content or content that is quite similar to your brand.
One thing that you need to remember though, is that you cannot rely on your Micro-Influencers completely and expect too much from them. In fact, Micro-Influencers will only give you a direction and ensure people read and engage with your content due to their ability to reach very specific audiences, however, you will need to do all the heavy lifting.
Build a relationship with your influencers though mutual goals
Spot a follower on your own social media channel who might be a potential Brand Ambassador. Reach out to that person, follow them and try to engage with their content.
Build a mutually beneficial relationship through direct communication. Always be straightforward about your intentions when you approach potential influencers for a partnership. Let them know the exact reason why you chose them and want to be linked with them. Explain the goals that you want to accomplish with your marketing campaign. And don’t forget to talk about your compensation plan - this will give Micro-Influencers the feeling that you’re fair, honest, and you don’t want to waste their time.
One thing you can do wrong is rush the whole process. As with any relationship, it will take time and dedication to establish trust between you and your influencers. So be patient!
Don’t forget the engagement rates
Using Micro-Influencers can carry some risks too. For instance, while some of your followers may look promising on the surface with thousands of followers, it’s important to dive in and understand the levels of engagement from those followers! If their engagement rates don’t match this can be a signal that the person has fake followers, and these are not worth your time.
So, always keep in mind the real statistics - those numbers that measure engagement e.g. the total number of likes, comments and shares on a post.
So what can we take from all of this?
For starters, lose the impression that the higher the number of followers, the better the outcomes for your marketing campaign
It’s all about finding the right influencer who will listen, trust and understand the voice and tone of your brand. And remember, Micro-Influencers are a piece of your Marketing and Social campaigns, not all of it.
Get it right and one thing is guaranteed, you’re content will definitely be more visible to the right people at the right time!