Microinfluencer marketing: ready to get started?
Posted: Tue Dec 10, 2024 10:41 am
When you're choosing a restaurant to take someone out to dinner on your first date, how do you decide where to go?
Yes, there are many ways to find information online: lists, reviews, etc. But if you have a foodie friend who talks about food all day long, which way would you tip the scales?
People tend to trust mainly what other people tell them. This is where much of the power of influencers lies , in that they are able to generate the same trust as a friend.
If you've been keeping an eye on social media trends over the past few years, you'll know that using influencers to promote products has become very popular. In particular, throughout 2017, there was a focus on the figure of the micro-influencer .
That's why we've prepared this introduction to the world of micro-influencers . So if you haven't started working with them yet, you can now take your first steps.
Why work with microinfluencers ?
When planning your future social media campaigns, you will have several options to choose from, such as working with influencers or micro-influencers , or even going 100% with advertising campaigns.
So why include micro-influencers among your options?
Interactions
According to a study published by Markerly , a platform for connecting with influencers , the people with the most interactions on Instagram have between 1,000 and 100,000 followers. This means that users with accounts within that range of followers get a higher percentage of likes and comments than larger accounts.
As you can see from the Markerly images, 1000 followers is the key number.
Additionally, according to HelloSociety , an influencer -focused marketing agency recently acquired by the New York Times, campaigns with micro-influencers receive 60% more engagement compared to their average campaigns.
Segmentation
Micro -influencers are characterized by targeting very specific niches rather than the masses. They tend to talk about very well-defined topics: fashion, gastronomy, art, DIY… Even within these topics, subdivisions can be seen. For example, within gastronomy, we can find those who visit restaurants and those who make pastries.
In any case, it is certain that their followers will have a great interest in the particular topic that the micro-influencers talk about. And this is to your benefit.
Furthermore, this segmentation is not only about topics. Segmentation can also be geographical, which will be of great benefit to you if you have a local business, such as a shop, a restaurant, a small recording studio, etc.
Authenticity
Let's remember one thing: social media was made to bring people together. So, while there are a lot of micro-influencers , even within the same category, they differ in style and personality.
This combination of style and personality is what her followers perceive as authentic. She is a real person, someone they could be friends with.
This is why when one of the biggest influencers with millions of followers makes a recommendation about a product, few believe it is real and see it as mere advertising.
This is less the case with micro-influencers . After all, micro-influencers are experts in their field and are perceived to be risking their reputation by recommending a product or brand.
At this point it is important to highlight that this authenticity must be reflected in the campaign that we design together with the microfluencer .
Quality/price ratio
The number of followers is usually the metric that determines the prices for working with influencers . Because they have a smaller number of followers, micro-influencers usually charge lower rates.
However, many times the success of a campaign is not determined by the number of followers. For example, which campaign do you think will get the most conversions for a company dedicated to marketing weight loss tea:
One in which the Kardashian sisters and company are involved
One in which between 30 and 40 microinfluencers are involved
According to Digiday , the best results were obtained by working with microinfluencers .
Characteristics to look for in a micro-influencer
He is a fan
This feature isn't mandatory. But perhaps if you look at your own social media follower lists or mentions, you might discover that there are already micro-influencers out there who love your brand and what you do.
If you are a new business, and you are building your fan base, you may not have any fans among your followers yet. But with a little research through hashtags , accounts that talk about your sector, etc. you can easily get some who are not only interested in the same topics as you, but who share your values. If so, get them excited about your project and they will surely love to support you.
Post regularly
Producing content for social media, blogs, etc. takes time. Because of this, many of these micro-influencers may not be regular when it comes to posting. They may even have already left their accounts to pursue a new project.
So, when looking for micro-influencers to collaborate with, check the dates of their most recent post. Also, look to see if they post with a regular frequency. This will help you plan your campaign later on.
Interact with your followers
As we said, the number of followers is not the only relevant indicator when choosing who to work with.
When researching the profiles of micro-influencers you want to work with, check that their followers like and comment on their photos. Read the comments – are they real and meaningful? Are there people asking for recommendations?
Also, it is very important to look at the responses that the micro-influencer gives or if they don't give them at all. In general, we look for someone who is committed to their community.
Tips for working with micro-influencers
Be clear about your goals
Is your goal to increase brand awareness? Or attract gambling data usa followers to your own profile? Whatever it is, you need to be clear about it from the start. Even before you start looking for the micro-influencers you want to work with.
Knowing what you want to achieve will help you define who you will contact, what you will propose, and what type of campaign you will work on together. This will also allow you to measure the success of your campaign.
Don't be a robot
Micro-influencers are used to being contacted by brands, so they will easily recognize a text you have sent to another dozen people. Remember that you are looking for authenticity in your campaign, so start by being authentic.
Personalize the messages you send to micro-influencers , whether by email or direct message on any platform. Even before you propose anything, you can start following them and interacting with them.
It's not all about money
While it is true that influencers deserve compensation for their work with our brand, perhaps what interests them is not just money. In the digital world, there is more than one currency.
They may be interested in receiving your products for a period of time, or discount codes to offer to their followers.
Give them room for creativity
When we talked about authenticity, we mentioned style and personality. In an influencer campaign, this is something that needs to be maintained throughout the campaign.
So don't hesitate to give them some guidelines and directions, as well as make clear what you expect from the final product. But leave the creative details to them. Allow them to take ownership of your campaign because they know their followers better than anyone else.
Now it's your turn
We've already given you a brief introduction to the world of micro-influencers, now it's your turn to start using what you've learned.
What else can you do? Here's what you need to know: 1 Check out our post about what influencer marketing is .
2 Do you have any doubts about whether this is the best strategy for you? Ask us (don't worry, we will answer your questions without any obligation).
Yes, there are many ways to find information online: lists, reviews, etc. But if you have a foodie friend who talks about food all day long, which way would you tip the scales?
People tend to trust mainly what other people tell them. This is where much of the power of influencers lies , in that they are able to generate the same trust as a friend.
If you've been keeping an eye on social media trends over the past few years, you'll know that using influencers to promote products has become very popular. In particular, throughout 2017, there was a focus on the figure of the micro-influencer .
That's why we've prepared this introduction to the world of micro-influencers . So if you haven't started working with them yet, you can now take your first steps.
Why work with microinfluencers ?
When planning your future social media campaigns, you will have several options to choose from, such as working with influencers or micro-influencers , or even going 100% with advertising campaigns.
So why include micro-influencers among your options?
Interactions
According to a study published by Markerly , a platform for connecting with influencers , the people with the most interactions on Instagram have between 1,000 and 100,000 followers. This means that users with accounts within that range of followers get a higher percentage of likes and comments than larger accounts.
As you can see from the Markerly images, 1000 followers is the key number.
Additionally, according to HelloSociety , an influencer -focused marketing agency recently acquired by the New York Times, campaigns with micro-influencers receive 60% more engagement compared to their average campaigns.
Segmentation
Micro -influencers are characterized by targeting very specific niches rather than the masses. They tend to talk about very well-defined topics: fashion, gastronomy, art, DIY… Even within these topics, subdivisions can be seen. For example, within gastronomy, we can find those who visit restaurants and those who make pastries.
In any case, it is certain that their followers will have a great interest in the particular topic that the micro-influencers talk about. And this is to your benefit.
Furthermore, this segmentation is not only about topics. Segmentation can also be geographical, which will be of great benefit to you if you have a local business, such as a shop, a restaurant, a small recording studio, etc.
Authenticity
Let's remember one thing: social media was made to bring people together. So, while there are a lot of micro-influencers , even within the same category, they differ in style and personality.
This combination of style and personality is what her followers perceive as authentic. She is a real person, someone they could be friends with.
This is why when one of the biggest influencers with millions of followers makes a recommendation about a product, few believe it is real and see it as mere advertising.
This is less the case with micro-influencers . After all, micro-influencers are experts in their field and are perceived to be risking their reputation by recommending a product or brand.
At this point it is important to highlight that this authenticity must be reflected in the campaign that we design together with the microfluencer .
Quality/price ratio
The number of followers is usually the metric that determines the prices for working with influencers . Because they have a smaller number of followers, micro-influencers usually charge lower rates.
However, many times the success of a campaign is not determined by the number of followers. For example, which campaign do you think will get the most conversions for a company dedicated to marketing weight loss tea:
One in which the Kardashian sisters and company are involved
One in which between 30 and 40 microinfluencers are involved
According to Digiday , the best results were obtained by working with microinfluencers .
Characteristics to look for in a micro-influencer
He is a fan
This feature isn't mandatory. But perhaps if you look at your own social media follower lists or mentions, you might discover that there are already micro-influencers out there who love your brand and what you do.
If you are a new business, and you are building your fan base, you may not have any fans among your followers yet. But with a little research through hashtags , accounts that talk about your sector, etc. you can easily get some who are not only interested in the same topics as you, but who share your values. If so, get them excited about your project and they will surely love to support you.
Post regularly
Producing content for social media, blogs, etc. takes time. Because of this, many of these micro-influencers may not be regular when it comes to posting. They may even have already left their accounts to pursue a new project.
So, when looking for micro-influencers to collaborate with, check the dates of their most recent post. Also, look to see if they post with a regular frequency. This will help you plan your campaign later on.
Interact with your followers
As we said, the number of followers is not the only relevant indicator when choosing who to work with.
When researching the profiles of micro-influencers you want to work with, check that their followers like and comment on their photos. Read the comments – are they real and meaningful? Are there people asking for recommendations?
Also, it is very important to look at the responses that the micro-influencer gives or if they don't give them at all. In general, we look for someone who is committed to their community.
Tips for working with micro-influencers
Be clear about your goals
Is your goal to increase brand awareness? Or attract gambling data usa followers to your own profile? Whatever it is, you need to be clear about it from the start. Even before you start looking for the micro-influencers you want to work with.
Knowing what you want to achieve will help you define who you will contact, what you will propose, and what type of campaign you will work on together. This will also allow you to measure the success of your campaign.
Don't be a robot
Micro-influencers are used to being contacted by brands, so they will easily recognize a text you have sent to another dozen people. Remember that you are looking for authenticity in your campaign, so start by being authentic.
Personalize the messages you send to micro-influencers , whether by email or direct message on any platform. Even before you propose anything, you can start following them and interacting with them.
It's not all about money
While it is true that influencers deserve compensation for their work with our brand, perhaps what interests them is not just money. In the digital world, there is more than one currency.
They may be interested in receiving your products for a period of time, or discount codes to offer to their followers.
Give them room for creativity
When we talked about authenticity, we mentioned style and personality. In an influencer campaign, this is something that needs to be maintained throughout the campaign.
So don't hesitate to give them some guidelines and directions, as well as make clear what you expect from the final product. But leave the creative details to them. Allow them to take ownership of your campaign because they know their followers better than anyone else.
Now it's your turn
We've already given you a brief introduction to the world of micro-influencers, now it's your turn to start using what you've learned.
What else can you do? Here's what you need to know: 1 Check out our post about what influencer marketing is .
2 Do you have any doubts about whether this is the best strategy for you? Ask us (don't worry, we will answer your questions without any obligation).