Marketing with micro-influencers has become quite popular in the past year mainly because of their ability to engage. Two separate studies by HelloSociety and Markerly even found that influencers with smaller followings tend to have much higher engagement rates than influencers with tens of thousands of followers. Combined with the fact that micro-influencers are much less expensive to work with, this has compelled some brands and startups to find niche influencers with a smaller, but highly engaged audience. Who are micro-influencers? Micro-influencers are people who have a significant number of followers on social media in a specific niche. Generally speaking, they have anywhere between 1,000 and 100,000 followers on social media. I have been helping businesses and entrepreneurs create influencer marketing strategies involving micro-influencers.
Since micro-influencers offer limited reach, I make sure the campaign reaches an audience that enthusiastically receives their messaging. I try to ensure that each micro-influencer can tell a story that resonates with the audience and compels them to make a purchase. Here’s what I did to help others increase sales with the help of micro-influencers: Micro-influencers tell a personal story around your brand/product.I’ve come to realize that micro-influencers are just like everyday consumers, but with a more significant reach and in many cases, more authority. Experticity even found that micro-influencers are considered more credible, believable, and knowledgeable than an average person.
Since consumers can relate to them, their opinions and experiences can impact people’s opinions and purchase decisions. So when micro-influencers share their experience using a certain product, their followers will judge the product based on that experience. I’ve partnered with micro-influencers for campaigns in which they tell a unique and positive story about certain products or services. They talked about how the product has helped them or which features they benefited from. This has been able to drive sales much more effectively than when they simply share a photo of a product. The post by Natalie Kay (sustainably chic) of Sustainably Chic is a good example. She promotes a hand soap from Enviroklenz and talks about the benefits of the product, how it specifically benefits her since she has an autoimmune disease, etc.
Micro-influencers promote discount codes/links. In my experience, offering the target audience with a discount or a deal has been an excellent motivator to drive sales. We got micro-influencers to promote discount codes and links to compelling many of their followers to try your product. Valassis even found that 86 percent of consumers would try a new product if they have a coupon for it. And more than two-thirds of consumers will only purchase a product if they have a coupon for it.I’ve personally found that the most effective tactic is having micro-influencers promote discounts in addition to sharing their stories. The stories they share about a product can instill a desire in the audience to try the product. And a discount code or link can strengthen people’s desire to buy the product. Micro-influencer Jordan Taylor (petite modern) of Petite Modern, for instance, promotes a discount code for 16 percent off on VERB products. They can promote a giveaway. During the first few campaigns I’ve helped execute, I noticed that a lot of people were skeptical about buying from a brand or business they’ve never heard of before.
So when working with micro-influencers, I try to help prove the product’s worth by giving away free samples to an audience that would appreciate them. The goal is to get them hooked and return as paying customers. I’ve executed some campaigns in which micro-influencers promoted a giveaway campaign for free products. Some of our giveaway campaigns also involved prizes in the form of store credit like in the giveaway Boomdash is promoting through micro-influential mom, Kim Watson (likely). This allows people to pick out whichever products they have been dying to try. Encourage them to be honest. I ran a couple of campaigns in which we sent out some free products for micro-influencers to review. This would have been fine if we hadn’t specifically asked them to say something positive. We missed the part about how micro-influencers engage their audience through honesty. When we expected micro-influencers to rave about our products, they had a hard time being themselves. This was clear from the way they talked about the product and the way they created lackluster content that’s strikingly different from their usual pieces. Micro-influencers like Adri (sort of obsessed have even expressed their intention to accept PR gifts only from brands that don’t expect anything in return. She’s doing this so she can direct her focus back to her passion for beauty and skincare products. These are the best, most effective tactics to increase sales with the help of micro-influencers. As you can see from my experiences, it’s always a good idea to have micro-influencers tell compelling stories and promote discount codes. Don’t forget to ensure that they can be their honest selves.
Who are Micro-Influencers and How to Find the Right One?
A micro-influencer, as opposed to a macro-influencer, is a person with a smaller following, but with a high level of trust and authority with a highly engaged, niche audience. You’ll find a few different micro-influencer definitions in terms of specific follower counts – figures range between 1,000 and 10,000 or 1,000 and 50,000 followers, while others simply define a micro-influencer as someone with less than 100,000 followers. The bottom line is that a micro-influencer hasn’t amassed hundreds of thousands (or millions) of social media followers, yet they have immense credibility with their audience.
How Micro-Influencers are Changing Digital Marketing One Post at a ...
If your brand has tried its hand at influencer marketing, using established influencers with large followings (more than 100,000 fans) on Facebook, Instagram, YouTube, or Twitter, but hasn’t quite seen the results you’d like, it might be worth giving micro-influencer marketing a try. Micro-influencers are great for brands with micro-budgets who are ready to give influencer marketing a go.
One note: If you were wondering why we’re only mentioning Instagram in this blog post, it’s because micro-influencers as a marketing strategy has taken off primarily on that platform. Because Instagram is so visual, it’s easy for micro-influencers to post photos of products and brand experiences instead of writing a promotional tweet or Facebook post. That’s not to say that micro-influencer marketing can’t be done on other social media platforms, but Instagram’s Explore tab helps users find and interact with micro-influencer content easily.
Over the years, Instagram has become one of the most popular platforms for influencer marketing. With over 1 billion users and a fast-growing network of influencers churning out millions of sponsored posts each year, Instagram has become the most important influencer marketing channel. With that, the word “influencer” has become a rather loose term. There are so many people on Instagram referring to themselves as influencers, but what does that really mean? At the surface, it seems as though an influencer’s total number of followers matter the most. However, as a business, there’s so much more you have to consider when coming up with an influencer marketing strategy. What can influencers do for your brand? Does their brand align with yours? What kind of relationship do they have with their followers? How do you find the right influencers? How much will it cost? These are all important questions to consider.
Still not sure what a micro-influencer looks like? Here are a few examples of influencers who (at least for now) meet the micro-influencer definition. These examples are from Instagram (as it’s one of the most common platforms for influencer marketing), but remember, micro-influencers can engage audiences through a variety of channels.
Micro-influencers put influencer marketing within reach for many brands and offer an intimate, trusted connection with their audience that traditional influencers often can’t match. As you’re refining your marketing roadmap for 2019, don’t overlook micro-influencer marketing. It’s an effective and affordable solution to help you grow your followers, build brand awareness, and foster brand loyalty.
How to find micro-influencers?
Micro-influencers exist in every industry. But like every influencer campaign, you must be careful about choosing the right ones. You can also use tools to help you find micro-influences, UGFlock.UGFlock is a trusted platform between SMBs and micro-influencers. SMBs can find an easy way to hire micro-influencers for marketing, and micro-influencers are given full play to their advantages.
Along the way, over 1000 micro-influencers have established a cooperative relationship with UGFlock. Most of them have extensive experience in Technology、Marketing、SEO、Advertising、User Growth or other fields. And more than 400 SMBs got unbelievable results.