Why do Micro-influencers matter?
Though micro-influencers have far fewer subscribers than their million-plus peers, engaging them in the promotion of online stores can be more profitable. It turns out that trust and close relationship with the audience is critical for purchasing decisions. So, what exactly makes ecommerce companies choose micro-influencers?
Three simple statistics:
- 60% higher engagement
- Underpriced (6.7X more cost-efficient per engagement)
- 2% more weekly conversations than the average consume
Using Micro-influencers to successfully promote your business!
- Turn micro-influential fans into advocates.
The best types of influencers are those who are already fans of your brand. When they promote products or services from your brand, it’s more trustworthy because their followers know that the influencer already loves your products.
- Have micro-influencers tell a story.
For the content to really reach and resonate with your target audience, the influencer needs to tell a story around the brand or product.
- Run an ongoing campaign.
A one-off campaign may be sufficient to promote an upcoming product launch or to drive more sales. But when the goal is to promote your brand, you’re going to need micro-influencers for a long-term campaign.
For a good example of why micro or “niche” influencers provide better engagement and ROI we can compare them to celebrities.
When you want to get a lot of exposure for your brand, you can approach a high-profile celebrity with a particular product for a very expensive sponsored post. It can be effective. But what if a good number of the celebrity’s followers may not even be interested in that type of product?
It has been proven time and again that recruiting several smaller influencers that focus on the relevant industry is more effective in terms of traffic and sales.
How to find Micro-Influencers to work with?
The process begins with designing your unique buyer persona for your brand (or for the specific campaign). Once you have an idea of your average consumer and where they are likely to go for information about products (do they prefer Instagram, Pinterest, some other platform?) you will understand where you should search your influencer.
The first thing a brand should do is to look through its own followers on its social media channels. Who is the brand already associated with that might be a potential representative? Who is interested in telling the brand’s story and is already talking about it? This can help to find the micro-influencers that match the brand.
The best way to establish and build relationships with micro-influencers is to engage with them, follow them and show appreciation for their content. When micro-influencers receive direct messages from brands, this will help to make them more likely to reply when an actual campaign is being built.
So micro-influence is not defined by the number of one’s social following but the relevant conversation groups that a buyer engages in. Therefore, a micro-influencer is not someone with a specific number of followers – engaged or otherwise – but the people whom your potential buyer speaks with when considering a purchase decision.