With the internet at everyone’s fingertips, as well as the fame and money that comes with it, influencer marketing culture has spread. There are various kinds of influencers in today’s age of social media. That includes mega, macro, nano, and micro-influencers. This range of social media influencers enables online marketers to use influencer marketing more effectively to produce traffic, leads, and sales.
Micro-influencers, defined as individuals with 100,000 or lesser followers, have been shown to generate a higher ROI than their counterparts. Micro-influencers appear to set to become a permanent fixture of companies’ communications strategies in 2022 and beyond. The question now is how can marketers use data to better plan, execute, and, most crucially, measure the success of their micro-influencer campaigns.
Why Micro-Influencers?
Working with influencers is about ensuring that companies get the optimal combination of reach and engagement in the long run. If marketers have reached out to the correct micro-influencers to promote their products, the followers of those influencers should be similar to your target demographic.
The following are some of the other benefits that can be seen when working with a micro-influencer:
High Engagement Rates
Micro-influencers are often well-known in their field and have extremely high levels of interaction with their audiences. By pursuing micro-influencers, brands can broaden their reach in niche areas.
As opposed to macro or celebrity influencers, micro-influencers can better interact with their audience. They also do so more regularly by answering questions/comments more quickly.
Higher engagement between the influencer and the audience means that a connection is formed quickly, and the influencer is likely to be more relatable than a celebrity.
Statistically speaking, a study discovered the following from its analysis:
1. Only 8% of Instagram users with fewer than 1,000 followers received likes.
2. Users with 1,000-10,000 followers received likes at a 4% rate.
3. A 2.4 % like rate was reached by users with 10,000-100,000 followers.
4. Only 1.7 % with 1-10 million followers received likes.
Authenticity
Since micro-influencers are genuine individuals, their Instagram content is as well. If a micro-influencer interacts with a promotional Instagram post, their followers may be more likely to click to learn more about the brand they’re posting about.
Instagram’s algorithm was recently updated. Posts from accounts that users follow and interact with now appear first in Instagram feeds, and authentic, quality content takes precedence over promoted content from large corporations. If the algorithm concludes that consumers are more interested in micro-influencer content than celebrity content, it may make it more visible.
Affordability
A micro-influencer is much more affordable because the pricing of endorsements is based on the number of followers and interaction. On the other hand, employing a celebrity influencer can cost you hundreds of thousands of dollars for a single post.
Thus, unless you have a massive brand, that may not be feasible or worthwhile. As a result, when it comes to micro-influencers, you can opt to cast a wider net and collaborate with a variety of people to market your business as broadly as possible.
Great conversion rates
Micro-influencers are real people who can build a genuine following and a trusted, loyal group. They do so by recommending new or unfamiliar brands’ product benefits when using them. They will almost never accept to work with a product in which they do not believe. As a result, trust formation happens between them and their audience. Thus, if you can secure an influencer that matches your target demographic, you will undoubtedly see an increase in sales. This is also related to the human inclination to set high significance on the opinions of others when making a purchasing decision.
Niche Demographics
Unlike most famous superstars, micro-influencers may often reach out to very particular, niche markets. Micro-influencers come in a variety of sizes and shapes. Each of them specialises in a particular field, has a distinct style, a distinct brand, and appeals to a specific type of audience. Consider your buyer personas, just as you would when writing content.
Finding someone who caters to your exact target demographic is the only way to be most successful with micro-influencer marketing. Otherwise, you’re wasting money on people who will never buy from you.
How to find the right micro-influencer?
Step 1: Know your target
Begin by conducting research to acquire a thorough understanding of your target audience’s research/buying habits and demographics. You want to make sure that the micro-influencer you choose has a relevant following that includes people of your target demographic. As a result, it’s critical that you obtain a thorough understanding of the influencer’s fan base.
Depending on your product/service and industry, you should consider factors such as age, location, gender, occupation/industry, and interests/hobbies.
Step 2: Delve into hashtags
Hashtags are an integral part of social media today for both content consumers as well as content creators. Extend your search for relevant hashtags that best represent your brand’s activities and products, or, more accurately, industry hashtags. Identify trending accounts and pages that have a high level of engagement and use phrases and hashtags related to your keywords. It would be more beneficial for brands to use expert keyword tools to generate amazing hashtags that are relevant to their sector.
Step 3: Oil the wheels of your endorsement deal
Once you’ve identified a potential influencer, make certain that their content is of good quality. You should make certain that the influencer you choose isn’t solely interested in pushing products.
The most appealing thing an influencer can do is build a narrative and story to accompany the product. They should stay loyal to themselves and use the platform to present their audience with content that they are truly interested in.
Finalise the details, from the type of desired material to the hashtags in their captions, all at once.
What lies ahead
Are you an admirer of micro-influencers? Working with multiple micro-influencers may appear to be a lot of work. However, keep in mind that the payout for authentic and engaging Instagram posts is well worth it. Do not forget to be creative when locking in the details of their association with you. Furthermore, if you can locate a micro-influencer to share a captivating Instagram post, you may be able to generate far higher engagement.
Get in touch with us at Shaktiki Marketing to learn more about the most effective marketing strategy for your business.