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Micro-influencers have been a growing trend in 2017. A HelloSociety research has shown that businesses use micro-influencer marketing as one of the main tools in their social media marketing campaigns. A well-planned strategy for influencer marketing can give your business a significant boost in the social media, and therefore, it is crucial to learn how to do it right.
Why Are Micro-Influencers Better Than Influencers?
The use of influencers like celebrities and public figures is a well-established practice across all businesses and digital marketing companies. Product endorsement has been there forever. However, the change in consumer behavior and the rise of social networks are now demanding a totally new and more subtle approach to using influencers. Recent reports have shown that influencers with millions of followers rarely generate many comments, clicks and shares, while micro-influencers do a much better job at involving the audience into discussion.
So, what is the essential difference between micro influencers and influencers? We know for sure that micro-influencers are have much fewer followers. If a celebrity like Justin Bieber has millions of Instagram subscribers, a mother of three from the US who is an amateur children photographer may only have 10k followers. The photographer’s followers, however, are much more likely to share the same interests, that is children photography. As a result, they engage much more in the published content and are more likely to trust each other’s opinions. In a sense, micro-influencers create their own communities inside social networks. And your business can directly benefit from their influence on the public opinion by attracting them to your social media marketing campaigns.
Micro-Influencers also have the advantage of having closer relationships built with their fans since they can afford to reply to a much larger proportion of their fan base when compared to traditional influencers. As a result they have the opportunity of building stronger interpersonal relationships with their followers since a level of trust is established in one on one communication.
How to Choose a Micro-Influencer?
There is no single opinion about how many followers a micro-influencer must have. Some social media companies say that micro-influencers have between 1k to 10k followers, some consider accounts with 500k micro-influencers as well. The more followers a person has, the more money they charged for a sponsored post in a social network. Of course, your first criterion of choice must be your marketing budget and the number of potential consumers you want to reach. But this is not the only factor.
Ideally, you should pick a micro-influencer who has already had something to do with your product. If they are already advocates of your brand, it will be much easier for them to create believable content that promotes your product. It is also essential that the content of the person you choose was consistent with your brand values. You may also estimate the kind of user response that this particular micro-influencer generates with their posts. For example a headphones brand such as SkullCandy when looking to operate in Pakistan may look to up and coming musicians as micro-influencers instead of going for the most obvious choice. A careful study of the micro-influencer’s account will give you an idea about who you want to attract to your campaign, and also how to attract micro influencers in general.
Wonder how to find micro-influencers for Instagram? There are a few online tools, like HYPR, for example, that allow you to search for influencers based on relevant keywords. Alternatively, you may use hashtags in the social media and see who actively advocates a brand online. When you look for influencers for promotion, take into account some other factors as well, like the age and interests of your ideal customer, the area in which the micro-influencer lives and works, and other aspects that may be important to gain the trust of your potential clients.
Ways to Use Micro-Influencers to Boost Your Business in the Social Media
Once you’ve chosen your micro-influencer, you need to give them a task for effective brand promotion. You may want to get a long-term contract if your aim is to build brand loyalty, or a one-time product endorsement post if your aim is to introduce one new product. However, in any case there are some pieces of advice regarding micro-influencer marketing that can bring you closer to success:
- Micro-influencers need to tell a real personal story about your product. It is not enough to simply make a picture with your product on the background. User see a lot of paid content on the social media and tend to distrust it. But, if an acquaintance of a trusted person recommend it based on their personal experience, that’s another story. A good way to do it is to write a post describing the experience of using your business, preferably as part of the micro-influencers personal life. Such an approach guarantees at least 20% more engagement into the conversation about your brand.
- Work with the micro-influencers for a long-term prospective. Before ordering a sponsored post, invite the person you want to attract to your shop or restaurant, let them try your products and actually be convinced that they are good. Among other things, a micro-influencer needs to look sincere when promoting your product. If you manage to turn this person into your brand’s advocate, your social media promotion will be much more effective.
Because social networks are crucial for marketing nowadays, micro-influencers can make a big difference to the success of your brand in 2018. With the prices ranging from 10$ to 1000$ per one post, any business can find a micro-influencer that will suit its needs.