Ever since 2017, the word influencer and the term influencer marketing has only seen a positive graph of growth. With each day, more people are becoming a part of the culture by either following influencers dedicatedly, setting off to become one themselves, or considering business opportunities with influencers of sorts.
Although the growth of interest remains a common point in all influencer-interaction, the directions of this propagating interest have changed. People now are more specific about their interactions than ever. And so are influencers, which has given birth to micro-influencing marketing over time.
Now, what exactly is micro-influencer marketing? Let’s discover!
Who is a Micro-Influencer?
By the latest standards and definitions, a micro-influencer is an individual having a following of more than 10,000. The upper limit of this following ranges from 50000 to 100000 on different platforms. The Twitter and Instagram communities seem to have their own rules. And so does the Facebook and LinkedIn community.
Apart from the count of followers, what classifies an individual as a genuine micro-influencer is their impact. Every successful micro-influencer has a specific and highly engaged following. According to surveys, micro-influencers tend to have a 60% higher engagement rate in campaigns compared to macro-influencers.
Their ratio of likes, comments, shares, and re-shares to posts and count of the audience determine their rate of success. The overall account growth with time is yet another factor.
Some Prominent Examples
To fully grasp the concept of micro-influencing, let us analyze a few successful micro-influencers and the extent of their impact.
With a following of about 49.7K, Adam Gonon is a prominent personality on Instagram. The 28-year old’s fashion sense has inspired many. And so, he does not only post some super cool casual business looks but has also introduced a fashion line of his own by now. Famous brands like Maserati have approached him for collaboration purposes to gain traffic for their platforms.
Mandy runs her blog Simply Food, on Instagram and has a following of about 26.9 thousand accounts. On her blog, this self-taught culinary artist talks about leading a healthy lifestyle with nutritious food. She shares scrumptious recipes and tips to make your meals tastier and healthier.
Rainie Howard has a following of about 28.3K on Instagram, and she advocates self-love. Even in recent times, when the pandemic hit us all. She worked hard on keeping her audience motivated and inspired by posting more about her work-from-home routine and work-from-home essentials. Hence, promoting focus and self-love as primary tools of survival.
On his accounts, i.e., payformycoffee and ronwritings, Ron documents his thoughts & journeys to motivate and inspire others. His journey started small like others. But today Ron has a fan base of his own. He collaborates with various individuals and sells merchandise of his own.
Although the examples given above come from Instagram only, you ought to know that micro-influencers exist on all social media platforms. What’s more, there are a lot of animals as well that currently work as micro-influencers. The Zen Kitty is an excellent example of that.
Another animal account, Loki the Wolf Dog, also helps brands market themselves. For example, the account recently branded GoPro cameras, inspiring several purchases.
Who Should Work with Micro-Influencers?
Now that you understand micro-influencers, let us evaluate if you are fit to collaborate with them.
Micro-influencers are 6.7 percent much more cost-effective than other influencers. So, if you identify yourself as a small business services with a limited budget for marketing, then reaching out to a micro-influencer may be the best move for you. You could reach out to a more relevant audience within a limited budget and yield the best results. Plus, keeping the audience’s follow-up will be super easy. The metrics of the campaign you run with them will provide you gateways to newer, relevant clientele.
Moreover, surveys report that micro-influencers have 22.2 percent more conversations on a weekly basis, as compared to macro-influencers and average consumers. Thus, rendering such accounts more profitable grounds for business.
How to Approach a Micro-Influencer?
Now, here comes the most challenging part. Although the micro-influencing market is growing by the day and is undoubtedly an effective means of marketing, finding the perfect micro-influencer for your industry is a tough job, especially if your niche is a non-instagramish one.
For example, if you sell work from home essentials, it is highly unlikely that you’d find a micro-influencer whose primary niche of influencing is work from home furniture or work from home essentials. True, many influencers did a few posts about adapting to the new normal when the pandemic hit. These involved new routines and a home office setup with ergonomic furniture and whatnot. But those were a few posts to help their audience out in the tough times. They won’t constantly post about it since it’s not what their audience follows them for.
Hence, in such difficult cases, you may have to make use of influencer-finding tools such as Upfluence, Dovetale, Post for Rent, and others. Or you can do it manually, following the steps below:
Step One: Assess Engagement
Firstly do not fall for the number of followers they have on top of the screen. Instead, review their posts and assess the engagement they generate. Check out the number of interactive comments, likes, and even mentions.
Step Two: Screen for Relevancy
Next, evaluate how relevant they are for your industry. For example, according to the work-from-home example given above, seeking out lifestyle bloggers, entrepreneurs, and workaholics might as well be beneficial.
Step Three: Get Connected & Establish a Relation
Now, begin establishing a relationship with them by following them across all their social channels and sharing their posts. Or at least interacting with them via likes and comments. Once you feel you have a smooth connection, communicate your goals and present your proposal for collaboration.
Step Four: Trust!
Lastly, it’s always best to let the influencers’ instinct lead your campaign. Their audience is much more precious to them than they are to you, and so they would never want to put out content blatantly. They would think of a better way of promoting your content.
Given what you recently learned about micro-influencing, let us tell you that collaborating with a micro-influencer is like aiming with a sniper. To hit your target, you need to be extremely accurate with your moves. But when you do, the results will exceed your expectations. So, aim well!