Have you noticed the buzz about influencer marketing? Influencer marketing uses online influencers to create word of mouth to promote a brand or product.
First, let’s discuss reasons for the rise in influencer marketing. Then I’ll address micro influencers specifically.
- Increase in the use of Adblock software, making online ads less effective
- 70% or more people of check social media before making a buying decision
- 84% of consumers trust the recommendations of friends more than traditional advertising
“A recent survey published on Marketing Dive showed that engagement levels on Instagram decreased significantly as audience size increased – dropping from roughly 8 percent for influencers with 1,000 followers to 4 percent for those with 10,000 followers. For mega-influencers, those with more than 1 million followers, engagement drops even further to 1.66 percent.” — Big Brands and Small Bloggers: The Rise of Micro-Influencers
With influencer marketing, one size does not fit all.
Typically, influencers are grouped according to follower count.
- Celebrities – 1 million+ followers or subscribers
- Macro Influencers – 500,000 to 1 million followers or subscribers
- Middle Influencers – 100,000 to 500,000 followers or subscribers
- Micro Influencers – 1000 to 100,000 followers or subscribers
Celebrities, major brands, Internet gurus and the Kardashians may have millions of followers, but how much do they actually interact and engage with their followers?
Which group is the most effective? Would you believe it is the micro influencer? Who they are? Where to find them and what do they want? More importantly, how can they help you with your marketing efforts?
What is a Micro Influencer?
Imagine your best super fans with an army of loyal followers at their fingertips. That’s a micro influencer. They are the blogger or tweeter or podcaster who spends hours online talking about their love of a specific topic/niche. It could be anything from their favorite soft drink to a brand of luxury watch. You’ll also find them on celebrity and tv/movie fandoms, as well as on lifestyle, fashion, food and cooking blogs and on YouTube channels.
Because they are passionate and dedicated to their favorite topic, micro influencers are always on social media talking to their small, but extremely loyal followers. How would you like to have them spreading the word about your brand?
Engagement, Social, Proof and the All Important ROI
With micro influencers, less can often mean more. In comparison to better-known social media celebrities, they get much higher engagement rates. They also produce 11 times the ROI of all other types of digital strategies.
What makes micro influencer marketing so effective? They have interesting and authentic conversations with their followers and are sincere in their devotion. Their targeted and active followers, along with their independence and authenticity, make micro influencers a powerful resource for marketers.
How to Work With Micro Influencers
Micro influencers are genuine in their passion for their chosen topic. They will happily join in a Q&A or live tweeting session. They are the first ones to enter a contest or vote in a survey.
How can you reach out to these smaller thought leaders in your market? Everyone loves swag. Use your stash of promotional T-shirts, water bottles, and other goodies to as prizes in a contest or give-away. You’ll not only gain loyal followers, but you’ll also make loyal fans of the winners. You can be sure that they will tell all their friends and followers about their prize and how much they love your product or brand. Use a specific hashtag during live tweeting events or on Instagram to do simple giveaways to fans.
The thing they most want is access. Reach out to bloggers and podcaster fans who may be more than happy to help you promote your product or brand.
Here are a few tips that will a make micro influencers your new best friend:
- Send them a special invitation to join your Twitter chats.
- Provide press releases, copyright free photos, and other media for use on their websites
- Give them special access to insider and behind the scenes information to share with their followers
Bloggers, podcasters and others can be compensated for giving an honest review of a book/product on their site. (Be sure to stipulate that FTC regulations are followed.)
Spread your marketing dollars across a wide range of online sources and reach a more engaged audience.
Instead of spending your entire budget on traditional marketing or on one of the major celebrity influencers, why not give micro influencers a try?
Does your business or brand have passionate, micro influencers?