Social media influencers are all the rage right now, with marketers and businesses clamoring to utilize influencers to promote their products or services in order to reach a larger audience. However, what happens if you are a small brand? Many small brands are sensitive to marketing spends, and it can be difficult to get those big names to help support you – and that is where micro-influencers come in.
What are micro-influencers? Micro-influencers are influencers with a smaller audience - generally of under 100k, but over 10k followers. They can be anything from bloggers to just a regular person that's built a loyal following on social media.However, it is not just the number of followers that makes a micro-influencer. Just like with regular influencers, the number of engaged users is far more important. This is what shows that their audience is genuinely interested in this person, that they care about their point of view and opinion and that they listen to them.
Why use influencers and who are they for? If you are thinking about using influencer marketing to promote your business, micro-influencers are a great place to start; particularly if you have a small business, or if you are just starting out. The key is, even if an influencer has a much smaller audience, that does not mean necessarily that micro-influencers will not be able to make a huge impact on your success. However, let's face it less is more! A smaller audience can sometimes even be a good thing - in many cases, the smaller the audience of an influencer, the more targeted and engaged they are, in large part because they’re following out of genuine interest (while a bigger influencer might get lots of new followers simply because they already have many followers). Micro-influencers also have more capacity to engage with their connections actively, while a huge influencer would never be able to interact with every member of their audience.
What to look out for when researching micro-influencers.
There are a few different things that you should keep an eye out for a few key points. As I mentioned earlier, it is important to look beyond the number of followers - in fact, in some cases, an influencer with 10,000 followers can hold a lot more power than one with 100,000 – so, don’t be blinded by numbers when researching influencers.
Instead, focus more of your attention on how they are engaging with their audience and how their audience is engaging in return. Don’t just check their stats (i.e. how many likes they get on average), but take the time to look at the conversations they are having. The more there are, and the more genuine they are, the better.
What is their niche? Another key element to look for is what they are posting on their social media profiles.Is it relevant to your business? Is it targeted at the same target audience your business is? When researching influencers, you need to examine their follower base. Do you two share the same target audience? This is where knowing your consumer is key in promoting your product or service. Hiring a beauty influencer to promote a product that maybe more healthcare driven will do nothing but drive your audience away with confused messaging. (Nothing will sink a promotion or a campaign then the wrong fit for your brand!)
Where to find influencers? The first step in looking for micro-influencers is to take a look at your consumers and who is engaging on your social platforms? We have often reached out to those followers who interact with our client's brands to help promote if they are key influencers within the market we are seeking to promote. Often they are eager to promote a product that they already love.
How do I measure engagement? Here are a few CRM tools that are not going to break the bank for even small businesses.
1) Agorapulse, Agrorapulse automatically ranks any influencers and even brand ambassadors (i.e. users who have shared and helped promote your content) to your list of fans and followers.
2) Buzzsumo. BuzzSumo enables you to search for influencers by using relevant keywords - but the best part is that you can filter them in various ways.If you only want influencers from certain locations, you can filter them by country, or even the city. You can also filter them by the type of influencer you are looking for, such as bloggers, companies, journalists, social influencers and even regular people. Bonus, you can sort them by relevancy, their website’s domain authority, their number of followers, as well as their average reply ratio to see how often they engage with their fans.
3) LaunchMentrics. LaunchMentrics enables a Publisher tool that is designed to track online interactions. You can configure it so that you receive email updates of the matches the tool finds online with the interaction you want, on the Internet, on blogs and social media.
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