Influencer marketing campaigns are a booming industry. Working with influencers is a cost-effective way for brands to promote their brand awareness as well as their products or services. Micro-influencers are influencers that tend to have 100K followers or more. The influencer marketing strategy tends to feature a niche audience that's highly engaged. By tapping into these audiences, brands can often market effectively--even more effectively than when trying to tap into larger audiences. Micro-influencers have the ability to connect with their audiences on a deep level that's conducive to engagement. If you're looking for a way to drive up your numbers--connections and sales--make working with micro-influencers part of your overall marketing strategy.
What and Who Are Micro-Influencers?
Micro-influencers are people on social media who have anywhere from 1,000 to 100K followers on social media platforms. These people might be style gurus, travel writers, health food bloggers, or anything else that allows them to connect with a substantial audience. They do content creation for tweets, Instagram posts, LinkedIn, hashtags, Facebook, Youtube, and even Google. Audience members tend to view these influencers as experts in their field or especially relevant to their own interests. What's interesting to today's marketers is that the smaller the audience, the better the engagement. For instance, micro-influences with a mere 1,000 followers scored 85% higher engagement rates than powerful influencers with 100,000 followers.
Why Are Micro-Influencers So Effective?
Micro-influencers foster engagements with the influencer's audience in a way that larger influencers don't primarily because they're accessible. People can't connect with a celebrity influencer in the same way that they can with someone who has far less fame. Celebrities aren't in the advertising game to make those types of connections. The right influencers, however, are where they are precisely because of how they connect to their audience.
Audiences are also well aware that when a celebrity like Jennifer Aniston or Tom Brady promotes a product, they're doing so for a hefty--superstar hefty--paycheck. That level of pay detracts from any authenticity they have. Can you trust a celebrity who's getting a massive payout for promoting a product more than a micro-influencer who's getting a micro-fraction--if that--for promoting a product? A product or service that's promoted by micro-influencers has built-in social proof, and that's a powerful incentive for followers to take into consideration when it comes to choosing those products and services.
Working with Micro-Influencers: Check Their Relevance
If your brand wants to initiate micro-influencer campaigns, you first need to decide what micro-influencers you want to work with. It's important to select micro-influencers who generate influencer content that could be associated with your brand. For example, if you sell healthy food, it makes sense to look for a micro-influencer who does content marketing about nutrition on their social platforms rather than just any food blogger. Once you have a few content creators in mind, you can take time to research their platform to determine how well of a fit they are for your brand.
When you're ready to target influencers about promoting your brand or products, it can be tempting to discuss how you'd like them to roll out your information. It may be best, instead, to establish the connection by talking about why you believe they're a good fit for your brand. You might brainstorm about different ways to promote your products but, ultimately, it's best to leave this in the hands of the micro-influencer. It's their audience--effectively their marketplace. If you've chosen wisely, then you should be able to trust this individual to communicate effectively with their audience. It is, in fact, why you're working with them.
Be Up Front
When working with a micro-influencer, be upfront about your goals from the start. Discuss the length of your campaign and how much you're willing to budget. Many brands pay micro-influencers a percentage of each conversation they helped to make. The influencer marketing agency is growing, so it's important to negotiate professionally and with contracts just as you would with any other partner. Consider working with a Facebook ad agency that specializes in influencer marketing to help. Talk about your goals so they understand what your objectives for the campaign are. If at any time you have concerns about their performance, communicate with them right away. Ideally, you'll want to establish a format for working with the perfect influencers that you can duplicate with other influencers for future campaigns.
Tried-and-True Campaign Ideas
When you approach micro-influencers and discuss the types of promotions you're looking for, you can mention a few tried-and-true ideas that have worked for other micro-influencer campaigns. Ask your micro-influencer to provide a product review. Their target audience trusts them and will trust them to cover your product with honesty. You can also ask them to take part in a giveaway campaign; in fact, you can work together to develop the rules of the competition. You might also suggest product tutorials that the micro-influencer can post. Ultimately, as mentioned, the delivery should be up to the influencer as it's their platform. They understand their audience--they've built it. Discuss your ideas but be sure they can put their stamp on them for best results.
If you're ready to begin work with the influencer strategy, start by researching to find individuals who are associated with your industry and meet the criteria you're looking for. Remember to measure carefully to determine if the campaign management is meeting your goals. You may or may not want to continue working with specific micro-influencers in the future. Obviously, a social media influencer who helps brands achieve your marketing goals is someone to maintain a long-term influencer relationship with. The more you work with micro-influencers to promote your brand and products, the more likely you'll be able to develop your own best practices for developing these campaigns.