As the crowd of brands partnering with influencer marketing titans like Kylie Jenner approaches an apex, budget-conscious advertisers are seeking alternatives. They’ve increasingly turned to Micro-influencers: niche social media personalities with small and dedicated followers. Social media accounts with followings ranging from 10,000-100,000 followers have engaged, devoted followers who are constantly interacting with the influencer’s posts on social media. A Micro-influencer’s near-constant engagement with their small audiences makes any marketing undertaking in which they’re involved 60% more effective.
When looking for the right micro-influencer for your brand, audience overlap is critical. Finding an influencer whose average follower matches the profile of your target customer is key to success. It’s also important that the micro-influencer you choose uses products similar to what you’re selling. It is highly plausible that these individuals are already following your company. Once you identify your micro-influencer, it’s important to keep track of your interactions using one of the many tools available. For instance, you can use Influencer One and Dovetail to find and manage interactions with micro-influencers.
The authenticity of micro-influencers sets them apart from macro-influencers. Compared to macro-influencers, micro-influencers have frequent, genuine, and meaningful interactions with all their followers. The close-knit relationship that micro-influencers have with their followers creates a level of trust that simply isn’t seen between Jake Paul and his followers.
When it comes to ROI, micro-influencers only charge a few hundred dollars for each post. Macro-influencers, on the other hand literally charge thousands. Considering how much less expensive a micro-influencers campaign. This allows you to maximize your marketing budget and partner with multiple micro-influencers simultaneously and expanding your overall reach to your niche.
The success of micro-influencer partnerships proved effective time after time by large companies such as Adidas and ASOS. When promoting their new line of “Ultra Boost” shoes, Adidas partnered with Emily Joseph. Joseph used a genuine approach to address her followers noting her preconceived ideas about the shoes before her stellar experience.
This approach ultimately resulted in the effective promotion of the product. ASOS implemented a campaign known as “ASOS Insiders” where the company globally enlisted fashionistas who gave style tips to the global audience on various social media platforms such as Instagram, Pinterest, Facebook, as well as their own platform for this effort, ensuring they reach all audiences. The idea behind this promotion was that the influencers dressed in ASOS outfits and gave fashion tips to their followers. In turn, the followers were able to buy the influencer’s outfit of the day directly from the influencer’s post thus immediately affecting sales and proving the success of the strategy.
If you find a micro-influencer who matches the mission of your product, they can provide a plethora of benefits to your company. When working with micro-influencers it is essential to attend to your company’s growth and analyze how the partnership has benefitted your company.