Micro-Influencers:- The influencer fever has taken almost every brand’s marketing strategies by the storm. This has largely been plausible due to the emergence of social media and its far reaching impact on our daily lives. Celebrity collaborations help provide the necessary nudge to your target sales by maximizing reach and audience trust, providing a fillip to your marketing goals by resonating your brand story, generating potential leads, and bolstering a prolific ROI as a result.
However, there is another side of the story- the exorbitant price that celebrities charge to become the face and voice of any particular brand. Although their clout may catapult your brand into an overnight success, not every brand can afford to leverage the star power that the likes of Alia Bhatt or Shah Rukh Khan possess. Hence, instead of blowing your budget out of proportions, hiring a micro-influencer is a smart and doable marketing strategy that is being adopted by several budding startups, small low cost businesses, and B2C companies struggling to make a mark in the business world with their limited budgets. This is where micro-influencers come into play as a golden opportunity for them to market their brand idea without putting their ROI at risk.
Who exactly is a Micro-Influencer?
Micro-influencers are individuals with a visible social media presence and a tight knit follower base ranging anywhere from 1K to 1M. These users have built their modest audience base owing to the original niche specific content they produce for their users in varied fields such as food, fashion, fitness, or travel, to name a few. Since the content produced by micro-influencers is a result of their original experiences, so they connect deeply with their followers and gain user trust over time.
As compared to celebrity sponsorships, micro-influencers help bridge the gap between the brand and consumers by providing their expert opinions and authentic reviews and in turn guide their followers in making mindful purchasing decisions.
Besides offering an abundance of audience engagement, micro-influencer marketing comes with some added perks which makes this concept appealing enough to work with:
- Target’s specific audience base, unlike celebrities who have a fragmented follower base largely due to their popularity rather than the content they produce.
- Doesn’t affect your budget and are 6.7% more cost effective than celebrity influencers
- They focus on developing a bond with their followers and keep them engaged by going live, having one on one interactions, communicating their own experience with the brand, and responding to the comments and messages of their followers consistently.
5 Points to Keep in Mind When Working with Micro-Influencers
It seems like 1000 to 1 Million is the optimum range of followers that can help influencer marketing strategies outperform even for brands on a tight budget. Now let’s discover what are the five pointers that must be kept in mind when approaching micro-influencers for communicating your brand story to consumers such that its impact contributes to your targets in a huge way:
1. Do You Share the Same Niche?
Research, research, and research before doing any outreach.
A micro-influencer who shares the same idea as that of your product is a perfect fit to promote brand awareness and help generate leads in the long term.
It is necessary to find the right micro-influencer whose content aligns with your goals such that the collaboration enables a higher conversion rate.
Try to search for micro-influencers who engage with their followers consistently through contests, giveaways, access to events, or even encouraging them to sign up for samples and free trials of your brand’s products.
2. Is The Follower Base of the Micro-Influencer Relevant to Your Business Idea?
Review the target audience of the micro-influencer and see if they are relevant to what your brand’s growth. The target buyer personality for your brand’s products should align with the follower base of the hired micro-influencer. There are various factors that must be kept in mind when reviewing the profile of the micro-influencer’s followers. These include:
- The age demographic
- Geographical location
- Gender whether male or female
- Discussions and comments on their posts
For instance, if your brand is based in India and is launching a new beauty product, it should definitely seek Indian micro-influencers who are fashion bloggers.
Also Read:- Evolution Of Influencer Marketing In India
3. Does The Micro-Influencer Have a Tightly Knit Audience Base?
A close network of the audience who are loyal to the influencer is a prerequisite to achieving the desired result out of an influencer marketing strategy born from the collaboration. When the interests of the micro-influencer and the brand align, there is a chance that your campaign will be a huge success owing to the trust and credibility appreciated by the consumers. A micro-influencer who has an active follower base relevant to your business idea will help transform their content to potential leads by promoting brand awareness.
Also Read:- Generation Z: The Target Audience of Tomorrow
4. What Is the Engagement On Their Social Media Pages?
It has also been observed in a study by Markerly, that with increase in the number of followers, a decrease in audience engagement rates was observed with around 85% higher engagement rates associated with micro-influencers with as little as 1000 followers only.
The higher the number of likes, shares, comments, and subscriptions from their followers; higher is their interaction with the target audience which will determine the success of your campaign overtime. You will have to go through their social media pages and review for these parameters including the number of likes, comments and shares on each post.
Nearly 80% micro-influencers choose Instagram as their platform of preference for influencer marketing. However, one cannot undermine the importance of other social media channels such as YouTube, Facebook in driving user engagement. As they say the more the merrier; micro-influencers who manage different social media blogs will inadvertently help expand your outreach and multiply user engagement by several folds.
5. Do They Agree with Your Idea?
Choose a micro-influencer who agrees with your brand’s ideas and can naturally fit into your beliefs. Imposing your brand story will only make it look banal and plummet audience interest affecting your brand’s value in the long run. Also, check if the potential micro-influencer has been actively involved in any campaign sponsored by your competitors in the market and how did their follower base responds to it.