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The Importance of the Micro-Influencer for your Marketing

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You have probably heard about it, you may have even engaged with an influencer, but how much of your marketing goes towards influencer engagement and promotion? For a lot of brands, this resource often goes untapped. As the world evolves towards a more digital-centric focus, using influencers to help spread your messaging is only becoming more important.

What is a Micro-Influencer?

The term influencer has been thrown around a lot recently (especially if you have seen Frye Fest!) but the common understanding for many is that an influencer is social media’s version of a celebrity. While this may be true for those with millions of followers, this is not where most of the marketing is (well, except for perhaps a Kardashian sponsorship…). Instead, micro-influencers (and now nano) are the goal.

When micro-influencer marketing first hit the digital world, it was all about follower count. Now, it’s about engagement. Markely found that as an influencer’s following increases, the rate of engagement (likes, comments and other post actions) decreases. Accounts with less than 1,000 followers generally received likes on their posts 8% of the time. Users with 10 million+ followers only received likes from 1.6% of their audience. It’s clear that users want to interact with someone genuine – someone they can relate to. Therefore, the micro-influencer is typically someone between 10,000 and 100,000 followers.

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How Micro-Influencer Marketing Works

Working with micro-influencers is about creating genuine connections with your audience and connecting with users outside of your brand’s own audience. It’s about collaborating with someone your target market finds relatable to promote specific products through the influencer’s social media profiles. It is an affordable way to spread your campaign message across several sources with people who have a specific interest in the niche your product is in.

When it comes down to the data, it’s easy to see the power of a micro-influencer. Medium found that campaigns driven by micro-influencers saw 60 per cent higher campaign engagement rates, with micro-influencers 6.7 times more efficient per engagement than influencers with larger followings, driving 22.2 times more weekly conversations than the average consumer. The bottom line: better Return on Investment.

The Rise of the Nano-Influencer

Even though micro-influencers are a relatively new thing, the digital world moves quickly. While still valuable, many brands are beginning to think smaller. Enter the nano-influencer. If you want to talk numbers, a nano-influencer is typically between 1,000 and 10,000 followers. However, even someone with a few hundred followers could do work as a nano-influencer. Why? Apart from the most obvious one – cost – nano-influencers tend to have the best engagement.

Often, a nano-influencer doesn’t expect to be paid but will consider posting something in exchange for free products or services fair compensation. Working with someone at the start of their growth not only gets more bang for your buck, but also creates a relationship where you can grow with the influencer, creating a more genuine connection between your brand and their audience.

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How to Do It in 2019

Identify the right people

There are many things that make up “the right influencer”, much of which is dependent on your brand and needs. However, there are a few simple questions to get you started:

  • Are they local to you or your area of service? Sometimes locality doesn’t matter, but there is no point hiring someone in New York to promote your café in Brisbane!
  • Do they follow you or have they tagged you? This is a great place to start, as it shows they are already fans of your product or service.
  • What is their niche? Similar to locality, their personal “brand” should relate to what you are offering.
  • What does their engagement look like? This is crucial. Compare their likes and comments to their following.


Build the relationship

A one-off campaign can offer a small boost temporarily, but if you want real, lasting results, something more long-term with someone who can become a brand advocate for you is crucial. This will mean your target audience is consuming more content about you and the influencer’s own following is more trusting as they can see there is a long love for your products or services.

Don’t ask too much

Demanding a certain number of posts, a certain look and feel, specific copy – these all create barriers. Influencers won’t be as excited to work with you if it is no longer coming from them and allowing them to be creative. Instead, keep it simple. Send a product or a voucher for a service, ask them to post about it if they like it and include the appropriate hashtags and profile tags. Keep it simple. This will not only make working together easier but also result in a more genuine post that resonates with followers. If you have chosen the right influencers, you will get the right content.

Be patient

Rome wasn’t built in a day and neither was the perfect brand influencer collaboration. Again, longer campaigns will offer better results and with micro and nano-influencers and if you do choose a smaller influencer, the results may be more gradual than with a macro-influencer. On the other hand, not all influencer engagements will work. Even with the perfect persona to search for, like all relationships, they aren’t always forever. The benefit is you can work with many more influencers on this level and therefore losing out with one is not as significant as it may be with a macro influencer.

Influencers hold a lot of power in the digital world and, if you create the right relationship with the right people, they can help propel your brand’s marketing efforts. If you need help identifying the right influencers or creating a strategy around them, get in touch.

 

Blog post by Erin Payne, Digital Content Speicalist at P4 Group