WHAT IS MICRO INFLUENCER MARKETING?
Introduction
Micro-influencer marketing is a form of influencer marketing in which you work with influencers who have smaller audiences but a strong and engaged following in a specific niche. Unlike macro-influencers, who have millions of followers on social media, micro-influencers usually have 10,000 to 50,000 followers. Because of their ability to create authentic content and interact with their followers on a more personal level, micro-influencers are becoming increasingly popular in the marketing industry. In this blog, we’ll look at the realm of micro-influencer marketing and why it’s become such a game changer in the industry.
What is micro-Influencer Marketing?
Micro influencer marketing is a type of influencer marketing in which you collaborate with influencers who have a smaller following. These influencers generally have a more specialised audience and are experts in a particular field or industry. Micro-influencers are more accessible and relatable to their followers than macro-influencers, who have a much bigger following.
Working with micro-influencers has the benefit of higher engagement rates than working with macro influencers. Micro-influencers have more time to interact with their followers, react to comments, and develop relationships with their audience because their following is smaller. This means they are more likely to produce material that resonates with their followers and encourages engagement.
Why is micro influencer marketing important for brands and influencer campaigns?
A micro influencer is more than just someone with 10,000 to 50,000 followers. Influencer marketing strategies revolve around these individuals.
Brands depend on micro-influencers because they have a more loyal fan base than any other tier of influencer. This is due to their small but truly interested audience.
Micro-influencers are regarded as more accessible. This means they have a stronger bond with their followers and can successfully communicate the intended message. As a result, they are critical for every brand’s influencer marketing efforts.
Not to mention, when you depend on a micro-influencer, you can be confident that your message is reaching the appropriate target audience. This means that your brand is accessible to the people who are interested in it.
Benefits of micro influencer marketing
Increases engagement
If brands only paid for reach, they would most likely not engage with micro-influencers. Micro-influencers are obsessed with engagement — the amount of shares, likes, and comments a piece of online content receives. Because their followers are mostly peers or acquaintances, micro-influencers may have more frequent and genuine interactions with them. Or perhaps they all have a common passion.
More authentic and relatable content creation
Brands value micro-connection influencer’s with their audience, but so does the content they produce.
The meteoric rise of platforms such as TikTok has demonstrated to brands that low-fi, goofy, user-generated content has just as much – if not more – effect on viewers than polished content styled and shot by professionals.
Deeper connections with their niche communities
Micro-influencers frequently target niche communities, allowing you to reach a more specific audience interested in your offering. For example, you could collaborate with a Yoga instructor to help promote your new line of leggings or collaborate with a thought leader dermatologist to help you create content for your new skincare line!
Working with micro-influencers gives you the ability to target a specific group, ensuring that your product reaches the people who will be most interested in purchasing it.
More availability
Because of their large followings, macro-influencers are in high demand as companies seek to leverage their massive followings. Increased demand for partnerships with these influencers typically results in more complex and lengthy agreements, limiting brands’ ability to move quickly.
More cost-effective
The amount of money a brand pays an influencer for sponsored content is proportional to their following. Because of their smaller scope, micro-influencers are more affordable partners for companies. Because these influencers are typically seeking to expand their following, it is common for them to overserve their brand partners in order to establish a long-term relationship. All of these factors usually result in a high ROI for a brand’s investment.How to implement a micro influencer strategy.
If you’re interested in implementing micro influencer marketing for your brand, here are some steps to follow:
Define Your Goals: Before you begin working with micro-influencers, you must first describe your objectives. What are your goals for your influencer marketing campaign? Do you want to raise brand awareness, increase sales, or increase engagement? After you’ve defined your objectives, you can start looking for micro-influencers who can assist you in achieving them.
Find the Right Micro-Influencers: It’s critical to discover influencers who are a suitable fit for your brand when looking for micro-influencers. Look for influencers in your field who have a similar target audience and values as your brand.
Build Relationships: Once you’ve discovered potential micro-influencers, it’s critical to connect with them. Follow them on social media, interact with their material, and reach out to see if they’d be interested in collaborating with you.
Define the Partnership Terms: Once you’ve identified micro-influencers who are interested in collaborating with you, it’s critical to describe the partnership terms. This involves discussing the campaign’s scope, deliverables, and compensation.
Monitor and Analyze the Campaign: Once the campaign is launched, it is critical to track and analyse the outcomes.
So, how do you find the correct micro influencers for your brand?
Check the micro influencer’s post quality
The majority of micro-influencers have grown their following through their material. As a result, this becomes the main criterion for evaluation. Before you hire micro-influencers, look at the types of tweets they are posting. Check to see if their tone is appropriate for your brand promotion.Check and ensure that micro influencers are passionate about their niche
Brands choose micro-influencers because they are highly devoted to their niche, but there are no hard and fast rules when it comes to certain niches, such as lifestyle. A fashion blogger, for example, may occasionally post about cuisine or travel! Check in on what your selected influencers are posting about and whether their content is attracting the audience you want.Gauge the micro influencer’s audience quality
A passive audience base with no engagement can contribute to a poor marketing outcome. Make a careful examination of the influencers’ audience group. This will also tell you whether your brand campaign is reaching the correct people.Once you’ve identified your micro-influencers, it’s time to plan your approach. Let’s look at some influencer marketing campaign examples to get a clearer idea.
Final thoughts
As the social media era progresses, the days of brands basing partnership decisions solely on follower counts are dwindling.
There are more choices than ever before, but cutting-edge influencer programmes focus on identifying micro-influencers pertinent to the brand’s marketing objectives and weaving those accounts into the larger marketing programme in a customised and authentic manner.