Micro-Influencers: The New Marketing Tool
Updated: Sep 10, 2019
Taking a big step away from traditional marketing, micro-influencer marketing highlights a new method of advertising. Although it may generally be a new concept, it is quickly becoming an essential element of the digital marketing mix. As consumers become slicker at ignoring ads, they are also becoming entirely engaged with their social media accounts that contain these micro-influencers.
So, what exactly is a micro-influencer?
Micro-influencers are individual social media users that have anywhere from 1,000 to 1,000,000 followers/audience. They are considered experts in their niche, unlike typical celebrities or public figures. They could be a traveler, fashionista, or a food/fitness guru sharing their knowledge, passion, and honest opinions.
How micro-influencers help businesses
Having a real, authentic relationship is important to consumers, and that is exactly what micro-influencers achieve with their audiences, thus giving them a level of “influence” over their followers. They accomplish this by taking the time to interact with followers by responding to comments and emails. When a follower receives a response, it makes them feel significant and that their thoughts truly do matter. This interaction between the influencer and the audience assures that a connection has been established. The smaller the audience, the more personal interaction, which is key in marketing these days.
Micro-influencers also persuade consumers by being specific and showing expertise on the subject. Taking the time to post tutorials on products/services, where to find them, etc. creates a more specific and easy route to your business. Most celebrities are paid to give good reviews of products, whether it is true or not. Micro-influencers, on the other hand, are honest yet still passionate about the product/service they speak of.
Encouraging user-generated content is another reason consumers love micro-influencers and why you should too. Studies show that 56% of consumers would be more interested in buying a product/service that they have seen in a positive or relatable post by another consumer, which ultimately makes them feel more confident and satisfied when purchasing. User-generated content also emphasizes social proof because seeing content from real customers grows credibility and helps brands understand their target audience.
This relationship that a micro-influencer has with their following is what can help you and your business. While micro-influencers work with brands in different way, the basic idea is that they highlight your product/service/brand in someway to their audiences on their social media accounts. Of course, because these micro-influencers have built a relationship based on authenticity and trust, most of them will only work with brands that they truly endorse. Sometimes this relationship is something that you, as a company, have to initiate and get started, other times it can happen naturally if a micro-influencer already uses your products/services.
3 ways to find a micro-influencer that best suits your small business:
Check your fans/followers → A connection already exists here; they are a fan of your business
Connect with local bloggers → Ideal if you want to hold events in your area
Use Free Instagram Analytics → This monitors your brand, followers, content, & data
Micro-influencers are great tools for small businesses to utilize in today’s marketing world. Although trying something new may seem scary, this could truly help your business grow. Take that leap and use these 3 ways along the way to help find the micro-influencer that best fits you!