Being the centre of attention of their audience is every brand’s dream. But with the growing frequency of ads on social media, the competition is getting tougher with each passing day. In such times, influencer marketing has emerged as a lifesaver for brands, no matter how big or small. Marketers can swear by the effectiveness of this form of marketing that involves collaborating with influencers.
The way netizens presently use social media has also contributed greatly to the boom of influencer marketing. They now use social media as a search engine to look for new product recommendations when making a purchase. Influencers are a highly trusted entity during product research which is why brands leverage them for promoting their products and services.
So who are micro-influencers and why should you collaborate with them? This post will tell you how you can leverage micro-influencers to get your message across efficiently.
Influencers are grouped into four categories, namely mega-influencers, macro-influencers, micro-influencers, and nano-influencers, based on the number of their followers.
Micro-influencers are the ones whose follower count ranges anywhere from 10,000 to 100,000.
Many small businesses are collaborating with micro-influencers to build brand awareness, enhance their Instagram likes, and generate leads.
Partnering with micro-influencers can harbour a lot of benefits for your brand. Some of these are as follows:
The audience observes greater authenticity and relatability factors with micro-influencers. Since they don’t have a large following to impress, micro-influencers demonstrate a more authentic persona that most people are able to relate to. Additionally, they have more creative freedom than bigger influencers and they put more effort in perfecting their craft.
Most micro-influencers create content narrowed down to a specific niche. So the following they have built over time is genuinely interested in their content. This is why they acquire more TikTok likes as well as on other social platforms. Brands are able to tap into a niche audience by collaborating with micro-influencers.
As they have built a niche audience, micro-influencers generate a higher engagement rate as compared to mega-influencers who take advantage of their massive reach. When collaborating with micro-influencers, brands should focus more on harbouring engagement rather than reaching more people.
The best part is here. Micro-influencers do not charge as much as mega or macro-influencers. They can even share your brand with the audience in exchange for a free product or souvenir (provided they mention it clearly in their post). The cost for one mega influencer can cover several micro-influencers with an even higher engagement and reach.
Micro-influencer collaborations are said to generate a higher ROI as their audience is highly engaged. If they have, let’s suppose, 10,000 followers, most of them will consider their recommendations. On the other hand, if an influencer has a million followers, only a small percentage of them will buy the product on their recommendation.
We are aware of why and how partnering with micro-influencers can help your brand thrive. But the real deal is leveraging their influence to generate optimal results.
There are several factors to consider before you can determine who will be the right fit for collaboration. Identify the influencers working within your niche. Observe if they align with your brand values and whether they will be a good fit to represent your brand. Check their analytics and engagement rates and see if they will help you achieve your marketing objectives.
Micro-influencers have a way with their content. If they are given creative freedom, they put their heart and soul into their branded content as well. This is the reason their followers trust their recommendations and show higher engagement on their content. As a brand, you should encourage them to use their unique style to showcase your product or service. Offer flexible collaboration options to build partnerships that are mutually beneficial.
While reach is a significant metric, you should always prioritise reach over engagement. Reach without engagement becomes insignificant. Whereas, engagement even from a fewer number of people weighs heavy overreach. Furthermore, higher engagement can also lead to broadened reach. Along with engagement, you can also multiply the reach by collaborating with various micro-influencers.
Since micro-influencers are capable of driving a higher engagement rate, they are a great means to stimulate user-generated content. Their authentic content encourages more people to participate in creating UGC. It not only amplifies the effectiveness of your campaign, but it also establishes your credibility in the eyes of people who can become a potential source to enhance your Facebook page likes and Social profiles growth.
The final step is to track the campaign performance and measure results for it. Review their analytics and track the metrics you intended to measure. This will give you a quantified measure of how well you were able to achieve your goals through micro-influencer marketing. For example, if you want to gain YouTube likes, you will see how many have increased after the collaboration. In light of all this data, you can improve your shortcomings and modify your strategies.
Do not underestimate the impact of micro-influencers. They might have a smaller audience size as compared to big influencers but they are capable of driving immense engagement for your brand. So when you are partnering with micro-influencers, focus on engagement instead of reach. Taking multiple micro-influencers on board is cost-effective as well as it can help you generate impact equal to that of one mega-influencer.
Fatima Salman: SEO Content Writer | Blogger: LinkedIn
Fatima has been a skilled SEO content writer for more than 3 years. She’s proficient in digital marketing, social media marketing, and artificial intelligence. Her writing style combines flair with functionality, creating content tailored to client needs and industry nuances. Besides writing, she joyfully explores the world, seeking to uncover its hidden gems.