When you think of Instagram influencers, likely the first people that come to mind are the mega-viral stars like the Kardashians or Lebron James. But for this blog, we aren’t talking about this two-million-plus-followers accounts. Instead, you should think about working with microinfluencers to advance your brand.
What are microinfluncers?
Microinfluencers are smaller (typically under 25k followers), niche-based influencers with an active and engaged audience of followers. If you’re working on building brand engagement and want to find a spokesperson that your ideal customer base listens, to microinfluencers are the way to go
Why do audiences trust microinfluencers?
Microinfluencers typically only work with brands they actually use or like, which makes them a reputable source for their followers. Their trusted voice is the reason why micro-influencers often generate more direct sales and leads than big-name endorsers. Audiences consider these users to be their friend, and take their word for it when they recommend a product or service.
Experticity recently studied large groups of micro-influencers, and they found something incredible:
- Micro-influencers achieved 22.2 times more conversations than average consumers when they recommended products.
- 82% of consumers reported that they were highly likely to follow a recommendation made by a micro-influencer.
What businesses can work with influencers?
These influencers are a great fit for any type of business.The best way to engage with micro-influencers is to send them your product, or let them try out your service, and have them honestly review it.
Don’t think just because you are a small business service-based business that microinfluencer campaigns aren’t for you. You could work with an influencer who lives in your area and invite her to come by for a meal, a massage, or even a financial planning meeting. If it’s a business that works with customers that are on social media, you can give this strategy a try.
How much does this cost?
This campaign strategy can actually be quite affordable. Influencers with a small enough following, or who haven’t done many paid campaigns yet, might be willing to post about your business just in exchange for a free product or service. Even a small payment could help your brand reach thousands of new potential customers.
How do I find these microinfluencers?
There are a number of influencer marketing software tools out there that can help you find and contact influencers. Many of these only take a cut of the contract you make, so it’s risk free.
Or, you can do it yourself. Scour the app using relevant industry hashtags to find posts from users in the 2k-25k follower range. Contact them via Direct Message to see if they’re open to working together, and go from there.
How will working with microinfluencers help my business?
Working on a sponsored post with a group microinfluencer is an affordable way to reach new audiences and connect with potential customers. These campaigns have proven to boost sales for businesses.
This strategy can also boost your SEO. The more individuals you have talking about, and inking to your website, the more your Google search ranking will thank you. You might also be lucky enough to partner with a microinfluencer who has a blog, and might be willing to promote your brand on that platform as well.
In 2016, 94% of marketers reported their influencer marketing tactics were effective. Isn’t it time you joined them? Let us know in the comments if you’re interested in trying this strategy for your business.