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What is a micro-influencer and should I be using them?

What makes a micro-influencer?

If you search for the term ‘micro-influencer’ then you’re probably still not going to get a clear answer on what a micro-influencer is. Taking a look at the first few results, a micro-influencer starts at anywhere between 1,000 and 10,000 followers and can go up to 1,000,000.

For the purpose of this article, we’ll refer to micro-influencers as anyone between 10,000 and 1,000,000 followers and a nano-influencer as someone between 1,000 and 10,000 followers.

It’s no longer good enough to place marketing messages in front of people and hope they buy your product.  Customers are looking for trustworthy companies with a strong reputation. If you’re a new business or a business without a strong reputation then you’re going to need to find ways to build that.

How can they help my brand?

Micro-influencers are a great way to do this because they are highly trusted by their followers, they have strong engagement and 82% of customers said they would buy something recommended by a micro-influencer. The smaller the audience the higher the engagement, which means if you can group micro-influencers together to promote your product then you can reach a large section of people at an incredibly high conversion rate.

Micro-influencers vs Celebrities

Micro-influencers are also far cheaper to reach than a celebrity even when you’re grouping multiple micro-influencers together, you should find that the cost is lower than a celebrity endorsement.

If you want to get really targeted then you can aim for nano-influencers, who have the highest engagement rate. If they’re a leading expert on the topic of your product then it can’t hurt to get a few free samples out to them in order to boost performance.

What kind of content is relevant?

You should, however, take into account the type of product and customer you are trying to reach, micro-influencers are at their best when used to promote highly visual products aimed at the millennial market. Platforms like Instagram provide the best place to market these types of products, where the content you engage with is shown first in the feed and advertising posts are almost indistinguishable from regular posts.

How do I find the right micro-influencer?

There are challenges that come with micro-influencer marketing strategies, such as, how to find the right people, how to track performance and how they should be paid based on engagement. Your micro-influencer strategy should also be built off the back of your overall marketing strategy, your audiences from Google, Amazon and Facebook should inform the type of customer you’re trying to reach with influencers.

Overall, a successful micro-influencer strategy is backed up by a strong audience understanding and a well-defined tracking method. Without these, it would be easy to waste spend on unmeasurable or mistargeted groups.

If you would like support working with micro-influencers or building a marketing strategy that includes them then please don’t hesitate to give us a call.

Tom Pickard - Modo25
Tom Pickard
Tom Pickard - Modo25
Tom Pickard

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