Useful strategies for dealing with micro-influencers

David Linder

David Linder

MSc in Marketing from the University of Salford. Facebook Certified Planning Professional Facebook Certified Buying Professional
6 min read

Are you searching for a more efficient method of promoting your organization online and reaching your market in a meaningful way? In my own latest Quick Win for Smart Insights, I educate you on all you need to learn about dealing with micro-influencers, including create an influencer online marketing strategy and strategies for choosing the best influencers for the campaigns.

If you’re thinking about learning more about how exactly to make a micro-influencer online marketing strategy, browse the Quick Win here.  You’ll reach learn:

  • Why micro-influencers could be far better that hugely popular influencers
  • How to create goals for the influencer advertising campaign and establish the proper KPIs to assist you measure your results
  • How to create a plan for the campaign from begin to finish
  • What to consider in a micro-influencer and how exactly to determine if they are highly relevant to your campaign
  • How to attain out to influencers to make sure a higher response rate and an effective working relationship

So, in order to figure out how to get started doing a micro-influencer campaign, you will find the Quick Win here. For the time being though, here are a few useful strategies for dealing with micro-influencers:

But first…exactly what is a micro-influencer?

There are kinds of methods to categorize social influencers, like in this infographic with 10 forms of online influencers, which are categorized predicated on their posting style and their online activity; however, gleam more general method of categorizing them – i.e. predicated on their audiences’ size.

Micro-influencers, because you can have gathered from their name, are influencers which have smaller audiences – the consensus being they generally have under 100k followers on the social profiles. They are able to have less than several thousand or they are able to have 100k – the quantity isn’t that important, at the very least not in comparison to their influence over their audience.

So, why can you desire to reach an inferior audience? You will want to go from the big guns right away?

Well, since it turns out, for most brands micro-influencers have actually shown to be far better than huge influencers. For instance, in this case study from HelloSociety it had been found that dealing with influencers with under 30k followers can outperform atlanta divorce attorneys category:

  • 60% higher engagement rate
  • Micro-influencers are 6.7% more cost effective
  • And micro-influencers have 22.two times “more weekly conversations that the common consumer”

What makes micro-influencers so special and effective is, in lots of respects, specifically about their audience size; an inferior audience size can results in a far more targeted audience looked after means more direct engagement. Kendall Jenner, for instance, might have near 90 million followers on Instagram, but it addittionally implies that her audience is quite fragmented (from people passionate about clothes to people following because of her popularity) and that she won’t have enough time to react to comments consistently and also engage her audience.

Read on for a few useful ideas to help you to get started together with your influencer advertising campaign:

Forget about vanity metrics

Don’t judge an influencer on vanity metrics – i.e. their follower numbers. Actually, that might you need to be minimal relevant statistic you need to bother about when researching influencers. And when it’s reach you’re searching for, then simply use multiple influencers simultaneously.

Instead of concentrating on follower numbers, look instead at their audience first, and at their engagement stats.

The idea whenever using a micro-influencer is that despite the fact that their audience may be smaller than what you’d desire to reach, it’s actually so relevant and targeted that the conversion rate will undoubtedly be higher than if you’d caused a more impressive, but less relevant influencer.

To help with this particular, you may use tools that enable you to seek out influencers and filter your outcomes predicated on their existing audience. For instance, you may use an instrument like Upfluence which enables you to not only seek out influencers predicated on keywords, channel used, and their engagement rate, but additionally predicated on who forms their audience (age, gender, location):

This is particularly important in the event that you operate using areas; influencers have become more likely to have a worldwide audience so it’s vital that you be sure that any influencer you target has enough audience from your own city or country.

Check their relevancy

Another essential requirement to finding social media influencers is their relevancy to your organization; even though you share an identical audience, they could not be creating and sharing content that’s directly highly relevant to your organization.

And that is clearly a problem whenever your campaign appears to be inauthentic with their audience; for instance, if you’re selling cupcakes and targeting food bloggers, you can’t use just any blogger with an excellent audience – some might concentrate on particular foods, other may be no more than savoury meals, and so forth.

You should check:

  • What content they create themselves and on which topics
  • What forms of content they share from other sources
  • What products, services, and brands they’ve mentioned or caused in the past
  • What discussions they will have on the channels making use of their fans and followers

This is simple to accomplish by following them on social media and their blog or other digital channels; plus, you can try this being an opportunity to set up a relationship or perhaps a reference to the influencer before actually trying.

You may also work with a tool like Buzzsumo to greatly help; for just about any influencer you discover, it is possible to quickly visit a set of the links they shared in addition to a snapshot analysis of the links (the very best domains shared, their favourite topics, etc.):

Plus, you can even seek out influencers in line with the content they shared, either by keyword, or by website domain.

Establish a link first

Once you find social influencers that you’d prefer to use, it’s smart to establish a reference to them first before calling them to go over a collaboration. That is especially important if you need to build-up to an extended lasting campaign with exactly the same influencer, or desire to turn them into your brand ambassadors.

Start by following them on the social channels and engaging using them: follow them on social media, share their updates together with your audience, leave comments, and take part in conversations using them. Plus, be active on the blog aswell: leave comments and share their blogs.

When you need to get in touch with the influencer, try contacting them via their direct email since it will massively enhance your likelihood of success.  Work with a tool like Lusha to assist you find their correct emails; download the Chrome extension and discover the influencers’ profile on Twitter or LinkedIn to check up their contact information:

In your initial email, be friendly and suggest to them you are acquainted with their work – and a fan of these work!

Let the influencer do their thing

When dealing with influencers, it’s very tempting to inform them just what you need them to accomplish.

However, it’s vital that you remember than influencers are favored by their audience just because a handful of reasons: their audience trusts them plus they love this content that they released.

Inauthentic content simply won’t cut it with audiences – they’re more prone to start the influencer about promoting something so blatantly, instead of go choose the product they’re promoting.

Whenever dealing with an influencer, pay attention to their input on the campaign – and don’t hesitate of these sincerity. For instance, Emily of @myhealtyishlife, a micro-influencer, caused Adidas to market among their shoes; in her Instagram update promoting the shoes, she admitted she didn’t think she’d like them much – but, she finished up loving them and generating near 500 likes and 38 comments on her behalf post (and around 15k followers altogether), most comments praising the shoes:

So, whenever dealing with an influencer, brainstorm content ideas using them and let them be authentic and create the type of content that their audience is expecting from their website.

Conclusion

Have you tried dealing with micro-influencers yet? Or even, now could be definitely enough time – not merely are they less expensive, but they may also lead to greater results overall and much more conversions.

And in order to know just how to create an effective micro influencer advertising campaign, don’t forget to check out this Quick Win where I explain all you need to learn about establishing your influencer advertising campaign from begin to finish.

David Linder

David Linder

MSc in Marketing from the University of Salford. Facebook Certified Planning Professional Facebook Certified Buying Professional

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