With the current advancements in technology, more and more individuals are getting connected to the internet and thus increasing the number of individuals using social media. This has impacted marketing to the extent that it’s new from what we knew.
Positive reviews of products and/or services on social platforms can be a big boost in the eyes of potential customers. We are more likely to trust opinions from knowledgeable friends and this explains why people in the online world are important in the promotion of products and/or services.
Micro-Influencers: Who Are They?
In simple terms, micro-influencers refer to social media experts with a small but highly-engaged following. They are experts with a great online presence and can be used as a reliable brand ambassador. Such individuals are considered to be gurus in their respective niche.
For instance, they could be food bloggers, fitness gurus, local fashionista, etc. They have a better understanding of their audience and can generate greater engagement which enables them to put your products and services in front of the right people.
Benefits of Using Micro-Influencers
Before you decide on whether to hire micro-influencers or not, you will need to know the benefits you will enjoy by doing so. It will be easier for you to make a decision when you are informed. Here are some top benefits of working with micro-influencers:
Micro-Influencers Are Affordable
As you may be aware, working with a big-name influencer can be costly especially to small businesses that are struggling to thrive. You want to promote your products and services without depleting your pocket and that is why you should consider hiring the services of reputable micro-influencers. Spending heavily in products/ services promotion can have the impact of retarding your business growth since you are using resources that could have otherwise been used to grow it. Micro-influencers will charge you affordable amounts for their services and this is ideal for you particularly if you are operating on a limited budget.
Micro-Influencers Are Authentic
You want to work with individuals who can cherish followers, attend to their most wanted needs, interact with their communities, or even appear in local events. Micro-influencers’ personality, content aesthetic, tone, and ability to remain personal as well as authentic with their audience is what makes more people want to engage with them. Top influencers consider themselves “celebrities” and this hinders them from interacting with a large audience at a personal level (you can imagine a top influencer trying to respond to 5000 comments daily). Likewise, micro-influencers are generally creative and as such, they can compose and share authentic posts, unlike big-name influencers who simply tag brands for sponsored placements.
Micro-Influencers Are Easy to Relate With
Ask successful micro-influencers and they will tell you that they started with nothing at all. They had to build their audience one after the other, engagement by engagement until they landed where they are today. The fact that they have managed to build a huge audience base means they know how to relate with other people (you know how hard it can be to build a customer base particularly when you are not easy to relate with. How would you even convince them?). You need to show followers respect and make them feel well catered for by replying to their questions in the comments section, sharing promos as well as hosting giveaways. Only reputable micro-influencers can do that.
Micro-Influencers for Micro-Targeting
Whereas micro-influencers may have fewer followings compared to some top influencers, they can reach to certain target groups that need your particular products and services. You only need to make certain that you pick reputable influencers who have the sort of audience your brand needs. Other than that, micro-influencers can also generate higher engagements on their posts. This is true considering that they have fewer followers who are highly committed (they only have to respond to a few comments as opposed to celebrities who have a thousand comments).
Micro-Influencers Are Readily Accessible
Try reaching top name influencers and you will know how difficult it can be. You are likely to get feedback like “I’m busy for now” or even no response at all. With micro-influencers, you are certain that you can access them directly anytime you reach out to them either via messages or phone calls. Most of them will have their contacts updated next to their bios. Needless to say, it’s easier to work with someone readily available whenever you need him/her.
Examples of Micro-Influencers Marketing Campaigns
If you are looking to run a micro-influencer campaign, these examples right here can inspire you:
1. Old Navy
This is an influencer marketing that has partnered with fashion & lifestyle bloggers on Instagram to promote various lines of products from Old navy clothing. The company partnered with Alex Rodriguez to help in raising cash for the Boys and Girls Club of America. As an alumnus of the club, Rodriguez’s promotion was vital as it helped Old Navy to raise up to $1 million on a Black Friday.
2. Glossier
Glossier is a skincare retailer that was established in 2014 and it owes its success to influencer marketing. They prefer influencers who can engage more with followers and not those with a large number of followers. This means they prefer micro-influencers over top name influencers. Cecilia Gorgon was one of the most reputable influencers ever seen by Glossier. She once posted a pic of moisturizer recommending it as the best skin care product.
3. Banana Republic
They worked together with reputable Instagram micro-influencers who helped to model its clothing to various settings. Their top post included #ItsBanana, #brmakeitmatter, and #brmovesyou hashtags. Banana Republic used micro-influencers who are familiar with their styles to reach a large targeted audience.
Conclusion
“I’d rather have 10 influencers with 10,000 followers each than a single 100,000 follower influencer any day go the week.”
Kurt Elster, Ecommerce Senior Consultant
You already know now who micro-influencers are and how they can impact your brand promotion. Without proper brand promotion, you will never make it as a seller and this is the last thing you’d like to experience. Simply look for a reputable micro-influencer and I’m pretty sure you’ll love the deals.
