Influencer Marketing – This is a term that most individuals in business, if not all, are familiar with. It’s a word that has been around since 2017 and does not seem to be going anywhere any time soon. So, what’s influencer marketing and why has it been able to withstand the waves of time for the long that it has?
Well, since its introduction in 2017, influencer marketing became ‘the next big thing’ in marketing with relative ease. Almost every business, small and large alike, joined the bandwagon hoping to get a fair share of what this new kind of marketing would offer. And as you would expect, some won and some lost.
In 2021, businesses are still making good use of influencer marketing, leaving one to wonder what really is the magic wand behind the marketing practice. Turns out it quite an easy thing. It’s all about taking advantage of an influencer’s following and their follower engagement to promote your products – and it simply works!
Celebrities in Influencer Marketing
In influencer marketing, one may think that their biggest catch would be to collaborate with celebrity influencers for maximum ROI, but that’s simply not the case. Why? Such influencers may have a large following, but most of their followers won’t engage with these influencers in such a manner.
They simply won’t fall for the idea that their most revered individual can use certain products and/or services. Not because that these products or services are not great, but just because celebrities find their satisfaction in using products that may not be affordable to the average customer.
Besides, using a celebrity to promote your products and/or services is not the cheapest form of marketing. Let’s not even talk about the ROI!
Enter micro-influencers…
What are Micro-Influencers?
Micro-influencers are a group of influencers who don’t have a huge following (10,000 – 100,000). This makes it possible for these individuals to engage closely and more often with their following due to the size. Since most of the micro-influencers don’t live an extravagantly lavish lifestyle, it is easier for them to convince their followers that they have actually tried out a certain product or service.
Where Can One Find Micro-Influencers?
Finding micro-influencers is not as complicated as you may think, owing to the fact that they are present in every industry. However, it’s advisable to take your time when choosing such influencers to avoid ending up with the wrong ones.
One of the best places to look is your own social media accounts, taking into consideration that such individuals might already be following or engaging with you. You can also use the different tools that are designed to make it easier for you to find influencers who are tied to your industry.
When looking for influencers, be sure to go for the ones who not only engage with products such as the ones that you offer but also have an audience like yours. Once you get in touch with a few influencers, be sure to manage your relationships with them. For this, you will need a tool that gets the job done, and makes it easier to tracks your interactions.
Why Work with Micro-Influencers?
Here are the top reasons why working with micro-influencers is a good idea:
Reach a Specific Target Audience
In simple words, micro-influencers have an active audience, that is actually interested in the product or service that you sell. In comparison, macro-influencers have a very large following, with an audience made of individuals from all kinds of niches and domains, which lowers your probability of reaching your target group. Besides, micro-influencers are known to have more genuine interactions with their audience, which yields a good opportunity for marketing.
Accessible to All Sizes of Businesses
One of the main advantages of using micro-influencers for marketing is that they are accessible to all small, medium, and large businesses in an equal measure. This may not be the case with macro-influencers, taking into consideration that their high rates usually discourage small businesses from wanting to partner with them.
Micro-influencers charge a lower rate, which improves your business’s ROI and makes it possible to work with lots of influencers at the same time. That way, you can reach your targeted audience with greater ease.
Effective Marketing
Last but not least, it clear that micro-influencers indeed do influence buying decisions. Statistics from Nielsen show that 82% of Americans do have their purchase decisions influenced by friends, while 31% of buyers’ decisions are affected by influencers, according to Socialbakers. Besides, the majority of micro-influencers have a 60% higher campaign engagement compared to macro-influencers.
Micro-influencers have a closer connection with their audience, which makes it easier for them to convince them to use a given product or service.
How to Determine if Your Micro-Influencer Marketing Campaign is Working
If you have taken the journey of using a micro-influencer to promote your business, be on the lookout for the following indicators of a good investment:
ROI
You simply can’t invest in a marketing campaign that does not give back good returns on investment. As long as you choose the right influencers for your campaign, you will be on your way to a good ROI, and a growing business.
Engagement
One of the reliable ways to measure the success of a campaign is to have a closer look at the user engagement in terms of likes, comments, clicks, and even reach.
Audience Growth
A good influencer marketing campaign will ultimately lead to audience growth. If your social media account grows once you’ve started working with a given micro-influencer, it’s a good sign that your marketing efforts are paying off.
Final Word
When done the right way, partnering with micro-influencers to promote your business is one of the best investments that you can make towards the success of your brand. You won’t have to use a lot of cash, there will be less hand-holding, and you will definitely reach a greater audience for your products and services.