Partner with a trusted micro influencer to connect with niche audiences online.
To define a micro influencer, we need to first understand who an influencer is.
An influencer is someone with a significant number of followers on one or more social media platforms. Brands hire influencers to endorse their products; influencers create and post sponsored content promoting a brand’s products or services on their social handles.
There are four different types of influencers, each defined by the size of their following:
- Mega influencers: 1 million+ followers
- Macro influencers: 100,000 to 1 million followers
- Micro influencers: 100,000 to 10,000 followers
- Nano influencers: 10,000 or fewer followers
Influencers with many followers provide a larger audience reach to brands. However, if an influencer becomes extremely popular, they may no longer be relatable to the average consumer, making their followers less trusting of their endorsements.
For example, it’s unlikely for an average person to relate to a post by Kendall Jenner that endorses $500 sunglasses. Although the audience may like Jenner as a celebrity influencer, not many may be able to spend money on the costly items she endorses.
There are various reasons for brands to invest in micro influencer marketing. Let’s discuss the main ones.
Micro influencers usually post niche content for a specialized market segment or particular product or service. Access to niche groups is an important part of a brandʻs social media marketing strategy and can be most effectively reached via small-scale influencers who appeal to these microcommunities.
It’s important to remember that the more followers an influencer has, the costlier it is for marketing agencies to partner with that influencer. Mega and macro influencers typically charge $5,000 to $10,000 and over $10,000 per post, respectively.
Since most micro influencers charge $100 to $500 per post (or even accept free gifts as a form of payment, depending on the gift’s retail value), they have the potential to save businesses a large sum of money in social media marketing expenses.
Partnering with micro influencers can bring more authentic recognition to brands because micro influencers aim to form meaningful connections with their audiences.
Mega and macro influencers seldom engage with their followers through comments, direct messages, and other forms of audience outreach unless incentivized. On the flip side, micro influencers depend on the engagement of their smaller following, which makes them more likely to respond to comments, encourage likes and follows, and directly message their followers.
Once you select a micro influencer for product endorsements, you must also select a suitable social media platform for the influencer to post your content. When choosing a social media network for micro influencer marketing, consider these three important questions:
- What are the consumption habits of your target audience?
- What niche does your brand assign to?
- What do customers want from your brand?
These questions will help you understand which platform best suits your business’s marketing goals.
Once you’ve figured out the answers to these questions, take a look at some of the leading social media apps for micro influencers: Instagram, TikTok, Facebook, YouTube, Twitter, and Snapchat. Instagram is by far the most influential social media platform for micro influencers to post brand-specific content. In 2021, 93% of U.S. marketers made plans to use Instagram to host their influencer marketing campaigns.
Remember that there is no one-size-fits-all approach to influencer marketing. Work with your marketing team to define the best strategy to use when implementing influencer marketing for your social media.
You can use platforms such as LinkedIn and Facebook to find micro influencers for your business. Let’s go through the steps for both platforms.
- Navigate to LinkedIn.
- In the search box at the top of the screen, enter keywords or phrases relevant to your brand or type the name of the micro influencer you seek.
- The results will display a list of relevant profiles with at least one shared connection with your account.
- Click each profile and explore the content until you find a social media influencer who aligns with your brand.
- Connect with influencers who seem like a good fit for your brand by sending them a direct message on LinkedIn. Provide details about why you seek a partnership and what your end goals are.
To locate potential micro influencers on Facebook, use Facebookʻs Brand Collabs Manager, which matches influencers to brands.
- Sign up for Facebookʻs Brand Collabs Manager. Make sure to sign up using your brandʻs name.
- Once you’ve created an account, your Brand Collabs Manager dashboard will display a variety of influencer profiles for you to choose from. Sift through the profiles to find influencers to collaborate with.
- Click the profile of the micro influencer you’re interested in. Read the influencerʻs profile, paying close attention to creator and audience insights.
- Once you’ve identified a niche micro influencer for your brand, click the “Contact Creator” button to reach out to the influencer. This will prompt you to complete a project-brief form and enter email and post details. The details you enter will be sent directly to the influencer via email.
Now that you know who micro influencers are, what benefits they offer, and how to find them on leading social platforms, it’s time to start connecting with creators to endorse your company’s products and services.