Influencer MarketingMarketing

Why You Shouldn’t Underestimate the Marketing Power of Micro-Influencers

2 Mins read

A micro-influencer is a very valuable asset. In fact, investing in an influencer marketing campaign is a brilliant way of getting your brand noticed on a more personal, one-to-one basis. Your adverts and marketing efforts are more likely to get noticed in this environment, and the recommendations are more likely to mean something to your audience. Furthermore, they may well be shared a lot and reach more people in the long run. As stated by Forbes, micro-influencers have about 10,000 to 50,000 followers. Some, though, can have up to 100,000. Every follower is a potential customer or may decide to share your campaign with someone.

Working with influencers of any kind is becoming increasingly popular, as highlighted by this report from Statista. A key reason for this is that it eliminates traditional barriers that are present in advertising. Normally, the audience is very aware they are being sold an item and that they are reading an advert. Influencer marketing, by contrast, seems organic and authentic, and is less invasive than normal marketing. This leaves the audience feeling more open to buying your product and often helps you gain their trust.

Why use micro-influencers?

Micro-influencers tend to have more targeted followers compared to macro influencers. For instance, a movie star with a million followers would count as a macro influencer, but even if you were successful in getting him to promote your brand, it’s likely that a lot of his followers are irrelevant to you. As such, they will see the promotion and ignore it. However, if you are a clothing brand and you can see a micro-influencer is talking a lot about clothing and fashion, then the chances are that the 20,000 followers they have will also be interested in clothing.

Whether your platform of choice is Twitter, Facebook, YouTube, Instagram or a blogging site, there will always be more micro-influencers than macro influencers. This means you can get several micro-influencers to talk about your product and raise its profile, helping you to increase your audience.

Micro-influencers can also be very niche. From a teacher who talks about how best to deal with children with autism to a tradesman that loves to discuss different types of tools, there is normally a micro-influencer to fit your exact marketing needs.

Micro-influencer audiences

The people who follow a micro-influencer have often done so for quite some time. They often know a lot about the person and even speak to them online on a regular basis. The chances are they have followed the micro-influencer through the good times and the bad, really helping to form a connection with them; a friendship. As such, the follower will be keen to listen to their online friend about their product information, and the micro-influencer will not promote something to their community unless they truly believe that it’s good. This means that when a micro-influencer does agree to promote your product, their audience will be receptive.

How do you know if a micro-influencer campaign is successful?

The easiest way to achieve this is by using a platform such as Pulsar, which will help with social listening and analysing engagement. You may also be able to track this yourself, depending on what site your influencers are using, but this can be difficult and use up quite a lot of time.

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About author
Ryan Kh is a big data and analytic expert, marketing digital products on Amazon's Envato. He is not just passionate about latest buzz and tech stuff but in fact he's totally into it. Follow Ryan’s daily posts on Catalyst For Business.
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