Micro-influencers produce 60 percent higher engagement rates. They also have 20 percent higher conversion rates compared to influencers with larger followings.
Are you interested in investing in influencer marketing? If so, don’t sleep on micro-influencers.
Read on to learn more about the benefits of working with micro-influencers. You’ll also find tips on choosing the best micro-influencers for your brand.
What Is a Micro-Influencer?
Micro-influencers are a type of social media influencer. The “micro” designation comes from the fact that they have smaller followings. This could be anywhere from 10,000 to 100,000 people.
Micro-influencers typically focus their content creation on a specific niche or topic. They are also seen by their audiences as industry experts.
Benefits of Working with Micro-Influencers
Their audiences might be smaller than larger influencers’ audiences. However, micro-influencers still offer a lot of benefits to brands like yours, including the following:
More Audience Engagement
Micro-influencers often have higher engagement rates compared to influencers with larger audiences.
They don’t have as many people following them. As a result, it’s easier for them to interact with those that do. They can respond to every comment they receive and every DM that comes their way.
This leads to stronger relationships and more trust. It also increases the likelihood that the influencer’s followers will want to buy what they’re promoting.
More Access to Niche Communities
Not only do they have smaller communities, but many micro-influencers also have followers with niche interests.
If these people’s interests align with the products or services that your brand offers, you may see better results than you would if you partnered with a larger influencer whose followers had broader interests.
Often, it’s more affordable to work with micro-influencers compared to larger influencers with hundreds of thousands or even millions of followers. They may charge lower rates or be more willing to negotiate prices to work with your budget.
Want to invest in influencer marketing but don’t have a ton of money to spend? Working with a micro-influencer can be a better choice.
Many brands find that it’s easier to connect with micro-influencers.
Influencers with very large followings can be hard to get in touch with. They might not read their DMs or emails regularly because they get so many.
Micro-influencers tend to be more responsive. This means you can hear back from them sooner and get the ball rolling on a campaign faster.
More Opportunities for Feedback
Many micro-influencers are more receptive to feedback as well. This helps you ensure you get the results you want from your campaign.
Let’s say you want them to make some changes to an Instagram caption or a YouTube video discussing your product. Micro-influencers may be more amenable to making those changes (and able to make them faster).
More Long-Term Relationships
When it comes to influencers with very large followings, they may be less interested in ongoing partnerships. This is especially true if they already have deals going with multiple brands.
Micro-influencers, on the other hand, typically don’t have as many brand deals to juggle. This means they may be more receptive to having a long-term relationship with you.
When you work with micro-influencers, you may notice that there’s more authenticity in the content they create for you.
Their posts often feel more genuine. This is especially true if you choose a micro-influencer whose values align with your brand values.
This can generate more trust between them and their audience. It will also lead to better results for your brand.
Choosing the Best Micro-Influencers
Want to experience all these benefits? You need to choose the right micro-influencers.
Here are some tips that can help you do that:
Set Clear Goals
Before you begin looking into different micro-influencers to partner with, take a step back and think about what you want to accomplish. What’s your reason for investing in influencer marketing?
Do you want to attract more followers to your brand’s social media account? Do you want more people to visit your website? Are you looking to increase conversions?
Once you’ve set your goals, you can start looking for micro-influencers who can help you to achieve them.
Consider Your Audience
Be sure to think about your audience when you’re looking for micro-influencers to work with.
What is their average age? What is their gender? What are their interests?
If there’s a mismatch between your audience and the micro-influencers you part with, you might not see the kinds of results you’re hoping for.
For example, if your average audience member is 35 to 50 years old, they might not be impressed to see a 20-year-old influencer promoting your products. They might prefer to see someone closer to their age talking about them.
Establish a Budget
In general, micro-influencers charge lower fees compared to influencers with larger followings. However, you’re still going to need to compensate them for their time and effort.
Talk to your team and figure out how much you can afford to spend on micro-influencer marketing.
Consider the way you’re going to compensate them, too.
Some brands pay a flat fee for each post the micro-influencer creates. Others give them a code to share with their audience and give the influencer a percentage of sales from every purchase made with that code.
Do Plenty of Research
It takes time to choose the right micro-influencer to promote your brand.
Don’t rush the process and pick the first person who jumps out at you. Keep in mind that you may have to consult with several micro-influencers before you find the best fit for you.
The following are some of the most effective ways for you to conduct research and find micro-influencers:
Hashtag searches can help you to track down micro-influencers who are already interested in products or services like the ones you offer.
For example, let’s say you sell nutritional supplements. If this is the case, you can search hashtags like #health, #wellness, or #holistichealth to find people who already create content that’s relevant to your brand.
You can conduct hashtag services on various social media platforms. This includes Instagram and Twitter.
You can also look for micro-influencers using Google. This is a good way to find local bloggers or YouTubers in your area who might be interested in partnering with you. For example, you could search for “health and wellness bloggers in Denver” or “fitness bloggers in Kansas City.”
Use Influencer Search Tools
Some tools are specially designed to help you find micro-influencers — and other types of influencers. This includes tools like Upfluence, which features an easy-to-use influencer search tool, and Influence.co, which helps you build relationships with influencers.
Partner with a Professional
You can also partner with a social media marketing agency. Professionals at these agencies can help you find influencers, create effective influencer marketing campaigns, and more.
Focus on Authority
When you’re comparing micro-influencers and trying to decide which ones to work with, remember not to focus too much on each person’s follower count.
Remember, someone might have a smaller following but a high level of engagement. They might also produce very valuable, informative content. This content will benefit your audience and add credibility to your brand.
Follower numbers matter, but they’re not everything.
Ask the Right Questions
When you create a shortlist of candidates and start comparing and contrasting them, be sure to ask the following questions:
How Often Do They Post?
In general, influencers who post often have higher engagement rates and better relationships with their audiences than those who don’t.
Look closely at different influencers’ accounts and take note of how often they post. Try to find people who post once a — or more — day if possible.
How Much Engagement Do They Receive?
Consider the amount of engagement each influencer receives. On average, how many comments does each post get?
Think about the types of comments they receive as well. Are people asking genuine questions or showing a legitimate interest in their content?
How Responsive Are They?
You’ll likely see better results from your influencer marketing efforts if you choose micro-influencers who have good relationships with their followers.
One way to gauge a person’s relationship with their followers is to look at their responsiveness.
Do they respond quickly to comments and questions? Does every person who comments get a detailed response?
Do Our Brands Align?
Finally, consider whether or not your brand aligns with each micro-influencer’s personal brand.
Let’s say you run a business that sells eco-friendly cleaning products. In this case, you’d want to work with an influencer who also has a passion for taking care of the environment.
Without proper brand alignment, you might not see good results.
Your audience may question your credibility if you’re partnering with influencers whose values don’t match yours. The same goes for the influencer’s audience.
Start Partnering with Micro-Influencers Today
Are you feeling more confident in your ability to select the best micro-influencers for your brand? Follow the steps outlined above and you’ll have no trouble choosing your best bet!
Want to learn more about influencer marketing? Check out this blog post today for additional influencer marketing strategies.