What is a Micro-Influencer & How Do You Find One?
One of the greatest social media marketing strategies is collaborating with someone who has a higher follower count than you.
The other is to hire micro-influencers to help promote your services or products to their larger social media following. You can try to become an influencer yourself. But, going for the former is more time-effective, and can save you money. So, where can you find micro influences to improve your engagement rates? Let’s find out.
Macro-Influencers VS Micro-Influencer
Whenever there is a micro, there is a macro. But, what is the difference between the two and why would you go for the former, not the latter? Well, a macro-influencer is clarified by having a large number of followers. They usually have between 100, 000 to a million, or above.
These can be celebrity influencers such as the Kardashian and Jenners. They have millions upon millions of real people checking out any of their social media platforms. Micro-influencers on the other hand usually have a fan base or follower count that ranges from 10, 000 to 100, 000 followers. While they do have fewer followers when compared to celebrities, etc. this can work in marketers’ favor.
Why You Would Want To Go For An Influencer With a Smaller Following
The main appeal of micro-influencers from digital marketing is that their audience is more engaging with the social media influencers that do not fit the “a-list” of popularity. This can lead to better influencer marketing since the smaller following, their target audience is more engaged with the influencers’ posts when compared to macro-influencers.
This could lead to higher engagement rates which could result in more sales or customers. A social media marketing dream scenario. While marketers can work out what the best hashtags are, this can fall on deaf ears or blind eyes if the audience is not as engaged. Micro-influencers are seen as being more niche, making it better for brand awareness for a company since they can target their audience better.
Micro influencer marketing is more likely to create word-of-mouth marketing which is the most valuable form of advertising there is. Plus, it is cheaper to work with a micro-influencer campaign, and this is great if you have a smaller budget.
Due to their lower follower count, it means that their posts, regardless if it is an Instagram post, tweet, any of their social media accounts or social media channels, even LinkedIn are more likely to offer a high engagement rate. It is said that when an influencer reaches over 100, 000 Instagram followers, then their engagement drops by about 20 percent.
Macro-influencers can make a lot more money on social media, but your product may not get out to the right audience or as far as you think it should. Furthermore, many micro influencers' audiences are organic meaning that they are less likely to be bots. Someone with a high follower number often runs into bots or inactive accounts.
The latter is unplanned and the former can happen even if they do not buy followers. This can make their number larger but the engagement is lower. Plus, some of their followers just miss their posts, or they are not interested in what they have to say as much.
Macro-influencers can target more than one niche. This can be good overall, but it also means that the interaction is split. Hence, why their engagement rate goes down by about 20 percent.
Remember the higher the engagement rate the more likely the conversion rate will be high too.
Plus, this type of influencer marketing campaign can reach more specific demographics. Hence, why some bloggers are extremely niche in their writings since they are targeting certain people to sell and write to.
Where To Find The Right Micro-Influencer for Your Company
When it comes to social media marketing, or marketing as a whole it is important to find the right person/ influencer for the job. One of the best ways to do this is by word-of-mouth. In this case, you would want to ask your audience who they follow or who would be more in line with your product or service. Your audience knows your brand and obviously has an interest in it.
Plus, if they have an interest in what your company does it can also mean that they are following others in the same or similar fields to your brand. Therefore, you can check out who they follow, and go from there.
However, you may also come across one of your followers who may already be a micro-influencer. If so, then it would be a great idea to speak to them first. It would be like keeping it in-house.
If you do come across this then you should reach out to them and suggest an exchange. They can review or post about your product or service for something in return, preferable money. But, you can also offer a free product or service in the beginning. Doing this can help start and build a long-term relationship.
If you do not have such a follower and you cannot find others such as yourself through your followers’ likes then you can search hashtags. Hashtags are a great way to find people who have an interest in the niche that your company can fulfill. Plus, there are also free Instagram analytics tools that can help you find your micro-influencer.
When you do decide to go down the hashtag route, you must be as specific as possible. This not only applies to Instagram but Google as a whole. You can search hashtags in the search engine to open yourself up to more to all types of social media channels. When looking at hashtags make sure you use ones that are more targeted and niche.
For example, if you are a clothing company for teenage males then why not use something along the lines of #maleteenageclothes. This may be very specific but that is what you would want. If you find someone with the right account, and who has expressed interest in the hashtag, several times, then you should reach out to them and make a deal. Another good idea would be to make your search location-specific.
The latter point can make it easier to target your niche audience in the area you are targeting. Plus, it can also help with shipping products if you need to do that to get a shout-out/ mention/ review.
If you are based in India then targeting New York may not be helpful for you if you are advertising your restaurant, for example. The metrics would not work in your favor, and the referral would not be too helpful for your business.
So, you should see who your followers already follow, and which micro-influencers show interest in something like your product or service with their use of hashtags. There are several apps and tools that can help you with your search, but make sure that they are legitimate and not a scam.
What Type of Micro-Influencers to Look For
While we have highlighted how your company can go about finding a micro-influencer we have not touched on how to make sure they are the right one for your brand. Well, we are going into it now. One of the first things you should consider is if the influencer is in line with your business’s branding. Is what they post in terms of text or photos something that can be connected to your product or service.
For example, if you are a company that rents out film equipment then it would be better to go for YouTubers than garden bloggers. The former is more likely to use what you offer, while the latter does not really have a need for it. Plus, an influencer can also be an extension of your brand. Therefore, you would want to go for someone that is more in line with what your company does.
If you are selling children's toys then you would want to go for someone that is kid-friendly. If your product is more adult then you would want someone even a bit more controversial. Speaking of controversy, there are two aspects that you should be aware of when it comes to this topic. There is the bad side which is what can bring down your brand, aka “canceled” and there is the other side.
The other side is when influencers just did stupid things from their youth but it is not criminal.
You should decide if these controversial figures (on the non-criminal side) are worth it. Depending on your brand they could work as long as they do not do something illegal. Or full-on cruel.
There are a lot of social media platforms out there and it would be a good marketing influencer strategy to figure out which one would suit your business the best. If your business is more on the visual side such as fashion then Instagram could work wonders. Instagram is more for photos than text. However, if you are a small publishing company then perhaps Twitter or book reviews on YouTube could be your fit.
The latter could review your products and hopefully get people to check them out. Sticking to that last point, another aspect of social media is that there is usually more than one type of niche that uses it. Tumblr is a good example in terms of the number of fandoms that used to use the site. Therefore, you should find platforms that have more of the target audience you would want to reach.
But, do not limit yourself to one platform. It is a suggestion that you should choose one to start with, so as to not get yourself overwhelmed. However, when you start searching and interacting with influencers then it can become easier.
Apps/Sites That Can Help You
There are several apps that can help you with your search if you want to go the easier, and oftentimes quicker route. Such as Scrunch. This is an easy platform to use and you can filter based on categories. For example, you can search for micro-influencers that are into food. Scrunch also includes what platforms the micro-influencers use as well as what their audience sizes are.
Plus, this app also tells you which platform they can get the most engagement on. Furthermore, you can check out the influencer’s bio as well as how much they charge per post and on which platform. It is all in a handy table that gives you all the information in a simple format. All of this is provided in the free version of Scrunch, if you want to go more in-depth, it will cost.
The basic subscription is 199 USD per month. Another app, well more of a site, that can also do what Scrunch does, aka help you find your favorite micro-influencer is Tinysponsor. Tinysponsor is where you can sign up for free and when you go to their homepage they will show you some of the top micro-influencers, as well as what platform they are on and how much they charge.
Furthermore, you can also pay the influencers through this site. There is a collection of ready-made packages that you can use. These can be by platform, or price, or even by city or tags. You can mix and match to get what package you would like to use. And, you can also exclude stuff that would not be helpful for your brand.
Micro-influencers are people too. We know this can sound cliche but it is something that can be easily forgotten. It happened to us when we were talking about packages. Therefore, treat them with respect and make sure to create a sustainable business relationship. Also, make sure that your company is not used and abused in the process. And that your company does not do the same, you need them as much as they need you.
To Round Off
If you want to find the right micro-influencer for your brand you should make sure that they are in line with what you do. A micro-influencer has an engaging audience which could help with your sales. That is why a lot of companies are aiming for micro-influencers in an attempt to get to their niche, active audience.
Finding the right one for your brand will require research.
You can use Scrunch or Tinysponsor to help you, search hashtags or check who your followers are already following. Plus, make sure to check that a micro-influencer is not already following your company.
Work out what they would have to do for you. And, how you can create as well as maintain a long-term relationship.
But what if they cross over to becoming a macro-influencer? Well, you would have to cross that bridge when you get there. As well as to decide what the best course of action would be. However, a piece of advice would be that if your sales do not go down, why not keep them on? If you want to read more on this topic you can check out How to Find Social Media Influencers for Promotion. Good luck, and happy marketing!