understand what they are and how to use them in your Marketing strategy – WAU
Whoever works with Marketing management usually has a constant challenge: to develop strategies and actions that lead the company to the expected results. However, the budget is not always enough, making it easier to choose less cost effective solutions such as having microinfluencers. The first doubt that arises when raising this […]
Whoever works with Marketing management usually has a constant challenge: to develop strategies and actions that lead the company to the expected results. However, the budget is not always enough, making it easier to choose less cost effective solutions such as having microinfluencers.
The first question that arises when raising this idea is: are not micro-influencers famous for having millions of followers on social networks? Although some people may think so, in fact, they are not.
So, to let you know who the microinfluencers are and how important they can be to your strategy, follow this post to the end. Come on?
What are micro-influencers?
Having the support of the biggest market influencers usually has a positive result in the Digital Marketing strategy. After all, it is based on the reach and involvement of social media that these influencers direct, which guarantees exposure to a huge audience.
However, in addition to influencers, we also have microinfluencers. This is a relatively new term and has little connection with influencers who have fame and money. Micro-influencers are social media users with significantly smaller, but more relevant, followers.
The term “micro-influencers” immediately makes us think of quantity, such as the number of followers and the reach of social media. This, however, is a short-sighted view that requires further investigation. The essence of the term is in the proximity between people.
For example, a group of cyclists connected on social media has a greater influence on the purchase decision of another cyclist than any influencer in evidence.
Therefore, microinfluence is not defined by the number of social followers, but by the relevance of the niche in question. Especially because the number of followers does not allow to predict whether someone will buy or not. With that in mind, it seems that more and more brands tend to involve micro-influencers.
What are the other advantages of having a micro-influencer?
Microinfluencers may have less followers than great influencers, but using micro can be more profitable. After all, people are more influenced by close relationships and trust, and this is what they bring.
For this reason, it is common for companies to choose to work with this type of digital influencers. They personally invest in their personal marketing, so they have become trusted sources of recommendation for their followers. Whatever these micro-influencers say, their followers are sure to sign below.
How to find microinfluencers?
Now that you understand how working with microinfluencers works, you must be wondering where you can find them, right?
Well, the first tip is: don’t choose someone at random. Make sure your influencers are aligned with your company’s image.
As stated, most of these influencers are ordinary people. So, investigate them on their social media profiles to make sure they are the right people to represent your company, as the last thing you want, certainly, is to work with someone who compromises your brand reputation.
You also want to make sure that you are not working with micro-influencers who represent brands in conflict with your products or services.
For example: imagine someone running a company that creates vegan products and avoiding cruelty to animals is part of the brand’s mission. It would be a very bad idea to work with a micro-influencer who promotes companies that sell leather jackets, for example.
So, start with your existing followers. It is easier to work with someone who knows your brand and may already have some of your products.
Who knows, maybe they even posted about your company in the past. Take some time to find out if someone who posted about your brand on social media has a lot of followers.
How to start a strategy with microinfluencers?
Now that you understand how to find microinfluencers, here are some tips for starting a strategy with them for your company.
Use tools to help you analyze potential influencers
There are platforms that help connect micro-influencers and brands. Klear is one of them. The system analyzes more than 500 million profiles in 60,000 different categories over the past five years.
It allows you to restrict your search by network, such as Twitter, Instagram, YouTube or blogs.
If you want to work with influencers on that network, you can connect directly to them through this platform.
You can even work with multiple influencers for each campaign. Then, you will see the analyzes for each of them with valuable information.
Klear shows this information to each influencer on all the social platforms they use to promote their products.
That way, it’s easier to assess which influencers are most successful with your brand. These are the people you will want to work with in the future.
There is another reason why you should use tools to analyze your microinfluencers: you cannot just assume that you know the target Audience their.
For example: suppose your company is targeting men between 25 and 45 years old who live in or around the city of São Paulo. You then meet a potential influential who is a 22-year-old man who lives in São Paulo with 20,000 followers on Instagram. Perfect, right? It depends.
Just because a micro-influencer fits your target market does not mean that your followers do too. If 80% of that person’s followers don’t fit your persona’s profile, look for another micro-influencer to represent your products.
Micro-influencers with Instagram business accounts often have detailed analysis and insights about their followers. This will help you to ensure that your microinfluencers have the same followers that fit your market.
As a result, you will see a higher engagement rate, which increases the credibility of what you are selling.
Ask microinfluencers to share a story
Having microinfluencers posting about your brand is an effective Marketing strategy. But, you need to find ways to maximize engagement.
Telling people that a product is great is not as effective as showing that it is great. One of the best ways to achieve this is by mastering the storytelling art.
Ask your microinfluencers to explain how your product has improved their lives. They can do this by posting on social media or sharing these stories in their online reviews. This adds credibility to your brand and products.
Build long-term relationships with micro-influencers
When you are looking for a micro-influencer to represent your brand and add credibility to your products, think about looking for someone with whom you can create a long working relationship.
It’s easier to keep working with the same influencers instead of finding a new one whenever you want to run a campaign. Unless their involvement is low and followers don’t respond. In that case, it’s okay for you to cut the ties.
But if things go well in the first few campaigns, see what else you can achieve with this influencer.
Let’s say you start posting on Instagram. You can then move on to Facebook posts or share your success story on your website.
After that, ask them to write reviews about your products on various third-party websites.
Repetition is essential. The more you get your microinfluencers to post and talk about your brand consistently, the more effective your Marketing strategy will be.
Find out which micro-influencers your competitors are using
If you can not beat them, join them. This is a time-proven strategy and it works. If a competitor’s Marketing campaign is going well with a micro-influencer, copy and talk to the influencer.
These people are generally not bound by contracts, so you can also get them to talk about your products. Especially when it comes to niches that cannot bet on paid media, for example.
Imagine a company whose products do not meet the Facebook and Instagram advertising rules and therefore cannot be advertised through advertisements. Instead, what can be done is to ask the micro-influencer to talk about the products on their social networks.
Find microinfluencers from hashtags
Nowadays, hashtags are everything when it comes to Marketing on social networks. You need to know which hashtags are the most common in relevance to your Marketing campaign and use these hashtags in your microinfluencers’ posts.
According to Amy Porterfield, authenticity and engagement are everything when it comes to micro-influencers, as they may have fewer followers, but their involvement with the public is the real deal.
After all, they are actively involved with their followers so that when they speak, people listen.
So, find these influencers through hashtag research, podcasts and suggestions and make contact with them. But remember: it is very important to invest in people who are already engaged with the persona you want to reach.
Did you like to know how to use microinfluencers? Be sure to continue studying and see the best practices for marketing on YouTube.