Micro-Influencers: What They Are, Why You Should Use One and The Do’s and Don’ts of Partnership
You’re reading a marketing blog, so odds are you aren’t in the dark when it comes to promoting your business. We’re sure you’re running Facebook ads (not boosting posts), utilizing an email list and doing just about everything else you can to get the word out. But we’re willing to bet you haven’t utilized one of the biggest tools in social media marketing today – micro -influencers.
You may know micro-influencers under another name – social bloggers, gurus or even “Instagram models.” Whatever you call them, they’re social users with between 1,000 and 10,000 followers. They usually fall into a category (lifestyle, fashion, and business being a few of the most popular) to create a niche persona. These micro-influencers build a thousands-wide follower base of individuals who trust (and purchase) based on the advice from a complete stranger. We know – the Internet has gotten weird.
Not only do micro-influencers have a wide follower base that they can introduce to your business, they also have engagement rates that soar 2.2x the rate of typical users. This means 2.2x the number of people talking about your business, product or service, leading to the conversions that matter.
- Start searching. The Discover tool on Instagram is a great way to explore micro-influencers in your area. The great part about this method? Instagram’s algorithm chooses who appears in this feed based on your (and your follower’s) interests. This takes the leg work out of your search and connects you with micro-influencers your audience will love.
- Get to know your potential micro-influencers. Before you commit to a contract with a micro-influencer, make sure take the time to get to know their brand. Do your research simply by following them for a few weeks or months. Take note of the kinds of things they put in their feed and their stories, and ask yourself a few questions: Do they appear authentic and genuine? Do they engage with their followers? How often do they post sponsored content? Most importantly – Do they align with your brand?
- Approach micro-influencers with a deal in mind. Decide how much you are willing to spend (or give away) before you approach them. This number should be based on your micro-influencer’s popularity. The more engagement their social feeds generate, the more you’ll need to spend. Expect to budget $75 – $250 per post, depending on popularity.
Pro Tip: Don’t be afraid to offer discounts, service packages or commission to your micro-influencers to save on sponsorship fees! Negotiation is key to making this partnership as worthwhile to them as it is to you.
- Choose an influencer solely based on popularity and personal connections. Partnering with a micro-influencer that you already know may save you a few dollars on the front end, but if they don’t align with your brand, their followers won’t make the conversions that matter to your business. Martha Stewart may have 2.2 million followers, but don’t expect her to sell auto parts via Instagram any time soon.
- Write content for your micro-influencer to share. You want your micro-influencer partner to remain authentic with their followers. Followers convert to customers because they trust the honest opinions of their influencers, and that trust is broken when posts are pre-generated by business.
If all of this sounds a little overwhelming, we get it. And that’s what we do! Give us a call today for help getting your brand in front of the right micro-influencers. Make sure you’re subscribed to our newsletter for more info, and, as always, feel free to contact us at firstname.lastname@example.org!