Unless you live under a rock, you likely already know what influencers are and what they do. Microinfluencers, however, are a little less known. Literally.
Let’s change that:
- Individuals who have between 1,000 and 100,000 followers can be considered microinfluencers.
- Microinfluencers usually have a specific niche, like food, fitness, or fashion.
- Influencers with fewer followers are able to interact with their followers more frequently, so they have higher engagement rates than macroinfluencers.
- Audience members feel like microinfluencers are more genuine and personable, so they are more likely to trust their recommendations.
- Brands can use microinfluencers to target specific audiences. For example, if you sell vegan ingredients, you may hire a local vegan food blogger to post for you since their followers are likely also into vegan cooking.
- Microinfluencers are more affordable than celebrity influencers. For someone with 100,000 followers, rates average around $1,000 per post.
- People trust people over brands. Microinfluencers can connect at a deeper level with their followers because they have less of a fan base to cater to.
- Microinfluencers are more relatable and easier to trust than celebrities. As you can see in the post below, celebrities now use a “paid partnership” tag in addition to #ad, #sponsored, or #ambassador. Microinfluencers can post authentic content without a paid partnership, ad, or sponsored tags.
- Industries that tend to benefit most from microinfluencer social media marketing are fashion and beauty, home and family, travel and lifestyle, business and technology, and entertainment.
- Before choosing a microinfluencer, consider their location, interests, followers, gender, age, occupation, and anything else that could reveal if their audience is right for your brand.
- La Croix, Spotify, and Adobe have all successfully used microinfluencer marketing.
- Brands should hire groups of microinfluencers for a given campaign in order to receive the best ROI.
- It is strategic to engage with and appreciate a microinfluencer and their content before officially pitching to them.
- You may hire a microinfluencer to post a photo, video, or blog about your brand on their own account.
- Or you may have the microinfluencer takeover your brand’s social media account for a day.
- Many brands send individuals products to sample in hopes they will share visuals or reviews with their audience.
- Brands may ask microinfluencers to promote and attend a significant event.
- Microinfluencers are particularly good for brand awareness, increasing traffic and engagement and boosting sales.
- Instagram is the most used and successful platform for microinfluencers.
- Microinfluencer marketing is best for visual brands.
- Before choosing a microinfluencer, make sure they are frequently interacting with their audience. Also, look into how they promote other brands.
- Mold the promotional content to the individual; figure out what they like to share.
- If any microinfluencers already follow or use your brand, consider them first.
- Create a hashtag that your brand, your microinfluencers, and your audience can use.
- Essentially, microinfluencer marketing is embellished word-of-mouth marketing.
Bottom line—microinfluencers can be an incredible tool for your brand’s strategic marketing. Don’t know where to start? Give us a call!