Influencer Marketing 2.0: How To Collaborate With Micro-Influencers For Maximum Impact
Updated: Mar 29
In the world of marketing, influencer marketing has become an increasingly popular strategy for brands looking to expand their reach and engage with new audiences. In fact, according to a survey by Influencer Marketing Hub, 67% of businesses plan to increase their influencer marketing budgets this year. While working with big-name influencers who have millions of followers can certainly be effective, there's a new trend in town that's changing the game: micro-influencers.
What Are Micro Influencers?
So, what exactly are micro-influencers? They're individuals with social media followings ranging from a few thousand to around 100,000 followers. While their follower count may be smaller compared to macro-influencers and celebrities, micro-influencers often have a more dedicated and engaged audience. They're seen as experts in their niche and can be incredibly influential when it comes to shaping their followers' opinions and purchasing decisions.
In fact, a study by Influencer Marketing Hub found that engagement rates actually increase as follower counts decrease. Micro-influencers with fewer than 10,000 followers have an average engagement rate of 3,8%, while those with 10,000 to 100,000 followers have an average engagement rate of 1.9%. Influencers with 100 000 followers and more have an average engagement rate of 1.4% This is likely due to the fact that micro-influencers have a more personal connection with their followers, and their recommendations and endorsements carry more weight.
So, how can you leverage this phenomenon and work with micro-influencers to achieve the most impact?
Well, that’s what we’re here for! In this article, we'll explore the benefits of working with micro-influencers, as well as tips and strategies for finding and partnering with the right micro-influencers for your brand.
Why Work With Micro Influencers?
There are several benefits to working with micro-influencers. First and foremost, micro-influencers tend to have a more engaged audience. Because they have a smaller following, they are able to build a closer relationship with their audience, which means their followers are more likely to trust and value their opinions.
Another benefit is that micro-influencers are often more affordable than big-name influencers. This means that brands with smaller budgets can still benefit from influencer marketing by collaborating with multiple micro-influencers instead of one big-name influencer.
Micro-influencers are also often niche experts in a specific area, which can be extremely valuable for brands looking to reach a specific audience or target a particular niche. For example, if you are a beauty brand looking to reach customers who are interested in clean beauty, collaborating with a micro-influencer who specializes in clean beauty could be extremely effective.
Finally, micro-influencers often have a more authentic and genuine voice. Because they are not as concerned with maintaining a polished image or pleasing sponsors, they are often able to speak more candidly and connect with their audience on a deeper level. This can translate to a more genuine and effective influencer campaign for brands.
ALSO READ: The Role Of Influencer Marketing In A Post-Pandemic World
I’m Ready To Work With An Influencer: How Do I Know Which One Is Right For My Brand?
If you're interested in partnering with micro-influencers for your brand, there are several tips and strategies you can use to find the right ones for you:
Look for micro-influencers in your niche: Start by looking for micro-influencers who are already talking about topics related to your brand. For example, if you're a fitness brand, look for micro-influencers who are already posting about workouts, healthy eating, and related topics.
Use social media tools to find potential partners: Social media platforms like Instagram have built-in tools that can help you find influencers who match your criteria. For example, you can use Instagram's search function to look for hashtags related to your brand, and then find micro-influencers who are using those hashtags.
Look for micro-influencers with engaged followers: While micro-influencers may have smaller followings, it's important to make sure their followers are highly engaged. Look for micro-influencers who have a high rate of comments and likes on their posts, and who respond to their followers' comments.
Build relationships with micro-influencers: Before reaching out to micro-influencers, take the time to engage with them on social media. Like and comment on their posts, and share their content with your own followers. This can help you build a relationship with them and make it more likely they will be interested in working with you.
Be clear about your expectations and goals: When reaching out to micro-influencers, be clear about what you're looking for and what you expect from the partnership. Make sure the micro-influencer is a good fit for your brand, and that they are excited about working with you.
Offer incentives: While micro-influencers may be more affordable than big-name influencers, it's still important to offer them some form of compensation for their work. This could be in the form of free products, payment, or exposure on your brand's social media channels.
How To Collaborate With Micro Influencers For Maximum Impact?
Now that you’ve found the ideal influencer for your band, how can you collaborate with them for maximum impact? Here are a few tips to get you started:
Identify relevant micro-influencers: Look for micro-influencers who have a following in your industry or niche. Tools like BuzzSumo, HypeAuditor, and Klear can help you identify influencers based on their audience demographics, engagement rates, and other relevant metrics.
Define your goals and target audience: Before you start reaching out to micro-influencers, it's important to know what you want to achieve and who you want to reach. Define your goals and target audience, and use this information to identify micro-influencers who align with your brand values and can connect with your ideal customer.
Build relationships: Reach out to micro-influencers and start building relationships with them before pitching any collaboration ideas. Micro-influencers may not have the same level of fame as big-name influencers, but they still value authentic connections with brands. Engage with their content, share their posts, and comment on their feeds. Personalize your outreach and make it clear that you understand their interests and values.
Offer value: Micro-influencers are often looking for opportunities to grow their own following and build their brand. Offer them something of value - whether it's exposure, exclusive content, or product samples - in exchange for their collaboration. Make sure the compensation is fair and aligns with their rates and audience reach.
Be clear and transparent: When working with micro-influencers, it's important to be clear and transparent about your expectations, compensation, and any requirements for sponsored content. This will help ensure a smooth collaboration and build trust between you and the influencer.
Collaborate creatively: Work with the micro-influencer to develop creative content that aligns with their brand and resonates with their audience. Give them creative freedom to develop content that speaks to their unique perspective and style.
Measure your results: As with any marketing campaign, it's important to measure your results and track your ROI. Use tracking links and analytics tools to monitor engagement and conversions from your micro-influencer collaborations, and use this data to refine your strategy and optimize your future campaigns.
ALSO READ: How To Measure The ROI Of Your Digital Marketing Campaigns: Metrics And Tools
In conclusion, utilizing micro-influencers can be an effective strategy for brands looking to expand their reach and increase engagement. Compared to macro-influencers, micro-influencers tend to have a more engaged and loyal following within a specific niche or industry.
By collaborating with micro-influencers, brands can reach a highly targeted audience with a message that resonates with their interests and values. Additionally, micro-influencers are often more cost-effective and easier to work with than their larger counterparts. Overall, partnering with micro-influencers can be an excellent way for brands to leverage the power of social media marketing and achieve maximum impact with their target audience.
SO, WHERE DO YOU FIND THIS PARTNER?
Well, aren’t we glad you asked! We at DigiCom are obsessive data-driven marketers pulling from multi-disciplinary strategies to unlock scale. We buy media across all platforms and placements and provide creative solutions alongside content creation, and conversion rate optimizations. We pride ourselves on your successes and will stop at nothing to help you grow.