- By: Ricky Hayes May 27, 2021
Eight Ways Consumer Brands Leverage Micro-Influencers For Better Engagement
How many times have you purchased products on the recommendation of your favorite celebrities and famous media stars? Many times, right?
It’s no surprise we all love following people we believe are credible. Even if you look around, you’ll see many people dominating the social media space. Customers trust them, imitate their style, and follow their suggestions believing their advice is always genuine and trustable.
These individuals are called influencers in the world of marketing. Social media marketers have also started to realize the power of influencer marketing in recent years. That’s why we have seen many big and small brands collaborating with authoritative influencers working in their business niche.
Businesses use these influencers to increase brand awareness and engage with their potential customers.
Celebrities and media personalities with a massive fan following cash their fame by endorsing different brands.
But, this practice comes with a heavy price tag.
According to WebFX, influencer marketing can cost businesses anywhere between $1000 to $ 1 million per post.
But the good news is you don’t have to pay this much to collaborate with an influencer. How? Let’s explore!
What Is Influencer Marketing?
Influencer marketing is a relatively newer type of marketing that enables brands to partner with an influential person (celebrity/social media influencer/sportsperson or anyone with decent followership) to promote their products and services online.
There are two types of influencers a brand can collaborate with.
– Macro Influencers
A macro influencer usually has more than 100k followers. They’re celebrities, TV stars, and prominent media figures. Because of their popularity and fame, they charge high prices for their services.
Micro-influencers are not as popular as macro-influencers, yet they have a decent fan following of 1000-100k. Small businesses and startups usually partner with micro-influencers as they’re not as expensive as macro-influencers. Also, people follow them on social media platforms and value their opinions.
Benefits Of Working With Micro-Influencers
Micro-influencers, as mentioned above, are people who do not have a massive following like celebrities, but their followers are more loyal and dedicated than macro-influencers.
Let’s take your own example. You must be following a few prominent figures on social media. But did you ever get a chance to connect with them at a personal level?
When macro-influencers endorse any specific brand, you already know that the factor of PAID MARKETING is there. But that’s not the case with micro-influencers. People follow them because of their authenticity and expertise. They trust their advice because they know it is coming from a genuine individual.
That is perhaps the biggest reason why micro-influencers bring great value to the table. The best bit? They don’t even charge hefty, so you can keep most of the revenue you get from your micro-influencer marketing strategy.
Unlike celebrities and macro-influencers, micro-influencers are more connected with their followers. As they’re able to devote more time connecting with their fans, they share a special bond with them.
All of this contributes to better engagement. This engagement also turns into a fruitful and long-lasting relationship with customers that can benefit the brand in the long run.
Celebrities work with multiple brands at a time. It’s more like a profession for them to spread positivity about a certain brand and charge extravagantly against that effort.
That’s why most of them don’t value their relationship with startups. The best people to work with as influencers are those who can go the extra mile to promote your brand. Ideally, you should find partners who are already fans of your brand.
It’s also critical to find influencers who align well with your target audience. For instance, if you sell smartwatches online, you should partner with someone having a tech background.
Branded collaborations can cost you a lot. You can save a lot when you work with micro-influencers. Also, why spend thousands of dollars when you can reach more or less the same number of people by collaborating with micro-influencers?
Instead of paying $1000 to a single macro-influencer, it’s better to divide the cost and hire 10-micro-influencers to get your message across.
While it is essential to align your business goals with influencers, give them enough flexibility to contribute to the process. Work closely with them and talk about the response they’re receiving from their followers. You can use this information to create more relevant and authentic content and offers.
Improves Authenticity And Builds Trust
The ultimate goal of running an online business is to drive leads and conversions. And this is impossible without building trust. Startups do not usually get a chance to establish a direct connection with their target customers. That’s where micro-influencers step in.
Micro-influencers already have a decent following, making it easier for them to cultivate trust in your brand.
Makes It Easier To Target Niche Markets
Micro-influencers can reach passionate niche markets, which is not possible when you’re running a broad campaign. This enables you to offer more personalized solutions that look more organic and authentic to your target audience.
Before we highlight the essentials that go into creating a result-driven micro-influencer marketing strategy, let’s have a quick look at some of the brands that are already using micro-influencers to promote their products and services.
Brands Using Micro-Influencer Marketing Strategy To Boost Engagement
La Croix, a prominent sparkling water brand, leverages social media marketing and uses small influencers to promote its products online.
The brand searches for famous Instagram micro-influencers and asks them to share promotional content on their profiles.
Interestingly, La Croix only targets influencers with a small following so that the brand awareness posts that they share look more authentic and genuine.
ASOS, a famous British online fashion retailer, also collaborates with micro-influencers, so-called insiders, to market their offers online. They even provide their insiders with social handles to better engage with their audiences.
Yes, Google has also partnered with micro-influencers (The Sorry Girls) to promote their Pixelbook a few years back. The post the duo created to market a campaign led to highly satisfactory engagement statistics.
A popular personal shopping site called StitchFix welcomes micro-influencers to contribute content for their Instagram handle.
Launching A Successful Micro-Influencer Marketing Campaign That Converts (5-Step Plan)
So you have finally decided to collaborate with a few micro-influencers working in your niche. Great! What’s next?
It’s time to create a foolproof micro-influencer marketing strategy that helps you convert your goals into a reality.
Step 1 – Set SMART Goals
Just like any other marketing plan, the first step to creating a micro-influencer marketing strategy is setting clear and SMART goals.
Some brands aim to improve brand awareness, while others want to build trust and customer loyalty.
Also, link your goals with the relevant influencer marketing KPIs to optimize your campaign for better performance.
Step 2 – Figure Out Your Budget
The next step is to allocate a budget for your campaign. Most micro-influencers do not charge more than $500 for a post. Some even agree upon receiving a product sample in exchange for a review. So talk with your influencer and see what works best for both of you.
A Bloglovin survey reveals that a brand with a $5000 budget can easily create up to 100 micro-influencer posts.
Step 3 – Find Influencers
This step is critical. Consider three factors when choosing the right influencer for your brand – relevance, authenticity, and engagement.
Step 4 – Work With Influencers And Create Engaging Content
Try to work closely with your influencers and decide the type of content you want them to publish on their profiles. You can either provide them with ready-made content or let them do the job based on the brief provided by your brand.
Step 5 – Measure Performance
It’s time to measure the performance of your campaign against the KPIs you have decided on in the first step. Adjust your micro-influencer marketing strategy accordingly before moving forward.
Eight Ways Consumer Brands Leverage Micro-Influencers For Better Engagement
If you’re leveraging social media for marketing, here are a few things you should consider to get the most of your micro-influencer marketing strategy.
1. Getting Micro-Influencers To Share Honest Product Reviews
What we love about micro-influencers is that they come straight to the point when interacting with their followers. People value their opinions and respect their recommendations because of their honesty.
You can also ask micro-influencers to share honest feedback about your brand. They can share their review in a blog post format or record a video explaining their experience with your brand.
For this, try to reach out to influencers famous for sharing honest feedback about different products and brands. Be very clear about your expectations and mention that you’re looking for unbiased feedback in exchange for whatever compensation you have in mind.
2. Ask Micro-Influencers To Host Giveaway Campaigns
Another tip to boost engagement with micro-influencers is by asking them to host a giveaway campaign. The key here is to offer something valuable that your influencer’s audience will appreciate and look forward to.
Define participation rules clearly and pitch your expectations when writing an email to an influencer.
Getting influencers to host contests is a great way to boost engagement and create brand awareness.
3. Getting Micro-Influencers To Create How-To Content And Tutorials
Consumers consider micro-influencers to be better than regular customers. Getting micro-influencers to create value-driven tutorials and how-to articles is another way you can improve engagement and let others know about your brand.
It is essential to find the right influencers, preferably those familiar with such type of content. Analyze their content to see if they’re the right fit. Simply reach out to them through an email and make an offer.
4. Let Them Create Authentic Sponsored Content
We all have seen influencers sharing tons of promotional content for different brands. Have you ever wondered why such content fails to convert in real-time?
That’s because it sounds too promotional and fancy. You don’t really have to control everything, especially when you’re using micro-influencers to promote your products.
Influencers are known personalities, and granting them a little creative freedom can do wonders for your brand. So let them create content for your business so that the sponsored posts look more authentic and genuine.
5. Execute A Social Media Takeover With A Micro-Influencer
When it comes to user engagement, there is no tactic more effective than social media takeover. With this strategy, you have to give your influencer access to your social media account for a stated period.
When you collaborate with an influencer for a social media takeover, they can invite their followers to become part of your social media profile. That goes without saying that you can significantly benefit from an already engaged audience when executing this strategy with a micro-influencer.
6. Use Micro-Influencers To Create UGC
Did you know you can create an effective user-generated content strategy with micro-influencers?
It bridges the gap between you and your customer when you collaborate with a micro-influencer who shares their experience with your brand.
People admire reviews coming from like-minded people who they can trust. User-generated content strategy will not only improve engagement but also boosts conversions if done correctly.
7. Improve Engagement Using Campaign-Specific Hashtags
Campaign-specific hashtags help micro-influencers to connect with your brand. With this tactic, you can create brand awareness and improve engagement even if your influencer has a limited fan following.
What’s the benefit of collaborating with such influencers?
They’re credible and authentic.
So start a personalized hashtag-based campaign with a micro-influencer, and you’ll witness a noticeable rise in your engagement KPIs in a limited time.
8. Leverage Story-Telling To Boost Engagement
Storytelling is the best way to connect with your audience at a personal level. What storytelling does is connects an unappealing offer to the wants and desires of a common man.
You can also ask your influencers to share their experience in a storytelling format so that more and more people can relate to that.
Again, you have to look for specific influencers to do this task for you. Reach out to them through an email and be very specific about the content you want them to share with their followers.