The top 13% of businesses doing influencer marketing right make $20 per $1 spent. Knowing this, you’re probably really excited to get down and dirty with a highly effective influencer campaign.
Obviously, your first task is probably looking for influencers who’ll fit in with your campaign like a glove, and it’s easy to assume you’ll get the best results with mega-influencers who have hundreds of thousands to millions of followers.
That’s not necessarily the case. Allow us to introduce the Micro-Influencer and why you might consider working with them to get better engagement and conversions on your influencer campaigns.
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What are micro-influencers
There’s a universal agreement that micro-influencers are those influencers with followings between 1,000-100,000.
Now, you’re probably thinking: that’s a huge range.
And indeed, it is. But keep reading because we’ll be talking all about the pros and possible cons of working with micro-influencers, then we’ll walk you through a step-by-step process to make the most out of your micro-influencer campaign.
Pros and cons of working with micro-influencers
- 82% of respondents on a survey by the Keller Fay Group and Experticity said they were “highly likely” to follow a micro-influencer’s recommendation.
- The same study found that, compared to the average consumer, micro-influencers have 22.2 more conversations per week about their product recommendations.
- Micro-influencers are seen as the most authentic influencer group, where they are seen as being more knowledgeable, credible, and passionate about making product recommendations.
- They likely have a niche audience instead of a mass following like celebrities and superstars, giving you better-targeted reach to your market segments.
- They have more engaged communities online.
- Working with micro-influencers is cheaper than working with a celebrity endorser or mega-influencer (with over a million followers)
- If you target the wrong micro-influencer, you won’t see much engagement and conversions.
- Because they don’t have millions of followers, you definitely see less reach.
- You might need to put in more work to find the right micro-influencers.
- Because you need multiple micro-influencers to expand your reach, this might mean more work for you and your brand.
Despite the cons, micro-influencers are worth it.
All these considered, we still believe the pros outweigh the cons. And because an influencer campaign is about more than just the influencers themselves, here is a step-by-step guide to making the most effective micro-influencer campaign for your brand.
Find high-quality micro-influencers
Here are some things you want to look out for when looking for high-quality micro-influencers to work with”
- Where are they: have they started a dedicated blog? Are they on Instagram, Facebook, Snapchat, or even TikTok?
- How consistently do they post?
- What do they post about?
- Are their followers liking and commenting on their posts?
- What kind of accounts follows them? Are they your audience?
This part of the process is most likely the most time-consuming for you, but that’s where influencer marketing platforms can come in handy. Many platforms make it easy for you to find micro-influencers in your industry, usually from the hashtags they use or the accounts that follow them.
Pitch a mutually beneficial agreement
Next, really think about the working relationship you want with your micro-influencers. This is where you can think about the kind of incentives and deals you’re willing to offer them.
Depending on the size of their audience from their combined accounts, you might be able to agree with ex-deals, such as exchanging free products in exchange for reviews or hosting a sponsored giveaway on their account.
An important thing to note when you do your outreach: even if an influencer only has about 1,000 or so followers, you should still observe best practices of doing outreach.
After all, influencers want to be treated with the same respect as you would a traditional publisher, and this can increase their chances of wanting to work with you.
Create an influencer playbook
An influencer marketing campaign should be treated as a partnership, so be sure to set up your micro-influencers for success. By creating a playbook or campaign brief that you can then share with all your micro-influencers, you increase your chances of running a more successful campaign.
Give influencers do’s and don’ts, as well as ideas on what to post, but be mindful you aren’t restrictive. Give influencers the room to be creative so they can show up as their authentic selves online.
Curate user-generated content on your own feed
Have you started using a branded hashtag yet? If not, you might be missing out on finding micro-influencers who already love your brand.
Get into the habit of social listening and see if there are social media users talking about your brand that has already garnered a following.
To start a relationship with these people, you can curate their content on your feed. They’ll definitely appreciate having their content and accounts displayed on your official brand pages, so make the most of this step to not only find but also nurture relationships with micro-influencers you might have missed.
The Every Girl is a great example of a brand that curates user-generated content on their feed by encouraging people to use their #sharetheeverygirl hashtag.
Consider sponsoring posts
Because not all micro-influencers are created equal, consider sponsoring posts for micro-influencers with either bigger followings, particularly those very close to 100,000 followers, or those with extremely engaged communities.
Maintain a good relationship with your micro-influencers
Chances are those high-quality micro-influencers you’re tapping are only set to grow, so maintain a good relationship with them in order to reap the rewards. Because influencers are legitimate online business owners themselves, they are most likely looking for ways to earn more money on their social media and blogs.
Support their growth, and they’re bound to support you too. And when they make it big, you can best bet they’ll remember the brands who stayed with them.
To maintain a good relationship with micro-influencers, try the following:
- Keep sending them free items from your ongoing promotions.
- Share their posts about your brand consistently. This also encourages them to keep posting about you.
- Find ways to deepen your partnership with one another, like inviting them to on-site events.
Last but not least, you’ll need to track the results of your influencer campaign. This may depend on the kind of partnership you have with your influencers, be it using discount codes or an affiliate scheme.
Given this, it’s important to set clear goals for your campaign, as well as using UTM parameters to easily see where you’re getting traffic.
Micro-influencers don’t always mean micro-results
Micro-influencers are a great option for brands who are either just starting out in their social media or don’t have the budget to work with people with millions of followers. Don’t let the smaller numbers of micro-influencers discourage you; if anything, it points to a goldmine of a specific and targeted audience – one that you and your brand may benefit from.
Use the steps above to make sure you pick out high-quality influencers and set up your campaign for success so that both your brand and your micro-influencers can grow together.
Consider your relationship with micro-influencers as a long-term investment. Think about it: you’ll have loyal, passionate creators on your side for years to come, singing your praises to an engaged community who are likely to trust this person’s recommendations.