What are Micro-influencers? Micro-influencers Review

Micro-Influencers are influential people who have a small following compared to top influencers and celebrities. They are not traditional celebrities, but are considered experts in related niches, such as food bloggers, mommy bloggers, fitness fans, etc. Micro-influencers are usually interested in their respective product categories and are considered reliable sources of information and recommendations for purchasing related products.

About Micro-Influencers

Micro-influencers are ordinary consumers who have their own areas of interest or specialization, such as gardening enthusiasts, shopaholics, fitness enthusiasts, academic masters, travel experts, etc. Although they are not at the level of Internet celebrities, they have a say in this field among their relatives and friends. Micro-influencers do not have tens of thousands of fans, but usually have between 1,000 and 100,000 fans, and these followers are loyal fans who trust them. Micro-influencers have a good relationship with their fans, interact with them, create content that fans like, and let them participate in activities. Fans like the purchase recommendations they give, which makes them a perfect choice for the next influencer marketing campaign.

Influence

Micro-influencers have efficient brand communication, marketing placement and even the creation of simple and fast fanatic fans, which can achieve the effect of deep communication. Usually, the fans of Micro-influencers may only be thousands or tens of thousands. Micro-influencers need to cooperate with a large number of ordinary consumers, attack from multiple points, create + influence from the bottom up, and also play a role in dispersing risks.

Advantages

1. Micro-influencers have higher engagement rates.

2. Micro-influencers have a larger target audience.

3. Micro-influencers are more affordable.

4. Micro-influencers are more authentic.

How to Find

1. Use keywords

Whatever tool you use, keywords are your best bet for identifying potential influencers. For example, if you are selling a product and think that food blogs are the best way to promote it, you can search for "food blog" on the influencer marketing tool and you will get a variety of related blog profiles.

2. Observe the number of searches

Since you’re searching for micro-influencers, you’ll need to research how many of each profile that appears in the search results, but how many exactly? You may face a dilemma between reach and engagement, and that’s fine. A study by Markerly of 800,000 Instagram users showed that finding influencers with between 10,000 and 100,000 followers was a balance between reach and engagement, so you’ll also need to look for influencers with a standard number of followers and the right level of engagement to overcome the difficulty of collaboration.

3. Use the right tools

There are many tools for finding relevant micro-influencers, be careful to use the right keywords. These tools can provide you with useful information, such as the number of their followers, some tools can preview their engagement rate, and some even tell you their social authority level.

4. Understand their content

Once you have a list of potential micro-influencers to work with, you need to browse their content across social media channels to see if their content style resonates with your target audience. For example, in the food blogging space, you may find a collection of micro-influencer profiles. This would be a perfect fit for your brand and would have environmental value.

5. Start outreach

Now that you have screened the micro-influencers you can work with, the next step is to approach them and ask for a partnership. As influential people, they may receive thousands of partnership requests, so you need to get their attention and convince them. If you choose to use email outreach, make sure to prioritize giving a catchy headline and building a focused message that leans towards them.

Cooperation

1. Exposure on social media

The easiest way to promote your brand and products through micro-influencers is to have them mention you. In theory, the content should show the influencer using your product or placing it in a prominent position. Give them free gifts or gifts to showcase the product. You can also offer a small cash reward after signing an agreement with the future partner micro-influencer.

2. Promotional discount code

Promoting coupons through influencers is a popular way to work with them because they can help you get your coupons to your most important audiences. Influencers vouch for your product, motivating their followers to buy, and coupons entice them to take action.

3. Demonstrate product performance

Micro influencers are better able to explain the performance or usage of a product, so they use the most effective medium to demonstrate the use of the product. Showing how a micro influencer uses a product can stimulate the desire of followers to try the product. Demonstrating a product does not necessarily require a complex video tutorial, although this method can work well, but it also depends on the type of product you are selling. A photo post by a micro influencer showing their followers how they use the product is enough to arouse the interest of this group of people.

Precautions

1. Each Micro-influencer can reach a small number of people, so an automated delivery method is required.

2. The content production levels of micro-influencers vary greatly, and advertisers need to provide basic materials and creative routines, and may even use a programmatic creative model.

3. Avoid making it as annoying as WeChat business. Advertisers just want to use payment to encourage consumers to share their experiences.

4. The biggest change of micro-influencers is that they are manageable and monitorable. Advertisers must clearly define ROI targets for their advertising expenditures and monitor and optimize during the advertising process.