Over the last several years, influencer marketing has surpassed organic search as the fastest-growing method of online client acquisition. With the increased use of social media platforms, the use of top social media influencers such as bloggers, vloggers, and individuals with huge followings on Instagram, Snapchat, and other platforms has expanded dramatically. Word-of-mouth marketing and connecting customers based on common interests have always been successful marketing methodologies. And digital capabilities are a logical extension of such methods.
Several studies have found that as the overall number of followers grows, so does the rate of interaction. For example, Markerly research of 2 million social influencers found that influencers on Instagram with 10,000 to 100,000 followers received a 2.4 percent “like” rate, compared to only 1.7 percent for those with more than 1 million followers. But what exactly is a micro-influencer and how to determine the right micro-influencer for your brand? If you have got the same question in your mind, just keep scrolling and we will share with you all the relevant steps to find exactly the right influencer for your brand.
What is a Micro-Influencer?
A micro-influencer is someone who has a following of 1,000 to 10,000 people. These are far smaller than what most people anticipate from an influencer. Micro-influencers, on the other hand, continue to have an engaged following and that means that their audience is interested in the recommendations they offer.
In addition to having a greater interaction rate Micro-influencers are typically less expensive for businesses than their more well-known counterparts. Keep in mind that 82 percent of customers are often very inclined to accept suggestions given by a micro-influencer, compared to 73 percent who follow recommendations made by regular individuals.
Gnack, a social ad platform, describes micro-influencers as daily social media users with less than 10,000 followers. Their followers are generally friends and relatives, thus their posts are considerably more authentic and interesting. Because Instagram’s algorithm was recently altered to promote quality material, Gnack’s CEO Chris Gonzalez anticipated that postings from “micro-influencers” will become more prominent on the network. After all, material from friends and relatives is frequently favored by social networks.
Micro-influencers are a fantastic strategy to launch or extend your brand’s influencer marketing efforts since they are genuine, honest people that customers trust more than Instagram celebs with larger follower numbers.
How to determine the right micro-influencer
When you work with a micro-influencer, you realize you’ll be reaching an audience that is just as enthusiastic about the niche as the influencer is. This degree of targeting is what makes the difference – in this case, at a far lower cost than hiring a celebrity or high-end influencer.
Keep the following factors in mind when deciding if a micro-influencer is suitable for your brand-
Knowing your budget will assist you in determining who you can collaborate with (and who is out of your price range). Keeping this in mind before you begin your influencer search will help you save a lot of time and identify people with whom you can collaborate.
Working with a micro-influencer allows you to access a highly specific audience that is already enthusiastic about and interested in your sector. Do your homework and ensure that you are targeting a micro-influencer whose followers are your target demographic in terms of age, gender, or geographic region if that is relevant to your business. When it comes to specific preferences, the content of the influencer is the clearest indicator of relevance.
Content Style & Quality of the content
Although you may not be able to get Zoella to appear in your ad, you should look for someone who generates material in a similar manner. As you begin preparing your campaign, try to identify the sorts of micro-influencers you want to work with. Consider the type of material they generate, the style of their content, and their personalities.
The most engaging influencers deliver high-quality, aesthetically appealing material that clearly benefits their audience. Posts should highlight more than simply the brand or product. Effective content uses storytelling to recount a product-related event in a way that evokes a favorable emotional reaction and encourages followers to purchase it.
Micro-Influencers should be allowed the flexibility to be creative in a way that feels authentic to who they are. And brands should be able to analyze if the content is aligned with what they want to express before it is released.
Determine Engagement Rates
Take a look at how the micro-influencer interacts with its audience. How frequently do followers like and comment on the content? How frequently does the influencer respond? The following are the formulae we use to determine engagement rates:
- Instagram: Likes and comments divided by number of followers
- On Twitter and Facebook, the number of likes + comments + retweets or shares is divided by the number of followers.
- YouTube: Likes + comments divided by total views
The final percentage is calculated by multiplying the responses by 100.
Good engagement rates often exceed 2%. Anything over 3% is regarded as excellent, while anything less than 1% is deemed inadequate.
Micro-Influencers are a breath of fresh air for companies looking to diversify their channels of communication and increase their pool of influencers. Because their communities are tiny, they can provide companies with the type of audience knowledge that assures better brand relevance.
If you are looking forward to incorporating influencer marketing strategy into your business connect Quikplace the all-in-one influencer marketing platform to collaborate with the right influencers. An Influencer marketing platform is a software system that aids businesses in their influencer marketing campaigns. Influencer marketing platforms offer influencer-finding tools to companies, as well as huge searchable databases of potential influencers based on sophisticated algorithms.