Different people are working on Instagram and some of them are more popular among users; In other words, they have more followers and their page interaction is more than ordinary users. Ever heard of Influencer Marketing?
If not, it’s very simple to say that influencers are influential people on social media that many users know them! In fact, these people have special expertise in a field, and this has made it possible for them to share their expertise on Instagram. But micro-influencer marketing is different!
In this article, we are going to examine micro-influencer marketing and its importance in the future of Instagram advertising. If you are ready, follow us.
What is Micro-Influencer Marketing?
Micro-influencers are social media users unlike typical celebrities, experts, or public figures. They’re individuals who work or specialize in a particular vertical and frequently share social media content about their interests. Unlike traditional “influencers,” micro-influencers have a more modest number of followers — typically in the thousands or tens of thousands — but they boast hyper-engaged audiences.
Because these people have a close relationship with their followers, their page engagement rate is also very high. That’s why Instagram marketers have created a new term called micro-influencer marketing!
Micro-influencer marketing means advertising on the pages of micro-influencers and the reason is the high interaction rate of such pages. Although the number of followers of these pages is less than other pages, still advertising on such pages is profitable; Because at a lower cost, you can advertise on a page with good interaction.
For example, a yoga influencer might boast millions of followers and operate several yoga studios. A yoga micro-influencer might have only a few thousand followers and post instructional videos on Instagram for their fans to try at home, but their average post receives a healthy amount of engagement relative to the size of their follower base.
Why Micro-Influencer Marketing is the Future of Instagram Advertising?
You may be wondering what is the advantage of micro-influencer marketing over larger pages! We must say that in these pages, the user talks about his/her personal experiences and users are very close to him/her.
So if they indirectly promote your product, you can easily increase the number of your business audience and users. According to reports from the results of micro-influencer marketing ads, user feedback on such pages is better and will probably form the future of Instagram ads.
As we mentioned, engagement with users from micro-influencers is a huge benefit to working with them. (Plus, as a user, it’s just a better experience!) Compared to celebrity influencer accounts, micro-influencers can interact with their audience more frequently via likes and follows, and respond to questions/comments in a quicker manner.
Higher interaction between the influencer and the audience means that a connection is established quickly and chances are the influencer is also more relatable than a celebrity. Your micro-influencer is more likely to talk through common pains their audience feels about your product and “get real” with them, whereas a celebrity influencer is likely being paid big dollars to do the same.
Higher engagement rates with these micro-influencers mean they’re actively being an advocate for your brand, not simply posting something and letting it disappear into their feeds.
That exposure can ultimately help you not only get eyes on your business but can help with the sale of your product. This means your dollar (and limited dollars at that) can go much farther connecting with a micro-influencer.
Micro-Influencer Marketing Efficiency
One of the issues that leads to the increase of micro-influencer marketing efficiency is the target community. Usually, micro-influencers have a specialty and users follow them because of the same specialty!
Now if you can find a micro-influencer in your field, you will experience a high-yield marketing micro-influencer; Because everyone who sees your ad is interested in that area and if you have a product, they will buy it from you. Of course, your goal may not be sales and you are looking to increase your page audience, which again micro-influencer marketing will help you a lot.
When a business wants to advertise, the best solution for its marketers is micro-influencer marketing! Because advertising that business seems natural and important to users. Visual content is very important; Because users on Instagram are less likely to read the text and the visual content should be strong enough to attract users.
For example, if you want to advertise on the page of a famous actor, not all users of that community must be your target, and you must identify your target community! Ultimately, if you decide to do this, your content should be such that it attracts the attention of the target users and leads to an increase in the audience and sales of your business.
Another important issue is your budget! If you have a limited budget, it is best to go for micro-influencer marketing. micro-influencer usually cost less than large screens, while they are more efficient than many large screens.
These people have gained a lot of trust among users and now they need to comment on your product! In fact, they do not need to convince other users, and the purpose of micro-influencer marketing is to inform.
The Value of Micro-Influencers
Using micro-influencers may seem counter-intuitive. Why would you seek out someone with a smaller following to promote your brand?
There are several reasons to believe micro-influencers might get better results for your brand.
Micro-influencers have better engagement rates
Markerly studied Instagram engagement and found a surprising trend: As an influencer’s number of followers increases, their number of likes and comments from followers decreases.
In its analysis, Markerly determined the following:
- Instagram users with fewer than 1,000 followers generated likes 8% of the time
- Users with 1,000-10,000 followers earned likes at a 4% rate
- Users with 10,000-100,000 followers achieved a 2.4% like rate
- Users with 1-10 million followers earned likes only 1.7% of the time.
More Affordable Than the Famous Names
Although micro-influencers are highly knowledgeable about a particular topic, they are still relatively ordinary people. This means that brands are far more likely to come to some arrangement with them at a relatively affordable price.
Macro and mega-influencers, however, are far more likely to charge considerable sums for any posts they make. Kim Kardashian, for instance, can command $500,000 for a single sponsored Instagram post. Sure, micro-influencers have a much smaller reach than Ms. Kardashian, but you would be able to contract many micro-influencers for $500,000.
Unless you are a large business with a sizable marketing budget, it makes sense that you work with a series of micro-influencers, rather than committing a large sum to a more significant influencer.
Micro-influencers have more targeted audiences
Markerly also notes that micro-influencers have more targeted follower bases than influencers with follower numbers in the hundreds of thousands and millions.
Think about it: If a clothing brand partnered with a celebrity with millions of followers on Instagram, the celebrity could reach their huge pool, but a large portion of them might not be interested in fashion. Instead, if the clothing brand connected with 100 fashion bloggers with 1,000 followers apiece, it would be able to connect to a smaller but far more targeted and engaged audience.
Markerly CEO and co-founder Sarah Ware told Digiday that partnering with the Kardashian and Jenner sisters to promote a weight-loss tea on Instagram led to a significant number of conversions. However, Ware also noted that working with 30-40 micro-influencers achieved a higher conversion rate than when the celebrities were promoting the tea. In fact, 82% of customers surveyed by Experticity said they would be very likely to follow a recommendation from a micro-influencer.
There Are a Huge Pool of Micro-Influencers
One real advantage of working with micro-influencers is that there are so many of them from which you can choose. You won’t have to fight your competitors for a few superstars, which you might have to do if you focused on mega- or macro-influencers.
No matter what you sell, you should be able to find micro-influencers who have built reasonably sized audiences, and who will be willing to build a relationship with you.
Work in Niche Markets
Both micro-and nano-influencers have a real part to play in promoting niche and specialist products. There would be little point in working with a larger influencer because the vast bulk of his or her followers would have little interest in your niche product.
You wouldn’t expect a celebrity to promote specialist products that appeal to only a small group of people (unless they had a personal interest in the product). The same applies to mega- and macro-influencers. Their following covers too broad a cross-section of society.
You will find smaller influencers who specialize in virtually every imaginable niche, however.
If you plan to work with a series of micro-influencers, look for those who would interest your ideal customer. In particular, you will want to think about the common interests of the types of people who buy your product and search for compatible micro-influencers.
Why is Micro-Influencer Marketing so Important to Companies?
After quality and feedback for companies, the issue of budget is important. In fact, every company is looking to reduce its costs! If these companies want to do advertising, they have to spend a lot of money on video and advertising images, but using micro-influencer marketing solves these problems!
In fact, with the help of this method, you no longer need to produce advertising content by yourself, and the micro-influencer itself produces attractive and reliable content. With cost savings, you can do another part of your projects! Of course, more important than budget savings is the trust that users can have in the content produced by the micro-influencer themselves, and this helps to increase the audience and sales of businesses.
You can also use this method to increase the speed of advertising; For example, if you want to advertise 3 times a month, you no longer need a lot of time to produce advertising content, and this is done in a few minutes by the micro-influencer. Finally, ad campaigns are no longer important to users; Because the user knows that the purpose of this type of campaign is just advertising. But in micro-influencer marketing, the user has a greater sense of trust in micro-influencer and leads to increased campaign efficiency.
In other words, your sales will increase if, instead of an advertising company or a large page, micro-influencers who have a closer relationship with their audience. Of course, you should note that instead of promoting a product directly, you should state its features to encourage users to buy that product or service. Also, if you do not have a product, you can tell your content type to encourage users to follow your social media pages.
How to Go About Finding Suitable Micro-Influencers
There are three main ways you can go about finding influencers :
- You can work with a specialist influencer agency that will help find suitable micro-influencers to meet your needs
- You subscribe to one of the influencer marketing platforms that specialize in influencer discovery
- You go through the organic process of finding influencers and gradually build up relationships with potential micro-influencers. Ways you can do this include:
- Finding micro-influencer fans from your existing follower lists
- Searching for micro-influencers using relevant hashtags
- Researching the top accounts in your niche (and ignoring those with more than 50 to 100,000 followers)
- Using Google search to find the top bloggers in your niche
- Using YouTube search to find the top video channels in your niche
Who Can Benefit from Micro-Influencers?
You may be asking, how do I know if it will work for my business?
Well, is your audience active on social media? In particular Instagram, Facebook, or YouTube? Or even a specific blog?
If they are, chances are micro-influencer marketing is a great opportunity for you. It’s a way to connect with your audience where they are most active online.
And even though B2C businesses tend to benefit most from micro-influencers, it’s not to say that B2B companies can’t.
If there is a local thought leader in your space active online (via Instagram, YouTube, a blog, or even a podcast), there is likely an opportunity for them to chat about your product and share it with their active audience.
It’s all about targeting the platform that makes the most sense for your product or service, and where it will be most well-received.
Also, with its low-cost, businesses of all sizes can likely afford to invest in it.
With that being said, some industries outperform others when it comes to influencer marketing (though this isn’t to say your industry won’t do well!)
In no particular order, they are:
- Fashion/ Beauty
- Home/ Family
- Travel/ Lifestyle
- Business/ Tech
micro-influencer marketing is one of the relatively new concepts in social networks that form the future of social media based on the opinions and reports of marketers. In fact, advertising methods have gone in a direction that users can more easily trust. In this way, because users have a lot of trust and interest in the micro-influencer, they also trust the products they advertise and buy it if needed. This method has many advantages over other advertising campaigns, the most important of which is saving the company’s budget! Also, the engagement rate of such pages is higher than that of very large pages, and this is a positive point in micro-influencer marketing campaigns. In this article, we have thoroughly reviewed micro-influencer marketing and its benefits.
Now you tell! If you want to launch a micro-influencer marketing campaign, what do you think is important to pay attention to? In the comments section, we look forward to hearing from you.