Think about the last website you were on. What ads were on the banner, in the corner, in a pop up etc.?
Chances are you don't remember.
With the over-saturation of paid advertisements, consumers have evolved a keen selective focus. If it looks like an ad and speaks like an ad, consumers tune it out.
Influencer and Social Marketing strategies are more widely used than ever. Your audience consumes Influencer content much differently than they do ads. This is why brands like FitTea, Fashion Nova and Sugar Bear Hair have found such success with Influencers.
However, big Influence comes with a hefty price tag. It may seem unattainable to your small or medium business. This is where micro-influencers swoop in.
Here's what you need to know to Identify Micro-Influencers for your brand:
- They need to have at least 1k, but less than 50k followers
- They need to have a niched profile which aligns with your brand message
- They need to have solid engagement rates, since engagement is just as important as audience size
- Their posts need to be consistent in terms of time and quality
Influencers are a fantastic way to drive traffic and build trust with your consumers since each post comes with a sense of FOMO and social proof (If X uses it, it must be great!)
According to eMarketer, influencer marketing budgets are steadily on the rise.
Ah yes, budgets.
Around now, your mind is straying back to the price tag.
How much should this cost?
This will vary, but you can expect to pay about $25 USD for a onetime post from a micro-influencer with 3-5k followers, about $10-15 USD for less followers. In general, Instagram Influencers will charge $1,000 per 100,000 followers, so check on the followers your chosen Influencer has and make an offer!
Still not in the budget? You can also offer them free products to review. Smaller influencers are usually quite happy to have free products sent to them to review and post about. Everyone loves freebies.
Another fantastic idea inspired is to be charitable. Mr. Beast on Youtube started a campaign to plant 20 million trees. It went viral and Shopify CEO Tobi Lutke even donated 1 million trees to the cause.
It seems awareness campaigns with a charitable twist do exceptionally well, and honestly on top of doing good, also paints a really good picture for your company. If you start a micro-influencer campaign focused on giving back, people will be happy to share, even if the amount you donate per post is much less than you would have straight-out paid influencers.
A word of warning on what not to do: If you offer a discount on your product, understand people will not be keen to take you up on this. This sends the message to the influencer that they aren't a priority as you're not investing anything into them and coming in expecting them to invest in your business. It needs to be the other way around.
Markerlyug into nearly a million Instagram accounts with 1,000k followers each. It turns out, as follower count increases, like rates drop.
As well, comments and engaged users decrease as their follower count grew.
While many brands are obsessed with the big names in their niche, smaller influencers provide more bang for your buck. You can get a much better return hiring 20 micro-influencers for the same price as one large influencer, which makes influencer marketing much more accessible.
Influencer marketing is an effective and current way to connect with your ideal consumers quickly and effectively.
Micro-Influencers offer high engagement rates while still being cost-effective. Even with smaller audiences, they can boost your brand’s authenticity and build social proof.
Combine forces with a great micro-influencer to connect with their targeted and motivated audience and skyrocket your brand.