The Rise of the Micro-Influencers
According to the Philippines Social Media Market Report by the Global Web Index 22% of young professionals spend time on following celebrities on social. And the way social media has redefined popularity meant that the definition of being a celebrity has also shifted.
One of the new trends in influencer engagement put the focus and budget on influencers, particularly micro-influencers. In this article, we explore what micro-influencers are, why they drive the most engagement and how they benefit your brand.
All You Need To Know About Micro-Influencers
What’s a Micro-Influencer?
Micro-influencers are users who’ve gathered between 1,000 and 100,000 followers. Any more than that is already macro-influencer or Insta-celeb territory.
They may initially seem less valuable than macro-influencers who can have more than 50 million fans. After all, you can get up to 20 micro-influencers using the same budget you’d normally use for a single Insta-celeb.
However, the ratio of likes and comments to followers is highest for users with around 1,000 followers, according to a study by influencer marketing platform Markerly. Compared to posts from macro-influencers with 10M followers, posts from micro-influencer accounts received likes 5x more frequently.
Surprising, right? There are three reasons micro-influencers wield such power.
3 Reasons Micro-Influencers Drive The Most Engagement
Micro-influencers start out as ordinary people sharing their passions with like-minded users. They’ll usually have actual experience buying and using products. In fact, some of them may have running lists of favorite products! This in-depth expertise makes them a trustworthy source for their followers, who occasionally look for product recommendations and advice.
76% of consumers view product suggestions from average people as more honest than branded advertisements. In-depth knowledge aside, micro-influencers still count as average people. They don’t have record-breaking fanbases, but in exchange, they possess an authenticity that most influencers can’t sustain as they gain popularity. Micro-influencers also know and respect their followers well, only posting content that will appeal to their audience.
Because they’re often very invested in their niches, micro-influencers will already have existing brand relationships based on previous purchases. They’ll also naturally recommend brands they like.
Considering these three points, you’ll definitely want to bring micro-influencers into your marketing campaign!
You have to find the most suitable micro-influencers first, of course. Otherwise, you’ll be advertising your brand to a less-than-ideal audience, undermining all the additional reach. Keep the following tips in mind to jumpstart your micro-influencer search.
How To Find The Right Micro-Influencers Easily
Check Your Followers
That’s right, your own list of follower can be a goldmine! Take a look at your followers, identify those with at least 1,000 fans of their own, and drop them a message. This way, you’re talking with micro-influencers who already know your company and have most likely tried your products and services beforehand. Bloggers will be excited to team up with a favorite brand of theirs, while marketers will have an easy avenue for their business ideas.
TIP: Need help reaching out to your micro-influencer followers? Ask a PR firm near you for help! Agencies such as M2Comms can lend you a hand with blogger relations.
Narrow Your Search with Hashtags
Countless people have already been using hashtags to find relevant content. Take advantage of this and look up the micro-influencers who post relevant content the most.
TIP: Specific hashtags will give you the most appropriate influencers. For example, an organic makeup brand could use #organicmakeup or #naturalmakeup instead of just #makeup.
Food delivery services and other local brands will benefit most from talking to nearby micro-influencers or searching with location-based hashtags. For instance, a company selling metal straws in Cebu can use the hashtag #metalstrawcebu or find micro-influencers based in Cebu.
Leave It To The Bots
Not everyone has the time to manually sift through hashtags or follower lists. Fortunately, tools like BuzzSumo, Influential, and AI Social Discovery can readily find the best micro-influencer candidates for you.
Once you’ve found your newest advocates, you’ll be pleasantly surprised by how much they can do for your brand. Check out these 3 awesome benefits of working with micro-influencers.
3 Ways Micro-Influencers Can Benefit Your Brand
Increase Post Reach
Pictures and videos can certainly draw readers to your latest campaign, but micro-influencers can provide a huge signal boost. Your audience will be more interested in the info you’ve posted if it’s coming from your selected influencers.
Bring In the Right Talent
Hiring? Ask micro-influencers near you to tell their followers about your job postings. These fans are very likely to share the same passions as their favorite micro-influencers. As a result, you’ll get inquiries from applicants with suitable talents and genuine interest in your brand.
With a bit of guidance, micro-influencers can make your posts’ engagement rates skyrocket! Just let them use top talking points and the target audience’s favorite hashtags. Then, sit back and watch the likes and comments pour in.
Engagement and audience relevance are the micro-influencers main strengths. It may be difficult to work with ten micro-influencers instead of a single Insta-celebrity, but the payoff is worth the effort. You won’t just be getting more views, but you’ll be introducing yourself to loyal followers who are interested in what you do.
Once you find a micro-influencer who jumps at the chance to work with you, you’d better hold on to them dearly! Follow the tips below to ensure a lasting and fulfilling partnership with your micro-influencers.
Tips For Managing Your Micro-Influencers
On-Board Your Micro-Influencers Properly
A proper onboarding process can help define work ethics and your professional relationship with your micro-influencer. This should include the following steps:
1. Welcoming them to the team
2. Hyping them up
3. Clarifying expectations
4. Starting them off with an easy task
The last step of the onboarding process is crucial for building a long-term partnership. Your micro-influencers may lose motivation if you wait too long before letting them do anything. Let them accomplish something small early on, and they’ll be more likely to stay on for a long time.
Create a Sense of Community
Whether online or offline, an exclusive group provides the perfect place for your micro-influencers to connect with each other. They’ll also be able to provide instant feedback about your campaign and encourage other micro-influencers with motivating messages.
Help Them Share Your Content Easily
Make it easy for your micro-influencers to share your newest content. An app with push notifications ensures that your ambassadors will see new posts at a glance. With a few taps, your micro-influencers can simply tweak your post and broadcast it to their followers.
Keep it Light
Remember, your micro-influencers have joined your team out of sheer passion. They’re delighted to work with your brand in exchange for exclusive goodies. Impose strict schedules and rules, and you’ll put out their passion fairly quickly. Expect your micro-influencers’ engagement to plunge the moment they stop having fun.
Fortunately, there are many ways to avoid this. Keep your messages light and encouraging. Offer a wide range of incentives. Put up a leaderboard in the spirit of friendly competition. Reward top performers with shout-outs, and cheer on any new arrivals.
Investing in micro-influencers will help you capture the attention of your target audience. Bring in the right local micro-influencers in different markets and manage them well, and your brand will have great engagement!
Remember these micro-influencers already has a great relationship with local audiences and a collab with them is an authentic way to localize your campaign.
About PROI ASEAN
Developing a strong internal PR strategy is crucial for a successful organization. And creating speaking engagement plans are unique to every country. Our team at PROI ASEAN can help you pinpoint speaking engagement that will help you build your corporate brand and credibility in the region.
This article originally appeared in www.m2comms.com, our partner in the Philippines. M2Comms is one of the top PR agencies in ASEAN. Visit their website in case you're ready to engage micro-influencers in the Philippines!