Micro-influencers are making a major impact across Instagram.
Springing up a new generation of spokespeople from all different types of disciplines, these voices are often trusted much more than major celebrities, showcasing a side of genuineness people can trust. From fashion to food to any and everything in between, there’s a micro-influencer for any and all brands. As one of the biggest trends on social media today, micro-influencers are here to stay. And with the right strategy, partnering with some can give your marketing efforts significant results. Here’s how:
The Value That They Can Bring
Once you’ve found a few micro-influencers that you feel will represent your business well, the other half of the game is knowing what type of value they can bring.
Past checking receipts, getting value out of your relationship with a micro-influencer is knowing how to have them play a role in a bigger strategy. This includes really studying the total value of the price tag they quote, such as how many comments you might get on your page, if you’ll be getting a post on their page/Story, and of course, are they going to follow you. All of this ties into the total value, which is why if you’re working with multiple micro-influencers at a time, it’s good to know how to manage what you’re going to get out of them.
Obviously, the most important piece of ROI is having them post about your brand and tag you on their page or in their Story, providing the most literal line of advertising there is.
The other half of it is also the long-term relationship you could possibly by; for example, some influencers offer out pricing for 3-6 months at a time, guaranteeing a more organic approach to the likes they’ll get on posts and Stories, as well as even throwing in a certain amount of comments on your posts as well.
Even as micro-influencers, buying into every detail is where you’re really going to make your money, because when done right (especially amongst multiple micro-influencers all working simultaneously over a long period of time), this can boost any marketing campaign to an ROI you haven’t seen.
Why Micro-Influencers Became More Popular
Micro-influencers have started to take a huge rise over the past few years. With some definitions ranging from 1,000 to upwards of 50,000 followers, the perspective of what exactly a micro-influencer is vast. This is because the definition for something ‘micro’ varies based on the scale of how big that community is; for example, a ‘micro-influencer’ for Pop music would definitely fall around 50,000 followers, while a micro-influencer for Columbus, Ohio might have 5,000 followers. The buy-in for these people, however, is just as vast, with pricing depending on the ROI they can bring.
For most micro-influencers, the price is very much about the type of volume they can bring to your business. The contingency of this that even on a smaller level, there are some micro-influencers who have 10,000 and below followers who can bring 200-1,000 high-value customers, while some influencers between 10-50,000 might only hit 100-150.
Paying influencers can be a hard gamble at times, which is why you should also do your due diligence on them; for example, ensuring that they don’t have a bunch of fake followers or that they can provide the proof on the numbers they claim to put up for similar businesses. While influencers can hold a lot of buying power, you’ve got to take your time and make sure you know what you’re buying, as well as that you’re paying a fair price for it, forgoing any notion of hype.
Their ROI Is Well-Worth The Earned Media
A benefit of micro-influencers that’s often overlooked is how the ROI on their earned media. Quite simply, the journey of where your content could go only starts when they make a post, which with the right influencer, story, or strategy, could easily end up being reposted or shared multiple times.
This increases visibility on a trackable level, with the bigger media coming from those who screenshot or send around your post via other mediums outside Instagram. Ultimately, this could help you garner traffic that is organically going viral, without having to do much work at all.
While it’s hard for most to track earned media, some estimates could your total reach of the tens of thousands pretty quickly. Especially if you know how to mix it up and utilize an influencer in a creative way such as playing a well-timed joke or challenge, the amount of shareability will surprise you. Try to really utilize influencers that have a history for getting creative with it, knowing how the relationship with your brand will really bolster your standing.
If Done Right, It’s A Relationship That Can Stick
Eventually, the goal for working with any micro-influencer is that you both genuinely like one another and want to continue engaging with each other out of enjoyment.
Of course, this is still a business relationship, and as such, you should respect their services just as you would any other media or advertising outlet. However, on the flip side of things, micro-influencers are in a sweet spot of their career where the relationships they build can leave a long-lasting impression, and because of that, it’s smart to buy into them long-term as well.
Try to pick influencers that you feel are more than just the hottest for the moment, but rather someone you feel your brand would genuinely like to sit down and enjoy time with. Try to include them in as many future campaigns and events as possible, giving you a chance to show love back, as well as steadily grow with their network as well.
Ultimately, micro-influencers that grow organically tend to have stronger bases than those who grew to fame by going viral, which is why it’s smart to get in early with the right people. With enough time, you both could be celebrating each other’s success, watching the transformation from ‘micro’ to ‘macro’ feel like it happened overnight.