While Kyle Jenner might make over $1.2 million per sponsored post on Instagram, having a celebrity influencer on your influencer roster is not your only option. In fact, 40% of influencer marketing spend comes from micro influencers. And with the world of influencer marketing shaping up to be a $6.5 billion business in 2019, it’s important to understand how you can incorporate these micro influencers into your program.
What Is a Micro Influencer?
A micro influencer is someone who has a social media following that ranges from 1,000 to 100,000. They have higher engagement numbers because they have a more personal relationship with their followers. And in fact, trends show that micro influencers are almost seven times more efficient at engaging their audiences over larger influencers.
One agency noticed that micro influencers with 1,000 followers were able to generate 85 percent higher engagement than influencers with 100,000 followers, with engagement rates starting at a high of 4.5 percent for 1,000-follower influencers and dropping to just 0.7 percent for 100k-plus influencers. So, while follower count is important, it is not an indicator of a successful influencer.
Brands are realizing that a smaller but more targeted audience is better than a larger one that has low engagement or staying power with their followers.
How Do You Find These Micro Influencers?
You can find micro influencers by searching each social platform manually or using an influencer marketing platform like GRIN.
Whichever method you choose to find micro influencers that have the type of audience that fits with your brand and messaging be sure to:
- Identify the type of influencers you want.
- Determine your budget. The good news is that once you find the right micro influencer, they won’t cost you an arm and a leg. That’s because micro influencers charge less than you’d think and are also open to a product exchange.
- Check out your existing brand followers. Whether they have an audience of 5,000 or just 500, it’s a nice way to develop your influencer marketing chops, and they might have great ideas or be able to turn you to other influencers that they, in turn, follow.
- Utilize a social search tool to help you find the influencers that best align with your campaign
Once you have identified your micro influencers, you can leverage them by bundling a bunch of smaller micro influencers to spend a larger budget for branding your business, while also allowing you to test different ideas before investing in Macro or Celebrity influencer roster.
That said, you might just find the sweet spot and decide to forgo the most popular influencers for a group of smaller influencers that give you a better return on your marketing dollar.
How to Work with Micro Influencers?
Influencer marketing is more than a business transaction. A successful influencer marketing program is a partnership and calls for building strong relationships with your influencers that are representing your brand through their posts, videos and blogs. Go beyond metrics and get to know your influencers’ content, style and personal brand.
Moreover, give them creative freedom. They’ve spent time cultivating their audience and understand what creates engagement with them. Provide guidelines for what you are looking for and then let them loose! They can speak your brand through their voice to create entertaining and captivating content the compels their followers to take action.
Integrating micro influencers into your program can help grow your influencer marketing program and provide a return on investment in your marketing efforts.