WHAT IS MICRO-INFLUENCER MARKETING?
A newer concept known as micro-influencer marketing recently joined the social media scene. It’s the same
concept as influencer marketing, but on a smaller scale: Brands partner with individuals with smaller
followings on social media, typically 1k to 10k followers, to promote products with authentic, visual posts
instead of sponsored ads.
concept as influencer marketing, but on a smaller scale: Brands partner with individuals with smaller
followings on social media, typically 1k to 10k followers, to promote products with authentic, visual posts
instead of sponsored ads.
INFLUENCER VS MICRO-INFLUENCER
- Influencers are celebrities. Micro-influencers are not known by many
- Influencers get a lot of public attention, whereas micro-influencers do niche work in their industry.
- Influencers have a huge social media following, typically more than a million. Micro-influencers have 1k to 10k followers.
- It is expensive to work with an influencers. Most would charge an arm and a leg. Micro-influencers come at a relatively lower cost
- Influencers are less authentic as they receive public scrutiny. Micro-influencers are more authentic and portray their real lives online.
- Influencers receive low engagement rate whereas micro-influencers get more % of likes / shares / comments on their posts
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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.
In a recent study, Experticity learned micro-influencers have 22.2X more conversations than the typical
Instagram users — largely because they’re passionate and knowledgeable about their particular interest area.
Instagram users — largely because they’re passionate and knowledgeable about their particular interest area.
HOW TO WORK WITH MICRO-INFLUENCERS
1. IDENTIFY THE RIGHT FIT MICRO-INFLUENCERS FOR YOUR BRAND
Use platforms such as URpopular, Winkl, Pulpkey or blogger networks such as BlogAdda, Indiblogger to identify the right micro-influencers for your brand.
2. METRICS
Collect relevant metrics such as Engagement Rate: https://phlanx.com/engagement-calculator or Audience Quality Score – HypeAuditor.com
3. ESTABLISH A CONNECT
Send out an email to schedule a call. Ask questions. Ask for past case studies & numbers. See what is their working model. Check for exclusivity in your niche (have you worked with any of our competitors)
4. SEND A INFLUENCER BRIEF
- Make sure you put down the brand objectives or a campaign briefWhat you want the influencer to do?
- Detail it down – Blog / Posts on social networks.
- How will you pay ? Fixed fee vs Pay for Performance. Sales / Leads etc.
- Look to build a long-term association
5. TRACK ROI
- Affiliate link / Discount coupon code for specific influencer
- Organic Growth in followers
- Growth in common followers (InstaMutual / MutualFriends)
Reference
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