Work with micro-influencers to boost your digital marketing efforts

Micro-influencers can help promote your brand to the exact audience niche you are targeting, providing good results with lighter expenses.

What exactly is a micro-influencer? Unfortunately, there is no precise definition, as the numbers mentioned here tend to vary. Essentially, the term refers to social media content creators who have between 10,000 and 50,000 followers. These are respectable numbers, but not enough for these content creators to become influencers in the generally accepted sense of the word. In contrast, the big influencers, the social media celebrities, have hundreds of thousands of followers, or perhaps even millions.

Macro-influencers are stars, while micro-influencers are more akin to the everyday consumer. While the size of their respective audiences is very different, each offers its own value and benefits to the social media marketer. And to be honest, one is not necessarily better than the other. With a mass pubic, you’ll need a macro-influencer to make your brand go viral for some campaigns. At other times, you’ll need to target a smaller, dedicated audience made up of precisely the consumers you want to engage with your brand. Before deciding whether to work with a micro- or macro-influencer on your next campaign, consider the following:
The larger an influencer’s audience, the more expensive it is to work with him or her. Consequently, marketers will have to make a large investment in a single piece of content and gamble on a considerable return. While this can be a very effective and profitable tactic, it is not always advantageous. Sometimes you simply don’t have the budget for a social media star. Other times you may have the budget, but the ROI simply doesn’t justify the expense. In those cases, you’ll need to think smaller.
As an influencer’s popularity grows, more and more brands are knocking on their door offering them money to promote their products. If the influencer accepts offers from every brand that comes their way, questions of trust and authenticity begin to arise. The audience might ask, “Is this influencer promoting a product they really love, or are they just doing it for the money?” On the other hand, a micro-influencer may not know exactly how to be an influencer at first, but they have a small, dedicated community of followers who know their tastes and preferences inside out. This influencer only promotes a few products, so they come across as discerning, selective and dedicated to sharing authentic opinions with their audience.
You will need to research your potential influencers. Take note of the size of their audience and how often they post product promotions. Also, pay attention to audience reactions. And finally, study the content of the posts themselves: what they say about a brand can reveal how they relate to brands and their audiences. Ask yourself to what extent they care about both and what value they add to each.
In addition to being expensive, celebrity influencers may be too busy to consider your proposal. If you need to implement your campaign fast, you may not be able to work with the macro-influencer of your choice. He or she may already be working on several campaigns with other brands. In that case, you would need to turn to a micro-influencer who can help you get your campaign up and running in a timely manner.

What Can Micro-Influencers Do for Your Brand?

Micro-influencers have small audiences. If you clearly understand your ideal customers, you can find micro-influencers who speak directly to those types of people. In this way, while you may not be able to appeal to the masses, you will reach a captive audience of people who are ideal for your brand.

By working with micro-influencers you can cut costs, as you won’t have to pay the onerous fees charged by large influencers. You also have a greater chance of achieving authenticity because micro-influencers are more likely to work with brands they love (in fact, they are likely to reach out to you themselves, rather than you having to initiate the contact).
You might initially be concerned about reaching a comparatively small audience, but remember that what you sacrifice in numbers you’ll more than make up for in terms of engagement. Micro-influencers have fewer followers, but they are dedicated followers with a higher level of engagement and enthusiasm for any content they share. They also trust the influencer a lot and will be more likely to make purchases based on their opinions.
Since micro-influencers are cheaper, you can work with several in a single campaign. Each influencer will take your brand to a different market. This way you can target more than one captive audience. If your marketing profiles span several different markets and industries, you can reach them all by choosing the right micro-influencers. This multi-market reach is priceless. The wonderful thing about micro-influencer marketing is that you can target niche audiences, but there is no reason to limit yourself to just one. Identify all the niches relevant to your brand and then promote to all of them through the right influencers.

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