Think Micro & Get It Right!
We all want to go big with most of the things in our lives; nonetheless, with that said, in business, specifically, this is the one thing it’s okay to go small on. Yes, we’ve said it.
Especially when it comes to your influencer marketing campaigns, in essence, we mean, it’s okay not be able to afford the likes of Beyoncé, as that isn’t the only way to reach 210 million Instagram followers or so.
We suggest you rather, design your influencer campaign around micro-influencers instead, not because we say so, but simply because stats have proven that more than 75% of the influencers on Instagram are micro-influencers.
Interesting, isn’t it?
Some Must-Know Influencer Marketing Trends of 2019:
• The engagement didn’t drop with sponsored content
• Ad use doubled at (133%).
• Brand-sponsored posts increased to 150%.
Why Micro-influencers Yield Macro Results?
· They tend to give the best deal for the money invested.
· They are typically focused in one area, meaning, they are whizzes in their niche.
· In addition to that, they have stronger and more genuine bonds with their audience.
· Engagement with the audience is more frequent
· We can always see a dialogue between followers and these type of influencers.
· Other sources of research have found that 3 to 4 of micro-influencers posts work just as well
as organic posts. This mainly due to the authentic relationship between the influencer and the
· Typically, micro-influencers are the most authentic content creators you can ever work with,
and that’s because they have enough experience and opportunity for them to opt to work with
brands who they truly care and believe in, and that aren’t overly saturated with sponsored
content. The best thing is, authenticity. It is the key to influencer success; you see, Nano
and micro-influencers will generate higher engagement rates. So you are on the winning track.
How to find micro-influencers & manage relationships?
Don’t let the follower count be the qualifier. Check for likes and number of comments as well.
• Scroll through macro-influencers’ posts to find possible micro-influencers who are frequently active and responsive.
• Get a contract with an agency to use its influencer database.
• Use word of mouth.
• Seek suggestions from existing groups and associations.
The Big Tip:
Remember, the data-based selection process is critical. Brands need to look at the current and past performance of that influencer, including content guidelines and mentions of competing brands.
Formal agreements ensure that both the influencer and brand are on the same page and are legally protected. Categories to cover in the agreement include:
• The required approval processes.
• Brand content usage rights.
• FTC guidelines to follow
• Type of content expected from the influencer.
• Compensation expected from the brand.
• Campaign dates.
Never Micromanage Your Influencer
Content creation is a micro-influencers job. Don’t try to control everything, no matter how tempting it can be, especially if you are paying for that content.
Remember, Influencer marketing works well because influencers have a bond with their followers; however, don’t be too cheesy or formal. Or you will be ignored.