Are you a new brand who want to use influencer marketing as a platform but lack funds?
Don’t worry! We have a solution for you to strategize influencer marketing, even if you have a small budget. We completely understand how influencer marketing has boomed in the past few years. It has become a huge business. Top influencers and influencer marketing agencies in the UK are banking millions of dollars with their influencer campaigns. But, I think the market and the audience is changing. Users are getting to just how manipulative these larger influencers can be, and how things might not be as they seem—Micro-influencers, which might be the marketing world’s solution to the highly expensive influencer problem.
Table of Contents
1. Who is a Micro-Influencers? Why are they considered important?
2. What things need to be considered while choosing Micro-Influencers?
3. Reason why E-commerce brands benefit from using micro-influencers
4. Working with Micro-Influencers 2021
5. 3 Examples of brands who are successfully using Micro-Influencing
This new concept, known as micro-influencer marketing, is the new lobby of the social media scene. The concept is the same as influencer marketing, but it’s done on a smaller scale. These micro-influencers have a small following but actively engaged audience. Some brands collaborate with these influencers to promote their product and service with genuine, authentic, and visual posts rather than sponsored posts.
These micro-influencers have limited following but hit the right chord of the target audience; thus, the audience relates to them, and they usually are open to genuine collaborations with brands. In this blog post, we’ll go into the depth about who these micro-influencers are, their benefits, how they can help you, and how they are changing the world of e-commerce.
Consult with our Influencer Marketing Expert
It's FREE, fast & reliable
Who is a Micro-Influencer? Why are they considered important?
A micro-influencer is an influencer who has between 1000-10,000 followers on social media. They are normally termed as small scale influencers. They may have a small number of followers, but that doesn’t mean they have less influencing power. Those limited followers are the particular target of the niche. The followers are actively engaging. Brands can successfully expand their reach in niche areas by pursuing micro-influencers.
Why are micro-influencers becoming such a focus today? What circumstances led to them taking over the spotlight so quickly? Micro-influencers have a stronger grip on their audience. They’re perceived as closer to their audience and niche, whether it is food, lifestyle, fashion, or beyond.
You must be thinking, why are these micro-influencers being pushed upon suddenly? How did they take over so quickly? The answer is in the question, the power to influence. Micro-influencers have a solid intact grip on their followers. As per the data in 2018, Influencers with only 1,000 followers generated an 85% higher engagement rate than accounts with 100,000 followers. And it’s 2021, guys, minds have evolved more.
It is as simple, smaller the audience, more attest, reliable, genuine, and real interaction influencers will have with their followers. . A majority of consumers trust recommendations from peers over advertising. Micro-influencers have taken peers’ place since they don’t have the same celebrity feeling like the biggy influencers.
Let’s have a healthy comparison between Big influencers and Micro-Influencers:
Influencers vs. Micro-Influencer
Companies collaborate with big influencers who create top-notch content and have highly applaudable backing, which they have also worked hard for sure.
Micro-influencers have a more moderate backing compared to influencers.
These people have millions of followers to promote the products or services to their followers.
Micro-influencers usually have less than 100,000 followers.
When brands collaborate with these big influencers, organizations can grasp the support of the highly built trust amongst the Influencer's audience. Influencers are extremely effective when it comes to strategies like word-of-mouth marketing or increasing social proof. Brands will often pay influencers to post content featuring their products or sponsor their events, capturing the influencers' large reach.
The rate of engagement on their content peaks around 1,000 followers, Collaborating with micro-influencer is highly profitable for organizations looking to increase brand awareness. Micro-influencers generate humongous content that their target audience loves and become a known name in their particular niche.
An excellent example of influencer marketing is the partnership between Diageo, the parent company of Scottish whiskey brands Lagavulin and Oban, and actor Nick Offerman. Offerman appears in a 45-minute satire video drinking a Lagavulin single malt whisky next to a traditional holiday Yule Log. The video went viral and won multiple awards, skyrocketing an older brand into one cultural relevance overnight.
An amazing example of micro-influencer marketing is the collaboration of Banana Republic with Instagram micro-influencers who modeled their clothing in various settings. The posts included the hashtags like #itsbanana hashtag, a common hashtag in Banana Republic campaigns, #brmovesyou, #brmakeitmatter, and #brholiday, notes Mediakix. The other hashtags were campaign specific. The Banana Republic reached a large targeted audience by seeking fashion and lifestyle micro-influencers known for their sense of style. They saw the results also super soon.
The sales were not that quick, but the brand garnered awareness.
The brand saw a lot of conversions and made new customers.
Rate of Investment was super high.
Rate of investment was very low.
What things need to be considered while choosing a micro-Influencer?
Finding the right Micro-influencers who fit your needs and requirements is more than just a simple Google search. Here are the top 5 attributes that you should examine before choosing the right micro-influencers for an influencer marketing campaign. But always remember you may have to use some assuring power if the Influencer is completely unaware of your brand. Micro-influencers’ reliability is entirely dependent on what they post. It needs you to make sense for them to promote your brand since they don’t want to deceive their followers and make them think they are sold.
1. Does the influencer niche match your brand?
This is a very important attribute. For instance, for a food stall marketer, using a food blogger as your micro-influencer makes sense; a DIY craft blogger does not.
2. Use of hashtags.
It would be best if you made sure the hashtags those micro-influencers use are relevant to your niche and are similar to what you want them to use, especially on Twitter and Instagram. You also can use hashtags to find influencers who are already interested in your product.
3. Do fans actively engage with their posts?
Check their posts and ensure real users are liking and commenting on them. If the fans are further tagging people in the comments, the Influencer is replying and interacting with their fans; then, you are in the right direction.
How you plan to compensate them is also an important attribute. Micro-Influencers can be open to flat payment per post? Barter system, or Promo codes.
As we know, consistency is key for maintaining an engaging social account though how often the Influencers post differs between various platforms. As per CoSchedule, recommendations for a few platforms are one post per day on Facebook, one or two posts a day on Instagram, and about 15 tweets a day on Twitter. But it can still vary as per their choice and what their fans love.
Reasons why E-commerce brands benefit from using micro-influencers
Why would an ecommerce brand collaborate with micro-influencers is a question that revolves around a lot of tech minds. The truth is micro-influencers are a better value. They’re more reliable, accessible, down to earth, affordable, and able to create a unique campaign targeted to your audience. If you’re an ecommerce brand, whether already established or a start-up, trying to raise awareness on social media, you’ll benefit from a micro-influencer collaboration. Here are some pointers to prove my point. They will help you to understand how micro-influencers add value to your brand.
1. High Engagement
Micro-influencer campaigns generate a high engagement rate. Though the number of people who will see the post will be limited, you’ll have more reliable and genuine interactions as per an Instagram study by Markerly regarding engagement. With the increased number of influencers, 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.
Here’s a picture of his graphical breakdown of how likes and comments decline as followers increase:
Markerly recommended brands pursue micro-influencers with Instagram following in the 1,000-10,000 range. With micro-influencers, brands are ought to achieve higher engagement rates. In a recent study, Experticity learned micro-influencers had 22.2X more conversations than the typical Instagram users, majorly because they’re passionate and knowledgeable about their particular interest area.
2. Market Niche and Conversion Rate
Micro-influencers are usually drawn on into very limited markets. Markerly also noted that micro-influencers have more targeted follower bases. For instance, If a cosmetic brand partnered with a celebrity with millions of followers on Instagram, it could have a major reach. Still, a large section of them might not be interested in beauty. Instead, if the cosmetic brand connected with 100 beauty micro-influencers, they would connect to a smaller but far more targeted and engaged audience. As Markerly CEO and co-founder, Sarah Ware told that collaborating with the Kardashian and Jenner sisters to promote weight-loss tea on Instagram led to many conversions. However, he also noted that working with 30-40 micro-influencers led to a higher conversion rate. 82% of customers surveyed by Experticity said they would be very interested in following a recommendation from a micro-influencer.
It is but obvious, micro-influencers count for a much more affordable collaboration. Some will prefer to work in barter systems and promo offers, while others have their rates. However, those rates are majorly low compared to big celebrity influencers. Celebrities sometimes charge up to $75,00 for a single Instagram post promoting a product. In contrast, 97% of micro-influencers on Instagram charge less than $500 for a promotion post. High inched brands normally prefer to work with more than one micro-influencer at a time to maximize reach. Still, the amazing fact is that even 50 micro-influencers would cost less than a single celebrity on Instagram.
Micro-Influencers are more trustable and reliable. Followers prefer trusting micro-influencers. If you engage with your audience through these smaller influencers, you will\ be seen as a reliable and authentic brand. Micro-influencers are genuine people, so their content is real, too. Micro-influencers are likely to post their content, engage with the audience by replying to comments, and behave more genuinely as a brand than an Influencer with millions of followers. If a micro-influencer does a promotional post on Instagram, their followers might be more prone to learn more about the brand they’ve targeted in their post. Instagram recently changed its algorithm. Now, posts from profiles users follow and interact with are shown first in Instagram feeds, and genuine, quality content is given more importance over promoted content from big brands.
Though the blog is about micro-influencers, you must have noticed we have been mentioning Instagram quite often. The reason is micro-influencers as a marketing strategy has taken off primarily on Instagram. It’s not that they don’t use other social media platforms. Still, Instagram being so visualized, makes it easy for them to post photos of products and brand experiences instead of writing a promotional tweet or Facebook post. Also, an important reason is that Instagram’s Explore tab helps users find and engage with micro-influencer content easily.
Working with Micro-Influencers 2021
Ecommerce businesses can use the trust micro-influencers have with their followers for their advantage in spreading brand awareness. But, make sure you make a fruitful collaboration. The micro-influencers you choose to collaborate with you should be the right fit for your target audience. Ensure completely by every means that you have chosen the right micro-influencers.
First, you need to know to find the right influencers. Social media searches and relevant hashtags will be savage. You never know some micro-influencers may be following you or available in your email list, so check thoroughly. The best strategy to work with micro-influencers is to ensure relevance. Remember, engagement is more important than the reach and choose influencers who align with your brand.
Thumb Rule: Don’t ask any influencer to pay for your product or services. Always be respectful and polite. Ask them what they would prefer, be it free products or services or payments. Work together to find an out of the box idea to promote your product or service through their platform. Take their ideas into consideration; you never know they are more creative than you. They know their audience best. Establishing an affiliate or referral program to monitor the success of your campaign and be transparent about it.
3 Examples of brands who are successfully using Micro-influencing
1. La Croix Sparkling Water
La Croix Sparkling Water started gripping micro-influencers to promote its brand in a competitive marketplace. It relies primarily on social media marketing to get discovered, especially by millennials. La Croix asks them to share product awareness posts on Instagram. It finds micro-influencers by searching for users who use their branded hashtags such as #LiveLaCroix. After sorting and choosing the micro-influencers, La Croix reaches out to them with product vouchers or other offers to post pictures with the sparkling water.
2. Stitch Fix
Personal shopping website Stitch Fix invites micro-influencers to contribute content that the brand then promotes on Instagram. They strategically reach out to micro-influencers and offer to publish their content and cross-promote it on social media to generate engagement from their followers and readers. They even have it written in their bio that tag #mystitchfix for a chance to be featured.
Hawaii’s Department of Tourism utilized the power of micro-influencers for its #LetHawaiiHappen Instagram campaign. It partnered with Instagram users who are travel bloggers or Hawaiian natives to share content promoting events and destinations so visitors and Hawaiians would be interested in traveling to check them out.
As you can see, this blogger @onumaaan was given due credit for the picture. That’s how the swap happened. She posted about them, and they credited her in their post.
The new world of smaller influencers is taking over influencer marketing, which is a good opportunity for micro-influencers and brands looking to tap into new audiences. Gripping the right influencers is an affordable, efficient way to achieve your marketing goals. Logicsofts being a part of the Industry for over 20 years, understands that most brands are confused with authenticity, time-management, and searching for the right micro-bloggers. You can freely contact us for influencer services. We have expert influencer marketing experts who will understand your needs and demands. They would further find you the right micro-influencer to suit your budget and goals. The best part is we offer free consultancy and have some great links with these micro-bloggers located in the UK and Europe! You can contact us for any queries or doubts. And let us tell you, as an ecommerce business, worth it.
About Logicsofts: Logicsofts is one of the leading digital marketing agency that offers professional website design, digital marketing, mobile application development , SEO service and many other services at astoundingly affordable prices. Speak to our specialist for more information: +4402079935898
Abhay is a Digital Marketing Guru and an accomplished entrepreneur with an experience of a decade working with various businesses varying from startups to established brands. He co-founded many companies like Logicsofts, PrintYo, CrazyRise and more. He is passionate about SEO and Online Data Analytics, which plays a vital role in any business to grow and mutate as per the data results.
Follow me on LinkedIn, Facebook and Instagram