Thanks to Instagram, influencer marketing has gained immense popularity in digital Advertising & Marketing. You also don’t have to have millions of followers or capital to take advantage of this trend.
A micro-influencer is the next popular trend in influencer marketing. Brands like the Banana Republic and Daniel Wellington are doing successful marketing using micro-influencers on Instagram.
So what exactly does micro-influencer marketing mean? How much does it cost and is it the right choice for your brand?
What is a micro-influencer?
Micro-influencers are people who do not overdo it, but also have a significant following. Generally, micro-influencers have between 1000 and 100,000 followers. Exactly how many followers he has depends on the micro-influencer.
Instagram influencers have achieved celebrity status. But micro-influencers are mostly daily customers. That’s why micro-influencers are people who give more confidence to your target audience. Instagram influencers with hundreds of thousands of followers and buy Instagram likes don’t lead exactly what we call “normal” life.
Compare this to a micro-influencer who has between 5000 and 15,000 followers and does not pay the rent through Instagram sponsorships. When a micro-influencer recommends a product, it feels like getting the recommendation of a trusted friend instead of an advertisement by a celebrity.
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What are the advantages of micro-influencer marketing Plans?
The main advantage of working with Instagram influencers is to reach a large number of people with just one content. It’s a quick and easy way to Buy Instagram followers in Australia or drive interest in a particular product or campaign. But sponsored Instagram content can be expensive, and not every brand has a budget for it.
That’s where micro-influencers help. Micro-influencers with small followings demand lower costs of payment for sponsored content. Thus, brands working with micro-influencers can save more or get more value for money.
For example, let’s say you want to collaborate with a famous Instagram influencer with 1 million followers. Let’s say you were asked to pay $10,000 for just 1 piece of content. Instead, you can give the same price of 10,000 dollars for 20 content to micro-influencers with 50,000 followers.
Within the scope of two different studies carried out by Hello Society and Markedly, it was concluded that micro-influencers with smaller audiences received much more interaction. In addition, according to this research, as the number of followers increased, the interaction rate decreased.
So this means that content shared by a micro-influencer will reach more people. As a result, you can reach much more people with 20 content from a few micro-influencers instead of one piece of a famous influencer.
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But what if you don’t have $10,000 to spend on Instagram influencer marketing?
You can work with micro-influencers with 5000 to 10,000 followers. A sponsored content of micro-influencers with these follower numbers can be as low as $50-100 only. You can even say that you want to give them free items to promote. If they accept, you don’t even have to pay for their content.
How can you calculate the impact of micro-influencers?
Before you start micro-influencer marketing, you should have an idea of how to measure your influence. To do this effectively, you need to set yourself a goal and identify metrics that will help you calculate the impact of your campaign.
For example, if your goal is to create brand awareness; You need to determine metrics such as how many people were reached and how much traffic came.
Here are some of the common metrics used to measure the impact of micro-influencers:
Engagement rates: Likes, comments, shares, etc.
Brand sentiment: The ways in which your brand is talked about
Shop traffic: Number of customers coming to your physical shop
Website traffic: The number of customers visiting your site
Sales: Customer acquisition and capital earned
If you think these metrics fit your goal, you should definitely use them.
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How to find the right micro-influencer for your brand?
If you want to take advantage of micro-influencer marketing, it is really important to find the right micro-influencer for your brand. Before choosing your micro-influencer, make sure it fits your brand and target audience. Take care to work with micro-influencers with high interaction rates and quality content.
Here are a Few Ways to Find Micro-Influencers for Your Marketing Campaign:
Search for your brand’s fan
Search Instagram with the hashtag specific to your brand and find the content shared about your brand. Then visit the profiles of the people who share this content and check if they are suitable to be your micro-influencer. If he has more than 1000 followers and has posted a lot of skincare and beauty content, for example, this person may be ideal for you.
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Use Influencer Discover Tools
You can also use influencer discovery tools to find micro-influencers suitable for your brand. One of the ideal options is Influence.co, HYPR, and NeoReach. Thanks to these tools, it is possible to find micro-influencers by categories or keywords.
Leverage user content
Another important advantage of micro-influencer marketing is that user-generated content of great value is shared on behalf of your brand for free or at a low cost. Thanks to this content, their followers are also encouraged to interact with your brand and more content is produced on behalf of your brand.
This is very important because user-generated content is extremely important to a customer who is in the decision-making phase before purchasing. You can also share this type of content on your own Instagram feed.
It’s not just the large number of Instagram influencers who produce the best content today. Many users produce quality and reliable content.
Let your micro-influencer determine a certain theme and create a contest on behalf of this theme. Let the participants create content according to this theme.
Let your micro-influencer announce the hashtag specific to your brand and ask your followers to use this hashtag.
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Now you know what micro-influencer marketing is and you have learned how to use this method to develop your brand. According to the advantages and strategies we mentioned, do you think micro-influencer marketing is suitable for your brand? We look forward to your comments.
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