Why Micro Influencers Matter

Why Micro Influencers Matter

Hannah Williams
10 August 2018
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There’s a difference between a celebrity and an influencer, and there’s also a big difference between a major influencer and a micro influencer. In this blog we’ll be looking at 1) what a micro influencer is, how to spot one, and why they matter!

If our goal is to create a conversation and authentic value exchange for our brands and its products, then we need a micro influencer marketing strategy. 

What is Micro Influencer Marketing?

Micro influencers are not public figures, they’re people who are experts around a specific topic or brand. Not only are they experts, but they’re also popular online! Micro influencers have an engaged community surrounding them. In short, they are “real life” people; maybe your neighbour or former classmate who were able to build and nurture a community around their interests and passions.

How is a micro influencer different from a major influencer? 

Major influencers have huge followings, they may be YouTube or Instagram famous, like Zoella or Tanya Burr. However, these major influencers often charge a huge amount of money for third-party endorsements.

In contrast, a micro influencer has a smaller following, but a super-engaged community. Their advice & opinions are usually seen as more trustworthy, authentic & credible.

How to Recognise a Micro-Influencer

There is much debate as to what exactly deems a person to be an influencer.  Some believe that one must have between 500 and 5,000 subscribers, others between 10,000 to 100,000. Beyond the figures, what defines a micro-influencer is not simply the number of followers they may have, rather it’s about their relationship and engagement.

A micro influencer tends to go the extra mile to support their community, they’ll treat their followers like their friends and thus have much higher levels of engagement per post than major influencers.

Why Target Micro-Influencers?

A study by Keller Fay Group and Expercity discovered that micro-influencers are ideal for engagement and advocacy. 82% of consumers surveyed consider themselves to follow the recommendations made by a micro-influencer. These influencers are also much more direct in their recommendations, 74% of them advise their subscribers to buy or try a particular product.

micro influencer

Micro influencer marketing will also allow for more precise targeting. Let’s say we want to promote our hi-tech products. We can do this through a popular or trending celebrity, but only a small part of their community will be potentially interested in our product. Instead to maximise the efficiency of our marketing efforts we can channel a micro-influencer. We can promote our brand or product through a micro-influencer passionate about technology, our brand or our market.

The type of influencer you target will very much depend on your goals. If you want to boost reach, impressions & brand awareness, major influencers may be more suitable. However, if you want to increase engagement and conversions, a micro influencer will be better.

Micro influencers also tend to be cheaper than major influencers, if they like you, they might even help you for free! If you’re B2B or on a limited budget, micro influencers could be particularly useful for you.

Remember, it’s important to involve different kinds of influencers at every stage of the buyer journey! 

Now that we are familiar with who micro influencers are and what a micro influencer marketing strategy is—let’s shed light on how to implement a successful process.

How to Create an Effective Micro Influencer Marketing Strategy

By working with several micro-influencers at once we can benefit from multiple engaged communities. A micro-influencer marketing strategy requires time (perhaps the most important resource of all). It can sometimes take more time to identify relevant micro-influencers than to engage and build relationships with them. Fortunately, many tools exist to cut down the time while increasing the impact of our micro influencer marketing strategy. For example, Meltwater’s social influencer platform allows us to search, monitor then engage with micro-influencers (and key influencers for that matter!).

Nurture!

We’ve said this time and time again, sending a cold outreach email to someone, is probably not going to work. Micro influencers value relationships. To maximise the chances of working with them, you need to become part of their community.

Find out how Meltwater can help with your micro influencer marketing strategy by contacting us here or read our blog to gather more insights on influencer marketing.

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