Social influencers and micro-influencers marketing are more accessible than ever for brands to avail their services. Micro-influencers are increasingly being used to increase brand awareness, gain more traffic and more engagement, and boost overall sales. 63% of marketers intend to increase their influencer marketing budget in the next year. There is a very high percentage of social media users in Canada approx. 92% of the population. And the number is continuously growing, which also indicates the immense marketing potential of social networking sites.
Most brands are still warming up to micro-influencers. They always tend to go for big names with millions of fan-following both inside and outside social media. And indeed, it has brought profitable results in the past. That being said, what if you are told that you can gain remarkable results with smaller, and cheaper options? Micro-influencers have emerged as credible and useful sources to influence the users' purchase behaviors. Micro-influencers have a huge follower-base which they utilize to collaborate with brands.
For any business that intends to hire social media influencers for their brand, it is essential to move ahead with knowledge about micro-influencers, how you can use them, and how it could impact your social media campaigns.
What are micro-influencers?
We are sure "INFLUENCERS" is not a new term for you, if you are into social media marketing. However, the term micro-influencers can be a bit new for you.
Micro-influencers are everyday people who are social media celebrities and authority figures in specific niches. For the purpose of defining:
"Any individual who has between 1000 to 1000000 followers and is an expert in their niche is called a Micro-influencer."
They can be food bloggers, fashionistas, hair stylists, makeup artists, or a fitness guru. Some of prominent names are Ashkan Hobian (photographer), Sarah Ostiguy (plus size model), and Danya H (beauty and travel). Their opinions and advice are valued highly by their followers. With social media evolving micro-influencers can be very diverse—not just in terms of niches but also in popularity and audience size. In contrast to social media influencers, micro-influencers are much more accessible. With right marketing strategy, you can get great results, such as:
- Improved brand awareness
- More traffic to your website
- More engagement on social media
- At a much lower price
Why are micro-influencers important?
There are two factors that make micro-influencers effective—Opinion leaders and Electronic word of mouth. Micro-influencers are seen as opinion leaders in their social media sphere. They have a tremendous ability to influence their audiences' attitude towards something or someone by merely putting forward their own opinions. Micro-influencers being the opinion leaders of their niche must have background or credentials to talk about it.
Historically word of mouth played a crucial role in a consumer's decision-making process. Word of mouth or peer recommendation still remains the most effective force for forming a purchase decision. In recent time electronic word of mouth (eWOM) has taken over the digital world. With the growth of social media networks, people are utilizing their platforms for generating or following eWOM. However, the effectiveness of eWOM is tied to the credibility of the source. The mere act of posting one comment or sharing your opinion about the brand by micro-influencers are much more valuable than hundreds of opinions by everyday users.
Benefits of hiring micro-influencers for your social media campaign
- High ROI
- Content Creation
- Niche Audience
- Instant Audience Connect
- Audience insight
- Building Trust
- Increase top of funnel traffic and sales
- Geolocation targeting
- Unconventional marketing techniques
A Toronto based influencer marketing agency, “The Influence Agency,” published the list of 20 micro-influencers to watch for in 2020. One of them is Andrew Cretaro, who has over 15000 followers. Andrew shows people the best place to eat out in style. He promotes several restaurants and is ready to cook food through his social media accounts. When you are a local business, micro-influencers like Andrew are more impactful than big influencers.
Micro-influencers can be a highly effective promotional tool provided you understand how to identify and use them for your benefit. You need to be extremely careful while identifying and approaching the potential influencers. It is rather difficult to find a micro-influencer as they are not very well-known. Then, how to find micro influencers? It’s not easy but not difficult either. You may have to invest some time on research with our social media tools to find the one that suits perfectly for your social media campaign. We can help you in determining the best fit for your business. We source data from social media giants such as Facebook, Twitter, and Instagram.
Our analytics-based tools can help you find data on tons of different influencers. You can further refine the data based on the typical demographics of your user base. Cracking the code to find the ideal influencer for your social media campaign may sound complicated, but our data can help you crack it.