In the recent past, influencer marketing has become a big trend among brands as it enables them to get more visibility, increase brand awareness, and increase their social media following. However, working with big celebrity names like Ronaldo, Selena Gomez, or Kim Kardashian with hundreds of millions of followers can be expensive.
So, what do you do if your brand has a limited budget? Your best bet is on working with micro-influencers. While influencers in this category have more social media followers than average, their following is usually smaller than a celebrity’s. According to recent influencer marketing statistics, their followers can be between 1,000 and 100K.
This also means their charges are usually lower than those of the mega influencers. In this article, we will guide you on how to work with micro-influencers to get the most value.
What Are The Benefits Of Working With Micro-Influencers?
There are several reasons to consider working with influencers. These include:
As we noted earlier, the main reason you should work with a micro-influencer is that you will pay less than what you would pay to have mega influencers like Kim Kardashian endorse your brand. According to data from Influencer Marketing Hub, the average charges of micro-influencers for different platforms are as follows:
- Tikotk:$25 to $125 per video
- Instagram:$100 to $500 per post
- Facebook:$250 to $1250 per post
- Youtube:$200 to $100 per video
These charges are reasonable as the big influencer can charge as much as $10,000 per post or video.
Improved follower engagement
The engagement level on micro influencers’ posts is usually higher than on macro or mega influencers. This is because they have a more intimate following than macro influencers. The higher the engagement level on your posts, the wider the post will reach.
A niche audience
If you work with a macro influencer like Kim Kardashian, you may not easily reach your target niche. This is because she has a diverse audience. On the other hand, if you want to promote a product like wheat flour, you can find a baker micro influencer with a considerably large following to help you reach your target niche.
Examples Of Brands That Work With Micro-Influencers
We have seen the benefits of working with micro-influencers. These brands use the right influencer strategies for success. Here are some of the brands that have seen success with micro-influencer marketing.
The beauty industry is one of the most competitive niches, often raising the need for social proof. One of the brands that have leveraged TikTok micro-influencers to promote their Collagen and Biotin collections is Luseta.
One of the posts created by their micro-influencers generated over 1.8 million views and received over 300k likes. The creator, who had 46k followers, was able to outshine macro influencers in her niche. This proves that when done right, macro-influencers marketing can bring results.
The Airlalo app allows users to buy temporary data plans while travelling abroad. The app often uses micro-influencers to drive brand awareness among travellers. The app partnered with 10 micro-influencers in the travel niche who created travel education content such as:
- tips to save money
- Travel tips
This resulted in over 2.3 million video views and an engagement rate of 12.3%. This also brought down the cost of the app install to $0.23.
I and Love and You
This pet food collaboration has collaborated with hundreds of pet micro-influencers who made user-generated content. This produced excellent results, with the micro-influencers producing 166 posts that reached 7.8 million people and generated over 64,000 reactions.
Tips On Working With Micro-Influencers For The Best Results
Brands are getting good results by working with micro-influencers. However, there are some tips to follow for the best results in influencer marketing. These include:
Determine your goals
What is it that you want to achieve by working with a micro-influencer? Some of the common goals can include:
- Increasing brand awareness
- Increasing social media followers
- Make new sales
- Improve your website traffic
- Increase your brand mentions
Decide what you want to achieve when starting. It’s okay to change the goal later.
Choose the right micro-influencer
The next step is to find the micro-influencer to work with. There are different ways in which you can do that. You can filter through the social media platform you want to run the campaign.
Use a keyword in your niche and search for accounts with many followers. This will give you results of people that you can consider working with. Go through their profiles to see if their brand aligns with yours.
You can also check the people you follow. There are chances that some can fit into the microinfluencers category. You can also seek the help of an influencer marketing agency to find an influencer you can work with.
Decide on the platform and content to create
You want to ensure that you and the micro-influencers are on the same page on the content they should create. Agree also on the platform to create content for. Here are tips on getting content ideas:
- Send the micro-influencer products to review
- Let them tell a story about your brand
- Use a brand hashtag that the micro-influencer can use
- Let them share a product tutorial
Tell the story behind your brand
You can generate interest in your brand by having the micro-influencers tell the story behind your brand. Therefore, they can tell your company’s journey, mission, or any other interesting story. Since micro-influencers are considered more authentic, their stories will likely be considered more accurate. This will help you reap the benefits of influencer marketing.
By working with micro-influencers, not only will you save on your marketing costs, but you can also get almost similar results to working with macro-influencers. This is because influencer marketing isn’t about the number of followers but the engagement level. With the above tips on influencer marketing for ecommerce and other businesses, achieving your goals with macro influencer marketing is possible.