The newest trend in digital marketing is the use of influencers. Common perception is that an influencer is someone with millions of followers, but contrary to popular belief, an influencer can be someone with only a few hundred readers who are hyper-local and regularly engage with their content.
An often-overlooked group and potentially the key to leveraging influencers to your advantage is to use what’s called a micro-influencer. These influencers focus on different types of content specialties and reach target audiences of every thinkable niche. Micro-influencers have smaller followings but a much more relevant voice in their community. This tactic prioritizes quality over quantity – thus earning more valuable engagement, which will likely convert to sales.
According to Nielsen, a staggering 84% of consumers trust the recommendations of friends more than traditional advertising. In other words, they’re more likely to purchase what their favorite Instagram fashionista is wearing as opposed to Blake Lively. It’s a concept of relatability. Utilizing a group of carefully selected micro-influencers who strike a chord with your target demographic can – and often will – bring your brand more awareness than one post from a celebrity.
Ever wonder why influencer marketing campaigns work for others but not you? Maybe it’s a matter of your approach. Micro-influencer strategies aren’t one-size fits all – every campaign should be tailored to the specific goals of your brand.
When working with micro-influencers, the first trick is to think about the audience you want to reach. Do you need to get your brand in front of fitness fanatics in Columbus, Ohio? Working with health-oriented bloggers who have a substantial and loyal local following in that area is going to be your best bet.
Next, you need to be sure that the content they naturally create relates to the content you’d like to sponsor. Having a micro-influencer is only effective if their voice and perspective aligns with your brand. Choosing the right micro-influencer can help you achieve significant results AND connect you with genuine brand enthusiasts.
At Everywhere Agency, we are constantly running hyper-local campaigns for Macy’s. It’s our job to find influencers in specific locations to encourage their readers to attend in-store events. Depending on the event, we look for influencers who write content that relates to what’s going on and have a substantial amount of readers located close to each individual store. While a blogger with a huge nationwide audience seems attractive, they won’t reach the very niche, targeted demographic we are trying to hit.
Micro-influencers offer authenticity and a tailored approach for the brands that work with them. At a fraction of the cost, their engaged followers and unique perspectives make micro-influencers a dominant resource for marketers. These influencers are dedicated to their audiences and the content they put up on their blog. Nearly any brand can find a micro-influencer who aligns with their specific audience. Consumers today are craving a more authentic connection to brands – and you can give them that experience by collaborating with micro-influencers.