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What Is a Micro-Influencer?

By Snap Agency July 15, 2019

When shopping for a new pair of shoes, which recommendation would you trust more: one from a well-placed Facebook ad using a professional model, or the personal endorsement of a friend whose opinion you value? If you’re like 92 percent of consumers, you trust the advice of a friend or influencer more than one from a celebrity or ad. It’s not news that social and influencer marketing is an incredibly valuable resource in today’s technological age—but there’s more to this marketing niche than meets the eye. 

Now, consumers are beginning to mistrust big brands that rely on bigger names to sell their products, and are increasingly turning to locally-known faces for purchasing direction. Is your brand effectively covering every facet of influencer marketing to best utilize your budget and see the strongest return?

Macro-Influencers vs. Micro-Influencers

We’ve all joked that if you have even one follower on social media, you’re an “influencer,” since you can reach that person with your opinions and ideas. That is the role of social influencers, after all—they work to sway people to purchase certain products or adopt specific ideas using their influence and following. Although an influencer can make an impact on their following no matter how large or small that number is, influencers are considered increasingly successful as their followings grow. 

Although some macro-influencers, like the Kardashians, make millions thanks to their strong marketing skills and worldwide fame, small businesses shouldn’t overlook micro-influencers. Generally possessing under 10,000 followers, micro-influencers tend to focus on niche markets and strive for strong engagement with their loyal followers. Micro-influencers start from zero and build their following from the ground up based on trust and direct connections with their consumer base. In contrast, macro-influencers are commonly well-known before they begin forming influencer marketing relationships.

Why Your Brand Needs Micro-Influencers

Whether you’re looking to strengthen your local SEO efforts or connect with your consumers on a more personal level, working with micro-influencers in your community might be just the boost your marketing strategy needs. Here are some benefits of working with micro-influencers.

They’re Cost-Effective

Any marketer knows it’s not easy to launch a full-scale social campaign. Between the time and team needed to execute a campaign, the capital for ads, and campaign maintenance, many brands don’t have the resources needed to rock a social campaign. Micro-influencers take some of the weight off of your team (and still increase your ROI!) by independently handling their ads and posts—without taking thousands from your budget. 

They’re Organic

Micro-influencers share products that they enjoy, brands with admirable causes, and other things that have bettered their own lives. Since micro-influencers share personal experiences with local brands, their promoted products can come across as more authentic when compared with a carefully curated ad from a macro-influencer. This type of authenticity encourages organic engagement, increases brand awareness, and creates growth.

They’re Local

Micro-influencers often develop a positive repertoire with local businesses, making them ideal partners for brands with a desire to increase local SEO and build a targeted customer base in one location. Not only are their professional relationships localized, but their follower base is also more likely to consist of locals. If a brand wanted to connect with young people in Minneapolis, for example, it would be beneficial to partner with Minneapolis-based micro-influencers, as opposed to macro-influencers in other parts of the country. This way, they know the area, the consumers they’re speaking to, and can personally vouch for the products they promote.

Working With Micro-Influencers

Connecting with and vetting micro-influencers can be a daunting process, but there are ways to approach these mutually-beneficial relationships with ease. If your brand is considering working with micro-influencers, use these tips to ensure a smooth onboarding process.

  • Create a social campaign that can be highlighted by the addition of micro-influencers, and decide on a form of compensation to offer.
  • Look through your media channels, and consult your follower list to see if any names or profiles jump out as potential partners who already know your brand.
  • Check your prospective micro-influencers’ social profiles and accounts to see if they would be a good fit to promote your brand. 
  • If they have a larger following, they may have a website or blog. Check other media for more examples of their work or partnerships. 
  • If you like what you see, reach out to your prospects to gauge their interest.

Don’t Forget to Be Your Own Biggest Fan

In light of the current influencer-saturated market, it’s easy to forget that your brand has other advocates—you! If you and your teammates love where you work, be your own influencers and pin, tweet, and post about the products and services your brand offers. Each person has a unique sphere of influence, so don’t forget about the positive influence your team can have on your community. 

Invest in Your Influence With Snap

Convinced that working with micro-influencers would be a valuable addition to your marketing portfolio, but not sure how to go about getting started? Contact Snap to learn more about when, where, and how to tap into this growing market. Our social experts will get you started with a winning strategy.