The Rise of Micro-Influencers
We business owners are now more than ever looking for new ways to get more customers online.
We’d be doing promotions and running ads left, right and center, making different claims and promising to make lives better with our products and services.
But how do customers know that your business isn’t just over hyping or worse lying, because the primary point of you starting your business is to take their money from them.
Last week, Joshua, a friend of mine, wanted to get a new phone, and he was looking for one with a really good camera.
And the problem was that both Apple and Samsung both promise really good cameras, so he wasn’t very sure which one to get.
So he went to ask Taiwo, my friend that never stops talking about gadgets and phones, to help him make a choice.
This is the fundamental premise behind Micro-Influencer marketing.
Micro-Influencer Marketing is working with people who have grown a modest but highly loyal niche following, to push your business forward.
Micro-Influencer usually have more followers than the average joe, but less followers than celebs. Between 1,000-100k followers.
And this is where I believe more businesses need to start looking into more than ever. Rather than looking for an individual with a massive mainstream following, macro influencers.
Why exactly could Micro-Influencers be more effective than Macro-Influencers
1. The best form of Advertising is to not Advertise.
Imagine, I made bottled water and I decided to work with Davido to promote my new line of bottled water, that comes with extra nutrients.
But the problem with this is that customers aren’t dumb, they’ll know that it’s just an advert and Davido doesn’t really give a shit about bottled water, you just paid him to say he does.
And that’s fundamental were the problem lies.
Marketing fundamentally is perception manipulation, and a person’s perception about subjects or products is most times not built consciously.
So you shouldn’t just tell people what to think, you’ve got to come from a more subtle approach.
And this is where micro-influencers come in. Instead of me working with one macro-influencer one time alone, I could work with multiple micro-influencers over a longer period of time.
Where I could actually build that perception by just telling those micro-influencers to just tell their followers that they like your bottled water (hopefully it’s good) and they need to try it. In an authentic, none salesy manner.
And hopefully, they can do this over a long period of time so it sticks in your target audience’s minds. And the perception is fully formed.
2. Analytically Micro-Influencers make more sense
Instagram is an arse, why?
Cause the way the Instagram algorithm works is this:
1. It focuses on showing you the posts from family and friends rather than brands and businesses.
And this as lead to a drop in average reach for most brands and businesses.
2. Instagram shows your post to more people if that post gets a lot of activity (likes and comments).
And most times, businesses post promotions and flyers, but sadly people don’t got social media to look at flyers, so those kinds of posts get less likes, and automatically are seen by less people.
So how exactly can Micro-Inflencers help?
Micro-Inflencers are in that sweet point where they aren’t yet big brands but aren’t quite average people.
So they have more followers than the average user but still get higher engagement rates than big brands and businesses.
Instead of working one time with a big brand with say 1m followers and an average engagement rate of 2%
I could work with multiple micro-influencers with about 10k followers and an average engagement rate of 12% over a longer period of time.
3. Micro-Influencers are more affordable and flexible
Most micro-influencers haven’t yet “blown”, so most times they don’t get approached by a lot of brands. Because of this it’s easier to negotiate more long term and mutually beneficial deals.
They are also much more easily accessible, just DM them and tell them what you have in mind, rather than going from manager to manager trying to agree on a deal.
Examples of Micro-Influencers
Here’s a couple of them you’d find on Instagram, but you could also check out other social networks, you’re sure to find a bunch there too:
Although working with massive brands and personalities like Wizkid, Don Jazzy, Davido, might be good, sometimes it not just worth going mad over. [you] (sorry I couldn’t resist it).
You could work with multiple individuals who are more accessible, have better engagement rates and people who your audience can relate more with.
Marketers ruin everythingA well known theory
This is still a fresh concept in our society and it’s not very popular yet so why not be one of the first to take advantage of it.
I know I really just talked about the why rather than the how.
But never fret, I’ll be running a micro-influencer campaign soon, so you’ll be able to have a practical view of how you too can run one by yourself.
And if you have any opinions on the topic, or your just looking for someone to yarn with, drop a comment below.