How to Find an Influencer Who’s Actually Influential
Social media has quickly become one of the most powerful marketing tools available to brands looking to directly reach consumer audiences. Celebrities in particular have taken a liking to social media, displaying their glamorous lifestyles and gaining millions of followers on platforms like Instagram and Twitter – with many beginning to do product endorsements or promote brands along the way. These celebrities generally appeal to a wider variety of people, which is why their follower rates are so high. But for brands looking to market products or services to niche markets through influencer marketing campaigns, there is a better choice: micro-influencers.
Micro-influencers are more connected with their followers due to their relatable nature and targeted focus on specific topics. Although they have a smaller following, their followers are loyal, and share the same passion as these micro-influencers. In addition, influencers with a smaller reach have the ability to create content that is up to date and delves deeper into the interests of that niche following, which instills follower trust.
The Micro-influencers Sweet Spot
In fact, the results of a recent study we did focusing on Instagram engagement proved just how impactful these micro-influencers are – showing that as follower rates increase, engagement actually decreases. Influencers in the 1 thousand to 10 thousand follower range have a like rate of 4 percent, compared to the 10 to 100 thousand follower range with a 2.37 percent like rate, and a 1.6 percent rate for those in the 1 to 10 million and 10 million-plus categories.
Comment rates also decline significantly, as those in the 10 to 100 thousand range are four times more likely to get a comment than those in the 10 million-plus range.
So now that we know these micro-influencers are more effective at connecting with followers, how do we actually utilize them and what should we keep in mind when developing an influencer marketing campaign focused on these niche markets? Here’s a few tips to consider when working with micro-influencers:
Focus on Micro-communities and Their Interests
Identifying the right micro-influencer can be one of the greatest challenges, since there are so many different niche markets under larger umbrellas. Segmenting these markets into smaller subject-focused groups, or working with an influencer marketing partner to identify the micro-communities, is most helpful.
For example, in a campaign with Nike surrounding the launch of a new running-specific product, it’s much more effective to focus on influencers in the marathon community that post running-exclusive content. Because of how niche this audience is, the only people who follow these influencers would be those equally as passionate about running. The average reach for an influencer who posts running-exclusive content is 30 thousand. Compare that with another fitness niche that would be irrelevant to the campaign like CrossFit, which has an average reach of 90 thousand per influencer, but is less geared toward running, so not as effective within that particular campaign.
Utilize Multiple Posts and Evergreen Content
The greatest thing about online content is that it can live on the internet forever, providing an opportunity for continual engagement long after a campaign ends. Leveraging influencers for multiple posts of this live, continual content, also known as evergreen content, is beneficial for a few different reasons. First is the increased likelihood of someone seeing your content — the more pieces circulating around social media, the better the chances of your product being seen.
Also, many times when you contract an influencer for multiple posts, it’s possible to negotiate a better rate than for a single piece of content.
Make Content Scalable and Repurpose It
Repurposing content is one of the easiest ways to get more bang for your buck. Micro-influencers are great sources for creating scalable written content and repurposing visuals or photography. There are plenty of areas where it’s possible to repurpose content. Repurposing imagery from original campaigns and reusing them for in-store displays, email marketing efforts, websites and company social media accounts are a few opportunities we’d recommend.
Micro-influencers are an impactful resource for brand marketing efforts with their focused and passionate followings. Utilizing this relationship between micro-influencer and their followers presents a powerful opportunity to make brand messaging resonate with engaged audiences.
Sarah Ware is the co-founder and CEO of Markerly, an influencer marketing technology partner focusing on identification and tracking for some of the world’s largest brands. Markerly partners your brand with influencers to create original and authentic content. Influencers share this content to their social media communities to inspire interest, engagement and ultimately drive purchases.