Around 92% of marketers believe influence marketing is the key to effective brand building. But once you decide to go with it, you discover different types of influencers to collaborate with per your budget level. There are four different types of social media influencers: mega (1 Million+ followers), macro (100,000 - 1 Million followers), micro (1,000 - 100,000 followers), and nano (<1,000 followers). Amongst all, micro-influencers alone represent 91% of the entire influencer market. But why is there so much demand for micro-influencers in the market? How can you leverage them to grow your brand with ease? This article answers them all. Plus, you will learn the art of identifying the right micro-influencers for your brand and tips to overcome the challenges of working with them for smooth brand building.
Understanding the Impact of Micro-Influencers
The micro-influencer market is a growing part of the digital marketing landscape. But how big is it? In 2023, influencer marketing was estimated to be worth $21.1 billion due to its growing preference amongst brands for effective marketing. Consider looking at the following table to understand the popularity level of micro-influencers.
The data indicates that micro-influencers are next to nano-influencers in terms of popularity for brand marketing.
Where can you find them
You will find a majority of micro-influencers on Instagram and TikTok. As of 2023, 82% of micro-influencers offer paid services on Instagram, followed by TikTok, with 61% paid influencer statistics. These micro-influencer marketing statistics underscore its popularity in digital marketing.
If you consider regional popularity, the top three countries dominating influencer marketing are the USA, Canada, and the UK. This dominance is partly due to their large number of consumer markets and the high number of influencers.
Introduction to Micro-Influencer Marketing
Why is a micro number of influencers able to create the maximum effect? Despite having a modest number of followers, micro-influencers boast hyper-engaged audiences. That helps you reach more potential clients with ease. For instance, a yoga micro-influencer might only have 10k followers. Still, a single instructional informative DIY yoga video with a brand promotion can receive a healthy amount of engagement compared to a yoga influencer.
Let's understand how it works.
First, you must find your ideal micro-influencer whose content and audience niche perfectly align with your brand values. To maximise your brand reach, you can even engage multiple micro-influencers simultaneously. Once you shortlist your ideal influencers, approach them for collaboration with clear expectations and budget in mind. When influencers agree to your terms, you can assign them products/services to promote, and they will create content to meet your desired goal. Among all these steps, selecting the right micro-influencer requires the maximum effort. Let's see how that works.
Identifying the Right Micro-Influencers for Your Brand
Now that you know how the micro-influencer market works, let’s understand how to find the ideal micro-influencer for your brand.
Set your goal right
First, it is essential to clarify your branding objectives. Are you looking forward to promoting your brand or increasing sales? Such clarity will help you find the right micro-influencer to meet your campaign objectives. For instance, an influencer with a large following will help you achieve broad brand visibility. But in this case, you must work with several micro-influencers to achieve that objective. Similarly, if boosting the trust factor is your aim, looking for micro-influencers with a solid niche authority is advisable. Lastly, if your campaign aims to drive more sales, collaborating with micro-influencers with an excellent track record would be your ideal bet.
Visualize your Ideal Influencer
It is crucial to adopt the perspective of your target audience to envision your ideal influencer. Ideally, it requires looking for three main traits of your influencer: personality, niche, and creativity. Imagine an influencer representing your brand who doesn’t engage a niche audience with respect and humility. Such collaborations may hamper your brand image. Additionally, assess how naturally your influencer integrates brand introduction into their content to create maximum influence. Today's audience is discerning, easily distinguishing between genuine reviews and forced promotions. They will not bother to engage if they feel the post is not authentic. Now, with this basic imagination workshop, it’s time to look for your ideal influencer.
Start looking for micro-influencers
Begin your search with popular hashtags related to your brand. For instance, if you are into plus-size clothing designs, look for influencers with #plussizefashion or #fashion hashtags. Compile a list of relevant hashtags. Now, explore each hashtag to search for micro-influencers with your target audience. Evaluate their content based on personality, niche, and creativity that best resonates with your target audience. After a thorough review, narrow your list to a handful of influencers. The next step is to contact them to discuss potential collaboration for your campaigns.
Distinct Characteristics of Micro-Influencers
Size of Following
The primary characteristic that defines micro-influencers is their follower count, which typically ranges between 1000 to 100,000 followers. However, they might have more followers on other platforms, such as Instagram, or across other channels, such as blogs or private coaching communities.
Working with macro or mega influencers may need to align with the desired budget for small businesses. Micro-influencers, on the other hand, offer a more affordable alternative. They are often open to long-term collaborations. Moreover, opting for micro-influencers allows companies to distribute their budget over multiple individuals rather than draining all resources into one macro-influencer.
High engagement rate
According to a study, micro-influencers tend to have a 6% engagement rate on Instagram, while mega-influencers have only a 1.97% engagement rate. That’s because micro ones focus on building a niche audience. When you work with an ideal micro-influencer with your niche audience, you can rest assured of getting maximum conversions.
Micro-influencers dedicate significant effort to making each post impactful with high creativity. They take the initiative once you educate them a little about your product or service. They brainstorm creative content ideas to represent your brand as the most necessary savior in the market to drive organic engagement.
Micro-influencers spend months or even years cultivating a niche audience. Unlike celebrities, they primarily focus on providing value to their audience to retain and grow their follower base over time. They will only partner with you if they think your product or service could offer any value to their audience. Otherwise, they might lose their loyal followers with one wrong endorsement. Given their commitment to authenticity and audience relevance, you can count them as your reliable source to attract potential clients with greater confidence.
Navigating Challenges in Micro-Influencer Marketing
You may face the following challenges while working on your micro-influencer marketing strategy.
Selecting the Right Influencer
Selecting the right influencer can be daunting without a clear vision. Choosing influencers whose content aligns with your brand values and target audience is always imperative. Further, assess their audience demographics and engagement rates to see how much ROI you can fetch with the partnership.
Building authentic relations
Opting for a one-off influencer collaboration may not help you reap the big benefits of a sustained partnership. You have to approach with a mindset of building a relationship rather than just conducting a transaction. Therefore, engage with the influencer if you genuinely find their content and followers valuable for your brand building. Consider repeated exposure of your brand to its niche audience to increase the likelihood of organic conversions.
Dealing with Creative Differences
While brands have a pre-decided vision of marketing their products or services, influencers might propose an alternative creative approach. When you face this situation, it’s better to go with your influencer’s suggestion because they know their audience better. If there are still notable creative differences, strive for a compromise that aligns with the brand’s objectives and resonates with the influencer’s unique style.
Legal and Ethical Considerations
It is also important to ensure compliance with legal requirements in all collaborations. For instance, if you are collaborating with an international influencer, ensure the collaboration meets the Federal Trade Commission (FTC) guidelines. Also, check whether the influencer is transparent with the audience about sponsored content. Otherwise, you might experience a surge of traffic inflow but a very low conversion.
Budgeting and Compensation
Regarding compensation, be transparent about your budget constraints in advance while approaching the influencer. Your influencer should not feel you’re asking too much in the middle of the process for an agreed-upon price that demands much less work. If you have a low budget, consider offering non-monetary incentives such as gifts, services, or exposure.
Tools and Platforms for Micro-Influencer Discovery
Here are five influencer marketing tools to help you easily find your ideal micro-influencer.
You can easily use Phyllo to discover and easily access content creators updated creator data. Phyllo offers seamless, quick onboarding and collaboration opportunities with the right influencers across different platforms. You can easily check your campaign performance through an intuitive dashboard to make informed decisions to optimize your marketing efforts.
The best part is that you get simple, modular, scalable APIs to get creator data using 50+ filters. Plus, as you get creator-approved data, there is no chance of compliance issues. What could be more valuable than fetching the latest creator data with high data frequency without delay?
Upfluence helps you analyze your ideal influencer’s profile directly from your browser through a simple Chrome plugin. You get a bespoke influencer search and discovery engine powered by a massive database of over 3 million influencer profiles. The platform updates these profiles in real time. You can instantly email influencers, check their audience demographics, and compare them with similar influencers. However, you can’t do bulk analysis.
Kitly Business helps you find both managed and independent talents for influencer partnerships. You can eliminate the mediator and chat directly with an influencer’s agent. It gives you the latest contact details to speed up the whole process. They pre-authenticate talents across major platforms before listing them on their website. You can search influencers by filters to narrow down your list with ease.
HypeAuditor ranks influencers by the quality of their followers and authentic engagement. You get insights on influencer’s performance based on real followers and likes. And the list of top global influencers gets updated daily. You can search by top 1000 influencers from multiple niches or from 14 different categories over 17 countries. The platform helps you fetch various data on an influencer, such as current ranking, handle/username, niche, audience demographic, number of followers, and degree of genuine engagement.
Spending thousands of hard-earned dollars on influencer marketing for quick success may seem tempting. However, planning your strategy with data-driven insights is crucial to ensure a robust ROI. In this regard, take the help of an ideal platform like Phyllo to turn these campaigns into the sweet spot for your brand and return high value with ease.
Phyllo’s influencer analytics help you to mint the most of every dollar you invest in micro-influencer marketing.