Do you ever dream of hiring a celebrity influencer to endorse your product? If so, STOP! You don’t need to. Consumers have shunned the rich and famous for “micro-influencers”.
Micro-influencers are non-celebrity, ordinary people withsocial media followers. It is the micro-influencer's expertise in their field or niche, such as cooking, fashion, fitness or lifestyle, that draws followers who are also interested in the given subject.
Micro-influencers differ from macro-influencers in many ways, the most obvious being that they are not famous, and do not have millions of followers. However, they benefit your business in ways that could not be duplicated by any Kardashian. So, move over Kylie, Kim, Kendall and Khloe. Over 90% of sponsored social media posts now feature the beautifully flawed, wonderfully average Joe.
Why the sudden switch? Celebrities have always told us what to buy and how to live. It turns out that consumers find recommendations from ordinary people who actually use the products they are endorsing to be much more believable and trustworthy. So, we compiled a list of the benefits micro-influencers bring to businesses, plus how to find the right micro-influencers for your company.
7 Benefits of Using Micro Influencers:
- 1. Consumers Are Tired of Traditional Advertising
Consumers don’t trust brand advertising anymore. Adblockers software has increased over the last couple of years. Currently, more than 47% of customers report using ad blocking software on their internet devices; but are more than happy to listen to recommendations from someone they know.
- 2. Consumers Engage with them
Since micro-influencers have fewer followers, they can engage with them more often, strengthening their ability to bond with and influence them. Statistically, those influencers with less than 100 thousand followers are 4x more likely to get a comment on a post than influencers with more than 10 million followers.
- 3. Consumers Trust Them
Micro-influencers build their social media brand on authenticity, guarding their credibility with every step. Their followers trust them and they are careful not to put their name on a product that they don’t like (or have never used). Their transparency shines through every review of recommendation they give. After all, they came to be in their current niche because they are interested in it or even love it. They aren’t in it to make a quick buck.
- 4. Consumers Respond to the Buzz they Create
Micro-influencers are experts at creating a buzz about your product. This is true for two reasons. First, they do know a lot about social media and social sharing. Second, their love for the subject drives them to passionately share something that has worked for them or enhanced their interests.
- 5. Consumers Identify with Them
Followers identify with the “normalcy” of micro-influencers and the ordinary happenings of their everyday lives. Consumers are much more willing to buy-in to a recommendation when they believe that an influencer has actually used the product and approves of it.
- 6. Consumers Trust their Expertise
Micro-influencers come upon their niche organically. They become experts in their fields simply because it interests them. For this reason, followers find their opinions more valuable, and their recommendations more persuasive.
Sure, I love Katy Perry, but I wouldn’t take her advice on which mop to buy.
- 7. Reasonably Priced
It’s cost effective. Celebrities ask for (and get) sums of up to 500,000 for one post. Micro-influencers are much more reasonable. Influencers with fewer than 1,000 followers averaged $83 per post, while influencers with more than 100,000 followers averaged $763 per post.
Micro-influencers share their joys and struggles on social media; their followers identify with them and trust their advice. Implementing them into your marketing plan seems like a no brainer, but where do you find them?
How to find Micro-Influencers
1) Look at Your Followers
Your brand's social media channels may be a goldmine of potential influencers. Search your company's channels for superusers and brand ambassadors who frequently react to or comment on your posts. Next, check to see how many followers they have. Next, reach out and communicate your appreciate for their loyalty to your brand, and ask them if they are interested in sharing even more.
2) Use a Research Tool
Free tools for finding influencers abound. Use products like: Discover.ly, tweetdeck, Crowdfire or Buzzsumo to get key stats on influencer follower numbers, website authority, average number of retweets, etc. so that you can get a feel for how engaged they are with their audience. Then, examine their posts to see if you think their style and voice would match your brand and brand message.
3) Look at Your Employees
Your best employees know the advantages your product or service delivers to consumers. If an employee enjoys a good following and communicates well, ask them to share some of those advantages with their followers. Don't forget to share guidelines and expectations for employee social media posts.
So, stop daydreaming about celebrity endorsers. That was sooo 2015. Research the best micro-influencers for your business and use them to beef up your marketing campaign.
Need insight on what your customers want today? Call SurveyMe or click on the image below.