A Micro-influencer is an individual that has less than 10K followers, though some reports share a scale that goes anywhere from 1K on up to 100K followers. What a micro-influencer lacks in audience, they make up for in influence to a niche market. Plus, they tend to be more accessible and authentic and come with a highly engaged and super loyal audience.
Micro-influencers are also more affordable. For example, Kylie Jenner is reported to make $1.2 million dollars for one single Instagram post! Salena Gomez gets a mere $860,00 per post. Learn more about the influential rich here.
Back to the micro-influencers. Working with them can make for an effective marketing strategy for your next event or campaign. Recently, information came out stating that such influencers bring in better results for the brands and businesses they represent.
While there are platforms popping up that rep micro-influencers, it may make sense to first do a bit of research on your own. In fact, you may already know of an influencer within your industry. These are the people that regularly speak at industry conferences, share posts or blogs about your industry, and may be considered industry “celebrities”. Check them out and see how many followers they have on LinkedIn, Facebook, Twitter and/or Instagram. Perhaps it’s worth talking to them about creating a partnership.
Here are some items to consider:
- Digitally check out the influencers to gauge if their presence is in alignment with your company’s culture and values.
- Add up their followers on LinkedIn, Facebook, Twitter, Instagram LinkedIn, Facebook, Twitter and/or other social platforms.
- Pay attention to their followers. If they have a lot of followers, but very little engagement, this may mean that they have a pool of fake followers. Alternately, those with highly engaged followers could also lead you to additional potential micro-influencers, so pay attention to them as well.
- Search industry hashtags to determine if they are actively utilized by the micro-influencer.
- Make sure they LOVE your brand.
The price of micro-influencers can vary, here is a good Quora post to follow. Some other thoughts on compensation can be an exchange of your product or services, shout outs on your social media/blog/website/newsletter or a commission based on how many new followers they get for your brand. It’s a good idea to get legal involved so that the agreement and expectations between your company and the micro-influencer are very clear.
Micro-influencer marketing is still relatively new, but also could be quite powerful if you find a good fit. By creating a partnership with an industry influencer now, you could better grow your audiences and create a more vibrant marketing strategy for your brand.