How Working With Micro-Influencers Can 10X Your Sales!
Looking for ways for your influence marketing campaign to gain more traction? Mainstream celebrities and top influencers may be able to build better brand awareness with their massive following. But there’s an entire group of influencers who may have a better influence on your target audience’s purchase decisions. This group comprises of micro-influencers, who have significant following and higher engagement rates than top-level influencers. If you haven’t heard about them or are unsure about working with them, read on to find out some useful facts and ideas to leverage your influence marketing campaign with their help.
What are Micro-Influencers?
Micro-influencers are individuals who have significant reach with the ability to impact people’s opinions about a brand or product. They aren’t traditional celebrities and may not be top-level social media influencers, but they are knowledgeable in their niche. These micro-influencers are often seen as people who can provide authentic, unbiased opinions about products. This means that their audience looks to them as a trusted source for getting recommendations on what to purchase and what not to purchase.
A lot of social media influencers fall under this category, but not all micro-influencers are social media influencers. They may be influential in a work setting, like a top-performing colleague or an individual in a leadership position, for example. However, this article is mainly going to talk about social media influencers and how you can integrate them into your social media marketing plan to boost your influence marketing campaign.
Now celebrities like Kylie Jenner may have massive reach with millions of followers. But are you going to trust her recommendation over that of a friend or even a mid-level social media influencer? Consider getting a product recommendation from a mid-level beauty blogger that you’ve been following for months. If you’ve always looked to her for beauty tips and regularly check on her updates, there’s a huge chance you’re going to trust what she says about a certain line of beauty products rather than what Kylie says about that product. There is such a thing as “being too famous”.
What’s the Big Deal With Micro-Influencers?
You may have seen several online articles talking about “the rise” of micro-influencers. If you’re wondering why exactly you should work with a mid-level social media influencer, you’ll find several studies in favor of the option. Expertcity conducted an extensive study regarding this group of influencers and their impact on consumers’ purchases and brands’ conversions. According to the study, sporting goods and outdoor gear receive the most recommendations from micro-influencers.
Fashion, footwear, fitness, nutrition, beauty, and consumer electronics also perform well in terms of micro-influencer recommendations. Take a look at some of the most notable details from the study and see how these influencers can leverage your influence marketing campaign:
#1. 82% of consumers say they’re highly likely to trust a recommendation from a micro-influencer, while 73% say they’re highly likely to trust the recommendation of an average individual. This means that micro-influencers could prove to be more effective for conversions than brand advocates, although the latter are highly valuable assets. Using both in your social media marketing plan could result in huge returns.
#2. Micro-influencers engaged in “buying conversations” 22.2 times more than an average consumer on a weekly basis. These conversations often include product recommendations. So your conversations with a fairly influential individual are more likely to include recommendations for products as compared to your conversations with a regular individual.
#3. According to the study, 94% of respondents said that micro-influencers were more credible and believable in addition to being more knowledgeable in the given category. So you see why mid-level social media influencers are more likely to be trusted for product recommendations when compared to the general public or even top-level social media influencers.
#4. The study also found that 92% of consumers felt micro-influencers were better at explaining how the product works or how it can be used. While this is highly applicable in a work setting, you have probably seen “how-to” videos and tutorial posts from mid-level social media influencers. You might have noticed that they’re able to clearly explain the working of a product in a fun and interactive way, making them a crucial part of your social media marketing plan.
These figures and stats from Expertcity’s study already show how significantly micro-influencers could impact your social media marketing plan. But some more findings from Markerly further strengthen the case for micro-influencers. The previous data reveals stats from a general setting and not just within social media, but this Markerly study focuses on Instagram influencers. So this could prove to you how implementing influence marketing with micro-influencers in your social media marketing plan can help you in engaging and reaching out to your target audience.
The Markerly study involved an analysis of more than 800,000 users on Instagram. Most of the subjects of the study had at least 1,000 followers, so the sole focus was on social media influencers. Take a look at what the study found:
#5. More followers translate to decreased likes for social media influencers. Users with fewer than 1,000 followers were able to get about 8% of likes for their posts, while those with more than 10 million followers managed to get likes only 1.6% of the time. This means that an increase in the number of followers correlates with a decrease in the number of likes for posts.
#6. More followers translate to fewer comments for social media influencers. The study also found that users who had fewer than 1,000 followers were able to generate comments approximately 0.5% of the time. For big-time social media influencers with more than 10 million followers, they only received comments 0.04% of the time. So this means that micro-influencers are almost 13 times more likely to generate comments than top-level influencers.
So you see that there are several facts and figures making a case for mid-level social media influencers. In addition to this, Instagram recently made changes in its algorithms displaying posts from accounts you interact with the most towards the top. The decision to make these changes was fueled by the fact that the average user misses at least 70% of posts on their feed. Considering the fact that there are more than 400 million users who regularly visit the platform, there was a compelling need to change the chronological timeline.
These changes now allow users to avoid missing posts made by the accounts that they relate with and often interact with. So posts from users you have the closest relationships with will be more visible than recent posts from users you hardly interact with. This means that there could be a higher visibility (and eventually higher engagement rate) for posts from mid-level social media influencers.
Overcoming the Challenge of Working With Micro-Influencers
Now you’ve got a fair idea how effective micro-influencers can be for your influence marketing campaign. While this is the case, many marketers are still hesitant to work with micro-influencers mainly due to the fact that they don’t have as much reach as top-level influencers. Perhaps this is the main challenge of working with social media influencers who don’t have as much reach as mainstream celebrities.
If your brand is just targeting influencers with massive reach, the engagement rate may not be too important for you. So you’re going to work with top-level influencers and celebrities that can bring you brand exposure. However, a massive following doesn’t necessarily translate to better conversions. This is why many companies look for the right balance of engagement and reach when launching an influence marketing campaign.
The Markerly team recommends working with social media influencers who have somewhere between 10,000 and 100,000 followers. Those in this range were able to generate likes about 2% of the time, so you’re likely to get a minimum of around 200 likes for content generated through them. If you manage to work with social media influencers with about 100,000 followers, you should be able to get somewhere around 2,000 likes for content generated through them.
In case you’re more focused on engagement than brand exposure, you could adjust your choice of social media influencers and opt for those who have somewhere around 1,000 and 10,000 followers. The Markerly graph shown earlier displayed that social media influencers in this range were able to generate likes on their posts around 4% of the time. These micro-influencers tend to be highly engaged with their followers and have the ability to generate comments more than 0.2% of the time.
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