Micro-Influencers Provide Greater Engagement Results in Marketing Campaigns

Looking to boost your social media engagement results? Perhaps you need to take a closer look at how micro-influencers help driver better results.

Social media managers have long understood that improved engagement across platforms yields higher conversions. A brand that effectively engages its followers through social media benefits from improved lead conversions. This is why marketers have long pursued celebrities to hock their goods. Do you honestly think that Beyoncé loves the shampoo she’s pushing on social media?

What is a Micro-Influencer Anyway?

Micro-influencers are those individuals on social media with a base of followers typically below 1,000. Some marketers consider that threshold to be as high as 30,000; but the exact number isn’t really what’s important.

The important thing to understand about micro-influencers is that while they have a smaller following, their fans tend to be far more engaging with content. Think back to our Beyoncé example for a moment. While she may have millions of fans, those fans are diluted across countless interests and markets. A marketer seeking to sell an organic shampoo, for example, would potentially do far better by engaging a micro-influencer that focuses on organic personal care products. There may be far fewer people following this person; however, they are going to be well aligned with the brand and have a common set of interests.

HelloSociety, which is owned by the New York Times has done extensive analysis and determined that engagement through this method is typically 60% greater than through promotions done with massive social media brands.

Likewise, Digiday conducted an Instagram influencer survey to dig deeper into this phenomenon. They evaluated accounts with 1,000 or fewer followers and discovered that those accounts yield a like rate of 8% versus only 4% for accounts with between 1K – 10K followers.

Micro-Influencers get better engagement results.

Why is Social Media Engagement Such a Problem

The social media landscape has literally doubled in the last few years. There are more platforms than ever as well as more content. Vendors like Hubspot have been heavily promoting inbound marketing techniques in recent years which have resulted in a tremendous swell of content being pushed down the throat of consumers.

Don’t get us wrong, we’re a big supporter of inbound marketing where it makes sense; but it has certainly become a more saturated environment. The result is such that consumers have too much content coming at them. All this content turns into forgettable noise.

While the level of noise has gone up, platforms such as Facebook have been concurrently effective at diminishing their own organic value by limiting the available organic reach of your own followers. Posts that historically provided a reach of over 15% may now be limited to between 2% and 6%.

So now consider the options as a small business. You can increase your investment to expand your total number of followers, pay to “boost” your posts to sustain your reach, or you can leverage the loyal following of micro-influencers that align with your brand.

Micro-Influencers as a Solution to Engagement

People with a concentrated and loyal fan base are an ideal option for improving your own social media engagement. These people are typically seen as experts in their area and bring with them a higher level of credibility. In short, an endorsement from one of these people can carry much greater weight than someone that was clearly paid to push a product.

Brands with millions of followers can come at an astronomical price. A brief campaign can easily start in the range of tens to hundreds of thousands of dollars. That same campaign pushed through a micro-influencer with a highly engaged following can run for a little as a few hundred dollars. Further, a small handful of these targeted supporters can yield far greater results at a fraction of the cost.

How to Leverage Micro-Influencers in Your Next Campaign

Seek out those influencers that are well aligned with your mission, brand, or products. When you see one, ask yourself if their social media following matches the people you would like to see following your own brand. Are those followers actively engaged in discussions, page likes, shares, and comments tied to the posts?

Next, engage them as a fan. Support their content, and share posts relevant to your own followers. Basically, you need to be an active fan of their brand.

Once you’ve established a relationship, feel free to reach out and be more direct about developing a more significant partnership between your brands.

You can certainly skip straight to the third step; but it’s much easier to develop a meaningful partnership when a relationship has been established.

Social media noise pollution isn’t going away anytime soon, so think about whether a micro-influencer relationship can help cut through the mess and extend your brand’s reach.

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