The digital age has brought on new challenges that companies need to face. Traditional ways of advertising and marketing events are not as useful as they once were. Many companies have been experimenting with a new concept called Micro-Influencers to try to reach the younger generations. Micro-Influencers play a huge role in the way younger generations try new products or attend new events.
- What are Micro-Influencers? Micro-Influencers are people who have between 10,000-500,000 followers on social media. They are on various platforms, engage on a regular basis, and have deep connections with their audience. Their followers trust their opinion and are influenced by the things they post. Companies will use Micro-Influencers to market their products in return for discounts, free samples, or payment. Using specific promo-codes attached to each influencer helps to keep track of who promoted what. Offering event tickets or registrations to an influencer could help advertise to different segments of consumers. Followers of a Micro-Influencer will not be as timid to buy a ticket to an event once they have seen someone they trust commit to going.
- How do I find potential Micro-Influencers? Micro-Influencers can be found a few different ways. First, look through your company’s fan base on social media. If a Micro-Influencer is already following your company the partnership will be more authentic. Searching for a specific hashtag can narrow down users to certain interests or content. Outside of social media, researching local bloggers in your area can lead to a face to face meeting. This is a great way to clearly communicate your company’s needs and mission statement in person. Tools like BuzzSumo, Klear and Ninja Outreach help to narrow down your search to a specific market and allow for filters to be applied to identify certain niche markets. When you find an influencer with a large following, make sure they are engaged and connected with that following. This will be a huge indication of their clout and impact on other users.
- How do I reach out to Micro-Influencers? Micro-Influencers are more receptive to a direct message from an actual person as opposed to the overarching brand account. Receiving a personalized note feels more genuine and lends itself to conversation. Automated or generic responses, even from a major corporation, come off as spam. A personalized message has a greater chance of being read and responded to, which is key for attaining a Micro-Influencer. Being able to convey your company’s goals and giving immediate feedback to any questions they may have, is vital for success. This aspect is lost with generic or automated responses and results in the loss of a partnership with a potential Micro-Influencer.