These days, every company spends a lot of money on digital marketing. Digital media is growing at a breakneck pace and therefore, every business feels the need to promote themselves in this space. The world of digital media is vast and comprises several elements. When you hire the services of a digital marketing agency, they will give you a breakdown of the different things you need to invest in.
Most people would be familiar with the term ‘influencer’. An influencer is someone who has a good number of followers on social media and uses that following to promote a brand or products or services being offered by a company. Influencers remain active on different social media platforms and brands collaborate with them to propel their growth forward.
How Does One Define a Micro-Influencer?
While celebrity influencers continue to be relevant, a lot of brands now seek the help of micro-influencers as well. A micro-influencer can be best described as an individual who has a strong social media presence but they do not have the kind of following a celebrity influencer has. Those who have followers ranging from 1,000 to 100,000 are described as micro-influencers.
Several brands have benefitted and continue to benefit by collaborating with micro-influencers. Micro-influencers are known for promoting products or services that align with their personality or their social media image. For instance, a micro-influencer who shares food information would mostly promote food-based products.
If you run a company and are wondering where to hire micro-influencers, then you should know that you can collaborate or partner with them in different ways. You could get your company representative to reach out to them on their social media platforms. Many micro-influencers, just like influencers, are represented by professional agencies. Therefore, you can get in touch with the agencies representing them and negotiate terms with them.
Before you collaborate with a micro-influencer, it would be a good idea to have some understanding of how you would leverage their popularity or reach on social media. You should know how a micro-influencer will help you engage with your target consumers and register higher sales for your products. If you have a good plan in place, you can be sure about getting good results from collaborating with a micro-influencer.
Here are some of the ways in which you can drive interactions through micro-influencers:
Creating Relatable Content
Engaging content and micro-influencers make for a winning combination. A micro-influencer would already have a strong connection with their followers. All you need to do is create the kind of content that the micro-influencer can be a part of and put up on their social media platforms and make it reach out to their followers.
If you collaborated with a micro-influencer in the past and did not benefit much from it, it means your content was not impactful enough. Sometimes, the creative teams of brands create content on their own and give it to the micro-influencer. Then, there are times when they speak to the micro-influencer and create content by collaborating with them. While creating content, it would be a good idea to keep the image and personality of the micro-influencer in mind.
Launch a Long Campaign
If you are serious about driving engagement and creating more awareness around your brand or product with the help of a micro-influencer, you have to do certain things differently. Most of the time, companies ask micro-influencers to put up or share a post promoting their product or service. However, such one-off collaborations produce limited results.
To drive long-term customer engagement, you should consider collaborating with a micro-influencer on a long campaign or one that can be sustained over a long period. You can do this in several different ways. If you are planning to launch a new product, you can get a micro-influencer to share a series of posts and build some curiosity around the product before it is finally unveiled.
Build Long-Term Relationships
Most brands collaborate with multiple influencers over time. They believe the more influencers they collaborate with, the more will their brand grow. However, this strategy does not work for every brand. Sometimes, they do not get the desired results because of engaging in marketing activities that lack focus.
If you are comfortable with the kind of image or projection a micro-influencer has, you could consider building a long-term association with them. If you promote your products or services through a micro-influencer who has a lot of credibility, it will help you tremendously in the long run. The micro-influencer becomes the face of the brand and this proves to be a good thing.
Reach Out To a Niche Consumer Base
A lot of micro-influencers have a moderate number of followers as they cater to a niche audience. While their number of followers might be less than celebrity influencers, their posts get a lot of traction and the audio-visual content puts up their trends well. Once you get a good idea of where to hire micro influencers, this is one thing you should keep in mind.
If you are a brand that specializes in making personalized products, you could consider collaborating with a micro-influencer who informs their followers about platforms or places they could buy personalized things from. Similarly, if you are into manufacturing and selling musical instruments, you could benefit by collaborating with a micro-influencer who talks about music.
Surprise the Followers
Every follower is associated with a particular style, approach, or method. These days, every influencer promotes a variety of brands. This is one of the reasons why some brands wonder if taking the help of an influence would prove to be beneficial at all. The best way to stand out in a crowded space is to do something very different.
Instead of collaborating with a micro-influencer and creating generic content, you could think of a few ways in which they can surprise their followers and bring their attention to what you are trying to say as a brand. Sometimes, adding a bit of a shock value to the content you are trying to create and promote makes a huge difference.