Micro-influencer invasion.

Over the last few years, there has been an increasing number of businesses using digital influencers as a marketing tool. Influencers can inspire behaviours and opinions in others, in the hope of increasing purchase intention.

With the use of influencers becoming common marketing practice, we're now seeing a dramatic rise in the use of micro-influencers, as consumers are seeing them as more credible than celebrity endorsements. To make sure you're prepared for this invasion, we've put together a top tip guide to get you started!

What is a micro-influencer?

A micro-influencer is someone who has a following roughly between 1,000 and 10,000 on their social accounts. They specialise in a specific subject area, such as tech, gaming, fashion or beauty, and their followers see them as experts in their field. They have increased in popularity, as unlike top influencers, they interact with their audience more.

Why are they more credible than high profile stars?

Although powerful, micro-influencers are still everyday consumers, therefore their following relates to them on a same level basis. They generate higher engagement in comparison to accounts with a larger following, as they personally engage with their followers and have a close relationship in their community.

It is this engagement and their specialisation in a specific field that deems them as more credible.

How do you find them?

Finding micro-influencers is slightly more time consuming, but is more rewarding and cost effective. Start with some social listening, search for relevant hashtags and see who holds the top posts and check your followers to see who they are following.

If you are looking for local bloggers, a quick google search of ‘Edinburgh bloggers’, will instantly provide you with a collection of potential influencers.

How can you use them?

Micro-influencers are mostly beneficial to consumer brands – food, beauty, fashion etc, but they can be valuable to any industry.

There are many ways to collaborate with influencers, but the most common methods are:

  • Product gifting – bloggers receive the product/service for free, and can be sent with or without instruction for promotion

  • Gift card – bloggers given gift cards to spend in store or online and post recommendations in return

  • Sponsorship – bloggers are offered money for recommending a product/service

  • Discount code – the blogger is offered a discount code for themselves or to share with their readers

  • Banner advertisements – bloggers earn money from advertisements on their page

Blog readers report that they find gift cards, discount codes and gifted products the most credible method of collaboration.

Why should you use them?

Alongside their credibility, micro-influencers are advantageous as they are cost effective. They charge less than well-known profiles, and are often happy with the free product. As they engage more with their audience, you will be spending less and driving more conversations.

Do you need help with your social media strategy? Get in touch with us today to see if we can help.