We’ve put together
5 things you should know if you’re considering working with micro-influencers
100 1 advantage
Both small and large players are discovering the potential of micro-influencers, primarily in B2C sectors for now. Authenticity is their strongest asset. Micro-influencing is proving to be a natural way to reach an audience more credibly than, for example, traditional advertising. Or rather, smart brands are learning to combine both.
An opportunity for both small and large brands
Micro-influencers may have small but highly specific communities of their own, which are well worth targeting with a specific product. They can deliver excellent results, even for brands with limited marketing budgets. Moreover, they are often willing to collaborate on a barter basis and value such partnerships.
At the same time, large clients are also quickly discovering their power. For certain types of product, collaborating with several smaller influencers rather than one big one is proving to be an effective approach.
Major advertisers are beginning to realise that being famous does not necessarily mean being able to influence purchasing decisions. According to statistics, a smaller influencer who is not a star of the entire internet usually has a significantly greater influence on the customer’s final decision to order the promoted product. This is partly because they are often highly specialised and therefore inspire trust.
Price isn’t everything
When choosing an influencer, it is not enough to simply check their fee, number of followers and the field they specialise in. Investing wisely means finding out much more.
- What does their audience say about them?
- Does the influencer’s style fit with your brand’s philosophy?
- What kind of business language do they use?
- Do people engage with them in the comments?
There are dozens of questions to which answers can be found online.
The result of such research is usually a table of recommended micro-influencers, ranked, for example, by likely return on investment.
Long-term experience, such as that possessed by an agency, is well-suited to processing such data.
They go straight to the point
Micro-influencers tend to have a narrow focus. The most sought-after category, both in the Czech Republic and globally, is beauty. But you can find almost anything: baby products, fashion, food. Often even more specific: children’s toys made from healthy materials. Retro fashion. Or organic cooking. With the right micro-influencer, you can reach your target audience with unexpected success.
A winning combination
Statistics show that when the right product, influencer and experienced agency come together, the return on investment is often many times higher than with traditional online advertising. The success of a campaign stands or falls on this very combination, so it pays to consider your choices carefully and consult with experts.
The coronavirus has shown even more than before that, for some products, personal contacts and the customer’s immediate community play a key role in purchasing decisions. In such cases, a short video from a micro-influencer with 8,000 followers who personally recommends and tries out the product can have a greater impact than an expensive, widespread advert from a professional studio. Brands that can capitalise on this and invest in a well-thought-out campaign with suitable micro-influencers gain a significant advantage.
Would you like a free consultation on an online strategy for your brand?