Micro-Influencers Marketing | The Most Effective Channel of Marketing in 2022

Promoting brands and products via social media platforms is the trend of town. A new concept known as micro-influencer marketing has gained popularity recently. It’s the same concept as influencer marketing, but on a smaller scale. There are different types of influencers for marketing but micro-influencers are the ones who stand out as a low-cost and high-ROI marketing solution.

In micro-influencer marketing, you need to build a strategy that can help you meet your marketing goals. So, here's all you need to know about micro-influencer marketing.

You might have come across many people who promote products on their social media. If not, then you must have seen many YouTubers getting free products and promoting them with “Link is in the description box." Ever thought Why do they do that? They would not gonna promote products for free.

Brands partner with individuals with smaller followings on social media to promote their products with visual posts instead of running sponsored ads. Micro influencer marketing for startups can help to promote their services & products.

Although you cannot reach those big influencers like Casey Niestate or PewDiePie, etc., you still have a chance with Micro-Influencers. Collaborating with them can benefit startups in many ways. Let's see who are they and how can they help you to grow the business. Here are some of the best Instagram micro-influencer marketing platforms for startups.

Who are Micro-Influencers?
Benefits of Micro-Influencer Marketing
Limitations of Micro-Influencer Marketing
7 Tools to Find Right Micro-Influencers
5 Things to Look For While Choosing Micro-Influencers

Who are Micro-Influencers?

People with more than 1000 but less than 10,000 followers are often known as micro-influencers. However, it all depends on the platform they have followers on. Micro-influencers are on every social media. People who have some influential power and use it to promote other brands to earn some bucks are known as micro-influencers.

When you promote your product through these types of people, you do “Micro-Influencer marketing”. You can choose any platform to promote your product through micro-influencers. YouTube and Instagram platforms are at a peak in this matter, though.

Benefits of Micro-Influencer Marketing

There are many benefits of working with micro-influencers. Some are listed here:

Affordable

As these types of influencers don’t have many followers and much experience, they will ask for a very less paycheck than other influencers. If you are a startup, promoting your product through them is a good option, as it will be dual beneficial for both the startup and the rookie micro-influencer.

High Engagement and Conversion Rate

Some studies say that micro-influencers have much more engagement and conversion rates than big influencers. The micro-influencer conversion rate is inversely proportionate to the number of followers. However, it doesn’t mean that if Kim Kardashian promotes your product, you will get 0 orders.

But it means that the percentage of people who will buy your product through Kim Kardashian will be less than that of micro-influencers. Both are equally important though.

Appears More Authentic

The product promoted through micro-influencers marketing campaigns appears more authentic to the public. It is because it looks like the influencer is giving his/her honest review. Whereas, a bigger influencer may get into controversy.

Niche Target

You can target the specific type of audience who would be interested in buying your product. All you have to do is to find the perfect influencer.

Backlink

Although it only applies to the blogger influencers, however, most influencers have a blog these days. Your micro-influencer may provide a backlink to you. Even if they don’t, you can ask for one from them.

Brand Awareness

If you promote your product through more than one influencer, it will increase our brand awareness. However, you should always promote your product through multiple influencers at the same time. It will make their mutual followers see your product again and again and they might end up buying your product.

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Limitations of Micro-Influencer Marketing

Even though micro-influencers provide a great way to expose the products and brands in the market. There are a few limitations of promoting a business with micro-influencers that one should know before stepping into the action. Some of the major limitations are shared below.

No Security

There is no security that the influencer has genuine followers. There are many illegal options available that allow people to buy followers and even likes. Moreover, most micro-Influencers do not have a verified account. So, you cannot say who exactly is a genuine Influencer.

Not easy to find

It is often not easy to find the perfect Influencer for your product. You have to consider their niche, location, interest, etc. You cannot go to a tech blogger from Delhi and ask him to review your restaurant.

Less Reach

As they don’t have too many followers, they have less reach. It results in less brand recognition of your product unless you ask too many Influencers to promote your product.

More Efforts

As you will hire so many Influencers, you will have to put in more effort. And with more effort comes more time wastage.

7 Tools to Find Right Micro-Influencers

Here is a list of some online tools which can help you find perfect micro Influencers for startups to market your business.

BuzzStream

BuzzStream is the best micro-influencer platform. It helps identify sites from which to request links and makes this links-building process efficient and human. BussStream is made as a link-building tool which is the base of any work. BuzzStream is one of the easiest-to-use tools for tracking outreach.

NinjaOutreach

NinjaOutreach is an influencer marketing and lead generation software that enables you to find emails and automate their business outreach. NinjaOutreach tools are made up of the best tools to use in marketing outreach to save time. Tools like template builder, search tool, workflow builder, etc. are proving to be an excellent help in the work process.

BuzzSumo

BuzzSumo is a research and monitoring tool. It can help you to keep a tab on trends and market accordingly. BuzzSumo platform also allows the easy monitorisation of the competitor's activities and working patterns. Using this tool, one can easily learn about the trends in the market and the strategies applied by their competitors.

Brand24

Brand24 is a social CRM and internet monitoring platform. It monitors platforms like Facebook, Instagram, and Twitter. Brand24 is an online reputation management tool that makes social media monitoring much easier with its advanced tool kits. It allows the customers to know the social media hype around them by collecting data from multiple sources.

Influence.co

Influence.co is a website that allows Influencers and companies to find each other. It is more like a marketplace for influencers. It allows the influencers to have a professional place to register and the brands to get in touch with the best influencer as per their demand in easy steps.

Zoho

Zoho focuses on web-based business tools and information technology. So, you can use their tools to manage social media and marketing campaigns. Zoho is a CRM-based software that manages the task in automation mode and allows the business owners to have more efficiency in their work pattern with less time involved.

Klear

Klear is a social media analytics and intelligence platform that provides social data services for brands, agencies, and enterprises. It was earlier made as the analytics provider for the Twitter platform. However, now it owns the database of almost 200 social media profiles which is then again categorized into many different categories.

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5 Things to Look For While Choosing Micro-Influencers

Although, you must be clear about the advantages and limitations of this, here is a recap. While finding a micro-influencer, you have to remember the following points:

1. Comments on the post (read and observe them carefully).

It is very essential to have a complete idea about their work. But it is also very important to have an idea of how they are judged by the real audiences. The best idea for this can be taken from the comment section, where people share their opinions without much filter.

2. Engagement with their followers.

Micro-influencers are acknowledged because of their followers only. It is very critical to note how a specific influencer manages their relationship with their followers. Maintaining a good relationship and being in constant touch with them through different strategies pave the way to a higher number of followers.

3. The frequency of their posts.

It is not a compulsion to have the highest number of posts in a day to be called a good strategy. Instead, having a constant number of posts daily is a better strategy than having inconsistency in the daily post with no schedule.

4. The relevance of their niche and your product.

Just selecting a micro-influencer by their profile is not an ideal method to go for. Brands should consider the niche of the influencers and the product that needs to be marketed. If both fall in the same direction, then further things can be discussed.

5. The platform they will post on (Preferably, Consider Instagram, or YouTube).

Platform used for marketing also plays a crucial role in the development of the brand. Few platforms are universal, like Instagram, YouTube, etc. They are a universal platform as they have their engagement coming from people of all age groups and people of many languages. Few platforms are limited to the region or age group, which does not prove as a better option to market them.

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Conclusion

Although Micro-Influencers do not have much of an audience, they have the potential to give a pump to your new startup. Moreover, there is nothing wrong with giving a chance to some new influencers. However, keep a track of what will they do and how will they promote your product. If they did it wrong, you might have to pay for it. If you are still confused as to where to find them, you can go to Instagram directly and find the relevant hashtags. Or just go to some freelancing website and search for them.

FAQs

Why Micro-influencers are better?

Their audience is more targeted and dedicated to the influencer's identity, which makes them more attractive to potential sponsors than the big names in the niche. Micro-influencers are more affordable than experts or celebs with millions of followers.

What are micro-influencers in marketing?

A micro-influencer in marketing stands for those people who have selected a niche to promote to their followers. Typically any account having more followers than the normal account but limited to famous personalities marketing about a selected niche are considered micro-influencers in marketing.

Who is a micro-influencer?

Micro-influencers are those influencers that generally have larger followings as compared to any general account but their popularity is limited when compared to celebrities.

Why do brands use micro-influencers?

Micro-influencers can promote a product or the brand itself. They can easily compel the people in favor of the product which can lead to the increasing popularity of the brand and its product. Hence, micro-influencers are used by brands to promote and socialize themselves.