Micro-Influencers Marketing | The Most Effective Channel of Marketing in 2020

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 definitely 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 can help startups to promote their services & products. Although you cannot reach those big influencers like CaseyNiestate 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?

micro-influencers marketing

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 own 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 are at a peak in this matter, though.

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Benefits of Micro-Influencer Marketing

  • 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 a 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 appear 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 only, however, most of the 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 definitely 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.

Limitations of Micro-Influencer Marketing

  • 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 of the micro-Influencers do not have 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 asking 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 efforts comes more time wastage.

Tools to find right Micro-Influencers

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

BuzzStream-  BuzzStream helps identify sites from which to request links and makes this links building process efficient and human.

NinjaOutreach - NinjaOutreach is an influencers marketing and lead generation software that enables you to find emails and automate their business outreach.

BuzzSumo - BuzzSumo is a researching and monitoring tool. It can help you to keep a tab on trends and market accordingly.  

Brand24 - Brand24 is a social CRM and internet monitoring platform. It monitors platforms like Facebook, Instagram and Twitter.

Influence.co - It is a website that allows the Influencers and companies to find each other.

Zoho - Zoho focuses on web-based business tools and information technology. So, you can use their tools to manage social media and marketing campaigns.

Klear-  It is a social media analytics and intelligence platform that provides social data services for brands, agencies, and enterprises.

What to look for while choosing Micro-Influencers?

Although, you must be clear from 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)

2. Engagement with their followers

3. The frequency of their posts

4. The relevance of their niche and your product

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

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Although Micro-Influencers do not have much of the 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.

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About Vidhi Punamiya

  • Mumbai
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