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What is a 'micro-influencer' and how important are they to your digital and social media plan?
'Micro-influencer' sounds like a variation of the mini-me character from the Austin Powers movies, but the term refers to individuals or organizations with smaller followings and more targeted content. They may not even consider themselves a digital or social media influencer, and often do not require free product or payment.
These influencers have a genuine connection with their audience. They are often experts in a particular field or deeply involved in one specific industry.
Tips for Identifying Micro-Influencers and fostering their support
Off-the-Shelf Influencer Tools - They tend to focus on influencers with a high follower count. These influencers are more likely to require complimentary product or payment and represent multiple brands. A proactive initiative across your enterprise to identify micro-influencers based on content that captures your/their attention is a better approach.
Foster Organic Content - Today’s customer typically reacts negatively to an obvious sales pitch. Provide your micro-influencers with a steady flow of both industry and product related news, videos, statistics and tips that align with their preferred subject matter. Then sit back and let their posts evolve organically. They know what resonates with their followers.
Don't Micro-Manage Micro-Influencers - These individuals or organizations can be effective ambassadors for your brand, and respond negatively to excessive contact or pressure. Cast a bigger net and work with more micro-influencers.
Reach can be deceiving - Reach equals potential viewers, whereas Micro-influencers tend to place more emphasis on retweets, shares, comments and likes. These metrics are better indicators of true engagement by their audience. A study by HelloSociety indicates micro-influencers have 60% higher engagement than their influencer counterparts.
Last tip - Consider engaging with a media intelligence firm that knows your industry and can contribute to the process. In other words, join a work in progress instead of building your own silo. (Sorry for the shameless self-promotion)
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