My Comprehensive Guide to Micro-Influencer Marketing
By samaresan@hubspot.com (Swetha Amaresan)
I recently purchased an adorable cable-knit sweater on TikTok Shop merely because I saw an influencer post about it.
The pull influencers of all followings have on social media users today is strong.
After all, 63% of consumers will likely buy products promoted by an influencer they trust.
In my role at Nickelodeon, I work in international influencer marketing, so I know how crucial an influencer strategy is to brands of all sizes.
However, we don’t always have the budget to hire the biggest influencers in the game. Enter micro-influencers.
In this guide, I’ll tell you everything you need to know about micro-influencers, including brands that are using them successfully and how you can connect with these individuals to promote your brand.
Table of Contents
Micro-influencers are social media users, unlike typical celebrities, experts, or public figures. They’re individuals who work or specialize in a particular vertical and frequently share social media content about their interests.
Unlike traditional “influencers,” micro-influencers have a more modest number of followers, but they boast of hyper-engaged audiences.
What is influencer marketing?
Influencer marketing occurs when organizations partner with content creators — users with thousands or even millions of followers — to promote their products or services to the content creator’s audience.
When brands partner with influencers, they can leverage the established trust amongst the influencer’s audience. Consumers are more likely to buy from someone they know, so influencers are extremely effective when it comes to strategies like word-of-mouth marketing or increasing social proof.
Brands often pay influencers to either post content featuring their products or sponsor their events, capturing the influencers’ large reach. However, organic content can also be achieved with some influencers if you establish a barter deal that doesn’t involve monetary payment.
Types of Influencers
Influencers are generally categorized into four groups based on their number of followers.
Nano-influencers
1,000 to 10,000 followers
Often, they’re regular people who have recently developed a higher following.
They are still on the smaller end and may not have the reach a brand is looking for, but their followers are dedicated and engaged in the influencer’s niche, authentic content.
Micro-influencers
10,000 to 100,000 followers
They are stronger than nano-influencers in terms of following while still maintaining a highly engaged audience.
Their content may still be niche, but they may be more likely to branch out to try new concepts and work on targeted marketing campaigns.
Macro-influencers
100,000 to 1,000,000 followers
These influencers are likely well-known by social media users and brands and may already receive several brand partnership requests.
While they have greater reach than nano- and micro-influencers, their content may have …read more
Source:: HubSpot Blog
