The Power of Micro-Influencers for Small Brands

Businesses have begun using social media marketing to promote their brands. Brands that don’t make use of this risk falling behind, as they won’t receive the same benefits as competing brands. Influencer marketing is one of the key strategies for using social media to grow your company. This is the practice of paying high-followed users of social media sites to endorse your goods or services.

The only issue with this kind of marketing is that it can be costly to get the most well-known influencers, who typically charge more than £10,000 for each post if they have over 500,000 followers. If you’re a small business who is unable to afford this, there is a cheaper solution. If you’re looking to target a specific niche market, micro-influencers may be more advantageous as they charge less for each post.

This guide will examine the power of micro-influencer marketing and demonstrate how smaller accounts can use it for a greater brand impact.

Understanding Micro-Influencer Partnerships

Micro-influencers are social media users who have followers that range from 10,000 to 50,000 and have reached the point where they can charge brands for posts. The more followers a user has, the higher the price they can request for sponsored content. Small businesses can function on a budget to secure the post by looking for services from users that have up to 30,000 followers.

The power to target specific niches is a big advantage of micro-influencer partnerships, as they will have a more focused audience which macro-influencers won’t have. For example, if you have a gaming service or product, you should look for influencers that already have that type of content on their page as they will have the right audience.

The Benefits of Using Micro-Influencers

Authenticity

Using micro-influences can add more authenticity to your brand, as they are considered to be more trustworthy than influencers with higher follow rates. Working with an influencer who is more passionate about your brand will help build trust for the service or product, as their followers are more inclined to believe them.

Cost-Effectiveness

The cost of influencer marketing increases depending on the number of followers. Small businesses can capitalise on this by targeting influencers that have a smaller follow rate, as they will be the more cost-effective solution. You should take a look at your budget to see what level of influencer you can afford.

Niche Audience

Micro-influencers can target particular demographics and reach niche markets. The promotional content is more likely to reach an audience that will take action on the brand’s website, this can result in higher engagement and conversion rates. These actions may consist of filling out a website service enquiry form or purchasing an item.

Finding the Perfect Micro-Influencer

Brand Values

Considering your brand’s value, what sets you apart and the target market you need to reach will assist you in choosing the ideal micro-influencer. What you want to offer your audience about your brand’s value should help your search for an influencer.

Keyword Research

Searching keywords and hashtags that relate to your brand on Instagram, Twitter and TikTok can help you reach the part of the platform where your target audience has gravitated towards. You need to find keywords that are often searched by users to find the best results, as these will also be searched by your competitors.

Trust the Algorithm

The Explore page on Instagram and TikTok will display other relevant influencers if you spend enough time scrolling through them in the algorithm. You can also scroll through micro-influencers that you already like to see if they have collaborated with any other influencers that you can also work with.

Follower Interest

You need to ensure that you choose influencers whose followers could have a genuine interest in your brand. There’s no point in choosing a beauty influencer to promote a gaming brand, as their followers won’t care. Taking the time to look at a range of influencers, how they interact with their audience and what type of content they usually post will help you make the perfect choice.

Marketing Agency

If you are struggling with locating a micro-influencer for your small business, you can hire a digital marketing agency to help you with this. They are experts in the field, so they are proven at achieving results in this area which means that you aren’t gambling your money. These agencies can also help you with other areas of your marketing strategy.

Conclusion

Micro-influencer marketing is a powerful and affordable option for small businesses seeking to expand into new markets and build relationships with niche audiences. Establishing a personal connection with their followers enables influencers to enhance brand authenticity, boost engagement and increase conversion rates. Choose an influencer who will give your brand the best opportunity to expand within your target market, while also fitting into your budget.

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