How to Use Micro-Influencers For Your Small Business

By Andrew Gazdecki

influencer small business

You probably know that word-of-mouth is the most valuable form of marketing out there. With 92% of consumers trusting referrals from people they know, one way to generate word-of-mouth is by transforming your loyal customers into brand advocates. But this is not the only way! Companies have been turning to influencers for help. Simply stated, social media influencers carry influence over others that they wield through social media. Consumers trust their favorite influencers in the same way as they trust friends and family. In fact, according to Twitter research, 49% of consumers seek purchase guidance from social media influencers.

How to incorporate influencer marketing as a small business?

You don’t need a Kim Kardashian to promote your app (but if you know her, it can’t hurt to ask!). A newer concept known as micro-influencer marketing recently joined the scene. It’s the same concept as influencer marketing, but on a smaller scale: you partner with influencers with smaller followings to promote your local business with authentic posts of sponsored ads. According to Hubspot: “They’re individuals who work or specialize in a particular vertical and frequently share social media content about their interests.”

You might think it’s counterintuitive to use micro-influencers, as their following might be smaller than yours. However, there are severals reasons to believe micro-influencers can get better results for your local business.

First, micro-influencers have better engagement rates. In fact, Markerly’s Instagram research found that as an influencer’s numbers of followers increases, their number of likes and comments decreases. As a result, they recommend brands pursue micro-influencers with Instagram followings in the 1,000-10,000 range. Companies will achieve higher engagement rates by following this strategy.

influencer marketing


Not only will micro-influencers have higher engagement, they will also have a highly targeted audience. Here’s an example: if a brand like Barkbox partners with Kylie Jenner (who has several dogs), they will reach a very large audience on Instagram. However, many of her followers might not be interested in dog products. Barkbox instead partners with Instagram dog influencers. These accounts, while popular, come nowhere near the following of a celebrity like Kylie Jenner, but the followers are definitely all dog lovers. So the promotion has a much higher chance of leading to conversions, i.e. people buying Barkbox products after seeing the sponsored content. In this case, a micro-influencer allows the brand to connect with the right audience.

barkbox influencers

Which micro-influencers should you go after?

You will have to spend some time conducting research into influencers that align with your brand’s identity and narrative. Would this person use your product or service in their daily life? Do they embody your brand’s story? You want customers to understand and appeal to your brand through the chosen influencer. It’s not all about the number of followers and likes. The better the fit, the more effective the influencer marketing campaign.

This might seem obvious, but make sure you are looking on the platforms that your target audience Go to the full article.

Source:: Business 2 Community

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