In a Sephora store, someone suggests a product that fits your skin perfectly. While deciding, you see Rihanna’s new post on Instagram. She’s sharing how to use the best foundation, perfect for your skin too. Suddenly, you’re unsure what to buy. Do you go for the brand’s choice or Rihanna’s? This shows the power of influencers in marketing. They can make us pause and reconsider our choices. And here’s the twist: they don’t need to be as big as Rihanna to sway us. They just need a substantial online following in their area of expertise to be seen as credible.
Key Takeaways
- Micro-influencers have followers ranging between 1,000 and 100,000.
- Micro-influencers have 22.2 times more conversations about purchasing decisions with their followers compared to average consumers.
- 82% of consumers are likely to follow the recommendations of micro-influencers.
- Micro-influencers have higher engagement rates than other types of influencers.
- Working with micro-influencers can be cost-effective for startups and small brands.
What is a Micro-Influencer?
A micro-influencer has between 1,000 and 100,000 followers. They create content in a specific area that’s useful to their audience. People follow them for advice on lifestyle and products.
Users not only enjoy their content but also actively interact with them. This makes micro-influencers unique in the social media world.
Definition of a Micro-Influencer
Micro-influencers stand out for the high engagement they get. They have more conversations about what to buy with their followers weekly. This happens 22.2 times more than with an average consumer.
82% of consumers are happy to take the influencer’s advice. Interestingly, their online presence is stronger than an average user. Yet, it’s not as huge as celebrities or macro-influencers.
Follower Count Range for Micro-Influencers
Micro-influencers reach up to 100,000 followers. They focus on niche topics, unlike macro-influencers. This focused approach is one of their key strengths.
Differences Between Macro and Micro-Influencers
One big difference is in their follower count. Micro-influencers have a smaller but more involved audience. Macro-influencers, on the other hand, are often celebrities with massive followings.
Examples of Micro-Influencers
Do you know what a micro-influencer looks like? Let’s check out some examples to understand better.
Getting Growth (@gettinggrowth)
Johannes Kanter runs the Getting Growth account on Instagram. With 35,000 followers, he’s a well-known micro-influencer. His posts, often with 90 comments, show high engagement. People really seem to like his content with an average of 1,000 likes per post.
Maija Silova (@Silovamajia)
Silova is a TV host, fashion journalist, and digital creator. With around 30.5k followers, she’s a notable micro-influencer. Her posts get about 900 likes, and fans regularly leave comments.
Benefits of Working with Micro-Influencers on Instagram
Today, trust is huge for consumers. 7-in-10 say they pick products from brands they trust. In the old days, getting a celebrity to endorse your brand was the key. Now, the trend is working with micro-influencers. They’re seen as everyday people. And consumers believe in them more because they aren’t seen as selling out for money.
Accessible to Startups and Small Brands
Micro-influencers are seen as experts in what they do. Their content focuses on specific topics for fans with similar interests. Their engagement rate is high, around 8%. This is more than the 4.5% macro-influencers usually get.
Producing Relatable and Valuable Content
Small influencers help get your product’s message to people who are ready to buy. Their audience is smaller but more focused. This means they can help you reach people who are keen to listen.
Getting High Engagement Rates
People like micro-influencers because they are real and relatable. When they recommend a product, their followers are likely to become solid leads. Plus, their posts can improve your website’s search ranking.
Reaching an Already Segmented Audience
Micro-influencers talk about very specific things. This lets brands target unique groups of people. Although their reach is small, working with several of them can spread your message widely.
Cost-Effective
It’s cheaper than you think to hire micro-influencers for marketing. For example, BrandBacker has 20,000 of them who will post for $20-$30 each. They cost much less than well-known celebs and big influencers.
How to Find Micro-Influencers on Instagram
Finding the right influencers is tough. Most marketers struggle with this too, with 73% finding it hard. Start by looking at popular hashtags for your brand. Hashtags not only make posts visible, they’re also a tool for exploring. By looking through content similar to yours, you might find micro influencers to team up with.
Identify Popular Hashtags Relevant to Your Niche
An example is searching #skincaretips on Instagram. This approach helps in finding micro influencers in your specific industry. Using hashtags is a smart way to locate content creators who already share your brand’s interests.
Use an Influencer Discovery Tool
Looking for the right micro-influencers demands a smart approach. Using an influencer discovery tool changes the game. Tools like Modash give you a wide influencer databases. They cover creators on Instagram, TikTok, and YouTube with 1,000 followers or more. So, you quickly get a list of micro-influencers that meet your needs.
Modash allows detailed searches for micro-influencers. You can look for them by their follower numbers, where they’re from, gender, language, and more. You can find out about their audience, how they engage, and check if they have fake followers. You can even see their top posts and hashtags.
| Influencer Discovery Tools | Key Features |
|---|---|
| Modash |
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| Kitly Business |
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| HypeAuditor |
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By using these tools, you make finding micro-influencers easy. Plus, you boost your influencer marketing. It’s all about maximizing your strategy by connecting with the right people.
Leverage Search Features and Hashtags on Social Media Platforms
Hashtags are key for creators to share their work widely. You, as a business, can use this method too. By searching for specific hashtags, you can find micro-influencers who match your brand’s values. Users often track and explore hashtags to see more content on a topic. This makes hashtags a great way to locate micro influencers on social media.
Size Hashtags
Begin with “size” hashtags to spot micro-influencers. For instance, #microinfluencer identifies those with around 10,000 to 100,000 followers.
Category Hashtags
Then, look at “category” hashtags that fit your field, like #skincareinfluencer or #beautycreator. They lead to micro-influencers working in that area.
Location Hashtags
Using “location” hashtags helps find micro-influencers from specific places. These could be #nyccreator or #parisinfluencer for local talent.
Keyword Search on YouTube
To search for micro-influencers on YouTube, start with keywords your viewers might use. For example, try “sustainable fashion brands UK” on YouTube to pinpoint fitting micro-influencers.
By using mixtures of different hashtag types and keywords, you can effectively employ hashtags. This will help you find suitable micro-influencers for your brand and its goals.
Find Micro-Influencers Creating UGC for Your Brand
Micro-influencers search for new products to help their audience. They create user-generated content (UGC) for brands they admire. Look for creators posting reviews about your products or mentioning you. They might find your brand and merch interesting. For instance, beauty micro-influencer Lily shares casual photos of her day, including BlendJet in her posts. She has over 26K followers and is a great fit for BlendJet because she already uses their product.
Finding micro-influencers who already interact with your brand leads to real partnerships. These influencers may actively promote your products to their followers because they like your brand. Using micro-influencers as brand advocates boosts your marketing. It helps you reach new potential customers naturally.
Micro-influencers have an average engagement rate of about 8%. This is higher than macro-influencers, who often achieve only 4.5%. Their high engagement means they can drive more meaningful interactions and sales for your brand. Partnering with micro-influencers for UGC lets you reach their strongly-engaged followers. This can help you build stronger connections with your audience.
Find Adjacent Niche Micro-Influencers
Working with niche creators helps in expanding your influencer marketing efforts. For instance, for a business that sends out healthy meals, fitness influencers make a good fit. Yet, busy moms are also ideal, as cooking healthy is tough for them. Metabolic Meals got this and teamed up with both types of micro-influencers. They ranged from athletes like Allison to moms like Sharon. Instead of sticking to one type, look for micro-influencers in related categories too.
| Micro-Influencer Characteristics | Statistic |
|---|---|
| Typical Follower Range | 10,000 to 100,000 |
| Key Platforms for Discovery | Instagram, TikTok, YouTube |
| Engagement Rate | Around 8% (higher than 4.5% for macro-influencers) |
| Weekly Purchasing Conversations | 22.2x more than average consumer |
| Consumers Likely to Follow Recommendations | 82% |
| Average Collaboration Cost | $80 to $400 |
| Micro-Influencers Recommending Products | 74% |
| Consumers Believing Influencers Explain Products Better | 92% |
how to find micro influencers
Like a micro-influencer? Find similar ones by looking at who they follow. These are likely to share their audience and create similar content. Or, keep scrolling through Instagram and TikTok until their kind starts popping up in your suggestions. Check if your favorite micro-influencer works with people who are alike.
Find Doppelgangers of Micro-Influencers You Like
There’s a close-knit group in the influencer marketing field. So, you can ask influencers you know for suggestions. This way, you might find micro influencers similar to your favorites. It’s a great way to expand and find more micro influencer lookalikes.
Ask for Referrals
Use your network to get micro influencer recommendations and micro influencer referrals. This method is great for finding the perfect micro-influencers for your brand. By working with your current influencer partners, you can find those who are well-suited to collaborate with.
Work with an Influencer Marketing Agency
The influencer marketing industry is full of agencies ready to assist you. They can find the right micro-influencers for your brand. Working with a full influencer marketing agency can benefit you a lot. They are experts, so your money is well-spent. They also take care of a lot for you. This includes looking for influencers, managing payments, and keeping up professional relationships.
There are some downsides too. It can be costly to work with an agency. Also, there’s a chance they might not have enough micro-influencers for you. But, if you can afford it, carefully choosing the right agency can solve many problems.
| Benefits of Working with Influencer Marketing Agencies | Potential Drawbacks |
|---|---|
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Teaming up with a skilled influencer marketing agency has its perks. They help you understand this complex world and connect you with a variety of micro influencers. This makes the daunting task of selecting the right creators easier. Doing this helps you achieve your marketing goals with more ease.
Conclusion
In today’s world, social media marketing changes fast. Micro-influencers are now key for brands targeting specific groups. They offer a cost-friendly way to raise brand awareness and sales. To choose the best micro-influencers for your brand, start by knowing your audience. Set clear goals for your campaign. Pick the best social media sites and use the right hashtags and keywords. Look into influencer marketing tools. Check how well they engage with their followers. Make sure their content is good. See if they’ve worked with other brands before. Contact them in a friendly way. Build a good relationship with them. Keep an eye on how well they perform.
Following these steps will help you find the right micro-influencers for you. This summary of finding micro influencers gives a great plan to work with micro-influencers well. Keep in mind the micro influencer marketing best practices we talked about. And always focus on finding micro-influencers who truly connect with your audience.
Using micro-influencers can really change how your brand does on social media. If you follow the advice in this article, you can use micro-influencers to their maximum. This way, you can make strong, long-lasting relationships with your audience.
