Micro influencers and how to make them part of your digital strategy

25 August 2022 | Communication

What is an influencer?

The term refers to people who have the ability to contribute to consumer decision-making. Their authority has a very simple principle: recommendation. People tend to buy products or services more easily when they have been recommended by someone close, a family member or friend. We tend to follow the suggestions of people who share our tastes and needs, so establishing trust is vital. In the digital realm it is no different: according to Rakuten, 87% of consumers are inspired by an influencer to make a purchase.

What is the difference between micro and macro influencers?

Macro influencers are highly recognized figures in the public sphere; on social networks they have more than one hundred thousand followers and, in general, their lifestyle is aspirational for most.

In contrast, micro influencers have less than 100,000 followers which allows them to have a greater interaction with their audience. This is one of their greatest advantages, because although they have an important scope, they still generate engagement. Furthermore, the relationship they establish with their followers could be compared to a friendship: they are seen as ordinary people who carry out activities similar to those of their audience, or at least share “real life” problems, which creates closeness.

Why consider micro influencers in my digital marketing strategy?

Some advantages of this type of influencers are the following:

● They have great credibility, since they are often consumers of the brand they sponsor.

● This very closeness to a brand makes it more likely that they will make follow ups on what they publish.

● They can introduce a brand in niche markets.

● They have the ability to generate publicity that feels natural, in the form of recommendations.

● Their engagement allows higher conversions.

● The cost per mentions is significantly lower than macro influencers, so the ROI is higher.

● They already have a segmentation of their audience

● Ya cuentan con una segmentación de su público.

Micro influencers and how to make them part of your digital strategy

How to choose the ideal micro influencer for my brand?

Although the number of followers is important to measure how many people your message could reach, it is not the only thing to take into account.

● Micro influencers should share your brand’s values.

● Their audience and content are aligned with your brand and consumer.

● They must have credibility with their audience.

● They regularly publish quality content and interact constantly with their followers.

● They take care of their personal brand and their reputation

Recommendations

Finally, your marketing strategy doesn't end with finding your perfect micro influencer. As with any other type of strategy, the goal is to work closely in creating a content calendar that meets the needs of both parties. Try to establish the objectives and expectations of the campaign that you will create together from the beginning, as well as the payment. While some micro influencers agree to make mentions in exchange for products or services, others may request financial compensation. Since they are managers to their own personal brand, they already have a well-defined voice to reach their audience, so it is advisable to give them creative freedom in the creation of the content, although establishing very clearly the message they are trying to convey.

Influencers can give very good results in a digital strategy, so there is no reason to stop considering this alternative to more traditional media to reach the final consumer.