The boom in social media marketing has made collaborating with large influencers a luxury available to few brands. For this reason, micro-influencers have become the key alternative for brands that want to advertise on social networks without investing a lot of money and with direct attribution.
Even if they are ordinary people, they have managed to create a committed community of followers with the content they generate. Several studies show that they achieve greater engagement with their publications than macro-influencers, and reaching millions of followers has become a difficulty when it comes to reaching a segmented and specific audience for a brand.
In this article we tell you how micro-influencers can be used to increase conversions in social networks and digital marketing.
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Micro-influencers and their importance in digital marketing
Micro-influencers and their importance in digital marketing
Micro-influencers are individuals who have between 1,000 and 100,000 followers on social networks. Unlike traditional influencers, who tend to have millions of followers, micro-influencers have much smaller but highly engaged audiences with similar interests.
The importance of micro-influencers in digital marketing is based on the fact that they can be a very effective tool to reach more specific audiences and niche markets. Because they have a smaller, segmented audience, micro-influencers can have a much closer connection with their followers and generate greater trust and credibility in their recommendation of products or services.
In addition, micro-influencers are often more accessible to small and medium-sized businesses that do not have the budget to pay influencers with large followings. Micro-influencers may be less expensive, but they are no less effective in terms of creating engagement and conversions.
Why are micro-influencers effective in increasing conversions?
Here are some reasons why working with micro-influencers is effective and can help increase conversions.
Niche specific: They are usually highly focused on specific niches, which leads to a more engaged and relevant audience for the brand. The brand can reach a highly targeted audience and increase the chances of conversion.
Audience engagement: They have a very strong connection with their audience as they generally respond to comments or direct messages. The brand can increase engagement with the audience and encourage conversion through closer and more personalized interactions.
Authenticity: They are usually more authentic than traditional influencers, which means that their audience trusts them more because there is more closeness. The brand can take advantage of this authenticity they have and increase the audience's trust in their product.
Cost-effectiveness: They are less expensive than traditional influencers, which allows brands to work with several micro-influencers instead of working with just one. By working with several micro-influencers in different niches, the brand can reach a much wider audience and increase the chances of conversion at a lower cost.
You can establish long-term relationships: Asking macro-influencers for a long-term relationship implies many conditions for brands, in addition to a large economic investment. On the other hand, when working with people with smaller follower sizes, they are more receptive to long-term engagements. In this way, we get followers to become familiar with the business through these profiles.
A clear example of how effective micro-influencers are in increasing conversions is a Sephora campaign. The brand leveraged the benefits of collaborating with micro-influencers, such as makeup artist @muamason, with its #SephoraAquad beauty influencer program. During the campaign it engaged 73 beauty micro-influencers to post content about its products and share honest and candid reviews while in return, they received free products or samples. As a result of this campaign, the company increased its sales and engagement after only 1600 posts.
How to choose the right micro-influencers
Choosing the right micro-influencers for a digital strategy is key to the success of any campaign. Here are some tips when choosing:
Define the objective: Before starting to look for influencers, it is important to be clear about what we want to achieve with the campaign: brand awareness, boost sales, create brand image, etc. By establishing this objective, we will be able to determine which micro-influencer can help us achieve it.
Search for relevant micro-influencers: It is also very basic to look for people who are relevant to the brand and its audience. It consists of finding those who fit with the market niche we want to reach. It is necessary to research about the topics they address, their content style and their target audience.
Verify authenticity: It is essential to make sure which people we are going to work with and check their authenticity. When choosing these profiles, it is essential to review the profile and its publication history.
Analyze their engagement: Engagement is a very important indicator of authenticity and engagement with these micro-influencers, as well as the quality of interactions. It is important to know that engagement can vary according to the size of the account and the market niche.
Communicate with micro-influencers: Once these people have been identified, we need to communicate with them to discuss the details of the campaign. It is important to make sure they understand the expectations and objectives of the campaign.
When choosing the right micro-influencers, it is important to consider their relevance, authenticity, engagement and communication. By doing so, you will be able to select micro-influencers that can help your brand achieve its goals and increase its reach and engagement with the audience.
What is the relationship between micro-influencer marketing and organic services
Micro-influencer marketing and organic marketing services are closely related as both focus on reaching a target audience through authentic means.
Micro-influencers are individuals with a high impact on their audience due to their authenticity and their ability to connect with their community of followers. Typically, micro-influencers have a highly engaged and loyal audience who value their opinion and trust their recommendations.
On the other hand, organic marketing services consist of creating authentic, quality content that resonates with the audience and generates engagement and conversion. This type of strategy focuses on attracting users by generating content that inspires them and provides value, rather than interrupting them with traditional banner ads.
An effective organic marketing strategy could include collaborations with micro-influencers who are relevant to the brand. These can help spread the brand's message and build trust and credibility with the audience, which helps increase reach and conversion.
At Adsmurai, we offer the organic service to help you boost your brand's digital communication. We develop your strategy and implement PR actions in which the brand story is defended or amplified by a group of micro-influencers or internal ambassadors.