Large companies collaborate with influencers to promote a particular product because this form of marketing is pivotal to brand success. Influencers have a network and are able to share a brand’s message with their audience. However, not all companies can invest in a costly program or there might not be an opportunity to collaborate with top tier influencers since they often prioritize paid promotions during busy seasons, such as the Holidays.
A company that is looking for budget friendly opportunities can develop a micro-influencer program and use it as an alternative tactic to receive results. In the end, collaborating with micro-influencers means their audience is smaller and more engaged, resulting in a close-knit community.
So what is a micro-influencer? A micro-influencer is someone with a smaller audience, less than 10,000 followers. They are everyday people who post about their passions and have niche audiences that hold similar interests. It is essential to ensure that your product perfectly matches with the influencer’s interests, passions, location, etc. The most important thing is not to pay attention to the quantity of followers but rather the engagement rate. It is a positive sign if the audience engages with the micro-influencer and vice versa – this shows mutual interest in shared content!
Seeding samples to a diverse range of micro-influencers is a powerful way to connect with consumers. The result is genuine content that is shared with like-minded consumers and with those who have shown interest in relatable topics. It is also a powerful method to garner authentic content for your brand across multiple platforms and on a continuous basis.
There is also the budget component to consider. Would you rather spend your quarterly budget on one YouTube review or with an army of micro-influencers who will produce genuine content across a diverse range of audiences?
Word of mouth marketing is powerful in itself and this is why micro-influencers are key to brand awareness.