Less is More: Working with Microinfluencers
In recent years, influencer campaigns have become an extremely important component of integrated marketing plans, especially for consumer-facing products or services. While earned media is a great way to get your company’s message in front of a key audiences, influencer marketing has risen as a critical channel for most communications programs, as it helps get brand stories in front of new, targeted audiences that match key demographics.
However, you need to be thoughtful about how you engage influencers for communications objectives. It’s not enough to pick a handful of influencers with six-figure follower counts and call it a day. When identifying the right influencers to engage with, it turns out that bigger is not always better – Brands have increasingly made the shift to working with microinfluencers, as opposed to traditional influencer channels with massive follower counts.
So what is a microinfluencer?
While there’s no exact definition for what constitutes a microinfluencer, they’re colloquially known in the industry as an online personality or influencer with a follower count roughly between ten thousand and a hundred thousand followers.
For a long time, the common approach to working with influencers was simple: the more followers, the better. But engagement and impact figures actually show the opposite. Typically, posts see the highest engagement (likes and comments on posts) when an influencer has around ten thousand followers. Engagement rates typically drop off just after that.
While there are a few reasons why this might be the case, the primary theory is that an audience typically feels more like a tight-knit community when influencers have smaller follower counts, so individuals are more likely to engage in comments.
The trend towards micro influence is incredibly valuable for marketers and PR professionals. The average cost to be featured in a microinfluencer’s post is 180 dollars, compared to the average 250 thousand dollars it costs for a feature on a macroinfluencer’s social media. Not only is the cost lower, microinfluencers typically have hyper-specific audiences, ones who belong to specific demographics, or who are passionate about specific industries, which make them effective partners for the right campaign.
When determining which influencers to work with for a specific campaign, narrow in on which audience you’d like to connect with, who will be particularly receptive to the brand story you’re telling. Who is the best influencer to engage with this audience and tell this story?
What tools can help?
There are a number of tools out there to help PR and marketing folks find the right influencer to tell their stories. Whether you’re looking to reach an enterprise audience, consumers, or a specific professional demographic, there’s a platform out there that can help track down and engage with the key influencers in a given space.
However, as helpful as influencer trackers and tools like Traackr and Insight Pool can be, tools are just the first step in the engagement process. Just as PR teams develop relationships with reporters, communications professionals should be sure to maintain strong relationships with social media influencers so the partnership feels less transactional, and more genuine.
Interested in learning more?
Just like earned and owned channels, influencer campaigns can have a massive impact on sales and revenue when executed thoughtfully and strategically. If you’re interested in up-leveling your brand message with the help of influencers, and need help getting started, reach out. We’d love to learn more about how we can help tell your story.