Micro influencer marketing is great for businesses who don’t have the budget to work with Macro influencers, and want to reach a more niche audience.
But what is Micro influencer marketing, how much does it cost, and why should it be part of your social strategy?
Read on to find out how you can leverage Micro influencers to grow your brand.
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What Is a Micro Influencer?
While they don’t have a massive following, Micro influencers have a significant social media presence, typically between 10K and 100K followers.
And unlike their Macro and Mega counterparts, Micro influencers often come across as more approachable and relatable.
Angela Onuoha is a perfect example of a Micro influencer whose built a community of beauty-lovers through her expert skincare and hair tutorials:
And Melanie Laurene, better known to her followers as an “Internet big sis,” frequently advocates for mental health and self-care on social media:
In both cases, each influencer has grown dedicated communities who trust them and the products they recommend.
Why? Because it feels like it’s coming from a friend — not a celebrity endorsement.
Connection is the name of the game when it comes to Micro influencers. And due to their authenticity, they receive a steady stream of comments, likes, and clicks.
Need help planning your next influencer marketing campaign? Download our FREE Influencer Campaign Kit to map out your goals, source the right influencers, and more.
How Much Do Micro Influencers Cost?
Since the influencer marketing industry is still fairly new, there’s unfortunately no universal one-size-fits-all pricing rule.
This means rates fluctuate based on the Micro influencer’s engagement rate, the length of the agreement, and the type of content you’re looking for (e.g. feed posts, Instagram Stories, Reels, etc.)
Case in point: the Influencer Pay Gap account posts anonymous messages from influencers showing how vast rates can be.
That being said, many digital marketers adhere to the one cent per follower (or $100 per 10K followers) rule as a starting point.
Taking this number into account, you should also consider:
- The influencer’s reach and engagement. The higher the engagement rate, the more they will cost.
- The amount of time and resources required to create the content you’re seeking. This includes setting up shots, possible outfit changes, and script writing.
- Length of the campaign. How often are they expected to post about your product or service?
- Usage rights, such as repurposing their content for your brand’s website, ads, or other platforms.
While Micro influencers aren’t pseudo-celebrities like those with larger followings, they should still be fairly compensated for their work.
Consider using the one cent per follower rule as a jumping-off point, conduct your research, and build a price tag from there.
Why You Should Work With Micro Influencers
Influencer marketing has become an effective way to drive sales and grow your brand on Instagram. In fact, it’s on track to become a $15 billion dollar industry by 2022.
In other words, the selling power of influencers is here to stay.
And though Macro influencers have a larger following, there are three key benefits to working with Micro influencers:
Benefit #1: Micro Influencers Are Typically More Cost Effective
For many small businesses, your budget may be too small to work with influencers who have 500K+ followers.
Enter the Micro (and even Nano) influencer — they’re more cost effective, and in some cases, may be open to working with you on an ongoing basis.
Skincare brand Hanahana Beauty, has an array of Micro influencers who frequently post about their products, like entrepreneur Nneka Julia:
Rather than paying only one Macro influencer, you can work with a handful of Micro influencers for a campaign or launch — reaching multiple communities and voices.
Benefit #2: Micro Influencers Have Niche Communities on Instagram
Compared to Macro influencers, Micro influencers have a smaller, yet more targeted audience.
Many Micro influencers only talk about one or two topics — a niche — which allows them to organically grow on social media.
They are able to connect with their community and know their followers well, similar to a friend or trusted confidante.
So, when it’s time to recommend a product or brand, the response will often be overwhelmingly positive.
This makes Micro influencers a great choice for brands looking to tap into a niche community and increase their social exposure.
Benefit #3: Micro Influencers Have High Engagement Rates
The Later x Fohr Influencer Marketing Report revealed that the less followers an influencer has on Instagram, the higher their average engagement rate.
Micro influencers have an average engagement rate of 2% across feed and sponsored posts:
In comparison, Macro and Mega Macro influencers have engagement rates fluctuating between 0.8% – 1.3%.
The takeaway? With steady engagement rates, supportive communities, and fees that better align with small business budgets, partnering with Micro influencers is a great way to optimize your marketing strategy.
FYI: Over 3.5M Instagram posts were analyzed to discover how an influencer’s follower count impacts their Instagram engagement, reach, and more. Sign up for the FREE report now!
How to Work With Micro Influencers
Working with Micro influencers can help drive traffic and sales to your business. Here’s how to get started:
Step #1: Outline Your Goals and Expectations
Before you start working on your Micro influencer marketing campaign, you should set your goals and define what metrics will be essential to measuring success.
Do you want to increase traffic to your website? Drive sales with a promo code or affiliate link? Raise brand awareness?
Spending time outlining your goals will help guide you in the direction of who to work with and what deliverables to ask for.
TIP: Make sure you outline a set budget at the planning stage too!
Step #2: Find and Verify Micro Influencers to Work With
When choosing a Micro influencer to work with, make sure they align with your target audience and brand.
You should ideally work with influencers who have high engagement rates, post consistently, and have a distinct personality or voice.
Here are a few ways you can find and verify influencers for your next campaign:
- Pay attention to your Instagram comments and tags. If someone is a real-life fan of your brand, it will feel like a natural collaboration when they promote your products to their followers.
- Monitor your branded hashtag. Similar to comments and tags, if a Micro influencer frequently uses your branded hashtag, they likely have a passion for your business and will be keen to partner on a campaign.
- Use third-party Influencer tools. To help narrow your search, use tools like Fohr and NeoReach.
- Ask the influencer to provide a verified Performance Report. As an official Instagram Partner, Later is a trusted source of performance data — making our Performance Report a reliable way to view an influencer’s key metrics. Chrissy Abram, Later’s PR and Influencer Manager, says: “It’s important to review an influencer’s analytics and ensure there is an authentic fit with your target audience.”
Learn how to create the perfect pitch for potential partners in our free 30-minute Influencer Marketing 101 course with Gretta van Riel.
Step #3: Negotiate Fees and Create an Influencer Agreement Contract
Now that you’ve identified a few Micro influencers you’d like to work with, what’s next? The money talk!
Most influencers will provide a rate card or a media kit with rates included.
As we discussed earlier, rates can fluctuate — so be ready to negotiate a fee based on your budget and expected deliverables.
When the fee has been agreed upon, you’ll need to create a contract that includes all relevant information, including:
- Payment — how much will they be paid? When will they be paid? Will there be other incentives aside from cash, like free products?
- Briefing materials — will you provide them with FAQs, descriptions of your products, and a caption guide?
- Content deliverables — will they be creating feed posts, Reels, Instagram Stories? How many?
- Deadlines — when do they need to send their content for approval? When do they need to post their content?
- Approval process for deliverables — how much feedback will you provide? What will the process be for approving their work?
- Length of the contract — how long is the campaign or partnership?
- Usage rights — will you use their content for promotional purposes or on other platforms? How long will you use their content?
- Exclusivity clause — can they partner with a competitor during the campaign?
- Endorsement Disclosures — how should they disclose your paid partnership?
- Cancellation clause — what are the requirements for either party terminating the agreement?
Step #4: Track and Monitor Results
It’s important to track, monitor, and measure the results of your campaign.
This way, you’ll be able to see how the content performed and use it to inform future campaigns — whether it’s working with the same Micro influencers, finding new ones, or setting up different goals.
There are two main ways to track content performance:
#1: Use Instagram’s Branded Content Tools
With Instagram’s branded content tools, businesses and influencers can work together in a more transparent and streamlined way.
The “paid partnership” label on feed posts and Instagram Stories adds a layer of authenticity and credibility, and is an additional way to disclose your collaboration.
As a business, you’ll be able to see the reach and engagement of the post via your Facebook Page Insights, making it easy to keep track of how their content is performing:
#2: Share Trackable Links With Influencers
Trackable links are great for seeing how your campaign is performing as a whole.
You can use an automated service (like Bit.ly) to generate and share links with your influencer partners. This is an easy way to keep track of clicks and engagement.
For a more advanced option, you can use UTM tagging — short for “Urchin Tracking Module.” It’s a unique piece of code you’ll add at the end of a specific URL link.
You’ll need a Google Analytics account to track the unique URL you’ll give to influencers to use — creating a more in-depth way to keep an eye on their posts’ performance.
Once you get to the reporting stage, it’ll be much easier to look at all the numbers and analyze the campaign’s success.
And there you have it — a quick guide to Micro influencer marketing!
With a smaller, more concentrated subset of followers, the power of Micro influencer marketing can boost your brand’s visibility, and drive traffic to your site.
Schedule, plan, and organize your social media content all in one place with Later. Sign up and get started today — for free!
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