Written by Dhariana Lozano

June 8, 2017 at 12:00 am

Does Working with Micro Influencers Bring in Big ROI?

Working with influencers is a great way to gain exposure for your brand or business. But can micro influencers really bring in ROI? Let’s break down the benefits of working with micro influencers.

What Is A Micro Influencer?

When it comes to social media marketing, an influencer is an individual who has established credibility, can have an effect on purchase decisions, and usually has amassed a large audience following.

A micro influencer still has all the attributes of an influencer but with a  smaller audience base. The parameters that define a micro influencer can fluctuate depending on who you ask. I consider an individual a micro influencer when they have a following of 5,000 – 50,000 followers but in general someone can be considered a micro influencer if they have fewer than 100,000 followers.

Benefits Of Working With Micro Influencers

There are many benefits to working with with smaller influencers. Here are some ways for higher micro influencer ROI.

  • They have higher engagement rates. Many studies have shown that as follower numbers increase, engagement rates decrease. This means working with micro influencers, who’s audiences haven’t ballooned yet might bring higher ROI for you brand.
  • They are usually specialize in a niche: Another way micro influencer ROI can end up being higher than when using a larger influencer is that many times micro influencers have very specific niches. This means a more highly targeted audience – which leaves you with higher conversions.
  • They are usually perceived as more authentic. Micro influencers are usually perceived as more authentic by their audience than larger influencers.
  • They are looking for opportunities. Micro influencers are most likely in an earlier stage of building their presence. This means they are more open an eager to work with brands to both build their credibility and begin to monetize their audiences.
  • They will cost you less. Micro influencer ROI can outperform larger influencer ROI because it will cost you less to work with micro influencers. Many times larger influencers have already started to monetize their following, which may mean they are charging for endorsements on their channels. Since micro influencers haven’t reached that point yet, they will be less expensive to work with requiring smaller fees or will be open to post in exchange for a product or service. Devise your micro influencer compensation package before reaching out.
Agorpulse Mirco Influncer ROI - DhariLo

Micro influencers are perceived as more authentic. Their smaller, more niche audiences are engaged with the content and products presented by the influencer.

How To Find Micro Influencers

To ensure high micro influencer ROI, the first step is to find the right influencers for you brand. Find influencers that relate to your product or service, with an audience that is engaged and responding to said influencers’ posts.

Dive in and quality check people liking and leaving comments to verify that they are your target audience. Make sure the micro influencer complements your brand’s voice and visual aesthetic. Here are some ways you can go about finding the right micro influencers for your brand.

Start with your own following

You may have some micro influencers already interacting with you online! Browse your social media posts and take a look at who the top users interacting with you are. Take a look at their profiles and notice their follower numbers, and how engaged their audience is.

You can use a tool like the Twitter Report Card to see just how active a Twitter user’s followers are. See the differences between these two juvenile fiction authors with very similar follower counts?

Twitter influencers

Put your detective hat on

Another way to find micro influencers that will get you a good return on your investment is to do a little research. Remember that micro influencers are usually dialed into specific niches. Try researching industry specific hashtags or keywords. You can use built in search tools like the Explore tab on Instagram to help you discover posts that are popular under your specific keyword. Once you find a good micro influencer take a look at their posts to take note of what other hashtags they are using to lead you to more influencers.

After you’ve found your micro influencers keep track of them and interact with their social media accounts regularly to start building a relationship. The process will help the influencer get familiar with your brand so this won’t be a cold contact when you finally reach out.

Create an Excel or Google Sheets list or use a tool like Agorapulse to help you keep monitor micro influencers and their posts. Agorapulse makes the process streamlined with “tags.”  Tag users as “microinfluencer” to help you keep track of relevant accounts and conversations.

finding microinfluencers

Reach out and touch someone (but not in a sleazy way)

Reaching out to micro influencers can be really easy! You can send them a message on the platform you’ve been interacting with them on or send them an email. Many influencers will list their email addresses on their profiles or will have contact forms on their sites. When sending them an email or message make sure to introduce yourself, and let them know why you think they’d be a good fit for you campaign.

teams and agencies

So How Can I Gain Micro Influencer ROI?

There are many different campaigns you can run to gain micro influencer ROI.

  • Sharing Tips: Ask your influencer to share tips about their area of expertise with your following. Make sure they invite their audience to your channels to follow along. This campaign is great for growing your following with targeted audience. You might want to enlist someone who already creates lists or tutorials for this kind of project.
  • How Tos: Work with a micro influencer to create content around different, innovative ways to use your product.
  • Announcements: If you want to make a big splash announcements are a perfect reason to try micro influencers. Work with several to break news to so many new eyes!
  • Product Reviews:  Microinfluencers care about the quality of the content they share with their audience, and their followers know it. Getting the right influencer to review and recommend your product can help with brand awareness and sales.
  • Giveaways: Partner with a micro influencer (or a few) to create or promote a giveaway for your brand, increasing the visibility of the campaign.
  • Content Partnerships: You can work with micro influencers to create content for your brand and share on their social media networks.
  • Account takeovers: Account takeovers are another great way to gain high micro influencer ROI. Since micro influencers have very engaged audiences they’re perfect for takeovers in which they influencer posts from your brand’s account for a day. The idea is that they invite their audience to your brand’s channels for the exclusive content.
microinfluencer outreach

Content partnerships with micro influencers can enforce the authority of your brand while bringing new eyes to your social media accounts.

Bringing in micro influencer ROI can be an easy way to grow your following and gain awareness for your business. it’s also a good way to ease into influencer marketing.

Will you try to partner with micro influencers for your brand this year? Let me know in the comments!

 

Dhariana Lozano

Social media and digital engagement professional with 7+ years experience in both B2B and B2C industries. Living and blogging from NYC on DhariLo.com, Co-founder at SupremacyMarketing.

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