Fun fact: 83% of shoppers like to check out brands that their friends recommend.
It’s basic human nature: If you want to bring more people to your party, invite the popular kids. Similarly, on Instagram, if you want to generate tons of attention, your brand should focus on engaging as many influencers as possible to post about your products.
But this tactic is so overdone at this point that many shoppers don’t trust influencer endorsements. That’s where micro-influencers come in.
What are micro-influencers?
Micro-influencers are social media users with about 10,000 to 50,000 followers. Often known for having a more engaged and loyal following of brand advocates, with micro-influencers in your corner, you can extend the reach of your brand that much more effectively.
When you’re choosing micro-influencers that you want to work with, think outside of the standard box. Some of the most successful campaigns don’t necessarily come from the biggest names, but instead from niche micro-influencers like photographers and models.
These micro-influencers’ may not have as big of a reach as your favorite celebrities, but they do have a highly engaged base of followers. Micro-influencers invest heavily in their community, which is why when they post about a product or brand they love, people listen.
In fact, 83% of customers say that when they see someone in their network post about a brand, it influences their chances of checking it out.
How to engage with micro-influencers
A few tips for engaging with micro-influencers:
- Follow up and be direct: Instead of emailing micro-influencers with a general and indirect message like “Could you maybe post about our product when you have some time?” confidently sell them on your ideas and your brand mission. And make sure they follow through with their side of the agreement.
- A/B test email templates: A/B test your outreach just like you would with paid ads. Word-of-mouth marketing has huge ROI potential so treat each email like it has a big dollar value on it.
- Look at who your followers follow: Do some research to determine what kind of micro-influencer would best match the look and feel of your brand and your Instagram account. You may be surprised by influencers you’ve never even heard of before.
