Marketing with micro-influencers: engagement, relevance and authenticity
Adblocking is going up. From 15.7% of Internet users in the United States in 2014, they are now 26.3% in 2016.
Even users who do not use adblocker seem to have developed a form of advertising blindness, automatically ignoring ads as soon as possible.
While internet users tend to ignore social media ads, TIME magazine has found an exception to this rule: sponsored videos by influencers.
Involving influencers is not new, but the rules of the game are changing.
When influencer marketing was still a novelty, engaging celebrities was a great way to reach millions of subscribers in a less awkward way than with traditional ads.
While the initial analysis of impressions and reach seemed to suggest successful campaigns, the commercial numbers were less impressive.
This is perfectly illustrated by this example of a brand that paid Kim Kardashian to talk about her on Twitter.
Of the star’s 15 million subscribers, the campaign generated only 1,200 visits to the brand’s website, which in turn resulted in only 30 orders averaging $ 30 each.
When we know that other stars on the Web would earn up to $ 230,000 per publication on social media, the problem seems obvious.
The rise of the micro-influencer
A Digiday report indicates that on Instagram, micro-influencers with fewer than 1,000 subscribers generate an engagement rate of 8%.
This rate drops to 4% for accounts from 1,000 to 10,000 subscribers, then to 2,4% for accounts of 10,000 to 100,000 subscribers.
Finally, for the accounts of more than one million subscribers, the commitment only reaches 1.7%.
This discount also applies to Likes and comments, and also applies to sponsored publications.
Therefore, if the audience of micro-influencers is smaller, the engagement rate is much more important.
If you want to extend your reach, then it makes sense to work with a group of micro-influencers rather than a person followed by a very large number of subscribers.
This method will probably take longer, but it will be worthwhile given the results that are promising in more ways than one.
Increase the commitment of influencers
Micro-influencers do not have a more engaged audience without reason.
Indeed, they are usually more specialized or represent a niche segment.
Most individuals are known in one area, but one area they master perfectly.
These are usually people who work in their area of expertise.
If they are not professionals, they are perceived as competent, passionate and authentic, and are therefore considered reliable when making recommendations.
Subscribers follow them primarily for their insider knowledge in their areas of expertise.
It is this relevance that generates more commitment.
Importance of the authenticity of influencers
Brands must therefore find influencers with relevant interests.
The success of an influencer is largely based on its authenticity.
Thus, they will prefer to work with brands that allow them to produce content adapted to their style.
Authenticity is a quality that brands must aim for.
Choosing the right micro-influencer will prevent you from forcing a marketing team to speak “the language of adolescents”. Otherwise, you risk taking your foot in the carpet.
In addition, influencers often have accounts on different platforms.
If you find the right person, but think it would be more effective on another platform, check if it already has an account.
It’s by doing all the right thing from the start to find the right influencers that your campaign will bear fruit when it starts.
What we recommend you is to analyze who in your customer database can be a good fit to start your Ambassador campaign. We also advise you to pick people already interested in your brand and with accounts between 100 and 5000 followers maximum.
Here are a few tools to help you import the perfect people to your Spitche campaign:
FollowerWonk is a good tool that allows you to search for keywords in Twitter biographies, and sort the corresponding accounts according to their scope and authority.
The free version also has some useful analytics features such as the ability to compare subscribers from 2 to 3 different Twitter accounts.
This feature can be useful for identifying social media influencers who track your competitors’ accounts but not yours.
BuzzSumo combines the analysis of content sharing and the identification of influencers in one and the same dashboard.
The first function allows you to search for the most popular content shared around a certain topic, then see who shared it.
The second function helps you find influencers from keywords and hashtags.
BuzzSumo is especially useful for content marketing.
It allows you to quickly see what content works well within your network, and then identify the people who will be able to amplify your own content marketing.
The search function allows you to filter influencers by genres such as: bloggers, companies, or journalists. This is particularly useful if you have a clear idea of the type of influencer you want to approach.
For example, a PR will focus primarily on journalists, while a content marketer will want to make sure that the influencer in question has a blog on which to publish.
Klout is probably the best-known tool on this list. It is also the tool that has received the most criticism.
Klout received a lot of attention when it was launched in 2008 because it was one of the first examples of user ratings based on their social media influence.
More recently, there has been some criticism of Klout’s rating method.
Klout is mainly used to measure his own social media influence.
However the measures offered by the tool can be useful if you want to have a general idea of the influence of someone in your network.
You can also search for influencers on a topic, however the search function is limited compared to other tools in this list.
Klear is a good tool for finding influencers who are already interacting with you and the people in your network.
One of the most useful features is the ability to filter influencers by profile: Celebrities, Power Users, Casual and Novice.
When targeting influencers, it’s important to set realistic goals.
The probability of getting a response from Katy Perry, Justin Bieber and Rihanna is as high as that of winning at the lottery.
So, it’s best to look for influencers that can reach a wide audience that will be receptive to your message.
Klear has some very useful demographics that let you see the profile of the influencers you think you’re targeting.
Matching these demographics to your audience increases your chances of promoting your message to the right people.
You found your ambassador ? Right, the next step is to engage them as ambassador.