Black cobble stones with micro coin in the crack.

3 November 2020

What the hell is a micro influencer?

Lyssa is a marketing badass and founder of Kraken Marketing. She is all about using Data-Driven Marketing using Agile methodologies to help businesses level up. Google Women Techmaker, public speaker, and GIF aficionado. She was one of Cornwall's 30 under 30 and Young Business Person of the Year.
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You have probably heard of influencer marketing, but have you heard of a micro-influencer? 

First, lets recap. 

What is an influencer?

An influencer is someone who has the ability to affect the purchasing decisions of other people. This might be a celebrity, an athlete, a musician – a high profile badass. 

Whatever their background, they have a strong following of people who value their opinion, usually on social media. 
They have the power to influence these people. 

What is a micro-influencer

A micro-influencer is someone who has influence on people, but they are not very high profile They usually have less than 1000  followers on their social media platforms but their followers are very engaged. 

Why work with a micro-influencer?

People are becoming more cynical about influencers. 

When I’m are scrolling through Instagram and I see #ad I usually think, hmmm. They probably don’t use that product though, do they? They have just been paid the big bucks to promote it, so they have.
Is it actually any good? They don’t know.

 

If a micro-influencer recommends a product, I am much more inclined to believe it is actually good and worth using. It feels more genuine and organic. (Even if they are earning £££ for posting it.)


Put it this way, if you want a new kitchen you are more likely to listen to your mum than the Kardashians. Right? 

Keeping Up With The Kardashians Whatever GIF by E! - Find & Share on GIPHY

 

It may seem a bit small fry but the conversion rate is soooooo much higher with micro-influencers. Less work for more sales -winner!  

 

How do you work with a micro-influencer?

If your product is good, and being used by people, you will find you organically gain micro-influencers. 

If I buy something I like, I tell my friends. If they need it, they might buy it too. 

 

Encouraging your existing customers to leave reviews on Trust Pilot, Google, and Facebook helps turn them into micro-influencers.

 

But if you want to be more proactive about getting micro-influencers, there are some platforms and tools you can use to access people are waiting to promote your product. 

 

Influry is an automated influencer marketing platform where you can connect with engaged micro-influencers who have already expressed an interest in promoting products for a commission.

 

Infliuence4You is another platform popular platform. They say micro-influencers have an engagement rate three times higher than celebrities.  

 

Dyzio helps you track the data and insights from influencer marketing. 

 

So what do you reckon? Are you ready to try out marketing through micro-influencers?

 

If you want to find out more about how to get started, get in touch.