Get Your Brand Noticed With Micro-Influencers

An influencer is a local community leader who posts about a product or service on their social media to help spread the word about it.

It’s a simple, effective way brands market themselves. But the most interesting thing about influencers is that celebrities don’t pack the biggest punch.

Regular people do.

Also known as micro-influencers, non-famous people with average social media accounts come across as more authentic and down-to-earth than glammed up celebs. Audiences relate to them and trust them far more than Hollywood’s best because they’re local, relatable, and prioritize their community.

How One Yellow Tree
Differs From Social Influencer Platforms

When you first sit down with us to discuss strategy for your brand, we’re already thinking about influencers. Instead of paying a huge yearly sum for an influencer software (for example, Socialbakers and AspireIQ charge $25k+ a year norm), you get influencers we find for you throughout your time as a client with us.

Before reading our process, think about these 3 questions:

  1. How do you know who an influencer is? Are they influential due to the number of followers they have?
  2. How do you know if their followers are legit? Can you tell if any have been purchased?
  3. How would you prove that their post-engagement is legit and not part of the growing ‘like for a like’ program?

Can’t answer them? Well, you don’t have to – we can for you.

Here’s our process:

authenticate

How do you know influencers are legitimate? Variables we consider are:

  • Age
  • Geography
  • Percentage of real followers
  • Percentage of organic engagement
  • Type of followers (ie. are their followers people who would support your business?)

Once potential influencers are aggregated and authenticated, we move to the next step.

aggregate

We connect with the influencers and discuss a possible relationship, so you don’t have to. We discuss expectations, such as influencer content and reimbursement.

manage

Once a contract is decided on, we:

  • Moderate posts
  • Authenticate engagement
  • Review metrics
  • Satisfy influencer remuneration

Your eyes stay on your business – you don’t need to worry about your influencers.

Why Micro-Influencers
Are The Best For Your Brand

SocialPubli conducted a global survey with 1,000 micro-influencers in order to better understand them. Here are their findings:

Abbotsford Influencer Management Chilliwack Marketing One Yellow Tree

1. Micro-Influencers Have Drive

Over 52% claimed their goal is to become full-time content creators.

This is staggering considering about 62% of them barely make 10% of their annual income as influencers. Yet 77% of them post content daily.

They are committed and invested in their work – being a micro-influencer gives them the opportunity to express themselves creatively and connect to a community that has the same interests as them.

What does this tell you?

That long-term partnerships with micro-influencers can greatly benefit your business. Having multiple ‘regular’ people post about your product or service gives you a higher yield than a 1-time endorsement from a celebrity.

2. They’re Authentic

SocialPubli asked micro-influencers why they would work with a brand more than once. Here are the common answers:

  • 37% were fans of the brand
  • 30% received fair and competitive compensation
  • 14% agreed with the brand’s values

These answers show that more than 50% of the influencers clearly consider authenticity as important. Makes sense, as they have a lot at stake: their own brands as content creators, and the trust of their audience, which is made up of close-knit communities.

If they take a wrong step, their audience will notice. And their brand will consequently suffer.

Another way micro-influencers are more authentic than macro-influencers is how they interact with their followers.

Celebrities don’t generally spend a lot of time speaking with their audience. They don’t have that kind of time. Micro-influencers, however, prioritise engaging with their followers. They are always communicating with people and gaining invaluable insights.

3. Money Isn’t The Most Important Thing To Them

The survey asked micro-influencers about their preferred type of compensation:

  • 44.3% said monetary
  • 29.2% said free product
  • 17.8% said exclusive event access
  • 7.9% said affiliate partnership

These answers prove just how versatile micro-influencers are – perfect for your brand if you’re a small or midsize business, since your budget is likely not that flexible.

Micro-influencers appreciate building relationships with brands as it gives them the opportunity to enrich their own image.

Macro-influencers tend to view work more like a transaction than an authentic partnership. Which isn’t damaging, but limits their reach.

4. Instagram Is King

SocialPubli asked micro-influencers what their preferred social media platform was:

61% said Instagram
17% said Facebook
12% said Twitter

Instagram has become a social media monarch, especially for influencers. The projected volume of sponsored content in 2019 alone is 32.3 million posts, as stated on Statista.

If you haven’t been sold on Instagram yet, you should be now. It’s mainly used as a mobile app (which is incredibly important, considering consumers are using their phones for nearly everything), and is very visual – the perfect thing for exposing your brand.

It’s also very easy to find out if any influencers are already posting about your business. A quick hashtag search will immediately show you how much exposure you’ve already gotten!

You can also find platforms and marketplaces that guide you towards the best Instagram influencers for your brand. These tools look at many variables, including but not limited to the influencer’s:

  • Post topics
  • Audience geographical location
  • Average engagement rate

5. Influence Doesn’t Always Come With Popularity

Initially, it was assumed that a high follower count equaled a powerful influencer.

Now it’s become known that the higher the popularity, the lower the engagement level. Not to mention that fake followers, also known as ‘bots,’ are common.

Despite these new findings, 68% of micro-influencers don’t feel sufficiently recognized. This proves how the influencer industry still has a lot of maturing to do.

With the increase in ad blocking and the decrease in organic reach, you and other brands need to focus on authentic, micro-influencers. Content production is constantly growing.

You should also remember that micro-influencers aren’t meant to have perfectly coiffed social feeds. They’ve gained trust from their audience because they are raw and relatable – perfect for any brand.