Why You Should Invest in Influencer Marketing + How to Find A Micro-Influencer
Updated: Nov 30, 2021
Have you ever heard of the Kardashians? They are perhaps the biggest (and most expensive) influencers out there these days.
While it may seem like they have an enormous audience and that paying them anywhere between $100,000 to a couple of million dollars for a single post may be a genius idea (especially if your brand has that sort of serious cash), that's not exactly the case every time.
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The bigger the status of the influencer and the size of their audience, the less their audience views them as trustworthy, authoritative, and credible. Plus, influencers of this size (which are typically celebrities) are often promoting too many products, which means their audience is experiencing ad fatigue from constantly being exposed to sponsored posts and ads.
So, if you’re a small business (or even a medium-large business!) what I just said might make you reconsider the whole influencer marketing aspect of social media.
But you shouldn’t shoot down this marketing strategy just yet… Because micro and nano influencers often have the opposite effect on their audiences! To be precise, 92 percent of customers trust a micro-influencer more than a traditional ad or an endorsement from celebs.
In fact, the smaller the audience, the closer the influencer is to that audience. This means their niche audience trusts the influencer, believes the influencer to be credible, and to have a certain authority and influence power. This often results in increased brand awareness, brand trial, and even conversion!
So, how can you find these influencers?
Here are a few ways!
Do manual research.
Good old manual research directly on Instagram is a pretty cost-efficient way to find an influencer to work with. Search through different hashtags and specific locations to find influencers that are congruent with your brand and for which their audience would be one you would like to tap into. Once you find an influencer that seems like a good fit, send them an email (and/or a DM) and request a media kit. From there, if they seem like the right choice, you can start negotiations for pricing.
Hire an influencer marketing agency.
If you have a bigger budget and want to have someone take care of the hassle for you, definitely reach out to a Marketing agency that offers influencer marketing. This could be a Digital Marketing Agency (ahem!), a Social Media Agency, or an Influencer Marketing Agency. Based on your needs as a brand, your goals, and your target audience, the agency will be able to present you with a few influencer choices and take care of negotiations for you.
Check your DMs.
Chances are, your biggest fans are already in your DMs and having conversations with you! Go through your DMs and see if you have anyone with a certain following that is already a fan of your product and would be willing to partner up with you.
If you’re looking to hire an agency to help you find an influencer to promote your brand, don’t hesitate to reach out! Email me at firstname.lastname@example.org or text me at 216-640-1319.