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Influencers 2.0: How to reach your audience with micro-influencers

Micro influencers are defined as those on social media who have a following of 10,000 or fewer.

Influencers 2.0: How to reach your audience with micro-influencers

Influencer marketing. You’ve probably heard the term thrown around, and you most likely know a brand or two using it. Perhaps your brand is already using it as part of your marketing strategy. In a social media-driven society, leveraging influencers is a sure way to get a product in front of a relevant audience.

Sign up for the Foodboro newsletter for all the latest tips and trends in food and beverage.

Influencer intel: reach vs. niche

As a startup with a tight (or non-existent) marketing budget, you need to know where your dollars are going, and unfortunately shelling out big bucks to these large-scale influencers doesn't always pay off. While great for brand exposure, tapping macro influencers (those with a following of 50,000 or more) is hardly worth the high price tag. Consumers are aware of the large sums of money brands spend securing partnerships, and because of this they are adverse to endorsements from social media celebs.

Enter micro influencers.

Micro influencers, macro impact:

Micro influencers are defined as those on social media who have a following of 10,000 or fewer. However, where their follower count lacks, their engagement rates soar. Where macro influencers are aspirational, micro influencers are authentic and down to earth. This is attractive to their audience. By sharing highly relevant, personable content and partnering with brands that are of interest to their followers, this influencer type has garnered a following that is tuned into their day-to-day lives.

So, why go micro?

Authentic. Advocate. Affordable.

Leveraging micro-influencers is a great way to authentically build brand awareness among a niche, hyper-targeted audience. While macro influencers must be bought, micro influencers must be earned. Working with them increases brand trust as they are likely already a fan of the brands they choose to support. What's more, this influencer type is much more affordable and accessible than those with a larger following.

How to leverage micro influencers

Start small. Start local. Start with what you can afford.

Where do you find these social media superstars? Start where you are. Get involved with your community, both in person and online. Monitor and engage with your brand's own social following (branded hashtags are a great place to start!).

Perfect Bar, for example, uses the hashtag #ItsJustPerfect to track and engage with influencers.

https://www.instagram.com/p/B2BdontIa-U/

Build a genuine relationship.

Listen to what fans of your product are saying and offer opportunities for them to get involved. Leveraging your own audience as micro influencers allows you to foster a relationship with them, build loyalty and tap into their network. As they are already consumers of your product, many are willing to partner and offer content in return for free product and a feature.

Enlightened Ice Cream does a great job of securing partnerships with their fans through hosting joint giveaways.

https://www.instagram.com/p/B3LEQQdJZbi/

Educate!

To build trust with their following, make sure the influencers you engage with are knowledgeable about your company and product. Nancy's Yogurt does a fantastic job to ensure its shared content includes information on the product.

https://www.instagram.com/p/B3HmNTtFQ6W/

Have you had success working with micro-influencers? We want to hear about it!

Influencer marketing. You’ve probably heard the term thrown around, and you most likely know a brand or two using it. Perhaps your brand is already using it as part of your marketing strategy. In a social media-driven society, leveraging influencers is a sure way to get a product in front of a relevant audience.

Sign up for the Foodboro newsletter for all the latest tips and trends in food and beverage.

Influencer intel: reach vs. niche

As a startup with a tight (or non-existent) marketing budget, you need to know where your dollars are going, and unfortunately shelling out big bucks to these large-scale influencers doesn't always pay off. While great for brand exposure, tapping macro influencers (those with a following of 50,000 or more) is hardly worth the high price tag. Consumers are aware of the large sums of money brands spend securing partnerships, and because of this they are adverse to endorsements from social media celebs.

Enter micro influencers.

Micro influencers, macro impact:

Micro influencers are defined as those on social media who have a following of 10,000 or fewer. However, where their follower count lacks, their engagement rates soar. Where macro influencers are aspirational, micro influencers are authentic and down to earth. This is attractive to their audience. By sharing highly relevant, personable content and partnering with brands that are of interest to their followers, this influencer type has garnered a following that is tuned into their day-to-day lives.

So, why go micro?

Authentic. Advocate. Affordable.

Leveraging micro-influencers is a great way to authentically build brand awareness among a niche, hyper-targeted audience. While macro influencers must be bought, micro influencers must be earned. Working with them increases brand trust as they are likely already a fan of the brands they choose to support. What's more, this influencer type is much more affordable and accessible than those with a larger following.

How to leverage micro influencers

Start small. Start local. Start with what you can afford.

Where do you find these social media superstars? Start where you are. Get involved with your community, both in person and online. Monitor and engage with your brand's own social following (branded hashtags are a great place to start!).

Perfect Bar, for example, uses the hashtag #ItsJustPerfect to track and engage with influencers.

https://www.instagram.com/p/B2BdontIa-U/

Build a genuine relationship.

Listen to what fans of your product are saying and offer opportunities for them to get involved. Leveraging your own audience as micro influencers allows you to foster a relationship with them, build loyalty and tap into their network. As they are already consumers of your product, many are willing to partner and offer content in return for free product and a feature.

Enlightened Ice Cream does a great job of securing partnerships with their fans through hosting joint giveaways.

https://www.instagram.com/p/B3LEQQdJZbi/

Educate!

To build trust with their following, make sure the influencers you engage with are knowledgeable about your company and product. Nancy's Yogurt does a fantastic job to ensure its shared content includes information on the product.

https://www.instagram.com/p/B3HmNTtFQ6W/

Have you had success working with micro-influencers? We want to hear about it!

Influencer marketing. You’ve probably heard the term thrown around, and you most likely know a brand or two using it. Perhaps your brand is already using it as part of your marketing strategy. In a social media-driven society, leveraging influencers is a sure way to get a product in front of a relevant audience.

Sign up for the Foodboro newsletter for all the latest tips and trends in food and beverage.

Influencer intel: reach vs. niche

As a startup with a tight (or non-existent) marketing budget, you need to know where your dollars are going, and unfortunately shelling out big bucks to these large-scale influencers doesn't always pay off. While great for brand exposure, tapping macro influencers (those with a following of 50,000 or more) is hardly worth the high price tag. Consumers are aware of the large sums of money brands spend securing partnerships, and because of this they are adverse to endorsements from social media celebs.

Enter micro influencers.

Micro influencers, macro impact:

Micro influencers are defined as those on social media who have a following of 10,000 or fewer. However, where their follower count lacks, their engagement rates soar. Where macro influencers are aspirational, micro influencers are authentic and down to earth. This is attractive to their audience. By sharing highly relevant, personable content and partnering with brands that are of interest to their followers, this influencer type has garnered a following that is tuned into their day-to-day lives.

So, why go micro?

Authentic. Advocate. Affordable.

Leveraging micro-influencers is a great way to authentically build brand awareness among a niche, hyper-targeted audience. While macro influencers must be bought, micro influencers must be earned. Working with them increases brand trust as they are likely already a fan of the brands they choose to support. What's more, this influencer type is much more affordable and accessible than those with a larger following.

How to leverage micro influencers

Start small. Start local. Start with what you can afford.

Where do you find these social media superstars? Start where you are. Get involved with your community, both in person and online. Monitor and engage with your brand's own social following (branded hashtags are a great place to start!).

Perfect Bar, for example, uses the hashtag #ItsJustPerfect to track and engage with influencers.

https://www.instagram.com/p/B2BdontIa-U/

Build a genuine relationship.

Listen to what fans of your product are saying and offer opportunities for them to get involved. Leveraging your own audience as micro influencers allows you to foster a relationship with them, build loyalty and tap into their network. As they are already consumers of your product, many are willing to partner and offer content in return for free product and a feature.

Enlightened Ice Cream does a great job of securing partnerships with their fans through hosting joint giveaways.

https://www.instagram.com/p/B3LEQQdJZbi/

Educate!

To build trust with their following, make sure the influencers you engage with are knowledgeable about your company and product. Nancy's Yogurt does a fantastic job to ensure its shared content includes information on the product.

https://www.instagram.com/p/B3HmNTtFQ6W/

Have you had success working with micro-influencers? We want to hear about it!

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