When was the last time you hung out with Selena Gomez or Dwayne “The Rock” Johnson?
For most of us, the answer to that question is, “I’ve never hung out with either of them.”
Why is that important?
Selena Gomez and Dwayne Johnson have a combined following of over 600M on Instagram. They’re among the top 10 biggest celebrity influencers on the platform. But do you trust them? Do you find them relatable? Do their problems reflect your problems?
If they do, you might be an influencer yourself. If not, you’ve discovered why, increasingly, companies are looking to micro-influencers. Micro-influencers generally have between a thousand and one hundred thousand followers. While they don’t create the massive reach of a macro-influencer, they typically have stronger audience engagement. They’re also more relatable, and if you choose them correctly, they understand the audience you’re trying to reach. Their connections feel more genuine.
For you, the business owner or marketing decision-maker, they come with a few other upsides. They tend to be significantly less expensive, as the influencer market still values reach above all else. They’re easier to work with, as you’re not dealing with a celebrity diva. Also, because of their limited reach and likely fewer clients, they can create and deliver content more quickly.
Of course, if you don’t do your homework, your influencer campaigns can go off the rails. So, dig deep into the influencer’s social media history for anything controversial or which doesn’t match your brand values. Remember that they represent your brand, and anything they do can bring your brand down.
How do you find micro-influencers?
There are a variety of methods for finding micro-influencers, particularly if you’re looking hyper-local, but one particularly effective methodology is via social listening. Load up your favorite marketing automation platform with your social listening concepts, and then see who shows up frequently on your chosen platforms with messages that resonate with your brand. Reach out to those folks. They may not realize that they have a community of value, so you may be able to negotiate great rates for your content, and help truly guide the content targeting.
So, if you haven’t hung out with Dwayne or Selena lately, not to worry. Your target audience likely finds the micro-influencers more relatable anyway, and that’s good news for you!
John’s the founder of Audacity Marketing. When he’s not racing motorcycles, he’s building marketing strategies for Audacity clients and anyone else who’ll listen.
John’s worn all the marketing hats, from consultant to agency owner to executive to university professor. He’s held leadership roles in industries from staffing to behavioral health to capital-C consulting. He’s branded or rebranded over 100 companies.
John buttresses 25+ years in marketing with an MBA from Georgia State University.
John lives with his girlfriend Suzanne, his dog Seamus, and his daughter Annie when she shows up from college.