Rise of the Microinfluencers for Marketing

We’re going to talk about microinfluencers, and why you should use them with your brand. Let me break this down for you real quick. An “influencer” is someone who can influence the thoughts and shopping patterns of their fans and followers, basically. Think of any big-time basketball player, singer, actor, celebrity and you’ve already heard about an influencer.

How to tell if you found a Microinfluencer

Now, microinfluencers have less than 30,000 fans. Heck, the interaction rate starts to drop off once you go over 1,000 followers. That’s why microinfluencers are actually better for big brands and marketers to partner with.  They have 22.2% more conversions than a big influencer. They command 60% more engagement with their followers than big influencers. Micro-influencers are also 6.7% times more cost effective per engagement, which means they are cheaper to work with.

Once they go over 30,000 – 50,000 followers their engagement rate starts to drop off and they don’t see as much interaction from their followers. Their followers will feel like a drop in the ocean, instead of a student in their classroom.

Most obvious benefits of Microinfluencers

And the biggest most obvious reason. Microinfluencers are more invested in their brand and followers. When you comment on their posts and pictures, you’re more likely to get a response than say if you were to comment on Beyonce’s pic. It’s easy to get lost in the sea of a big influencer’s “mosh pit”. Followers of microinfluencers get more of a VIP treatment.

They also niche down and are more passionate about what they are doing. Which equates into more die-hard fans. I can vouch for this. I’ve developed real friendships with some of my followers. They’re quite lovely people in real life. We’ve been friends for years.

Think Bey would care what your kids dress up as for Halloween? 

Nah, bro.

Now, I have nothing personal against Queen Bey, but you have way better odds of teaming up with 10-100 microinfluencers than getting Queen Bey to promote your stuff.

You’ll also see 22.2% more conversions than working with a big influencer.

More personal and authentic

Okay, by now you should know the benefits of microinfluencers. But maybe you’re wondering what makes them so special. Well, microinfluencers are more personal. They share stories of their everyday life and let you see their bad moments. It builds a more authentic connection.

You know how sometimes when you’re on social media, let’s use instagram for example, everything seems just too perfect. Like everything is curated and you only see their 100% awesome moments. Yeah, that’s not real life. And it’s all too easy to get trapped into believing that you’ll never measure up with their amazing moments.

Because the cold hard fact is, we don’t compare ourselves to people at the same point in life as us. We compare ourselves to those we want to be. Have you found yourself looking at the Kardashian’s insta feeds and wishing that was your life? Everything always seems perfect, right?

Real life isn’t perfect.

Microinfluencers know this.

Their insta feeds show awesome days, but also show the days when they can’t get anything done because their cat threw up all over their computer (bad example, but you get the point). Microinfluencers have more to prove, and because of that they work harder and don’t expect everything to be handed to them. That makes them better to work with. That also makes their connections more authentic and relatable.

They know your NEEDS

They’ve spent years growing a following and cultivating their audience. They know how to be personable and find out what their followers NEED. They know that their audience is the gold in their brand, and they treat them like it.

Now, there’s something to be said for having millions of followers and saying tomorrow, “I’m coming out with this brand new makeup line” (that none of you asked for). And knowing that it will sell out in the first 24 hours.

But what kind of a meaningful impact have they made with their followers?

Have they helped them better their lives? Have they taught them useful life skills that they can use to better themselves?

I’m going to go out a limb and say, no.

Microinfluencers are concentrated on the needs of their followers. They realize that when their followers succeed, they succeed. Micro-influencers focus on teaching and helping their followers. They write tutorials, make webinars, post YouTube videos, and help answer their audiences most burning questions. Microinfluencers are the unsung heroes of the internet.

Think of all the times you’ve found a video on YouTube helping you with a question you had… how to boil water, how to change the brakes on your car, how to make a centerpiece. You know who made those? Microinfluencers. They might not have a shoe deal with Nike, but they’ve helped hundreds, possibly thousands of people with a real-life problem. And people like people that have helped them solve a problem.

They’re usually experts

I’m going to share a little of my personal experience with this one. I loyally followed a few influencers for YEARS, like before they had a huge following. What drew me to them was their authenticity. It showed in the way they crafted emails and even blog posts. Every time one of their emails popped up in my inbox, I would hop on over and read it. And even when they were promoting products every now and then, they were still providing value in every email. You know why I followed them, because they knew what they were talking about. They’ve learned through trial and error.

Would you rather learn computer programming from Kim Kardashian or Bill Gates?

He’s not as flashy as Kim, but I can tell you that Bill knows his stuff.

If Kim said, “I love this new computer program that has AI built in and it crafts my emails for me, it’s like the virtual assistant I’ve always wanted”… first I would think, well I probably can’t afford that and how much are they paying her to say that. But if Mr. Gates said, “This is the best AI software that can replace all virtual assistants.” I would believe him and immediately try to figure out where I could buy a copy of it. The product could be $200, but his opinion of it would hold more weight in my decision. He knows what he’s talking about when it comes to that topic. Now, if they both tried to tell me about the best smear-proof lipstick, I would probably listen to her instead.

That’s what micro-influencers are like. They live and breathe their topics and fields, and can bring a unique insight into it. They also know what they’re talking about. They’ve positioned themselves perfectly to recommend products in their niche.

So if you need an influencer to help you sell your goat butter, try finding an eco-blogger that focuses on more conscientious earth-friendly recipes and projects, and don’t look for a huge influencer that knows nothing about your product or niche. You’ll get more warm leads and conversions from the audience that already has an interest in goat butter.

Stop aiming for Big Brands

Here’s another personal story. Years ago, I bought an online course, and it was a budget stretch back then, but we could see the potential from it. I devoured that course, and used the skills I learned to make and sell hundreds of products. I was also an affiliate of it for a while and made hundreds back just from my testimonial, the course basically paid for itself self, several times over. See, I didn’t have thousands of followers like I do now, but I did know what I was talking about.

Later, I bought a microphone. Again, another budget stretch because of the model I picked. But I used it to make some courses and made back the price of that microphone 10 times over within the first few months.

I still get revenue from the products I made after both of those purchases.

I don’t purchase something for my business until I can estimate the ROI from it. All of the big purchases I’ve made have given me at least 10 times back. Bought a microphone for $120, made over $1200 in sales. Bought a class for $129, made several thousand back and continue seeing sales from it. The worst ROI I’ve had is… for every $1 spent on FB ads, made back over $3.60 (net) from it. But even that isn’t bad, since the product has zero cost (digital products are amazing, btw). My favorite ad spend was $10 total and I made back over $450 in sales. This isn’t me trying to brag, this is me just stating that there are ways you can analyze potential opportunities to grow your business the smart way. You can take the risk out of big purchases if you know how it will help your company grow. (But we can talk about that in another blog post… I have a feeling that will be a big post).

BTW, if you need a good copywriter; I have a way with words… get in touch with me.

My point is, Microinfluencers know about the products they’re talking about. So start focusing on them and let go of the big stars.

Gold Testimonials

I don’t give a testimonial unless I’ve seen the difference a product can make in my life and in the lives of my followers. We write testimonials from personal experience, and because we know the products. We only vouch for stuff that adds real value. I’ve worked too hard to gain my followers trust to make a quick buck off something I don’t believe in.

Microinfluencers know what they’re talking about. They’ve worked with and used those products. A genuine testimonial from them is worth a million Beyonces. So stop shooting for the stars and look for the hidden gems all around you.

Microinfluencers are still VERY relevant for marketing strategies.

If you want to learn more about finding your ideal consumer, check out my post to help you.

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