Why You Should Use Micro-Influencers in Your Next Marketing Campaign
Influencer marketing focuses on working with key leaders to drive your brand’s message to a larger market. Rather than marketing directly to a large group of consumers, you can work with an influencer to get the word out for you. Influencers can be celebrities, experts, or public figures with followings in the hundreds of thousands. Micro-influencers are (as the name implies) reaching a smaller audience in the tens of thousands. These folks are still considered influencers because of their following and their expertise on a certain topic.
New Orleans is a tough city to please. While the natives are known for their laissez faire attitudes, they’re also fiercely devoted to the city, their neighborhoods, and local favorites. It’s difficult to convince a New Orleanian why they should try something new over their tried and true favorite. This is where micro-influencers come in.
Here are some reasons why your brand should utilize micro-influencers, especially in New Orleans.
For this post, we’ll talk about micro-influencers on Instagram as it is one of the most effective platforms for working with influencers. The visual nature of Instagram, can create a more powerful connection with consumers than on other social media platforms.
People are more likely to listen to a recommendation from a friend or family member than a celebrity. Micro-influencers have a loyal following that is engaged with their content, much like a group of friends. This level of trust makes followers feel like their friend, and that the influencer is a reliable source.
Using a celebrity or high profile influencer can cost thousands of dollars. One of the perks of working with micro-influencers is that the cost of working with them can save you money. Working with micro-influencers guarantees your content will get in front of a following of hyper-engaged users and yield a higher return on investment. Some influencers will charge $250 per Instagram post as opposed to shelling out $25,000 for a celebrity or influencer with over 50,000 followers. Knowing what your intended outcome for a campaign will be vital for determining if an influencer is right for you.
Micro-influencers frequently share content about their interests on Instagram and their followers consider them experts. That being said, you must choose influencers wisely. The influencer needs to be a good fit for the product you are trying to promote. The people following a foodie Instagram account are not going to be interested in a promotional post about jewelry. You want the work you do with a micro-influencer to be authentic and fun, and that will come from a fitting partnership that makes sense for their following.
It may seem counterintuitive to use an account with fewer followers to reach more people, but data from Markerly shows that as an influencer’s number of followers increases, their number of likes and comments from followers decreases. Engagement from a micro-influencer can be 60% higher than using a celebrity or influencer with over 50,000 followers.
If you need assistance with micro-influencers in New Orleans or just have questions about marketing your business do not hesitate to give us a call at 504-324-0073 or send us a message. We are always happy to help out local businesses in their endeavors to market themselves and grow their businesses!