How to Identify the Right Micro Influencers

As social media continues to rise as a key marketing tool, influencer marketing has become part of many companies’ strategies. Connecting your consumers with someone they trust also builds their trust with you. Instead of working with folks with huge social followings, some companies opt to partner with micro influencers who have fewer followers. Find out how you can find the right micro influencer to champion your brand.

Why Work With Micro Influencers?

Micro influencers are influencers with a relatively small but dedicated following. They tend to have much fewer followers than typical influencers. Forbes considers folks with under 100,000 followers as micro influencers, to give you a better idea of their numbers. They often have a substantial number of fans, but not as much as someone like Beyoncé.

Influencer agency HelloSociety estimates that micro influencers drive 60 percent more engagement than typical influencers. They tend to provide more niche content and have a closer bond with their fans. By working with the right micro influencer, you can expose your brand to folks who care.

The Most Important Step — Know Your Audience

So how do you figure out what micro influencers you should reach out to get the most out of your relationship? To know who will become the best brand advocate, you should understand your audience as much as possible. Proper audience research can tell you who follows the micro influencers you should connect with.

When you conduct audience research, look at the data and facts instead of assuming who will like your product or service. You may be surprised to find that someone you never expected to like your brand is one of your biggest fans!

You want to dig deep into your audience’s lifestyle and hobbies to understand who they follow on social media. An interest you would never expect your audience to have could guide you to an ideal micro influencer’s specialty. For instance, if you find that your target audience loves DIY content, you might want to look for micro influencers known for DIY content.

Compare Your Fans to the Micro Influencer’s Fans

Before reaching out to someone who seems like a good fit, make sure their audience is similar to your audience. The audience research you conducted should help you out a lot. Keep in mind that the two audiences don’t have to exactly match — they just need to have close interests and values. If an account has a totally different type of interest than your brand but a similar following, you could actually use the difference to draw in a broader audience.

Get Help With Your Micro Influencer Content

Most micro influencer marketing happens on Instagram, a social media platform with a huge focus on images and videos. So what should you do if you need to make a video with your new contact? We’ve got you covered. Contact us today so we can help you create high-quality video content that fits your budget.

15 Key Video Marketing Statistics from 2017

Video marketing evolves at a lightning-fast pace. Over the course of the past year, online video marketing has become an even stronger force to reckon with than before. Check out the following video marketing stats to get a feel for the state of the medium in 2017.

  1. 91 percent of B2B consumers prefer visual and interactive content like videos over static content.
  2. 56 percent of all videos published in the previous year lasted less than two minutes.
  3. Videos influenced 64 percent of consumers to purchase a product.
  4. 69 percent of businesses plan to increase their video marketing budget in the near future.
  5. Watching videos is one of the most popular activities conducted online.
  6. On average, companies publish 18 videos per month.
  7. At 26 percent, online videos are the second most engaging content on social media, beaten narrowly by written articles.
  8. On average, Facebook provides a total of 8 billion views daily.
  9. 46 percent of marketers intend to add Facebook video to their content strategy next year.
  10. …And 48 percent want to add YouTube content.
  11. Single videos make up 25 percent of Instagram ads.
  12. Out of all the social video platforms currently online, YouTube gets the most traffic, while Facebook gets the second most.
  13. 86 percent of business-related video views happen on desktop computers.
  14. 75 percent of millennials watch an online video at least once a day.
  15. 80 percent of online consumer traffic will involve video by 2020.

The Main Takeaways

What lessons should we learn from these new stats about online video marketing?

  • Video has become an integral part of our online lives. More Internet users are watching videos than ever, and that number will grow even more in the future.
  • Video has changed the way we conduct business. Many companies are making room for video content in their work and budgets because more consumers watch online videos every day.
  • Social platforms are the biggest video publishers on the Internet. YouTube, Facebook and other social media sites provide a platform where you can get your videos in front of consumers’ faces.
  • Most importantly, video content works. A good video can convince a consumer to make a purchase. And buyers from other companies prefer dynamic content over static content.

What Are You Waiting For?

If you don’t include online video marketing in your content strategy, you’re missing out. Contact us for help with your next video project, or read our blog to get even more information about the power of video.