With all of the attention, it seems, on influencers as the newest marketing secret sauce, there is also a buzz worthy conversation surrounding the notion of the micro influencer. These niche-oriented personalities with a highly engaged group of followers are becoming increasingly sought after as their value and potential is realized. But what is the value of these micro influencers, and how do they differentiate themselves from the blanket term of “influencer”?
First, let’s define what it means to be a micro influencer. Micro influencers, generally speaking, are individuals who have a specialized following of people. Many of these identify within a specific niche — fitness, for example.
While their followers may not number in the five digits, their audiences are nonetheless showing strong engagement numbers. More importantly, these micro influencers have a more authentic level of engagement with their followers, since they are not as concerned with only the growth of their audience size.
The decision of whether or not to enlist the help of a micro influencer comes down the ultimate goals and ambitions of the marketing team. Let’s say a company has a new resistance band product that’s ready to be marketed and sold. How do they go about making the best use of their marketing budget by using a micro influencer?
The fitness industry is a highly competitive one. It seems that each week there’s a new product offered, promising to be the gateway to a slimmer physique and healthier, happier life. So how does a new product break into the crowd?
An influencer can be useful in this situation. Identify the target demographic(s) that would be the most beneficial to demonstrated growth. Let’s say that demographic is parents who stay at home and care for their kids. It’s hard to find a fitness routine that’s manageable, let alone the time or energy to go to the gym.
So many of these parents might turn to the internet for solutions. Many YouTube accounts exist with simple exercise routines that one can do without leaving their home. These accounts, which cater to the busy stay at home mom or dad, might be the best starting place to find a suitable micro influencer.
Seek out accounts that have strongly engaged followers. Don’t worry so much about the number of followers. Rather, look at the number of comments, and what they say. Are they spammy, such as follow for follow requests? Do they have a lot of generic “hey, try my brand!” requests? Or do they have users who are having genuine reactions to the content making the comments? A mother who says how much she appreciates this particular yoga routine, or the dad who has been able to keep up his fitness routine even at home. These are the accounts that will carry the most clout with your product.
Take the time to research appropriate accounts for whatever it is the brand is looking to market. Whether it’s a product or a service, something revolutionary and new or something everyone needs, there is an influential market out there waiting to be utilized. Shrewd digital marketers will know the value of seeking out these influential people who know that strength doesn’t always just lie in numbers alone.
Ronn Torossian is the CEO and Founder of 5W Public Relations.
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