influencer marketing

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.

Ronn Torossian

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Ronn Torossian is the Founder, President and CEO of New York-based 5W Public Relations. He has overseen the company's rapid growth and expansion to the Inc. 500 list, as well as provided counsel to hundreds of companies, including members of the Fortune 500, Inc. 500 and Forbes 400. His work spans global interests, corporate entities, high-profile individuals, regional business entities, government agencies and academic institutions - both on routine public relations matters and extremely sensitive issues. One of the foremost public relations experts in the U.S., Torossian is known for his aggressive, results-focused orientation, as well as his close working relationships with members of the media, influencers, decision makers, politicians and celebrities. At 5W Public Relations, Torossian's client experience has included programs for Coca-Cola, Microsoft, Anheuser-Busch, Barnes & Noble, Cantor Fitzgerald, IHOP, McDonald's, Evian, EDS, VeriSign, XM Radio, Seagram's, The Loews Regency, Bad Boy Worldwide Entertainment, Marriott Hotels, Vail Resorts, Pamela Anderson, Snoop Dogg, the Government of Israel, and others. Referred to by The New York Post as a "publicity guru," by Fox News as a "high-powered PR CEO," by Tyra Banks as a "crisis management guru," and by CNN as "a leading PR expert," Torossian is regularly featured in and quoted by the media, including by CNN, Fox News Channel, MSNBC, NBC, The New York Times, and others. CBS National News said "Ronn Torossian knows spin," and a New York Times feature story on Torossian referred to him as "The consummate hard-driving, scrappy NY publicist." Earlier in his career, Torossian was a Vice President/Group Director for one of The InterPublic Group's (IPG) largest PR agencies, where he was responsible for significant client growth and successful client programs, including work for Clinique, Fox News Channel, DHL, Hard Rock Café and others. A resident of Manhattan’s Upper West Side, Torossian was named to the Advertising Age "40 Under 40" list, PR Week's "40 Under 40" List, is a regular lecturer at universities and conferences, a member of Young Presidents Organization (YPO) and a board member of numerous non-profit organizations.