As real-life Mad Men inspiration Howard Gossage said, “Nobody reads ads. People read what interests them. Sometimes, it’s an ad.” This can be a tough notion to process for anyone in the marketing world. But, he’s onto something: How can businesses cut through the noise to truly connect with the interests of their target audience? I’d encourage you to consider micro-influencers, an exciting, innovative approach to authentically marketing your product.
What is a micro-influencer?
A micro-influencer is defined as someone with social followings that range between 1,000 to about 10,000 . These users add value to brands because of their distinct interests and loyal followings. Micro-influencers boost a “sweet spot” in terms of engagement. 4 out of 5 consumers are highly likely to follow recommendations made by a micro-influencer. Take @Simply__Radishing on instagram, who centers her account around health, travel, and her vegan lifestyle. She boasts engagement rates of over 15%, far exceeding the average rate of 3%. Businesses can leverage the appeal of accounts like these to increase brand awareness, promote product testimonials, bolster credibility, and sell more products via promo codes.
Reach, loyalty, and insights
Beyond engagement, Harvard Media identifies three main benefits of partnering with influencers. First, they possess unprecedented reach. When influencers promote your product, you’re reaching thousands of engaged followers with similar interests, fostering a lasting connection between their followers and your brand. Second, influencers also generate brand loyalty and trust for products they recommend. Finally, after a micro-influencer campaign, you can gather wide–ranging insights to fine tune your product, messaging, and create ads to cut through the noise.
Almost every business aims to convey authenticity through their social media content. Effectively partnering with micro-influencers is a powerful method for standing out on social media. But, in order to be successful, you need to establish your audience and segment them. This requires a careful understanding of your business’s audience; you need the specifics—you need microsegmentation.
Microsegmentation is key for brands seeking to expand into new target markets. For example, a brand could micro-segment their target from “females ages 15-25,” to “females ages 15-25, who live on the west coast, and love playing sports,” to make a bigger impact with their target demographic. Reaching a niche market is a proven profitable growth strategy for companies implementing micro-influencers into their marketing approach.
Finding and understanding your niche market
Although still a fairly new brand, Daniel Wellington is an accessories brand that made the bold decision to reach out to a handful of Instagrammers with 10,000 or less followers and a high engagement rate to promote their watches. According to Forbes, within four years of investing about $15,000, they made a profit of around $200,000,000 from micro-influencer marketing. Asking your target market who they engage with on social media can help you discover relevant micro-influencers for your brand. This leads to a richer understanding about why people love your projects.
Deeply understand your audience, get highly specific, and get answers to your questions with aytm. The power of our platform and 100 million+ panel empowers you to ask questions and get answers. You might want to know who your ideal customer is, what they really want, what they struggle with, or you may already know who your audience is and want to dive deeper to understand what sets your business apart, why people purchase with you, or how your product connects with people.
We can help
Working with micro-influencers and microsegmenting allows businesses to speak directly to their best current and future customers. Be close to the customer, know your target market, and find the right audience with aytm.