Micro influencers: where and what to look for?

Perhaps you have already heard of it: micro influencers. It’s an upcoming marketing trend; more and more micro influencers successfully providing brands a platform for their audience. With micro influencers it’s not about reaching as many people as possible, but reaching the right ones. Using them for a campaign is an effective way to improve sales and the perfect tool for those who have a smaller budget. But where and what do you have to look for? We provide you a first and quick start to that.


Micro- what?!
The term micro influencers sounds nice, but what does it exactly mean? If you would ever like to start a collaboration with a micro influencer, you have to know what it is. Without knowledge of the details, you won’t be able to find the perfect fit for your brand. A micro influencer is actually a content creator. Micro influencers generally have 1.000 till 10.000 followers. The amount of followers is usually smaller compared to regular influencers, although it’s not the most important thing to look at. The big difference between a ‘regular’ influencer and a micro influencer is that the micro influencer focuses on a specific audience.

Click here for an example.


Where to find them
It’s good to know that micro influencers are easy to find. Often they are connected with agencies, specialized in micro influencing. However, you could also start with your own followers list. If someone with a relative large network follows you or your brand, the connection is already there. All you have to do is connect with them and make sure they will share and like your content. Another way of finding an influencer is by manually searching. For example, just go to Instagram and write the subject your targeting on in the search bar. You will find enough influencers who are specialized in their own specific subject.

What to look for
So, now you know what micro influencers are and where to find them. Still, you have to keep in mind what to look for. Therefore, you have to keep two important aspects in mind: relevance and engagement. Considering relevance, you have to think about the importance of the influencer for your brand. How relevant is he or she for the niche you want to target on? What is their expertise, vision and perhaps more important: what kind of content do they post? These aspects have to fit the content you are sharing. Once you have decided that the influencer is relevant, you have to take the engagement rate into account. How often are they active and in contact with their audience? The marketing tool Agora Pulse can help you with analyzing this. In the end it’s important to keep in mind that a micro influencer is easy to find and relatively cheap to use. Don’t focus on the amount of followers they have, but do concentrate on the sort of followers. Do they match your brand? Is the topic relevant and the engagement high enough? Good job, you’ve found the perfect micro influencer for your campaign!