It’s a question we’ve heard on a more regular basis over the past few months. What is a micro-influencer and how can my business harness the power of influence? Although there’s no clear cut number tied to the definition, micro-influencers are widely considered to be those with a following between 2,000 to 100,000. Many marketers consider micro-influencers to be more of an “average Joe,” someone more relatable and accessible than their celebrity counterparts.
Businesses have turned to micro-influencer marketing to promote products and services because studies show that consumers trust recommendations from those they feel like they know on a deeper degree. Capitalizing on this niche market is a great (and often more budget-friendly) way for businesses to target audiences aligned with their brand’s values.
With so many options, how can you decide if a micro-influencer is the right fit for your business? We have a few ideas. Keep scrolling for our tips on how to vet an influencer to ensure that they can effectively and accurately promote your brand.
Know Their Audience
One of the most important factors when deciding which micro-influencers to partner with is their audience. Marketing works best when the audience relates to and connects with the message or product you’re putting in front of them. Ask for data on audience demographics before jumping into a partnership. Thanks to the plethora of free social media monitoring tools, every influencer should be able to provide basic information about location, age range, etc.
Look at How Their Followers Interact with Their Posts
Take note of how their followers engage with their content. Scroll through the comments section. Watch their Instagram Stories. Are fans and followers “real?” Are they asking questions? Are they responding positively and with curiosity? Visit any major celebrity’s profile and the comment section is a mix of mega-fans, haters and -- even worse -- bots promoting a service. One of the benefits of partnering with micro-influencers as marketers is that their following tends to be more authentic.
Analyze Their Past Partnerships
During the research phase, set aside time to browse a potential partner’s content to get a feel for both their organic and paid content. It's imperative to put past partnerships and collaborations under a microscope before diving in. Ask yourself these questions: Does this brand have a similar look and feel to ours? Does this seem like an organic partnership? How are their followers responding to sponsored content? How often do they post sponsored content?
Conduct Instagram Audits and Look for Fake Followers
Use Instagram auditing tools to check their profile for fake or purchased followers and view engagement rates. HypeAuditor and Famoid are programs that run social media audits and work on any public profile on Instagram. Just type in any username and check away!
Determine If Core Values Align
It’s okay to ask influencers additional questions to evaluate if their mission and core values align with yours. Dig deeper by getting to know their backstory. What made them take hold of their platform? What they would describe as their brand? If the answers to those questions line up with your company’s core values, then go for it.
Think your business is ready to take on influencer marketing? Contact the Social Ape team to learn more about influencer marketing and how we can help you reach your goals with an effective collaboration plan.