Influencer marketing campaigns with micro-influencers

• #Influencer Marketing

How companies find the right social media influencers on Instagram & Co.

Influencer marketing is one of the most successful and effective ways for companies to make themselves visible in the world of social media platforms. In the past, the term “blogger” was used in marketing, but today the focus is much more on content creation. However, since this type of advertising has become more popular, prices have also risen. Whether nano influencer, micro influencer or macro influencer – you can become successful in marketing on Instagram, TikTok & Co. with every “type” of influencer. Micro influencers in particular are becoming increasingly relevant for companies when it comes to advertising – or more precisely, influencer marketing. But what are micro influencers? How do you find these social media influencers? And how many followers do these influencers actually have? We uncover all of this and take a look behind the scenes of this special type of influencer marketing and go on an influencer search. We give tips on how to find the right influencer.

When are you a micro-influencer?

There is often no standardized measurement for the classification of different follower numbers. The basic rule in influencer marketing is: nano influencers are creators with less than 10,000 followers. Micro influencers can be found between 10,000 and 100,000 followers. Beyond that, we speak of macro influencers. Companies must define for themselves what size is the “right influencer” on social media channels.

The increased relevance of micro-influencers for a brand can be explained quite simply: As a rule, they have a higher engagement rate. This describes how the number of likes and comments relates to the number of followers of the influencer. This is usually because they generally have more time to actively engage with their followers, as the flood of messages is not as great as with macro influencers, for example. However, it is important to note that there is no general rule for influencer marketing. Every brand has to make individual decisions here.

Where can I find micro-influencers?

In order to find suitable influencers, a brand or company must first define what its goals and target group are – also in relation to its social media channel. The goals in influencer marketing can include the following:

Sales: The company or brand wants to generate as many sales as possible

Reach: The company or brand wants to generate the widest possible reach and reach many people from its own target group

Awareness: The company or brand wants many people to come into contact with its brand and keep it in mind for the long term

In principle, it is possible for a brand to find micro-influencers who are active on any social media platform. As a rule, however, the Instagram and TikTok platforms are particularly suitable for implementing a holistic influencer marketing campaign and finding suitable influencers here.

There are various ways to go about actually searching for influencers in the next step:

Search for hashtags

Although hashtags no longer play a major role in generating reach in influencer marketing, they can still help to find accounts from different niches. As a company or brand, it is a good idea to identify a few concise and suitable hashtags and enter them into the search bars on Instagram and/or TikTok. Influencer accounts are then usually displayed directly at the top.

Search on other accounts

Are there influencers that fit your brand thematically but are not suitable for your planned campaign for other reasons? Then take a look at which other influencers they follow. As a rule, the topics are similar and you may find other accounts that are better suited to your plans or your brand.

Use suitable influencer marketing tools

If you don’t get any further via the platforms themselves, you can of course also use tools that have been established specifically for influencer identification. This allows you to search for influencers. This includes InfluData, for example. Here you can enter all your relevant values and the tool will then provide you with accounts that match them. It helps you to find influencers quickly.

How much does a micro-influencer cost

Before an influencer marketing campaign is implemented, companies have usually defined a certain budget that they want to spend specifically for this purpose. It is then important that the booking of the desired influencers does not exceed this amount.

Influencer marketing is one of the most relevant and effective measures in marketing. Accordingly, budget is a sensible investment here. Nevertheless, prices naturally vary from influencer to influencer. Pricing in influencer marketing is made up of various factors. These include, for example, KPIs (key performance indicators) such as the number of followers, story views and engagement rate. Influencer prices are usually calculated on the basis of these.

The prices of micro-influencers are generally set somewhat lower than those of larger accounts. Nevertheless, it must be emphasized here that the result is not worse because of this. As mentioned above, these influencers simply have other strengths that can be put to good use. In influencer marketing, this can be considered very individually.

How do I become a micro-influencer?

We have now clarified how companies find suitable influencers. But what does it actually look like on the creator side? How do you actually become an influencer?

The basic prerequisite is, of course, activity on social media platforms, especially Instagram and TikTok. These are among the most frequently used platforms. To build up a following, it makes sense to post content on a daily basis. This can be reels, stories or feed posts. It is also important to actively interact with the community in order to build a close relationship. Authenticity is particularly relevant here, as is involving followers in everyday life and showing them.

The power of micro-influencers

In summary, it can be said that micro-influencers are in no way inferior to accounts with a wider reach in terms of effectiveness. It is important that companies make a conscious decision in favor of this type of influencer based on a well-founded analysis.