The Role of Micro-Influencers in Digital Marketing

Hello guys, today we are here to learn about micro-influencers and how to use them in digital marketing. Till now we all can understand that today's era is the digital era and to keep ourselves updated in this digital world is so important. In the past, we believed that only three things were most important to sustain our life and we gave priority to those things that are  Food, clothing, and shelter because no one could imagine life without these things but today, smartphones have become that fourth thing which becomes an important thing in our life. We daily use it for playing games, watching videos, watching reels, and connecting ourselves to this social media platform.

The main social media platforms are YouTube, Facebook and Instagram. Now, return to our topic which is micro-influencers so when you use Instagram or YouTube you sometimes come across to such people who tell us their life experiences and have experience in a specific thing, and people widely follow them and try to become like them such a people are called influencers.

Source: Safalta

people follow them because they are attracted to their qualities and want to bring those qualities into them. That quality can be anything he can be a good lecturer, he can be a good player or singer, or sometimes people are also attracted to a millionaire and follow him and try to become a rich person like him. Some people give motivation to introverted people and fill their life with new rays or someone gives motivation to a failed student and the people who benefitted from their thoughts, their motivation, and their words starting following them. People trust the opinions of influencers and try to become like them.
 

For example: You hear the name Sandeep Maheshwari, a YouTuber and a popular public speaker with millions of followers across the globe why he has so much support because his ideas and his thoughts change the lives of many people. he motivates people positively. So when people see the change in our life they start to follow him. There are many more examples like this like Virat Kohli, Narendra Modi, Priyanka Chopra, etc. People follow them because of their unique qualities. Now we understand that an influencer is a person who has a large fan following. Now, we learned what is influencers and what their roles.Now, learned about the types of influencers and tried to classify them. There are five types of influencers according to their fan following which are, Mega influencers, Macro influencers, Mid-tier influencers, Micro-influencers, and Nano influencers. We learned about them in brief ahead but in this blog, Micro-influencers are more important so we learned about micro-influencers in detail and tried to see how we can use them in digital marketing. Before that let's analyze micro-influencers and try to see micro-influencers in numbers and stats.

Before learning the importance of micro-influencers in digital marketing, first, clarify the meaning of micro-influencers once again. Micro-influencers are such type of influencers who have followers between 10K to 1M and these types of influencers generally are experts in a particular niche or area and have all the followers or subscribers who keep interest in that particular niche. It is important in digital marketing for many reasons. The reasons are as follows: Micro-influencers have a large fan following so we can promote our brand or product through them. If they promote any particular brand their followers their followers trust them because they are influenced by them so they always use the product that their influencer suggests to them. Another importance is that they are related to a particular niche and experience in a particular thing. So if our products are related to that niche we can promote them through the influencers who have a fan following in that niche and it also costs less because these influencers generally consist of content creators and are only popular for a particular area.

The first criteria for the identification of micro-influencers is hidden in the definition. In definition, the criteria is the followers or subscribers of micro-influencers which is 10K to 1M. The influencers having the number between them are micro-influencers. The second criterion is related to their niche, if an influencer is related to a particular niche or area, he is confirmed to be a micro-influencer because we already read about it before. He can relate to a standup comedy, can be a good public speaker, can be a beauty artist or fashion designer, and also can be the fittest and a man with good body posture. So if a company wants to promote a product related to beauty, then the company can approach micro-influencers who are related to beauty because all the consumers related to that product are present on that influencer platform. The third criterion is their engagement rate if their engagement rate is high then it shows that their quality is better and shows more active followers on the platform so you should approach the influencers who have a high engagement rate ( more views, comments, and likes). 

You can build relationships with micro-influencers by identifying them, checking their niche, and matching that with your targeted products after identifying try to build a relationship with them by liking their post, commenting on their post, and showing them that you appreciate them, and always try to look different in front of them and if they re-comment on your comment then trying to send a direct message to them and wait for their response before you should follow them and connect them. In a direct message, you can send your details, company details, and product details. if they show some interest in your product or brand he/she can reply to you for further information and at that time you can send a sample of that product and ask them to try it and give feedback. If they feel that they are getting benefits from the products and send you positive feedback then ask them to advertise the product and if they are ready then ask them for the cost. It is easy to prepare the micro-influencers for the advertising at a low cost because your product gives them more popularity and an engagement rate and they also want to deliver the best tips and products so your product can ease their work and they also can earn from it.  This is the easiest way to approach micro-influencers and market your products to the audience that you want.

Now we have identified a micro-influencer and approached him and prepared him to advertise our products but now the main part of marketing is started from here which is to select the content and choose the campaign type. We should choose the content according to the product. We should also want to identify the target audience like their demographics, interests, behaviors, etc. Next, we should select the campaign goals like brand awareness, to drive sales, get the traffic of micro-influencers to our website, and fill out a form. Content quality should be the best and match your original products. Now to select which type of content is best to deliver your product there are some options, micro-influencers can give honest reviews and feedback on your product, make a post on how to use the product, micro-influencer can also arrange some contests and giveaways, and audience to get a chance to win the product for free. Now what type of campaigns should choose so we choose we can sponsor our products through the posts of micro-influencers, micro-influencers can also make an affiliate link to our products and share it with their audience in this process they also can get a commission. You also can make them brand ambassadors of your product and they regularly advertise your products.


 

Now we learned all the things about micro-influencers in detail and reached on conclusion we can say that micro-influencers are an effective and efficient way of digital marketing now it is also better than other options for influencers let's see. when we compare micro-influencers with macro-influencers or celebrities we see some huge differences that is as follows: