Finding an influencer who has a large following to promote your brand or product may seem like an easy task, but reach is not the only factor that you need to take into consideration when choosing an influencer. Engagement is a huge factor in the process, and reaching out to the micro-influencers in the social world may be your best bet to getting a greater engagement.

A micro-influencer is defined as someone who has around 10,000 followers or less. They are more likely to have a trusted and authentic following as opposed to macro-influencers who are more likely to have fake and bot accounts in their followers.

The micro-influencer is able to connect with their audience on a more personal level, therefore providing more of an opportunity for the followers to engage directly with the brand or product.

1. Find your niche market

There are so many overarching markets with smaller niche markets under them. Focus your searches on the micro-community by breaking down larger markets into smaller subgroups. The more specific you are, the more likely you are to find that niche market where your product will have the most engagement. For example, if you are trying to promote a running shoe, you would start by searching workout influencers, then move to ones that focus specifically on cardio exercises as opposed to weight training, and then move smaller to ones that focus specifically on running. By doing this you are going to reach that smaller audience that has a higher probability of engagement with your product.

2. Search through your own following

Your ideal influencer may be closer than you think. If your brand has a social following, you may have a micro-influencer who follows you already. If this is the case, odds are that this influencer already uses your product, is at least familiar with it, and/or most likely has a following of people who share similar interests. Making these connections can be a big step in identifying the micro-influencer best suited to promote your brand.

3. Keyword tracking

Searching for specific terms may help you identify an influencer who may not know about your brand already, but has reach and engagement with your intended audience. Entering keyword searches on the social sites you are active on can help, but don’t be afraid to look across all networks and platforms. Reaching out into fields you don’t normally can expand your search and provide you with multiple micro-influencer options.

4. Enter the influencer marketing platforms

It takes awhile to find these micro-influencers, which is why brands tend to spend more money and go with macro-influencers, even though in the end they don’t get their expected results. Since they are not big names they require more time to search for on social platforms and search engine sites. Companies can streamline their results through multiple categories on just a single platform, cutting down the time it takes to identify a micro-influencer and increasing the time they have to start the campaign with them and promote the product.

5. Start a user generated content campaign

If you can’t identify an influencer through search platforms or social platform, you can start your search through a user generated content campaign. By getting customers of your brand or product to hashtag images of them using the product or wearing the brand, you can generate users and find connections, leading to micro-influencers who you can build connections with.

 

By Ed East, founder of Billion Dollar Boy

 

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