The role of Micro-Influencers in Social Media
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Micro-influencers are mini social media stars!
Micro-Influencers are social media users with a follower count ranging from 10,000 to 100,000 followers. They typically focus on specific niche interests and engage more intimately with their audience than larger influencers.
Lee Brennan - SEO Expert | Hubspot | Google | UK
18 May 2024
Here are some reasons why working with micro-influencers can benefit your brand:
Lower Costs: Micro-influencers charge more affordable rates compared to macro- or mega-influencers. For instance:
- Instagram: £100–£500 per post
- YouTube: £200–£1,000 per video
- TikTok: £25–£125 per video
- Twitter: £20–£100 per tweet
- Facebook: £250–£1,250 per post.
Higher Engagement: Micro-influencers tend to have a more engaged following. Their posts receive a higher percentage of likes, comments, and shares. On Instagram, micro-influencers see an average engagement rate of 6%, while mega-influencers have around 1.97%.
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1. The Power of Micro-Influencers:
- Micro-influencers typically have fewer than 150,000 followers but stand out due to their focused expertise in specific niches.
- They authentically integrate brands into their content, resonating with their followers.
- Visual platforms like Instagram and TikTok are their playgrounds, especially with younger audiences.
- Despite their smaller follower count, micro-influencers have a significant impact because their perceived expertise communicates trust and authenticity.
- On average, micro-influencers achieve an aggregate engagement rate of +10% across social platforms, compared to less than 5% for macro-influencers.
2. Identifying Relevant Micro-Influencers:
- Leverage search data to understand target audience interests.
- Use SEO (Search Engine Optimisation) and SMO (Social Media Optimisation) together:
- SEO helps identify relevant keywords and topics.
- SMO helps analyse social media trends and conversations.
- Look for micro-influencers who align with your brand’s niche and resonate with your audience.
3. Measuring Impact and Performance:
- Track the SEO performance of influencer marketing campaigns:
- Monitor organic traffic from influencer-generated content.
- Observe changes in brand awareness metrics.
- Use tools like Google Analytics to measure the impact on website traffic and conversions.
4. Crafting Compelling Content:
- Optimise content for both user engagement and search engine visibility:
- Use relevant keywords naturally within influencer posts.
- Encourage micro-influencers to create authentic, informative, and visually appealing content.
- Collaborate on creative campaigns that align with your brand’s values and resonate with the audience.
- Check out our Article about Social media here!
Remember, it’s not just about the numbers; authenticity, trust, and resonance matter most when working with micro-influencers.