Influencers have the power to win the hearts – and pockets – of consumers.
It is no surprise, then, that some of the biggest brands in the world are using influencer marketing to promote their products and services.
While influencer marketing is effective, not all brands have the budget to afford a top-tier influencer. Fortunately, there are micro influencers on whom these brands can rely.
Micro influencers are everyday consumers who possess a large social media following; generally between 1,000 and 10,000, though some have up to 100,000. Read more about Influencer Tiers.
These influencers offer better audience access and higher engagement than macro influencers (100K – 500K followers) at a fraction of the cost.
The social media platform where you can see amazing examples of micro influencer partnerships. This past year, brands like Hello Fresh and ASOS worked with micro influencers to run successful Instagram influencer marketing campaigns.
In this post, we’ll show you how to find micro influencers on Instagram. Also, we’ll demonstrate how you can use micro influencers to boost sales.
Table of Contents
Micro Influencers Should be Relevant to Your Niche
Influencer marketing can be used for achieving different goals, such as driving engagement, increasing brand awareness or boosting sales. To be able to achieve any of these goals, however, you must promote your content to a relevant audience.
This means that you must work with micro influencers who are relevant to your niche and have a significant following that is interested in that niche.
Ideally, you should find an influencer who is considered an expert in a subject that is relevant to your niche.
If you fail to do this, you won’t be able to reach your target audience and there will be no point in using influencers to promote your brand.
For example, in 2014, the world was confused when soccer-star Cristiano Ronaldo appeared in a Japanese facial fitness commercial. The commercial was a sensation, but none of that attention was focused at the product but rather at the awkwardness of this commercial.
Use social media monitoring tools to find influencers within your niche. These tools will allow you to listen to conversations and trends around your niche, and will help you identify the most influential voices around these topics.
For instance, Keyhole’s Influencer Tracking & Analytics feature, will not only help you surface influencers in your niche but also vet these accounts. This way you’ll be able to peek into the audiences and spot if an influencer has fake followers, or if their audience is truly engaged/influenced.
Wondering who are the top influencers for your brand?
Start a free trial with Keyhole and find out today!
Have Specific Goals for Your Campaign
As mentioned, micro influencer marketing can be used for a variety of goals. However, the tactics to achieve and measure these goals are different.
So it’s important to have your goals as the starting point of your campaign. This will determine how you picking an influencer to developing the campaign creatives.
If your goal is to drive engagement, then, that should be the deciding factor in choosing micro-influencers. Find influencers with a high engagement rate and use content that inspires engagement.
To promote engagement with your audiences, you can create a giveaway in partnership with the Instagram influencer of your choice. The influencer can give clear instructions of the rules, which can involve liking posts, tagging friends, or following your account(s).
If your goal is to create brand awareness because perhaps you’re working with a new product, then your focus should be on reach. The micro-influencers that you work with, in this case, should have impression rates.
Your campaign strategy should support your goal of amplifying reach. For example, contests, where your micro-influencer partners ask their audiences to share posts tagging your brand, would help grow reach.
If your goal is to drive sales, then design your campaign with the main goal of facilitating the purchase process. Also, make it easy to track the impact that your micro-influencer partner had on your sales. You can do this by providing a promo code for each Instagram influencer.
Also, if your budget allows, work with multiple micro-influencers within your niche. This will ensure higher reach within your target market and increase the chances of your customer base seeing your products multiple times.
Managing multiple influencers can be a real pain. However, if you use a tool like Keyhole you can monitor all of your influencers to gain instant access to performance insights and make sharing screenshots a thing of the past.
Keyhole will do one better and automate reports for each of your influencers with detailed performance and optimization metrics to determine your ROI.
Use Keyhole Influencer management to aggregate, compare and analyze your influencers’ impact on a single dashboard to get a bird’s eye view of your influencer strategy at play.
Showcase Your Product Experience with Micro Influencers
When consumers see a compelling product content, they become interested in trying that product.
In order to increase the impact on your audience through micro influencers on Instagram, showcase their experiences while using your products. After all, Instagram is all about inspiring experiences.
This can compel followers to buy the product or service to enjoy the same experience themselves.
For example, you can have your Instagram influencer partner use it and share their reviews about it with the audience. Or perhaps, they can make a video of your product, share stories or simply post a picture with an inviting caption.
The goal here is to demonstrate how your product is enhancing an influencer’s experience. Since the influencer has its audience’s trust, it will create a compelling argument to try your products.
In a similar fashion, the micro influencer should show their audience how your services enhance his/her experience.
Give Influencers the Freedom to be Creative
This is perhaps the most important thing to remember when working with micro influencers on Instagram.
The reason why micro influencers have managed to grow their audience is that their audience trusts them and they know what content attracts the audience.
They know their followers, so they know the type of content that will appeal to and engage their audience.
Let them give honest reviews about your product and allow them to promote your brand in their own way. There is nothing more powerful in influencer marketing having an influencer that can promote your product authentically.
If you tightly control the content that an Instagram influencer shares about your product or services, there is a risk of the audience losing their trust in the influencer due to inauthenticity.
If that happens, you won’t be able to successfully promote your brand.
So instead of controlling the influencer’s creative process, get more control of the performance process. In essence, let influencers do their thing but have a clear measurement of their performance – what is working and what isn’t.
Using influencer tracking and analytics, you can have full transparency on your influencers’ performance metrics and help them get more engagement.
Now that you know how to use micro-influencers, will you promote your brand through influencer marketing?
If so, there’s a missing piece of the puzzle.
We still haven’t discussed how to actually find influencers.
Finding Instagram Influencers
Turn to Your Audience
When searching for Instagram micro influencers, you should start with your current fan base since you know that a connection already exists.
Knowing that your followers already interested in your content, you should examine their interests. For instance, look at the pictures they post, the people they follow, etc.
Then, you should analyze similarities among your fan base.
Do they all follow the same influencer or brand? Does your analysis indicate that many of the Instagram pages you’ve looked at have common content themes?
By finding these common interests, you’ll be able to create a target lookalike audience to draw connections with others like them.
If any of your followers themselves has a large following, it is an added bonus for you.
Reach out to them and recommend an exchange of service or product for a review or Instagram post.
It’ll be easier to convince them as they are already familiar with your brand.
The best method to find the right influencer is to simply search for the correct hashtag or keyword that’s relevant to the product you’re trying to promote.
For example, if you want to promote a fashion product, you can run a hashtag search for queries like #ootd or #instafashion.
You can then determine how popular an influencer is by looking at how much engagement their posts are getting or their follower count.
Are they getting likes and comments on their posts, and if so, how consistently are they posting?
It is common to find influencers who have purchased their followers and likes, and barely get any authentic engagement on their posts. Avoid partnering with these types of influencers!
Tools like Keyhole offer hashtag tracking and keyword tracking. This can help you find influencers who already have published posts with your search terms.
If the content they are posting is relevant to your niche, you can reach out to them to market your products or services.
In addition, you can track all posts that contain your hashtags in real time.
This way you can analyze the engagement levels of the audience in your niche with influencers on Instagram. Then, you can determine the impact of influencers on their audience through engagement rate insights.
The hashtag you choose to search should be somewhat specific to reveal satisfactory results. For example, if you wish to search for Persian cats, a hashtag search around #Persiancats would yield much better results than just #cat alone.
Alex of VM Interactive says that the more specific your hashtag is, the more actionable results you’ll get. Moreover, with the help of an Instagram hashtag analytics tool, you can simplify your research.
You don’t need to stop at hashtags with Instagram anymore. You can now use specific keywords relevant to your niche to pinpoint conversations related to your business and target audience.
Keyhole is an end-to-end social media solution that empowers marketers to make data-driven decisions that impact their organizations. Keyhole supports marketing strategy with enterprise-grade social listening, influencer marketing analytics, and campaign tracking. Helping marketers work smarter, not harder, Keyhole saves marketers 5+ hours a week with simplified social publishing and automated reporting.