Gone are the days in which you only got brand recommendations from big shots on television.
Today, anybody can gain a following if he can establish himself as an authority.
Called micro-influencers, these individuals have a following between 1,000 to 100,000 people on a social media page.
What, not millions?
Before judging these influencers based on their follower numbers, check out these other numbers:
92% of consumers reported that they were more likely to follow a recommendation made by a micro-influencer, than by a celebrity.
They drive around 22 times more conversations when they recommend a product.
So, let’s touch base on what they can do for your business.
Micro-influencers Can Make Your Spot Popular
A micro-influencer is a person who caters to a specific niche market.
An example could be a guy who uses nothing but Nike Air Jordan shoes.
He is a micro-influencer, and his niche is Air Jordan shoes.
Not all rubber shoes, not all sneakers, not Adidas fans, but just Air Jordans.
As an expert of Air Jordan, his followers are all lovers of the brand and the basketball star.
These followers will listen to what he has to say. As you might know already, this is one of the reasons why we love User Generated Content.
So, can you imagine if he said that he just bought a pair of shoes at your shop and that you offer the best service in town?
Now, if he has 50,000 followers regionally, and half of those are local to your area, don’t you think they will come flocking to your doorstep? Better stock-up some extra 42-size pairs.
Micro-influencers Talk to Their Followers
Since micro-influencers are celebrities in their own right sans the glimmering lights, expect them to have closer relationships with their followers.
They are like gurus.
They are called influencers because they engage with their audience, answer their questions, and help them, ultimately influencing their considerations and actions (such as, duh, purchasing).
As a business owner, you do not have to build trust with his followers, the micro-influencer already did the work for you.
All it takes is to make this influencer be an advocate of your business.
See it in action below. Thanks https://www.instagram.com/fafayy.
1. The influencer tags the business in the location of the post
2. A good influencer will write a caption that matches the brand, and is tailored to the audience.
3. Other influencers with big sized audiences get to know about the product and interact with it
4. Good influencers will be lovely brand ambassadors who interact with the fans
5. Social proof, FOMO, fans expressing desire to consume the product, word-of-mouth, etc.
Micro-influencers Can Reach People Under a Rock
Because a micro-influencer can be a niche expert, you would be surprised with the followings they are able to grow from certain regions and locations.
And if you happen to be on that spot, you can expect the influencer to blast one good thing about you, and the rest will happen by word of mouth, as we could see in the example above.
Micro-influencers Are Affordable
Truth be told, there are many micro-influencers who do not even charge money.
All they want is a freebie.
So if you are operating a bar or a café, you can invite the influencer and offer some free food or coffee for his family and friends.
In exchange, he will blast a picture of himself with the food in your restaurant, along with his smiling friends, and say how good the product is and how the place rocks.
Another great example of how these pocket celebrities work is found in Singapore.
They are so popular that the government itself launched a campaign that involved them.
The government of Singapore sought the help of 28 micro-influencers for three months to drive an environmental campaign.
The total cost? $1,500.
Amplification Bonus: Combine Micro-influencers + Impressius
To achieve maximum social media amplification on a budget, try the following combo:
- Invite a handful of micro-influencers to your venue or next event
- Install an Impressius social media printer
…and see the magic happen.
Influencers love photos and are naturally attracted to instant prints.
With the combination of both, you might see your social media reach increase organically by 1000x without much effort or expense.
To spice things up even more, combine the two with having a quirky venue or booth design, and other good practices to boost your event or venue engagement.
Impressius Mini + cute set-up: the micro-influencers magnet in Westin Hotel Phuket.