Micro-Influence: The Most Powerful Influence Strategy to Expand Your Brand Awareness
Trustt assists you in identifying, recruiting, and engaging the best content creators in your sector to boost your brand awareness and consumer interest.
To promote your brand and showcase your products and services, micro-influencers prove to be the most relevant content creators.
According to Social Bakers, micro-influencers show an engagement rate up to 60% higher than macro-influencers and present a 20% higher conversion rate
(Social Bakers study, 2021).
What Is Micro-Influence?
In recent years, micro-influencers have managed to take a prominent place in the influencer marketing sector, despite having a limited number of followers.
The Reasons for Their Success?
- Micro-influencers have between 1,000 and 20,000 active and loyal followers – note that this number of followers can vary – allowing them to interact easily and more quickly with their community
- The proximity to their audience leads to a much higher engagement rate for each of their posts (whether on Instagram or TikTok)
- Micro-influencers are passionate and experts in their field (fashion, luxury, beauty, lifestyle, sports, food, health…)
- They have a targeted audience that regularly follows their updates, responds to their stories, comments on their posts, and shares their content
- They know how to meet their community’s expectations and are a reliable source of purchase recommendations by giving their opinions and impressions authentically
- They have few sponsored partnerships, which “reassures” their followers and strengthens the feeling of trust
Why Use Micro-Influencers?
Micro-influencers are everywhere: TikTok, Instagram, YouTube, Twitter or Facebook. And they have immense power: the ability to influence their followers in their purchasing behaviors. In contrast, traditional advertising suffers from growing consumer distrust, especially among younger generations.
Why Recruit Micro-Influencers?
- To benefit from an effective partner at a “reduced” price for your product and service promotion campaigns
- To take advantage of a loyal and receptive audience, ensuring a high engagement rate and optimized conversion,
- To enhance your brand thanks to the relevance, authenticity, and expertise of their publications. The priority? Relevant brand promotion versus mass visibility (and dispersed among numerous sponsored posts)
- To reach a new niche audience, broader and more diverse, while improving your e-reputation
- To get closer to the most relevant consumers through more natural, human, and spontaneous communication.
How to Identify the Best Micro-Influencers for Your Brand?
Marketing campaigns that rely on micro-influence achieve better results than those conducted with macro-influencers. Based on this observation, how can you build an optimal influence strategy? Where and how to find the ideal micro-influencer for your company?
The Essential Steps:
- Ask Yourself the Right Questions : why do you want to activate micro-influence? For which target? For what objectives?
- Identify and categorize micro-influencer profiles based on affinity with your brand
- Study key KPIs for each social network : audience relevance, engagement rate, preferred sector
- Analyze profile quality : geography, editorial line, content creativity and quality, publication frequency, compensation, interaction with followers
How to recruit micro-influencers and engage them with your brand?
While many influence platforms and agencies offer to select micro-influencer profiles, it’s worth noting that each campaign will still have a significant cost (expect up to €1500 for an Instagram post, up “to €1000 for a story, €300 for TikTok, etc.)”
… But with the Trustt solution:
- Deploy your community: tailored recruitment of micro-influencers with an affinity audience, at lower costs, and without intermediaries (intelligent selection based on audience quality, engagement rates, sector, age / gender, etc…)
- Have your products and services tested: with the Ambassador Program, collect feedback and benefit from authentic high-value UGC (text and video reviews, Instagram, TikTok, YouTube posts….)
- Conduct quantitative studies throughout the year: anticipate consumer expectations and co-create future products and services (surveys, sampling, usage tests, etc.)
- Organize impactful events : invite top content creators, and leverage their visibility to promote your brand to their followers
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