If you own a business on Instagram, it’s time to start thinking about micro-influencers.
When it comes to running a business, getting the word out about your product or service is the key ingredient for growing your baby business into a thriving business.
However, only a select few brands have the budget to hire a full-fledged celebrity as an Instagram influencer. So now what?
Enter Instagram micro-influencer.
Who are Instagram Micro-Influencers?
Most people that are familiar with Instagram are well-aware of major influencers.
However, with the hefty influence that comes with having millions of followers also brings a hefty price tag for brands hoping to hire them to promote their stuff.
That sort of social media marketing just isn’t in the budget for many businesses.
The good news is that micro-influencers can be extremely effective in terms of driving sales while also being very cost-effective, too.
There’s not a clear cut definition of what makes a micro-influencer. Some define it as an influencer with 10K-100K followers. Others might consider as few as 1,000 followers enough to be considered a micro-influencer.
The actual definition of what constitutes a micro-influencer account is somewhat fluid, but there are a few things that are the same:
- A smaller but very dedicated following
- High engagement
- Niche audience
- High levels of trust from followers
Benefits of Using Instagram Micro-Influencers for Marketing
There are several reasons why you might want to consider using micro-influencers as part of your marketing strategy.
For starters, micro-influencers typically have a very loyal following, with high levels of established trust.
Research shows that selling on social media is most effective when there is storytelling involved, rather than simply running ads to get a product in front of an audience.
A highly trusted influencer telling a story about why they endorse a certain product can work wonders in terms of sales.
Additionally, many micro-influencers operate within a niche market. The audience they are selling to is often very specific, making it easier to target your message through the influencer.
For example, bodybuilding enthusiasts may follow a fellow bodybuilding competitor and be likely to trust their recommendations for athletic apparel.
And last, but definitely not least…
Instagram micro-influencers are typically way more budget-friendly than major celebrity influencers. And while their reach might not be as extensive as a mega influencer. The high engagement and levels of trust often make up the difference.
You can also utilize multiple micro-influencers for a campaign and still come in well below the cost of hiring a big-name influencer.
As a general rule of thumb, Instagram influencers will charge about $1,000 per 100K followers for a single post.
If you were to hire ten Instagram micro-influencers, each with 100K followers, you would be looking at $10,000 to reach a potential audience of 1 million followers (give or take a few, considering there may be some follower overlap).
And since we mentioned Kardashians earlier, you might be interested to know that Kim Kardashian charges up to $250,000 per sponsored Instagram post.
I’m not a math wizard but it’s easy to see that micro-influencers, with trusting and engaged followers, have the potential to give you a lot more bang for your buck.
Finding Instagram micro-Influencers
Now that you’re sold on the idea of using micro-influencers as part of your Instagram marketing strategy, how do you find them?
You could venture out into Instagram-land to see if you can find influencers on your own.
Try searching for different hashtags related to your business or product and see what comes up. However, this may prove to be a somewhat tedious process to find the best person for the job.
If you’re finding that this is not working out as well as you’d hope, there are other options.
There are a variety of websites and apps dedicated solely to bringing influencers and marketers together.
Apps that can Help You Find Instagram Influencers
BoostInsider brings together influencers and businesses, particularly in the fashion and gaming niches.
The app features a full range of influencers, everyone from celebrities to microbloggers.
Collabor8 is an app that brings together social media influencers and the brand owners looking for them.
By creating a profile, it will allow you to find people, chat, leave reviews, and send and receive payments.
The company describes itself as being “exclusively inclusive”. This means that they don’t turn anyone away due to a small following.
Their theory is that anybody can become an influencer, which is a great place to find micro-influencers.
indaHash takes a different approach, requiring influencers to apply to belong to the platform.
They require a minimum of 700 followers. Plus, they evaluate the quality and frequency of your posts.
The vetting process can ensure that the influencers using the platform are genuine and effective.
Crowdfire is a robust app that offers a plethora of services. It can help you grow your online presence, find relevant content for you to post, and schedule content for your platforms.
Additionally, it helps you find influencers/businesses to connect with.
IZEA also offers a variety of services, such as controlling social channels and creating content. It is primarily designed to help bloggers, Instagrammers, and YouTubers monetize their influence. It allows influencers to approach brands for a possible influencer relationship and submit bids for work.
VYRL is a free app (yay!) that is basically Tinder for influencers and brands. It shows you accounts that you most relate with (depending on if you’re searching for a brand or influencer).
If you’re interested, simply swipe right to match, or left to pass. If someone also swipes right on your profile, VRYL “matches” the two accounts.
Once matched, you have the ability to chat and collaborate.
Websites Where You Can Find Instagram Influencers
Upfluence is a comprehensive platform where brands can discover influencers. It’s a cloud-hosted influencer search and content management solution.
Additionally, it provides tools to help run and evaluate a marketing campaign.
Collectively matches brands and influencers for you. That means there’s no bidding for campaigns.
Rather, they do the legwork to find the best fit for each brand, saving time and effort for both business and influencer.
AspireIQ is on the smaller side compared to some other platforms. However, it’s a great place to start. About half the campaigns are trading for a product. This means that the influencer doesn’t get paid but receives free product instead.
This is great for new influencers who want to build a portfolio. It’s also great for small businesses who have a non-existent marketing budget. It gives users the chance to review each other, which is very helpful.
Hypemarket is another company that is excellent for beginners to influencer marketing – which means it’s great for finding micro-influencers.
Most campaigns are trading for a product. It’s easy to get started and to use.
How to Work with Instagram micro Influencers
So you’ve found a few Instagram micro-influencers that would be a great fit for your brand.
1. Make Contact
If you’re working with one of the above-mentioned apps or websites, you can follow their outlined process for getting in touch and negotiating terms and pricing.
If you decide to go it on your own, it’s still very possible to establish a relationship and work out a beneficial collaboration.
It’s generally a good idea to first engage with a few of their Instagram posts. First impressions are everything, after all. You can then reach out with either an email (check their IG bio for one) or a short Instagram DM. Let them know a little bit about you and request a media kit.
If the influencer isn’t interested they may not respond or gently decline. If so, no worries, there’s plenty of fish in the sea.
2. Establish a Relationship
Once you and your influencer of choice have decided to work together, it’s time to get the ball rolling.
First and foremost, the issue of payment needs to be established upfront.
Usually, the influencer will include their rates in their media kit. It’s important to stay professional and meet their expectations.
If their price is out of your range, be straightforward about it and try to make the best arrangements possible. It’s never considered professional to beg for a price exception just for you.
After the nitty-gritty of payment has been taken care of, the fun part of planning the campaigns can begin.
Ultimately, establishing positive relationships with Instagram micro-influencers can be very rewarding! You’ll reach new audiences, build greater trust for your brand, and also be able to curate some user-generated content as well.
I’d love to hear about your experiences with micro-influencers. Drop me a comment and share the love.
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