Micro influencer marketing:
Content promotion with the crowd
Content Promotion via LINKILIKE micro influencer crowd, the largest of its kind in the German-speaking world
High engagement rates and brand trust
Positive SEO effects, i.e. improved visibility of content in search rankings
Digital word-of-mouth promotion for videos, articles, images & web links
What is a micro influencer?
Micro influencers are private individuals with between 250 and 5,000 followers. What’s special about these influencers is that they don’t have huge numbers of followers, but those they do have are all the more active. Micro influencer profiles (e.g. Facebook, Twitter, G+, Tumblr, Instagram, etc.) therefore have high engagement and a large number of likes, shares and comments. Engagement rates of micro influencers are very high in proportion to their follower numbers.
Moreover, micro influencers are seen as experts in one or more fields (e.g. nutrition, sport, fashion, etc.). Their friends and followers trust their opinion, with the result that communication and interaction are authentic.
That means your content attracts the attention it deserves and achieves measurable results and engagement in the social media environment.
The challenge: addressing & managing the influencer crowd
The challenge of micro influencer marketing lies in addressing and managing the influencer crowd. It is not unusual for as many as 2-3,000 social influencers to be signed up in the course of a campaign.
LINKILIKE has developed special methods for filtering suitable influencers out of a large crowd and managing them within the context of content promotion campaigns. For advertising customers, this represents a turnkey solution for distributing content via micro influencers.
How does micro influencer marketing work?
In recent years, influencer marketing has become a firmly established element of the comprehensive marketing mix. However, it is important to differentiate between the various forms of influencer marketing. Micro influencer marketing is a form of marketing that is specifically based upon micro influencers (i.e. user profiles whose followers are relatively few in number, but consist of loyal fans with a high affinity to the subject matter in question and above-average interaction).
Various studies have demonstrated that influencer marketing via well-known (celebrity) faces, for example, is far less likely to lead to the purchase of the product being advertised than a recommendation from a friend. Sample scenario: Joe Bloggs is a tea lover who is very savvy when it comes to buying tea, as his friends are well aware. He posts comments on his FB page about his experiences with new types of tea/tea suppliers and shares them with his friends and followers. The likelihood of his friends and followers exploring the content is far higher because he comes across as being authentic and posts information about a topic (tea) he knows a lot about, unlike many a celebrity.
A study by Markerly also shows that Instagrammers with fewer than 1,000 followers have an average “like” rate of around eight percent. However, when the number of followers increases to between 1,000 and 10,000, the “like” rate falls to around four percent. As the number of followers continues to rise, the “like” rate falls even further to 2.4% for follower numbers in the range of 10,000 to 100,000 and 1.7% for follower numbers in excess of 100,000. Thereafter the “like” rate stagnates, as demonstrated by the study. An examination of comment rates also produced similar results.
Micro influencers working with LINKILIKE
Cooperating with micro influencers is similar to cooperating with other types of influencer; however, these special “niche influencers” are generally more difficult to find. LINKILIKE has extensive experience in working with micro influencers in Germany, Austria and Switzerland, and assists companies in identifying suitable influencers and conducting a wide range of projects.
With the help of the AuthenticityCode, developed and patented by LINKILIKE, it is possible to identify influencers who are an ideal match for any campaign, thus ensuring authentic distribution of wide-ranging content.
Contact us about your project. We will be happy to prepare a micro influencer marketing plan and put your brand on the map!