How to Choose the Right Micro-Influencer Platform for Your Brand
Micro-influencers have been all the rage in the media for several months. But here's the exciting part: there are these amazing micro-influencer platforms out there that connect you with a bunch of these influencers all at once. You get to choose from a wide range of micro-influencers and reach their dedicated fan bases, who also happen to be your ideal customers.
So, let's take a moment to understand what a micro-influencer platform is and who exactly qualifies as a micro-influencers.
Micro-influencers: A micro-influencer is a social media influencer with a follower count ranging from 10,000 to 50,000. They are known for their highly engaged content, usually in niche areas. Micro-influencers have a loyal audience that trusts their recommendations, making them valuable for targeted influencer marketing campaigns.
Micro-influencer Platform: A micro-influencer platform is a SaaS platform that simplifies influencer marketing campaigns for businesses by offering a central database of micro-influencers across social media platforms. It enables businesses to effectively discover, manage, and track micro-influencer campaigns to promote their products or services, ultimately saving time and resources.
Micro-influencer platforms and their role in influencer marketing
The role of micro-influencer platforms in influencer marketing has evolved significantly. Initially, they were a way for brands to connect with micro-influencers with smaller but highly engaged audiences. However, as influencer marketing grew in popularity, these platforms evolved to offer more advanced features and tools.
Today, these platforms go beyond simple matchmaking. They leverage data analytics and machine learning algorithms to help brands find the right influencers for their campaigns. Brands can now access comprehensive insights and analytics to measure the impact and effectiveness of their influencer collaborations.
These platforms provide campaign management tools, streamlining the entire influencer marketing process. From initial briefs to content submission and approval, everything can be managed seamlessly. This level of organization and efficiency saves brands time and effort in executing their influencer campaigns.
With their advanced filters, influencer analytics, ability to identify fake followers, detect suspicious activities, and robust campaign management capabilities, micro-influencer marketing platforms have become an essential tool for brands aiming to harness micro-influencers power in their marketing strategies.
Related: What Is An Influencer Marketing Platform?
Growing popularity of micro-influencers
Social media's growth has fueled the popularity of micro-influencers. With their engaged following, they are seen as trustworthy and relatable sources for information and recommendations, surpassing celebrity and macro-influencers.
The data from affable.ai shows a surge in micro-influencers count from at least 398,198 to over 686,821 between 2018 and 2022. This impressive growth rate of approximately 72.9% indicates that more and more brands are recognizing the value of working with micro-influencers to reach their target audience.
The study conducted by Dr. Jonah Berger from the Wharton School and the Keller Fay Group found that micro-influencers have up to 22.2 times more "buying conversations" that involve product recommendations each week compared to an average consumer. It means that micro-influencers are more likely to have conversations with their followers that involve product recommendations, which can influence their followers' purchasing decisions.
Micro-influencers' impact on consumer buying behavior is significant and cannot be ignored. As more businesses recognize the value of micro-influencer marketing, we expect to see continued growth and innovation in this space.
Benefits of using a micro-influencer platform
Brands can avoid the difficult and time-consuming process of manually searching for micro-influencers, as micro-influencer platforms provide access to a network of pre-vetted influencers. The platforms also offer streamlined management tools, allowing brands to manage campaigns efficiently without the hassle of bulk management.
1. Influencer Search Engine: Micro-influencer platforms provide access to an influencer search engine, which allows brands to easily search for influencers based on specific criteria such as Interest, location, follower count, and so on. This saves time and effort in identifying the right influencers for your campaign. Influencer platforms like affable provide 20+ advanced filters and help in finding relevant influencers.
2. Influencer Analysis: It allows brands to analyze an influencer's audience demographics, engagement rates, and performance metrics. This can help brands identify the most effective influencers for their campaigns.
3. Campaign Management Tools: Simplifies and streamlines campaign management by offering campaign management tools, such as scheduling & reporting, tracking all campaign content, including stories, and automating influencer management. This can help brands save time and effort in managing their campaigns, track their progress, and achieve better results.
4. Tracking Campaigns: Micro-influencer platforms also provide tracking tools that allow brands to monitor the performance of their campaigns in real time. This can help brands identify areas for improvement and adjust their strategies accordingly.
5. Influencer Relationship Management: The relationship management feature allows brands to manage their relationships with influencers. It includes features such as messaging and proposal templates and tracking and managing influencer payments.
6. E-commerce Integration: Micro-influencer platforms can be integrated with e-commerce platforms such as Shopify to provide seamless product deliveries.
Micro-influencer marketing platforms benefit brands by providing access to a diverse range of micro-influencers, cost-effectiveness, and increased campaign control. For agencies, these platforms offer streamlined campaign management, an expanded talent pool, and data-driven insights. Leveraging influencer marketing platforms empowers brands and agencies to execute successful micro-influencer campaigns and drive meaningful results.
Brands that can benefit from micro-influencer platforms
Micro-influencer platforms can be beneficial for a wide range of brands, including:
1. Small and Medium-Sized Businesses: Micro-influencer platforms are an excellent choice for small and medium-sized businesses that want to reach a targeted audience without breaking the bank. These platforms offer cost-effective options for influencer marketing campaigns, making it easier for smaller brands to compete with larger companies.
2. Startups and New Ventures: Micro-influencer platforms are also ideal for startups and new ventures that are just starting to build their brand and want to create buzz and awareness around their products or services. Micro-influencers can help these brands to reach a highly engaged audience and build brand credibility.
3. Niche Markets and Industries: Brands operating in niche markets or industries can benefit from micro-influencer platforms as they offer access to influencers with a highly targeted following. These influencers can help brands to reach a specific audience and establish themselves in the market.
4. Local and Regional Brands: Micro-influencer platforms can be particularly useful for local and regional brands that want to increase their visibility and reach within a specific geographic area. By working with local micro-influencers, these brands can tap into the trust and loyalty of their audience and build a strong local presence.
1. Cirkul's Micro-Influencer Collaboration Sparks a Wave of Wellness in Communities
Cirkul, a hydration product company, utilized micro-influencers to promote its brand and products. Cirkul partnered with a group of micro-influencers in the health and wellness space and decided to team up with individuals who are all about maintaining an active lifestyle. These influencers showed their followers how they stay hydrated using Cirkul's customizable water bottles and flavor cartridges.
From unboxing videos to product reviews and even sharing lifestyle photos, these micro-influencers proved they know how to keep their followers engaged.
2. Freshly Picked's collaboration with Micro Mommy Bloggers
Collaborating with micro mommy bloggers and Instagram influencers was a wise strategy for Freshly Picked. Micro mommy bloggers and Instagram influencers deeply understand their audience's needs and desires, making them effective advocates for Freshly Picked's baby and toddler footwear. By showcasing the products to their children, these influencers were able to demonstrate firsthand their quality and function, thereby building trust and credibility among their followers.
How to Get Started with a Micro-Influencer Platform - Do's and Don'ts
Here are some tips and tricks for each of the do's and don'ts of getting started with a micro-influencer platform:
1. Research the platform's influencer database, their influencer's authenticity and reliability, and how many social media platforms the platform covers:
Tip: Look for platforms that offer a diverse range of influencers across multiple social media platforms. Don't just rely on the number of influencers - make sure to also check their authenticity and reliability by examining their engagement rates, audience demographics, and past collaborations.
2. Analyze the platform's features and capabilities to ensure that they align with your campaign goals:
Tip: Consider your campaign goals and objectives before choosing a platform. Look for features that align with your goals, such as influencer search and discovery, campaign management, and analytics and reporting tools.
3. Consider the platform's pricing and payment structure to ensure that it fits within your budget:
Tip: Look for platforms offering flexible pricing and payment options that fit your budget. Don't just choose the cheapest option - consider the platform's value.
1. Choosing a platform solely based on its popularity or brand recognition:
Tip: When selecting an influencer platform, it's important to avoid being swayed by a platform's popularity or reputation. Instead, evaluate the platform's features, capabilities, and pricing to determine whether it aligns with your specific campaign objectives.
2. Committing to a long-term partnership without testing the platform first:
Tip: Before committing to a long-term partnership, test the platform to ensure it meets your needs and expectations. Look for platforms that offer free trials or demos to give you a better idea of how the platform works.
3. Ignoring reviews and testimonials from other brands:
Tip: Don't ignore reviews and testimonials from other brands. Look for platforms that have positive reviews and testimonials from other brands to ensure that they are reliable and effective.
Micro-influencer platforms offer numerous benefits to brands, including time and cost savings, enhanced targeting and audience segmentation, increased engagement & authenticity, and greater control over campaigns.
Do you still need to decide whether to use a micro-influencer platform for your brand? affable.ai offers product tours to help you understand the platform's capabilities and how it can benefit your influencer marketing campaigns. Request a free trial!