Discovering Micro Influencers

  1. Discovering Micro Influencers
  2. Vetting/Validating Influencers
  3. Measuring Influencer Campaign Success

A majority of consumers trust recommendations from other people (even if it’s someone they don’t know) over brand content.¹ Partnering with the right influencers allows your brand to leverage the trust an influencer has built with their fans to create a connection with your brand to increase reach, brand awareness and conversions.

Influencers do not have to be users with millions of followers. Research shows that as the reach of an influencer grows, engagement tends to drop. 1,000 to 10,000 followers seems to be the “sweet spot” for engagement, and campaigns with micro-influencers (those with 2,000 - 50,000 followers) are 6.7 times more efficient than those with larger followings.¹

Discovering Micro Influencers

The best place to start is your own audience. These users are already your fans and a relationship already exists. Start by defining an influencer persona. An influencer persona can be determined by the questions below and you can discover influencers that fit that persona by using filters within SocialRank. Some questions to help build an influencer persona is:

  • What is the typical gender of an influencer in this space?
  • How do they self-identify and what are their interests?
    • Leverage the bio keyword and words, hashtags, and emojis filter to search for words and emojis such as “fitness”, “foodie”, “mom”, etc.
  • Does location matter?
    • This may make sense for particular campaigns, such as event activations
  • Fake Accounts
    • Is the influencer’s audience and engagement authentic?
  • Activity
    • Have they posted recently?
  • Engagement rate
    • The sum of their engagement (average comments, likes, retweets) divided by the number of followers
    • The highest engagement rates were seen with micro influencers
      • Micro influencers on Instagram had an average engagement rate of about 2.4% in 2019, while micro influencers on Twitter had an average engagement rate of about 0.04% ²
  • Impression
    • What is the impression generated by the content they are sharing?
    • Is there profanity in their content?
    • Are they frequently posting with certain hashtags that resonate with your brand?
  • What is their following size?

Once you have these criteria, save the search query so you can easily go back and reference this group of potential micro influencers. As time goes on and your follower base increases, any profile that fits the influencer persona will automatically be added. You can view the newest followers that fit the influencer persona by sorting chronologically.

Extending your search outside of your follower base

Using Marketing Intelligence, you can browse the over 10 million reports we’ve run on our Instagram and Twitter database to identify unknown advocates and potential micro influencers.

  • Start by identifying larger influencers that fit your influencer persona
  • Analyze their audience using filters to find smaller, aligned influencers within their following

Creating a list of potential micro influencers

  • As you come across profiles that you’d potentially like to work with, save them to a list
  • The list provides a method of organization and all profiles within the list can also be analyzed to validate the influencer’s audience and reach

    Read the next article in this series, Vetting/Validating Influencers.

    Sources

    ¹ https://www.hellodigital.marketing/learn/an-introduction-to-the-influencer-persona/

    ² https://www.tubefilter.com/2019/07/09/influencer-marketing-good-engagement-rates-data/