In today’s world, social media influence has become a powerful marketing weapon. The very idea of promoting a web store via celebrities isn’t brand-new and has already proved its efficiency. Available anywhere in the world with one click, online stores don’t have to take into account geographical location of an influencer’s followers.
However, ecommerce companies have recently questioned the value of a multimillion army of fans. While engaging top influencers costs a fortune, this considerable investment doesn’t always pay off. People don’t usually relate to celebrities so it is harder for the latter to build a trusting relationship with their audience.
An emerging trend has entered the ecommerce marketing arena since such social media channels as Instagram, Facebook, Twitter and YouTube became increasingly popular. Micro-influencers have successfully settled in the world traditionally ruled by the Kardashians and eventually gained more value for marketers.
Let’s clear up the notion
To understand what benefits micro-influencers can bring to an ecommerce business, we need to start with the definition of who they are. Social media influence is measured by the number of subscribers. Boundaries of micro- and macro-influence can vary, but we will refer to the following figures: micro-influencers have 10,000-100,000 followers, while macro-influencers start from 100,000. A small target audience of micro-influencers might raise doubts about the efficiency of the technique. But let’s not uphold to a short-sighted view. The fact that more and more e-shops massively engage influencers with a small to medium following requires deeper investigation of the benefits they offer.
Micro-influencers are harder to find
With more and more people creating and expanding their audience in social media, finding the right influencer for an ecommerce company becomes paramount. Looking through multiple accounts with a required audience size demands an enormous amount of time. Here are several ways to facilitate the search:
- Start with followers of your business account. Choosing micro-influencers who know the online company and are used to purchasing with it is the best tactic. Bloggers will be more inspired to build a partnership while marketers will save much effort to convey a business idea. Sperry, an online footwear retailer, went this way to launch a micro-influencer campaign. Having studied its followers on Instagram, the company identified those with the required following and encouraged them to share photos of the products for the official account.
- Use hashtags. People use hashtags to facilitate the search. Why don’t marketers take advantage of this feature and find influential bloggers with relevant content? To make hashtag research more effective, one should narrow search parameters. For example, #vegetarianfood instead of more general #food will boil the list down to the most appropriate candidates for a vegetarian e-shop.
- Search for local influencers. If an ecommerce company serves a particular area (for example, a food delivery service), it will win by promoting via local bloggers.
- Automate the search. Doing manual research can be time-consuming. Such tools as BuzzSumo, Klear and Ninja Outreach facilitate the first stage and leave marketers with a ready-made list of possible micro-influencers.