Whether it’s luxury, fashion, health, food or culture, the micro-influencer is now among the major players on social networks. Present on YouTube, Instagram, Twitter, Facebook or TikTok, these profiles have the power to influence their followers in their purchasing behaviour, unlike traditional advertising (which is less and less effective with the younger generations). Marketing campaigns based on micro-influencers are popular with major brands and communication agencies and generally achieve very good results. So how do you build an optimal influencer strategy? Where and how do you find the “perfect” micro-influencer for your business? How much does a micro-influencer campaign cost?
Micro-influencer: definition and advantages
A micro-influencer is a person followed by thousands of users on social networks. His or her expertise and media exposure allow him or her to influence Internet users and to unite and engage a specific community. The term micro-influencer is used because the community is small on a web scale. This community is generally between 10,000 and 50,000 followers. Above 100,000 followers, we speak of a “mega” or “macro-influencer”. Below 10,000 followers, the term “nano-influencer” is used.
Nano, mega or micro, the objective is always the same: to disseminate their ideas, opinions or products to influence Internet users in their consumption patterns.
More accessible than web stars, and charging less because they are less known, micro-influencers have the perfect sized community: we talk about the long tail of influence. Thanks to their active and engaged audience, micro-influencers ensure that the brand or company that solicits them has an often very positive ROI.
How to find micro-influencers?
Marketing tools have been specially created to easily find them according to the desired sector of activity.
Numerous software programs such as HypeAuditor, Stellar, Socialbaker or Hivency make the task easier. With internal search engines and precise filters, these tools directly target micro-influencers by country, region, city, age group, number of followers and categories. Complete and accurate, you can find your future brand ambassadors and even rank them according to your preferred criteria. All you have to do is contact them.
Hashtags and platforms
Hashtags are also a good way to find the right profile for your micro-influence campaign. Type the keyword preceded by the hash sign directly into the search bar of the social network. You will be shown precise information and the publications associated with your keyword or your sector of activity. The accounts of current micro-influencers are then displayed. And if you want to go even faster, Influence4You or ValueYourNetwork are dedicated platforms open to influencers with more than 10,000 subscribers: a real goldmine.
Examples of micro-influencers and micro-influence campaigns
Luxury, fashion, culture: whatever the sector, the biggest brands and houses offer themselves one or more collaborations with a micro-influencer. Chanel and the writer Anne Berest, the cosmetics company Glossier and Clotilde Chaumet (sports coach), or the famous caviar brand Petrossian and the chef Céline Pham. A 100% winning choice where quality is favoured over quantity. The strategy chosen was to work with several micro-influencers in parallel.
On YouTube and Facebook, the “green influencers” are changing fashion and shaking up the big brands. The popularity of Venetia La Manna is a good example. This 30-year-old Londoner has 72,600 subscribers and works with The Body Shop. She succeeds in mixing fashion with environmental issues. “Slow fashion”, “green attitude” and eco-responsibility are themes on which companies are currently communicating to attract their customers.
What is the cost of a micro-influence campaign?
According to a recent study by Kolsquare, here are the costs of a strategy on social networks:
On Instagram, a post varies between 120 and 1500 euros. For a story on the same network, the average price ranges from €60 to €1000.
On Twitter, the price of a post is between €50 and €500.
On Facebook, the price ranges from €100 to €1000.
On YouTube, a video costs between €2,000 and €8,000.
On TikTok, the average price for micro-influencers is between €75 and €300.
To establish a marketing budget and boost your ROI, the engagement rate is the most used criterion.
If, like many brands, you are looking for one or more high-end ambassadors, the Alioze communication agency is there to help you. As experts in the search for and management of micro-influencers, our team will work with you to develop a tailor-made social media strategy for your company.