Ep 21: Digital Marketing Trends of 2023: Micro-Influencers


Influencer marketing has been around for a while now with brands partnering with social media users who have a large following to promote their products or services, but as influencer marketing becomes more and more prevalent, we’re starting to see a shift toward the use of micro-influencers.

So what exactly are micro-influencers?

These are social media users who have a smaller, more targeted following, usually anywhere from a few thousand to a few hundred thousand followers. They tend to have a high level of engagement with their followers and are seen as more authentic and trustworthy than larger influencers. One of the main reasons brands are turning to micro-influencers is because they can be more effective at reaching specific audiences and driving conversions.

Since their followers are more targeted and engaged, micro-influencers can help brands reach their desired audience more effectively. We’ve seen some successful campaigns using macro influencers in the past few years. For example, a fashion brand might work with a micro-influencer who has a large following of fashion-savvy consumers rather than a larger influencer with a more general following. This can help the brand reach its target audience more effectively and drive conversions.

Another reason brands are starting to realize the value of working with micro-influencers is that they can often be more cost-effective than working with a larger influencer. Larger influencers often command higher fees for their partnerships, while micro-influencers may be more affordable for smaller brands, or those working with a limited budget.

So what can we expect to see in the world of micro-influencer marketing in the coming year?

We expect to see more and more brands turning to micro-influencers as they realize the value and effectiveness of these partnerships. We may also see the use of micro-influencer networks where brands can work with multiple micro-influencers at once to reach a larger, more targeted audience.

Overall, it’s clear that micro-influencers are an important trend to watch in the world of digital marketing. Keep an eye out for more and more brands turning to these smaller, more targeted influencers in the coming year.

Now, how do you find micro-influencers?

There are a few different ways to find micro-influencers for your brand, our first tip is to use social media platforms. Many micro-influencers can be found on social media platforms like Instagram, TikTok, and YouTube. You can search for influencers using relevant hashtags or by looking at the accounts that your target audience follows. You can also use tools like SocialBee or Hootsuite to find influencers based on specific criteria like location or the number of followers.

Our second tip is to look for industry-specific influencers. If your brand is in a specific industry, You can search for influencers who are active in that industry. For example, if you’re a beauty brand, you can look for makeup artists or beauty bloggers who have a smaller following, but a high level of engagement with their followers.

Our third tip is to use influencer marketing platforms. Many platforms connect brands with influencers, including popular ones like Influencer Marketing Hub, TapInfluence, and Aspire IQ. These platforms often have search tools that allow you to filter influencers based on specific criteria like location, number of followers, or engagement rate.

Our fourth tip is to reach out to influencers directly. If you have a specific influencer in mind, you can try reaching out to them directly through their social media account or their website if they have one. Keep in mind that many influencers receive a lot of partnership requests, so be sure to tailor your pitch to their specific audience and make it clear why your brand is a good fit for them. In addition, a lot of times influencers will have information and contact information in their bio so that you can contact them more directly

Make sure to follow these instructions and be very clear with your pitch and explain exactly why your brand is a good fit for them. It’s important to keep in mind that finding the right micro-influencer for your brand will take some research and effort. Be sure to take the time to carefully evaluate the influencers you’re considering, including their engagement rate, the quality of their content, and whether their audience is a good fit for your brand, which is by far the most important aspect.