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Working With Micro-Influencers

May 21, 2020

Whether the objective is to spread brand awareness, gain a larger following on social media, or increase total revenue—influencer marketing has become quite the go-to strategy for brands who are looking to win it big.

It’s easy to see why marketers are prioritizing influencer marketing over email, paid search, and display ads. Everyone is in ‘skip-ad’ mode, which means that getting your product in front of the eyeballs of your target audience could very difficult, and in a lot of cases, downright expensive. Luckily, working with influencers has made it possible for brands to circumnavigate ad blocking and engage target audiences with unique and interesting content.

However, a lot of brands still fall trap to the notion that in order to win big, you must also spend big. And, with marketing budgets to keep in check, some brands remain on the fence about whether or not they should give influencer marketing a shot.

The good news is, influencer marketing is extremely flexible. With a clear set of goals and a good strategy, any brand can run successful influencer campaigns without breaking the bank.

Click here to work with SoutheastAsia's influencers

In order to allocate your budget efficiently, determine first where influencers fit into your overall content marketing strategy. This way, it will be easier for you to identify the right influencers for the job, as well as determine which channels to explore. Without clear objectives, you might end up spending precious resources on the wrong assets.

Then again, even when all other components have been sorted out, budget problems still persist for some brands—especially when the biggest influencers they know are charging in the hundreds of thousands.

In such cases, we recommend working with micro-influencers. These are influencers with followers between 2,000 and 100,000 and generally charge lower than influencers with bigger audiences. But this doesn’t mean you should expect lower ROI! In fact, working with micro-influencers allows you to connect with highly coveted niche audiences who are most likely to convert.

Gone are the days when an influencer’s total following matters more than anything else. While a huge audience does allow you to reach more people, the quality of engagement is actually more important to the success of your campaign. And, because they communicate with smaller audiences, micro-influencers often have very high engagement with their followers and are able to foster stronger and more personal relationships with them. There is a high level of trust between micro-influencers and their followers—and it goes without saying that if a micro-influencer promotes your brand, their audience’s trust will be extended to you.

Also, unlike celebrities with millions of followers, micro-influencers make it easier for you to determine whether or not their followers fit your brand’s target market. The result is better and more cost-efficient targeting.

Marketing campaigns with micro-influencers are highly scalable, and the impact of bringing in several micro-influencers to promote your brand may surprise you. Our platform allows you to connect with more than 5,000 talented influencers you can work with on your next campaigns.

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