I refuse to buy anything just because I celebrity told me to. I’m not alone in this and additionally, every time I see a major celebrity endorsing something my first thought is: Don’t pay them and instead use that money to lower the price for the lowly, average, normal person… me.
There has been a clear backlash lately against the Kardashians of the world, constantly pushing skinny tea, waist trainers, and God knows what else. As consumers, we have diversity, choice, and a plethora of voices to listen to, admire, and aspire to become. We are starting to embrace people who catch our eye by their work, their esthetic appeal, and possibly their overall brand too. We are embracing the micro-influencer.
When looking for a micro-influencer you should look for specific traits and features. They will essentially be a bannerman for your personas. You are looking to find the person that your key demographic(s) already follow and listen to. By hiring the micro influencer, you are essentially having them give their blessing to your product/service/brand and in turn, you reap the rewards of your personas clamoring the closest CTA to get their hands on what you have to offer.
So what should you be looking for and how can you find them? Well…. first you have to identify your target personas.
- Who are the people you want to know and love your brand?
- How old are they, what is their gender, location, hobbies, lifestyle, etc?
- What keywords would they use to find you?
- What social media platforms are they on? (Facebook, Snapchat, Twitter, WhatsApp, Instagram, YouTube, Pinterest, Tumblr…)
Now that you know who your audience is and where they are online, you need to find someone that can reach this audience. Look for micro-influencers that:
- Have thousands of followers that are made up of your target personas.
- Are located on the social media platforms that you want to target.
- Their lifestyle/content is in line with your brand. There is nothing worse than an obviously paid promotion where you know the influencer would never use the product in real life unless they were paid.
Where do I find them? One of my favorite options for this is influence.co. You are able to see and search for specific keywords and are able to see the follower and engagement metrics for their channels, specifically Instagram.
There are also times when you want to use influencer marketing and time is of the essence. For instances like this, Shoutcart is an option where you essentially shop for influencers and treat their promotional posts like you are buying a J. Crew sweater. Just load them in the cart, click buy, and your promotions go out into the universe. This option has only been around for a year and reviews range based on what you are intended to promote. To learn more, see this review.
However, nothing beats actually head hunting for your talent. You know the audience you want to attract. Really look at your intended audience and put yourself in their shoes. Whom are they following? What keywords are they using? Tap into that.
The power of these micro-influencers is that they have their following for organic reasons. It could be that they are hilarious or taking amazing photographs. It could be because they look hot in a bikini. It takes all sorts. BUT, know that they have weight and people are following them because they enjoy their content no matter what their content is. Look, search, and connect with them as genuine brand ambassadors. This isn’t a spammy celebrity parading your product. This is a normal everyday person who creates great content and is relatable to their followers. Choose this path and see where the draw is… I think you will see the impact of a keyword and the power of a picture.