Mar 1, 2024
12 MIN Read
Micro-influencers, though don't have higher followers, usually have highly engaged followers. Not only that, they often focus on specific industries or niches. Owing to this key element, many businesses are leveraging them in their marketing effort.
In most cases, the marketing strategy worked with micro-influencers is focused on increasing sales (or conversions). Since you are here, reading this, one can only think you are thinking of following a similar strategy, and you want to find the right micro-influencers for it.
Though there are several approaches to finding micro-influencers, we will discuss only the top and most effective methods here.
1. Use Influencer Marketing Tools
This is one of the best and most efficient ways to find your micro-influencers. These influencer marketing tools have a vast influencer database and filter options, helping you find the right influencer.
Impulze.ai is one such tool you can use. It has over 250 million influencer databases (global) and a reverse search engine that makes it easier to find influencers. On top of this, the tool also provides you with insights to spot fake influencers and help you manage campaigns easily.
The generated influencer report from impulze.ai provides insights like the credibility score of influencers, the percentage of fake followers they have, their followers' demographics, sponsored content they have done in the past, and more.
2. Identify Micro-Influencers Already Engaging With Your Brand
Identifying micro-influencers who are already fans of your brand can be a game-changer in your influencer marketing strategy.
These individuals are not just influencers. They are genuine advocates for your products. This makes their endorsements more authentic and impactful.
Here’s how you can effectively spot and engage with these micro-influencers:
Monitoring User-Generated Content (UGC)
Track Brand Mentions and Hashtags:
You should regularly monitor mentions of your brand and branded hashtags across social media platforms. Tools like Instagram’s “Tagged” feature or Twitter’s mention notifications can be invaluable for this.
Analyze Engagement on UGC:
Always look for user-generated content that features your products and has high engagement. This indicates that the poster (potential micro-influencer) has an audience interested in content related to your brand.
Review the Quality of Content:
Assess the quality of the content where your products are featured. High-quality, creative posts are more likely to resonate with audiences and reflect well on your brand.
Evaluate the Influencer’s Fit with Your Brand:
Ensure that the influencer’s values and overall aesthetic align with your brand. Consistency in messaging and style is key to a successful partnership.
Engaging with Potential Influencers
Reach Out Personally:
Send a personalized message to the influencer, acknowledging their content and expressing interest in a potential collaboration. Personal touches can make a big difference in how your proposal is received.
Offer Exclusive Opportunities:
Propose exclusive deals or early access to new products. This not only incentivizes the influencer but also makes them feel valued and part of the brand’s inner circle.
Discuss Mutual Benefits:
Clearly communicate how partnering with your brand can benefit them, whether it’s through exposure, affiliate programs, or other incentives.
By focusing on micro-influencers already engaging with your brand, you can build partnerships rooted in genuine appreciation and enthusiasm for your products.
3. Find Micro-Influencers From Adjacent Niche
It's only logical to search for influencers in a specific industry or niche. However, expanding your search into adjacent niches can also be beneficial. Though not directly, you can find influencers who have a relevant and engaged audience that overlaps with yours.
Here's how to effectively explore these adjacent niches:
Understanding Adjacent Niches
Identify Complementary Niches:
Look for areas that complement your brand but aren't directly competing. For instance, if you're a fitness apparel brand, exploring niches like health food, wellness, or outdoor activities can be beneficial.
Recognize Cross-Interest Opportunities:
Understand that consumers often have varied interests. A follower of a travel influencer, for example, might also be interested in adventure gear, suggesting a natural overlap for outdoor or sports brands.
Research Audience Overlaps:
Use social media analytics tools to study the audience demographics and interests of influencers in adjacent niches. This can help you determine if their followers align with your target audience.
Strategies for Engaging with Adjacent Niches
Consider collaborative campaigns that bridge the gap between your niche and an adjacent one. For example, a tech gadget brand could partner with a productivity influencer to showcase how technology can enhance efficiency.
Sponsored Content with a Twist:
Create sponsored content that naturally integrates your product into the influencer's niche. A beauty brand, for instance, could work with a fitness influencer to create content around post-workout skincare routines.
This approach broadens your reach and brings fresh perspectives to your marketing efforts.
4. Find Lookalike Influencers
If you don't know what a lookalike influencer is, here's a short description.
A lookalike influencer is a content creator who shares similar audience demographics, content styles, and engagement patterns with another influencer. This makes them a potentially compatible match for brand partnerships.
So, if you have already found one ideal for you, finding lookalike influencers would be the best way forward. Here's how to effectively use social media features to discover these valuable influencers:
Utilizing Social Media Features
Instagram’s “Down” Arrow Feature:
When you find an influencer who resonates with your brand on Instagram, click the “down” arrow located below their posts. This opens up a feed of recommended profiles that share similarities in content style, audience, and engagement. It's a quick way to discover influencers who have a comparable appeal.
TikTok’s Similar Profiles:
On TikTok, the app often suggests similar accounts when you visit a profile that aligns with your brand. These recommendations are based on various factors, including content themes, hashtags used, and audience interactions. Therefore, it's a valuable resource for finding lookalike influencers.
YouTube’s Related Channels:
The “Related Channels” section on an influencer’s channel page on YouTube can lead you to similar creators. This feature is particularly useful for finding influencers who produce content in the same niche or have a similar style.
Using Influencer Tools
You can use dedicated influencer tools for finding lookalike influencers like impulze.ai. You can simply copy-paste the URL of the influencer you have into the tool and hit search. The tool will curate the list of influencers from its vast database.
It's a faster and more efficient way to find ideal micro-influencers for your campaign. You can try out impulze.ai for free. Sign up for free.
5. Leverage Google Search
Google searches are another way you go about finding micro-influencers. It's not just Google; you can use any search engine for this. All you have to do is use specific queries related to your industry and the type of influencer you're looking for.
For example, "top fashion micro-influencers in Los Angeles" or "popular food bloggers in Italy under 50k followers."
It should be noted that many industry-specific blogs and online magazines often publish these kinds of listicles. Therefore, these can be a valuable resource for discovering micro-influencers.
Going through online forums and communities would also be helpful. Platforms like Reddit or niche-specific forums often have discussions about influencers. This can be a goldmine for finding names that are popular within a community.
Suppose you're looking for micro-influencers in the sustainable fashion industry. You can start by searching for "top sustainable fashion influencers" and "eco-friendly fashion bloggers."
Go through the blogs and listicles available online and compile a list (shortlisted candidates). Afterward, visit their Instagram (or TikTok) profiles to review their content and audience engagement. You can also use an analytics tool like SocialiQ for this. Get insights into their follower demographics and engagement rates.
Finally, you reach out to the most promising candidates to discuss potential collaborations.
6. Partner With Influencer Marketing Agencies
Collaborating with influencer marketing agencies is another efficient way to find micro-influencers. Being experts in the domain, they will have contacts with a wide array of influencers. So, it'd be easy to find and collaborate with them.
Some benefits of working with influencer marketing agencies include -
Easy to find influencers who have a strong track record and align with your brand’s values.
They can assist in planning and executing campaigns that align with your marketing goals.
They handle all aspects of influencer collaborations, saving you time and resources.
They provide detailed analytics for tracking campaign ROI and making informed improvements.
While these are the benefits of the partnership, there is the curious case of cost. Working with an agency generally requires more financial investment than in-house management. Therefore, it's crucial to balance the potential return with the costs.
7. Use Social Media Hashtags and Search Feature
Social media platforms are not just channels for communication and entertainment. They are also rich resources for businesses looking to connect with micro-influencers. These influencers, often with a dedicated and engaged following, can be pivotal in amplifying your brand's message.
Here's how you can effectively use social media hashtags and search features to discover these valuable partners:
Utilizing Hashtags on Platforms like Instagram and Twitter
Identify Relevant Hashtags:
Start by listing hashtags that are closely aligned with your brand's niche. For instance, if you're a vegan skincare brand, hashtags like #VeganBeauty and #CrueltyFreeSkincare can lead you to influencers who specialize in this area.
Explore Niche-Specific Hashtags:
Don't just stick to broad hashtags. Delve into more specific ones that might be used by a passionate subset of your target audience. For example, #VeganAcneSolutions could help you find influencers focusing on vegan skincare for acne-prone skin.
Consider Location-Based Hashtags:
If your brand is targeting a specific geographic area, use location-based hashtags. A coffee shop in New York, for instance, might explore tags like #NYCCoffeeLovers or #BrooklynBarista.
Monitor Hashtag Performance:
Pay attention to which hashtags are trending or have a strong following. Tools like Instagram Insights can provide valuable data on hashtag performance.
Leveraging Search Features on Platforms like YouTube
Keyword Searches for Content Creators:
YouTube's search feature is a powerful tool for finding content creators. If you're a fitness brand, searching for terms like "home workout routines" or "fitness tips for beginners" can lead you to creators who specialize in these areas.
Analyze Video Content and Engagement:
Once you find potential influencers, look at their video content and audience engagement. Are their videos well-received? Do they have a loyal and active viewer base? This can indicate their influence and relevance to your brand.
Check for Consistency in Content:
Ensure that the influencers consistently post content relevant to your niche. An influencer who sporadically posts about a topic may not be as effective as one who regularly engages with that subject.
8. Brand Ambassador Challenges
Brand ambassador challenges are a thriving marketing campaign. Brands encourage customers to create content promoting their products. Participants can compete for a chance to become a brand ambassador. They receive free products, exclusive discounts, or a commission on sales.
You can host these challenges on Instagram, TikTok, and YouTube. Choose a social media channel where your target audience is. Also, choose a platform where micro-influencers in your niche are most active.
The challenge attracts micro-influencers through an opportunity to gain recognition and rewards. You can also offer a long-term partnership with the brand.
To select the best micro-influencers from the challenge:
Test their submissions.
Look at their creativity and the level of engagement they receive.
Look for participants who have a genuine connection with their audience.
9. Create Hashtag Challenges
Hashtag challenges are another social media campaign idea for brands. You can ask users to create content related to a specific hashtag. These challenges often involve a particular theme or task for participants.
TikTok is particularly popular for hashtag challenges. They can also be effective on Instagram and Twitter. Choose a platform that aligns with your brand's target audience.
Hashtag challenges attract micro-influencers by giving them a creative outlet. They also get the chance to gain visibility. The viral nature of these challenges can help their content reach a larger audience.
Check the submissions for quality, originality, and engagement to identify the best micro-influencers. Look for participants who have a strong connection with their followers. Also, whose content resonates with your brand's values and goals.
Benefits of Partnering With Micro-Influencers
Partnering with micro-influencers can offer several benefits to brands. It is ideal for targeting specific niches or working with a limited marketing budget. Here's a detailed look at the advantages:
Higher Audience Engagement Rates
Micro-influencers have a more engaged audience than macro-influencers or celebrities. Their followers are usually more invested in their content. It leads to higher engagement rates. Moreover, it results in impactful marketing campaigns.
Micro-influencers focus on niches like fashion, fitness, beauty, and technology. Partnering with them allows brands to reach a highly targeted audience in that niche. With this targeted approach, you get higher conversion rates.
Affordable Influencer Marketing Opportunity
Working with micro-influencers is more cost-effective than partnering with more prominent influencers. This makes it an accessible option for small brands with limited marketing budgets.
The return on investment with micro-influencers is high. The improved ROI is due to the targeted reach and high engagement rates.
Authenticity and Trust
Followers consider micro-influencers to be more relatable and authentic. Followers consider them to be people who share genuine experiences and opinions. It builds trust with their audience.
Ideal Option for New and Small Brands
Considering the crowded market, getting noticed can be challenging for new or small brands. Partnering with micro-influencers can expose these brands to relevant audiences. Macro influencers and celebrities are picky about the brands they partner with.
Example: A Real-World Application
Imagine you're managing a brand that sells eco-friendly yoga mats. Here's how you could use social media to find micro-influencers on Instagram.
Start by searching for hashtags like #EcoFriendlyYoga, #SustainableYogaPractice, and #GreenYogaLife. Look for influencers who regularly post about sustainable living and yoga practices.
Afterward, check their following and see if it is around 15,000. Check their overall engagement rate and then for each post. You can use SoicaliQ for this. If both these are good, contact them (SocialiQ will provide you with their contact email ID).
Before making them an ideal candidate, as a final round, check their audience demographics to see if they align with your target market. If it is, then go forward with the influencer.
Though the process can be effective, it’s very time-consuming and tedious.
What’s the best way to find micro-influencers?
This user-friendly tool can be your perfect assistant for influencer discovery. It has filters that make finding influencers a breeze.
Want to connect with micro-influencers effortlessly? Use the filters on impulze.ai to find influencers in specific regions and interests. It offers a goldmine of insights into influencer performance and audience engagement.
All the above-mentioned are ideal choices for finding micro-influencers. But if you have an in-house marketing team, then investing in an influencer tool like impulze.ai would be the best way.
The tool offers a free version for you to try out. Read the step-by-step guide on how to use impulze.ai to find an influencer, and make the most out of the free version.