Micro-Influencer Marketing Strategy Guide
Find out how micro-influencer marketing for events is an effective and measurable way to reach your audience
Long before social media, event marketers would pay for celebrities to promote their events and add credibility. As social media channels continue to gain popularity, consumers are more wary of what they believe when it comes to brand messaging. 92% of them trust an influencer more than an advertisement or traditional celebrity endorsement.
Enter influencer marketing: a way for organisers to leverage the social capital of influential individuals to promote events to an engaged audience and drive attendance. But as the industry matures, the price of working with influencers is on the rise. Especially when we’re talking about follower counts in the millions.
What is a Micro-Influencer?
Micro-influencers are key opinion leaders on social media with smaller, hyper-targeted followings who can drive huge levels of engagement. It may seem logical to think that larger social followings mean a higher return on investment, but marketers are beginning to understand that bigger isn’t always better.
Micro-influencers have smaller followings but are extremely valuable for your event. And this is not just in terms of large-scale exposure, but because of their ability to drive meaningful engagement, making it easier for you to move your target consumer from potential to actual attendee.
The Value of Micro-Influencers
It comes down to the manageability and focus that a smaller following allows for.
Micro-influencers are able to maintain more intimate relationships with their audience which encourages higher levels of engagement. This means that more people are hearing about your event from a source they really trust. It also means that the message will actually resonate. Micro-influencers are perceived as more authentic than larger-scale influencers and are actually 6.7 times more efficient per engagement. They are also much more affordable to work with.
It is recommended to work with several micro-influencers to create the best possible reach and impact. That doesn’t mean you have to pay them. In fact, providing micro-influencers with experiences such as VIP passes or exclusive parties is a great way to generate earned media that will maximise the impact of your message.
Not only will working with micro-influencers generate more impactful conversation, but it will also help you reach a very targeted audience in a specific niche or even geographical location. Which is great if you’re looking at promoting an event in a specific city or engage fans of a unique music genre.
Ultimately, micro-influencers drive the power of word-of-mouth at scale. They know their audience better than anyone and have the ability to tell stories about your events that will turn their followers into your fans.
How To Find Micro-Influencers
Places to find micro-influencers:
- On your business page
- Existing social channels
- Through relevant hashtags for people who have smaller followings (1-60K) and are already fans
- Influencer marketing platforms: There are agencies set up to help you identify micro-influencers, shape your strategy and take the work out of your hands
Once you start ‘social listening’ you will be able to determine who your micro-influencers are, what kind of content they’re creating and where they’re sharing it.
Keep in mind that building a personal relationship and aiming for a longterm partnership is important. If a micro-influencer feels they have the freedom to create content and grow with you over time, you will have a much more successful collaboration.
How to Select The Right Micro-Influencers
Besides doing a bit of ‘social listening’ to pinpoint existing fans, it’s important to know what to look for when choosing one micro-influencer over another. Remember that when working with influencers, you’re doing so because their audience is your target audience. Whether that be in geographical location, age, or interests.
Check whether the influencer has a digital presence beyond a single platform and whether they have a steady growth rate. If they do, they’re probably working hard producing quality content on a consistent basis that their followers really want to engage with.
Of course, you also want to make sure that the influencer is comfortable working with events. Take a look to see what kind of content they have created in the past, what the nature of collaboration is (sponsored or nonsponsored) and whether it is in line with how you want to communicate about your event.
Download our ebook to learn even more details about micro-influencer marketing.
In our ebook, you’ll learn:
- How to build a micro-influencer event marketing strategy
- How to measure the impact of micro-influencers on your event