When selecting influencers, many brands assume that bigger is better and opt for people with the largest number of followers.
However, as marketing guru Seth Godin notes, marketing on such a large scale can sacrifice what makes you special in the first place.
Instead of getting big, companies should look for the “smallest viable audience” of fans and build meaningful and engaged communities around them.
This post is about why social media isn’t for targeting the masses, why you should talk to people who are part of your “tribe”, and how you can get better results when you work with micro-influencers.
Telling great stories to the target audience.
Thanks to the diversification of media, content is now available for almost every niche group of fans.
Therefore, it is crucial for brands to understand the online dynamics when promoting their products, as messaging and context for one advertising campaign may not work for another.
Find the right micro-influencer with data and analytics
It can be difficult to find the right influencer. They need to make sure that their personal brand fits your company, that they are knowledgeable about certain topics and that they know exactly how they can make your brand even better known.
This includes the consideration of criteria such as
- The social footprint of the influencer
- The relevance of your brand for your fans and followers
- The potential for cross-platform reinforcement
- The proximity of the influencer to the desired markets
Analyzing all of these factors can be time-consuming and involve complex and confusing data such as follower counts and online reach. However, by using social listening in combination with AI, you can profile the right micro-influencers for your business and assess the likelihood of a successful campaign based on their online activity.
Our personal tip: Likeometer
Likeometer is a tool from founder Ben. He had complained about the Instabots with his friends some time ago and posted a list of accounts and interactions online. He received good feedback very quickly and continued to build on the idea.
You can use Likeometer to quickly search for users and accounts. If a desired account is not listed, you can submit it! After a while, your desired account will be added.
