- How to find truly relevant micro-influencers on Instagram: tips and tricks
- Published 10/04/2023
- 11 min Read
- Written by Julia Shandrokha
Table of Contents
In today’s digital age, social media platforms have become a hub for product research and discovery, with multiple billions monthly active users. In 2023, Instagram has about 2 billion active monthly users, and, according to the research, 81% of them use it to research products and services they are interested in.
As businesses strive to capture the attention of their target audience, micro-influencers have emerged as a powerful marketing tool. While they may have smaller followings compared to traditional celebrity-like influencers, their highly engaged audience provides a cost-effective way to promote products or services and increase brand awareness. In this article, we’ll provide tips and tricks on how to find micro-influencers on Instagram and collaborate with them, helping you effectively promote your brand to a highly targeted audience and achieve your marketing goals.
WHO ARE MICRO-INFLUENCERS?
Micro-influencers have a following of between 10,000 to 100,000 on social media platforms like Instagram, YouTube, or TikTok. They are considered to be experts in their specific niches, with a highly engaged and loyal audience that trusts their opinions and recommendations. This guide focuses specifically on Instagram influencers.
Ok, but why are micro-influencers important for my marketing campaign?
Unlike macro- and mega-influencers, who have a large (from 100,000 to 1M) following and often are celebrities or well-known public figures, micro-influencers have a smaller but more focused following. They often have a more personal relationship with their followers, with higher engagement rates and a more niche-specific audience.
Micro-influencers can be found in various industries, including fashion, beauty, health, fitness, food, travel, and more. They are known to have a significant impact on their audience’s purchasing decisions, with studies showing that their recommendations have a higher conversion rate than those of macro-influencers. People buy people and trust micro-influencer posts more than branded content.
In the following sections, we’ll explain how to find micro-influencers, how to find local influencers for your specific area, as well as important factors to pay attention to while collaborating with social media influencers.
DEFINING YOUR IDEAL MICRO-INFLUENCER
Defining your ideal Instagram influencer involves considering several factors that align with your brand and campaign goals. Here are some key factors to consider when defining your ideal micro-influencer:
- Relevance. Your ideal micro-influencer should be relevant to your brand and industry. They should have an audience that aligns with your target audience and share similar values to your brand.
- Engagement. Look for micro-influencers who have high engagement rates with their followers. An influencer’s engagement rate shows how involved their followers are with their content and how likely they are to take action based on their recommendations. If you want to dive deeper into this topic, make sure to check this comprehensive guide to Instagram engagement rate check. But in short, you can use this simple formula:
- Authenticity. Influencers on Instagram should have an authentic and genuine relationship with their audience. They should be seen as a trusted source of information and not just someone who is promoting products for the sake of making money.
- Expertise. Micro-influencers often specialize in a particular niche or industry. Your ideal micro-influencer should have expertise and knowledge in your industry, which can help establish them as a credible source of information and recommendations. For example, if your target audience is young women who are interested in fitness and healthy living, you may want to look for a micro-influencer who specializes in fitness and wellness content.
- Reach. While micro-influencers typically have a smaller following than macro influencers, their audience is often more engaged and targeted. Your ideal micro-influencer should have a following that is large enough to make an impact on your campaign goals but not so large that their engagement rate suffers.
By considering these factors, you can define your ideal micro-influencer and create a more effective influencer marketing campaign that resonates with your target audience and helps you achieve your marketing goals.
SETTING CAMPAIGN GOALS AND OBJECTIVES
Defining the micro-influencers that will be perfect for your campaign should also involve setting campaign goals and objectives. Your goals and objectives will help guide you in choosing the right micro-influencer for your campaign.
For example, if your goal is to increase brand loyalty, you may want to consider a micro-influencer who has a loyal following that trusts their opinions and recommendations, and shows a high engagement rate. By partnering with micro-influencers who share your brand values and aesthetic, you can build brand loyalty among their audience and increase the likelihood that they will become long-term customers.
UNDERSTANDING YOUR NICHE AND INDUSTRY
Micro-influencers are often chosen for their expertise and authority within a particular industry or niche, which can help you reach a highly engaged audience that is already deeply involved with the context of your product or service.
Also, to find the right micro-influencer, you’ll need to research and identify the key players in your industry. For example, if your brand operates in the fashion industry, you may want to look for micro-influencers who specialize in a specific fashion niche, such as sustainable fashion or plus-size fashion. These influencers will have a highly engaged audience that is interested in that specific niche, and partnering with such influencers can help you reach that audience.
SEARCHING FOR MICRO-INFLUENCERS ON INSTAGRAM
Searching for micro-influencers on Instagram can be done using several methods. Here are a few ways:
HASHTAG RESEARCH
Hashtag research is a great way to find micro-influencers on Instagram. Hashtags are used to categorize content on Instagram and make it easier to find specific types of content or posts related to a particular topic.
To find micro-influencers on Instagram using hashtags, follow these steps:
- Identify the hashtags that are relevant to your brand or industry. For example, if you’re a fitness brand, you might search for hashtags like #fitfam, #fitnessmotivation, or #healthylifestyle.
- Search for these hashtags on Instagram and browse through the top posts. Look for posts that have high engagement rates and are relevant to your brand or industry.
- Check out the profiles of the users who posted the top content. Look for micro-influencers who have a moderate number of followers (usually between 5,000 and 10,000) and high engagement rates (likes, comments, and shares).
GEOTAGGING AND LOCATION-BASED SEARCHES
Another effective way to find micro-influencers on Instagram is by using geotagging and location-based searches. This method can be especially useful if you’re looking for influencers who are based in a specific location or region.
Here’s how you can use geotagging and location-based searches to find micro-influencers on Instagram:
- Identify the location or region you’re interested in: if you’re looking for micro-influencers based in a specific location or region, identify that location first. This could be a city, state, or even a specific neighborhood.
- Use Instagram’s location search feature: in the search bar on Instagram, click on the search icon and select the “Places” tab. Type in the location you’re interested in and Instagram will show you all the posts and stories tagged with that location.
- Look for posts with high engagement: browse through the posts and look for those with high engagement rates. Check the profiles of the users who posted those posts to see if they have a moderate number of followers and a high engagement rate.
COMPETITOR ANALYSIS
Look at the profiles of your competitors and see who they are following or who is engaging with their posts. This can help you identify potential micro-influencers who are already interested in your industry or niche. Here is how you can do it:
- Identify your competitors. Make a list of your top competitors on Instagram.
- Look for posts with high engagement. Search for posts by your competitors that have high engagement rates. These posts may have been created in partnership with micro-influencers.
- Check the profiles of the users who posted the top content. Look for the profiles of the users who posted the top content for your competitors. Check to see if they are micro-influencers who have a moderate number of followers and a high engagement rate.
One tip to take your campaigns to the next level: work with experienced influencer marketing agencies
From expert guidance on selecting the right influencers to in-depth industry insights and risk management, working with an agency can help you optimize your campaigns and achieve the best results possible. Here are some key benefits of collaborating with an influencer marketing agency like Famesters.
- Expertise. Influencer marketing agencies have expertise in executing successful influencer campaigns. They have experience working with different influencers across various industries and can provide guidance on selecting the best influencers, negotiating contracts, and managing campaigns.
- Access to influencers. We have established relationships with influencers across various social media platforms. This means that our agency can offer a broader range of influencers to choose from, making it easier to find the right influencers for your campaign.
- Target audience. We can help you identify the right influencers to reach your target audience. We have access to data on the demographics and interests of influencers’ followers and can recommend influencers who have an engaged audience that aligns with your brand.
- Campaign management from start to finish. Famesters team handles the entire campaign process, from identifying the influencers to managing the campaign’s execution. This includes negotiating contracts, controlling content creation, and tracking results.
- Measurement and reporting. At our agency, we recognize that constantly analyzing a campaign’s performance is crucial to the success of future campaigns. That’s why we always provide detailed reports on your campaign’s performance, including metrics such as reach, engagement, and conversions. Our goal is to help you gain valuable insights and optimize your campaigns for the best results possible.
- Industry insights. Building on the previous point, experienced influencer marketing agencies have an in-depth understanding of the industry, including emerging trends, best practices, and new platforms. This knowledge allows us to offer valuable insights and recommendations to help you optimize your campaigns and stay ahead of the competition. We stay up-to-date on the latest developments and changes in the influencer marketing landscape, ensuring that you have the best possible guidance for your campaigns.
- Risk management. Famesters can help you mitigate the risks associated with influencer marketing. We’ll ensure that all legal and ethical guidelines are followed, including disclosure requirements, to protect your brand’s reputation.
CONCLUSION
Micro-influencers have become a valuable asset in the world of digital marketing. Their highly engaged and loyal audience can provide a cost-effective way for businesses to promote products or services and increase brand awareness. By defining your ideal micro-influencer, setting campaign goals and objectives, and understanding the niche and industry, you can effectively collaborate with micro-influencers on Instagram.
Hashtag research, influencer marketplaces, and manual searches are some of the ways to find micro-influencers on Instagram. Remember to consider factors such as relevance, engagement, authenticity, expertise, and reach when choosing the right micro-influencer for your campaign. With these tips and tricks, you can achieve your marketing goals and promote your brand to a highly targeted audience.
However, influencer marketing can be challenging to navigate without the right knowledge and expertise. It’s important to work with experienced influencer marketing agencies that can help brands identify the right influencers, create effective campaigns, and measure their success.
Famesters is one of the leading Instagram influencer marketing agencies with years of experience working with top brands and influencers. We offer a range of services, including influencer identification, campaign strategy, content creation, and performance tracking. Contact us today to maximize the impact of their influencer campaigns and ensure that your campaigns are targeted, effective, and generate a positive return on investment.
FAQ
There are a few effective methods to search for micro-influencers on Instagram:
- Hashtag research. Identify relevant hashtags to your brand or industry and search these on Instagram. Look for posts with high engagement rates and review the profiles of these users. Ideal micro-influencers typically have around 10,000 followers and show high engagement rates (likes, comments, and shares).
- Geotagging and location-based searches. If you’re targeting a specific location, use Instagram’s location search feature. Look for posts with high engagement rates from the specified location, and review the profiles of these users.
- Competitor analysis. Examine the profiles of your competitors, see who they are following or who is engaging with their posts. This can help you identify potential micro-influencers already interested in your industry or niche.
Influencer marketing platforms. Using a platform like BuzzGuru can simplify and speed up your search. BuzzGuru allows you to filter influencers based on various metrics such as location, engagement rate, follower count, and relevance to your brand or industry. These tools provide in-depth analytics that can aid you in making an informed decision when selecting a micro-influencer for your campaign.
Finding the right fit involves considering several key factors:
- Relevance. The influencer’s content and audience should align with your brand’s identity and target audience. They should share similar values to your brand.
- Engagement. High engagement rates indicate a strong relationship between the influencer and their followers, who are likely to take action based on their recommendations.
- Authenticity. Influencers should have an authentic connection with their audience, so their promotions don’t feel like mere advertisements.
- Expertise. Influencers specializing in your industry are seen as credible sources of information and recommendations.
- Reach. The influencer’s following should be large enough to impact your campaign goals, but not so large that the engagement rate suffers.
You can find local micro-influencers using Instagram’s location search feature. In the search bar, select the “Places” tab and type in the location you’re interested in. Instagram will show all posts and stories tagged with that location. Browse through these posts and look for users with high engagement rates and a moderate follower count.
- Engagement rate. The number of likes, comments, and shares per post in relation to their follower count. High engagement rates suggest that the audience is active and receptive.
- Audience quality. Look at the followers’ activity. If followers are genuinely interacting with the influencer’s content, it’s a good sign.
- Content quality. High-quality, relevant content can help engage followers and promote your brand effectively.
- Consistency. Frequent and regular posting helps maintain audience engagement.
Several risks come with working with micro-influencers:
- Inauthentic content. If an influencer promotes too many products, their audience might see their content as inauthentic and less trustworthy.
- Mismatch with brand. If the influencer’s values or image don’t align with your brand, it can hurt your brand’s image.
- Poor ROI. Not every influencer marketing campaign will deliver the desired return on investment: with no clear goals, KPIs, and strategy, a campaign is doomed to fail.
- Legal and ethical risks. If the influencer doesn’t adhere to disclosure laws or engages in controversial behavior, it can pose legal risks and harm your brand’s reputation.
Working with a reputable influencer marketing agency like Famesters helps mitigate these risks. We have experience in managing successful campaigns and ensuring all legal and ethical guidelines are followed.
At Famesters, we leverage multiple strategies to discover the best micro-influencers for your brand. This includes hashtag research and geotagging on Instagram, analyzing your competitors’ followers and engagements, and using our AI-driven tools to find influencers that match your brand’s values, target audience, and industry. Our goal is to identify influencers who not only have a significant following but also demonstrate high engagement rates and authenticity.
Our recruitment process is comprehensive and data-driven. We use AI technology alongside a human approach to analyze an influencer’s follower count, engagement rate, content quality, and relevance to your brand. We then reach out to these potential influencers and negotiate collaboration terms. We also ensure they align with your brand’s values, goals, and marketing strategy, thereby ensuring a seamless collaboration. Also, we already have a base of reliable influencers who work exclusively with Famesters.
For B2B influencers, look for individuals who are thought leaders or experts in a particular industry. They often have a niche following of professionals in the same field and share high-quality, industry-specific content. At Famesters, we identify these influencers focusing more on their professional reputation, credibility, and the quality of their audience. Competitive analysis also helps discover the influencers that have already successfully worked for b2b-brands.
Our strategy involves identifying the right influencers, thorough campaign preparation, and diligent campaign management. After identifying suitable micro-influencers, we create a strategic plan to achieve the set goals and KPIs of your campaign. We negotiate terms with influencers, ensuring they understand and meet your brand’s expectations. We control every stage of the campaign, monitoring results in real-time and adjusting strategies as necessary. We also provide detailed performance reports and analytics to help you understand the impact of the campaign.
The “good” level of engagement can vary depending on the industry and the specific audience of the influencer. However, generally, a healthy engagement rate for micro-influencers on Instagram should be around 3-4%. Higher engagement rate is often due to the close-knit relationship micro-influencers have with their audience.
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