Using micro-influencers: C.A.N. you do it?

Prior to the explosion of social media, deciding on an influencer to help promote a brand meant choosing between either a known celebrity or a trusted expert.

C.A.N. you use micro-influencers effectively? asks Roberta Fuke
C.A.N. you use micro-influencers effectively? asks Roberta Fuke

Today, the world has changed, and requires much more consideration and strategy.

Making sure that you’ve selected the right voice is critical and while a large social media power and presence is certainly advantageous, there are instances where biggest is not always best.

Exclusive survey: what PR and marketing chiefs really think about influencer marketing

My handy acronym ‘CAN’ gives you three things to consider to help steer you in the right direction when identifying the most appropriate influencer for your brand:

C – connection

It’s crucial to consider an influencer’s connection with their followers and whether or not it will help with your brand promotion.

The benefit of micro-influencers is that a lot of them are generally very engaged with their followers – for example, replying to comments and posting more frequently as they look to grow their social media presence and for this reason they generally have a passionate and loyal fan base.

They are always looking for ways to build their own channels, so will be actively looking for new content to keep up a continuous stream of conversation within their community.

A - authentic

Your partnership must be believable and the less it appears like a placed endorsement, the more persuasive the power is.

In this digital age, consumers are extremely savvy, and an influencer must be aligned with your brand message in order to maintain a level of authenticity.

If you choose an influencer who clearly wouldn’t use your product in their daily life, then the lack of credibility will create a lasting negative impression.

If an influencer already likes the brand and has a clear connection with it, they are more likely to promote its ethos in a credible way.

N - network

Micro-influencers have built communities around themselves in a niche space and working with them means brands are exposed to a whole new network of followers, and other influencers.

Building a strong working relationship with an influencer is really important and can lead to new opportunities within these networks, helping you to spread your brand message across various channels.

A good tactic can be to look for influencers in your community already. Influencers are huge in the education space and Bournemouth University recently launched a campaign called #BUProud, which invited Bournemouth Uni alumni influencers to promote their BU experiences.

They received a significant response, including activity from an Oscar nominee and a Paralympic tennis player. It was all unpaid and has had a great deal of traction on social media.

Influencer marketing is a must-have weapon.

Many brands are using celebrities to achieve a broader reach whilst working with micro-influencers to engage with their target audience more directly.

In this way, you can enjoy the best of both worlds – creating a buzz at a macro and micro level.

It’s also important to remember, though, that quantity of followers isn’t always more beneficial than finding an influencer with the right voice and audience.

An influencer that hits all the elements of C.A.N. and truly connects with a brand will help deliver the most impactful and authentic campaigns.

Roberta Fuke is chief executive of Speed Communications

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