4 easy steps for the use of micro-influencers’ success
Many people ask themselves: what do I do when I find an influencer? Should we activate it with paid media (ads, paid actions) or spontaneous media (public relations, events, etc)? What’s the next step?
At E.life we have a different approach. The next step is to monitor these influencers in order to understand important aspects of their daily lives, micro-life events, that they can guide us through their activation.
Let us explain: when we talk about micro-influencers, those people who aren’t that known, and have about 1,000 followers, their daily lives or what they publish aren’t as seen as when celebrities share it.
Many of these people are completely unknown to the great public, influencing only their expertise area. The same happens to their habits, unknown to most people.
Our choice of micro-influencers is justified because of the engagement they generate. A study by Takumi with 500 thousand Instagram profiles identified that influencers with up to 1,000 followers generate up to 9,7% more engagement than those with over 100 thousand followers. Micro-influencers also engage 22.2 times more in conversations about products than the usual consumer. And 82% of consumers admit to highly consider acting towards the product if it’s recommended by a micro-influencer.
However, dealing with micro-influencers demands a series of cautions, that justify monitoring as the next step:
Who are they really?
We don’t always have full knowledge about micro-influencers’ habits or preferences: are they vegan? Do they drink soda? Do they have special needs (such as limited mobility)? Are they a fan of your competitor?
What do they share?
Here we borrow a concept used by Google, the Micro-Moments Micro-influencers share everything on their timelines: what they drink, what they eat, where they are, clothes, meals and other preferences. Looking at those small moments can help to know when to activate the influencers and define the moment and the right “hook” to activate them.
If you’re a journalist, you probably know the term “hook”. By applying the concept of “hook” to the activation of micro-influencers, the ideal is to activate them when they need your brand.
A famous beverage brand was able to get a mention with a picture for your product on Instagram by a influencer because it was monitoring her profile at the exact moment she landed at the airport, thirsty. Thanks to the monitoring of this “micro-life event” (I’m thirsty) the brand was able to indirectly make the influencer post a spontaneous (not paid) picture with the product.
The brand, however, was lucky to have an agency monitoring this influencer’s profile, but when you work with micro-influencers, that is, a much bigger audience, we shouldn’t just rely on luck.
How to do it
1. Choose your micro-influencers:
The first step is to choose the micro-influencers. To help you, E.life has a 44 million unique users data base that allows the search of influencers by occupation, teams they support, marital status, interests, habits, moments in life (father, mother), social media they use, among other options. This choice can also start by the influencers that mention your brand positively. With Buzzmonitor it’s possible to follow influencers that mention your brand with just one click:
2.Monitor micro-life events
Once you choose your micro-influencers, it’s time to monitor this audience’s timeline, like a continuous focus group from the group you selected. By monitoring micro-influencers, we can have an overview of what they talk about, as well as the ability to look at their timelines individually. Both points of view are important. By creating a “top terms” of what they talk about the most on their timelines it’s easier to understand which themes are part of their micro-life events. The concept is the same of Consumer Centered Monitoring, which we created 2 years ago, and can be learned through the next video.
Continuously monitoring micro-life events and knowing the possibilities, allow us to define which micro-influencers should remain in our group and which ones should leave. By monitoring micro-life events, we can see that a certain influencer isn’t the right fit for our brand.
After this step, it’s easier to go to the next one, that defines hooks for activation.
3. Define important hooks from monitoring micro-life events:
Hooks are the opportunities for micro-influencers. Let’s say your goal is to be mentioned by a micro-influencer whose audience is interested in hair products. Your brand will have significantly more chances of having a spontaneous mention if you suggest the shipping of hair cream samples at the exact moment your influencer says her hair is dry.
Anyways, the list of hooks and actions can be endless, but it’s important to define which hooks can generate activation and which hooks must be avoided, besides which actions are suggested in each hook.
4. Measure the awareness generated inside your group:
With a closed group of micro-influencers and the activation made, it’s easy to measure the spontaneous mentions generated by your chosen micro-influencers. Through a dashboard generated by Buzzmonitor it’s possible to assess the post-activation results:
- Volume of buzz generated in the group about subjects related to your brand.
- Influencers that spontaneously mentioned your product or service and potential impact by measuring the number of followers.
- Engagement generated by followers through shared content.
This is just the beginning. With Buzzmonitor or E.life services your actions with influencers and micro-influencers will become more scientific and professional, because we use data to choose and activate influencers. Talk to us!
CEO E.life Group