What if we told you that the ideal influencer for your brand might be someone you’ve never heard of—with only a few thousand followers?
Most brands know by now that influencer marketing is where it’s at. They've also realized that TikTok is a powerhouse for reaching consumers. What you may not have considered is how thinking small can translate to even bigger results.
Digital Information World analyzed TikTok influencers who posted ad content in 2021 and found that 23% of them had between 1,000 and 10,000 followers. Micro-influencers’ share of sponsored content jumped from 89% to 91% from 2020 to 2021.
Why use micro-influencers?
Simply put, audiences trust them. Because micro-influencers haven’t reached the point of six-figure follower counts and a profile full of #ads, they are:
- A more direct way to get in on the communities that are most relevant to your brand.
- More careful and selective about ad content. Their endorsement of your brand scores higher in credibility.
- More affordable to work with. This can help save your marketing dollars, and can also allow your team flexibility to work with several influencers on the same campaign.
Micro-influencers tend to have audiences of only 1k to 50k followers that are very dedicated and highly engaging. Their followers trust them for advice, recommendations, and valuable content.
How to find micro-influencers for your brand
1. Define your influencer.
First, consider, “What kind of influencer am I looking for?”
Like you would with a buyer persona, outline a fictionalized (but realistic) influencer. Think about the influencer as a connection to your target audience, and in what ways they represent that audience.
What are their audience demographics? What is their content like? Are they a subject matter expert, tuned in to the culture, or both?
Consider what is appropriate for your brand, and then what fits your specific campaign goals.
2. Go long(tail), search smart.
Hashtags make content discoverable. Longtail hashtags make specific content (and influencers) discoverable.
Imagine we’re selling music equipment online. We’ve just launched a new line of acoustic guitar strings.
The #Guitar hashtag returns content with a collective 16.5B views. Compare that with #GuitarTutorials, a narrower (and more specific) 2.5M.
Finding a micro-influencer under #GuitarTutorials is not only an easier feat. This tactic helps identify creators whose audiences trust their content. Their everyday uploads will even give us a good idea of how they’d show off our new guitar strings.
These creators are experts who educate their audiences. Inserting our product in their existing content format is a no-brainer—or… music to our ears.
3. Work with an influencer agency
Choosing to partner with an agency that specializes in running TikTok micro influencer campaigns can make finding the right influencers super easy.
HelloConvo is an agency that matches brands like yours with experienced Creators and manages full campaigns on TikTok from start to finish.
4. Think like an influencer.
Scroll through #ad #sponsored and even #microinfluencer tags. There, you can see users who have posted previous brand deals.
You can also find established influencers who share tips for working with brands. Some users create content as their primary focus. They're a resource for influencers-to-be, like those who share job search tips and tricks.
Reviewing the comments on these posts can be a great way to find up-and-coming influencers. Plus, you'll know they're receptive to (and interested in) pursuing brand deals.
5. Look at the competition.
What are brands in your category doing?
Use those creators’ posts as a jumping-off point for finding your next micro-influencer. Check their comments sections, who they’re following, and whose content they Stitch or Duet.
You’ve found some prospective TikTokers… now what?
Next, evaluate your prospective influencers. Compare notes to how your influencer persona from earlier:
Have they worked with brands before? Are they consistent with content quality, uploads, and community engagement? Is their content potentially brand averse? Have they worked with other brands? If so, was it a competitor?
Don’t just engage with potential influencers once you’ve decided to slide into their DMs with an offer.
Engage with your community.
As you’re sifting through comment sections and users’ pages, engage with their content along the way. Engagement should already be part of your social media best practices, and will potentially plant seeds for users to find you.
If you have a dedicated community manager on your team, leverage them for insights. They likely know influencers in your niche off the top of their head, or they know where to start looking.
Making engagement a routine will also train your algorithm to drop in on that content more often. TikTok is famous for landing users in niche areas of the app. Let it do some of the work (and find potential influencers) for you.
If working with micro-influencers sounds like the right strategy for your brand but you’re still not sure how to start, HelloConvo is here to help.
Could your small team use some expert heavy-lifting? We’re here to help develop your influencer marketing strategy, including finding the right influencers for your brand.
Make the most of your paid influencer marketing strategy, just one of the ways HelloConvo can help boost your brand’s visibility and help brands grow faster.
We provide e-commerce brands with best-in-class influencer marketing strategy and influencer campaign management.
Book your free strategy session with HelloConvo now to learn how to kickstart your micro-influencer marketing strategy!