Paying social media personalities, otherwise known as influencers, to promote your brand is becoming a more and more popular marketing strategy as consumers’ relationships with social media continue to evolve. In fact, in 2016, brands spent an estimated $570 million on influencer posts globally, with that number steadily increasing since then. Based on that number alone, it doesn’t look like influencer marketing will be going away anytime soon.
Working with influencers can not only be intimidating, but also expensive with the cost ranging anywhere from $1,000 to $250,000 per post depending on the popularity or celebrity status of the influencer. So how can small businesses get in on this growing trend without breaking the bank? By working with local, micro-influencers.
While celebrities may have the highest amount of followers, and therefore the highest price tag, recent research found that those with a smaller, more niche audience may actually be more effective at persuading their followers; with the added bonus of costing a fraction of what it would take to get an international celebrity to promote your brand. There are different definitions of the audience size that warrants the term “micro-influencer”, but for the most part micro-influencers are defined as social media accounts with 10,000 to 100,000 followers. These accounts have proven to be an effective tool for advertisers to get the most bang for their buck.
Oftentimes, we can find these micro-influencers right in our own backyard. Local accounts with a smaller audience are a great way to get your content out to a local audience via a trusted source. Since these accounts aren’t posting ads daily, what they post has more weight to it.
Here are a couple of our top tips for working with local influencers:
- Do your research – Research which influencers in your area have an active following and fit your brand. There are a ton of influencers to choose from in any given area, so being specific with criteria will help narrow down the search.
- Compensate fairly – Some influencers may accept products or services in exchange for a post on their page, but others would prefer monetary compensation. During your research, reach out to influencers you want to work with to see what their rates are. You’ll find that most local influencers offer competitive pricing.
- Give direction with content – It’s okay to offer input and suggestions for the general direction of the content, but at the end of the day, the influencer knows their audience and they know what will resonate. Give some direction, but allow the influencer to take artistic liberty.
- Track results – Once an influencer does a post for your business, they can report on the amount of views and clicks that post got. In addition to getting the post stats from the influencer, you can also give them a special link to your site or a promo code so you can directly measure what leads came from the influencer’s post. Tracking the ROI will help determine if it would be worthwhile to collaborate with this influencer in the future.
If you’re interested in utilizing local influencers to help spread your brand message but don’t know where to start, we can help! At Peebles Creative Group we’ve successfully partnered with local influencers to help our clients get their message out in a unique way – contact us to learn more!