So, you have decided to start micro influencer marketing on Instagram. The next thing you need to do, is to find the right micro influencers!
It might seem like a daunting task, but don’t worry! Even though it does require some effort, with our three tips you can surely get started.
1. Choose micro influencers whose interests and values are a fit with your brand
You need to find micro influencers who are a good fit with your brand and product. That’ll guarantee that the micro influencer’s audience is also interested in what you are offering them.
The more specific you are, the better. For example if your protein shake is all-natural and vegan, then your target are individuals who are vegan and also into fitness. Or if your skin care product helps people with a specific skin problem, then you need to find people who are suffering from these issues.
Use hastags, follower lists or platforms to help with the search
You can use hastags which are relevant to the theme of your product. It will help you find influencers working in the same niche. If you find one interesting micro influencer, look what hastags they are using. In that way you can find similar individuals.
Take also look at which people the individual in question are themselves following. Usually people also follow other influencers from the same niche. So by taking a look at the follower lists you should find more influencers to contact for your campaign.
Different influencer platforms can help the search a lot. They provide different search criteria such as gender and location and interest, so that finding the right micro influencers on Instagram goes a lot faster.
2. Look for micro influencers with a minimum 3.5% engagement rate
When you have found a person who seems like a good fit, you need to calculate their engagement rate. The bigger the engagement rate, the better, of course.
Micro influencers usually have a pretty good engagement rate, compared to the larger influencers. For example, in a recent study by Influencer Marketing Hub, an influencer with over 100 000 followers has an engagement rate of 2,4%.
Compared to an individual with less than 10 000 followers and an engagement rate of 4%, one can see that micro level influencers are able to enageg their audiences more. Thus, they bring more results when companies collaborate with them.
We recommend to choose influencers with an engagement rate of at least 3.5%. And because all studies are only counting averages, you should calculate the engagement rate every time for each micro influencer. Because even a micro influencer who should have a good engagement rate based on the follower amount might not actually have it.
Which leads us to the third point on our list of finding suitable micro influencers on Instagram.
3. Watch our for fake followers
A person with fake followers often has a very high amount of followers but a very few posts in comparison. Generating tens of thousands of followers takes time. So a huge following with only a few dozens of posts indicates that the followers have been bought. Unless that person happens to be Jennifer Anniston.
Fake followers also don’t usually engage at all. A person with less than 100 000 followers but with an engagement rate of only 1-2% indicates bought followers.
People can of course also buy not just followers but also likes and comments. Comments from bots are however always very shallow and generic. And with Instagram’s test of hiding likes across the globe, it might make it irrelevant to purchase these likes anyway in the future. Not to mention Instagram’s fight against fraudulent accounts as we speak.
4. Make sure the micro influencer doesn’t do more than 40% paid posts
Micro influencers have gotten more popular in influencer marketing, so that means that they get more brand collaboration proposals. But a sensible influencer should realise, that too much advertising can drive away their followers.
Nobody follows a micro influencer just for the brand collaborations they do. So we recommend that less than 40% of the influencers’ posts should be paid. Because if you think about it, 50% would mean every other post is an ad! That’s way too much for anybody’s liking.
So take for example the last 30 posts that the influencer has been doing. Maximum 12 of them should be advertisements. And there should always be non-paid posts between the advertisements. Because if the influencer often posts a lot of advertisements after one another, it also erodes the impact of the ad.
Our list for finding the right influencers is short but effective. It is thus important that you do not skip any steps in the search process!
And now that you know how to find the right micro influencers on Instagram, the next is to find out how to make your micro influencer campaigns successful. We have prepared an eight-step checklist for you, which you can access here.