The Role of Micro-Influencers in E-commerce

Within the world of social e-commerce, influencer marketing has emerged as the key to elevating brand awareness and boosting sales across various business forms.

Influencers come in different shapes and sizes, from celebrity influencers collaborating with major brands to micro-influencers with smaller followings. Regardless of size, influencers have proven effective in capturing people’s attention and establishing meaningful connections.


What defines a micro-influencer?

Micro-influencers can be classified as influencers who usually have a following of around 10,000 to 100,000 followers. They generally have a more modest reach than macro-influencers, mega-influencers, and celebrity influencers.

Nano influencers have a smaller following, ranging from 1,000 to 10,000 followers, while macro influencers tend to have 500,000 followers to 1 million. Celebrity influencers sit at the top, commanding an audience of over 1 million followers.

Micro-influencers can be valuable in promoting your brand through blogging. By consistently blogging, these influencers have the potential to improve your search engine optimization (SEO) efforts and elevate your business’s online presence.

Medium reports that blogs also possess a 31.1% likelihood of influencing a customer’s purchasing process.


Influencer marketing for backlinks and traffic

When you collaborate with an influencer, big or small, it is inevitable that you expect a surge in traffic. Usually, influencers would link their social media posts or profile bios to direct their followers to your website.

An influencer’s blog is also a valuable traffic source for your business website. Social media posts typically only direct your audience to your social media pages, and the buying process would not be complete yet, as it requires an additional step. Placing backlinks on influencers’ blogs can establish a direct connection.

To generate a higher volume of traffic to your website, it is crucial to consistently deliver high-quality content on both the influencer’s blog and social media platforms. Influencers can also target relevant keywords for this process to run more effectively.


The benefits of influencer marketing

A niche audience

A standout advantage of micro-influencers is their ability to help you promote niche content. Although micro-influencers may not have millions of followers, they are great at building communities centered around specific interests.

For instance, if you’ve developed an app that revolves around reading sci-fi or fantasy books, you should seek out influencers specializing in reviewing and discussing such books within those genres.

Similarly, for games targeted toward the casino industry, such as cafe baccarat online and other table games, collaborating with influencers known for their iGaming content becomes particularly beneficial. Such businesses can rely on them to tailor unique content for their audience, providing information on their unique offerings, gameplays, and deposit methods.

For example, these influencers within the iGaming community can create engaging content by sharing their personal experiences with your online casino platform, perhaps talking about their favorite jackpot slots you offer, and attracting potential customers especially interested in those types of games in the process.

It is essential to diversify your influencer network as well. This means you have to collaborate with different types of influencers within that niche market to maximize the impact of your reach.


Source of feedback

Micro-influencers are highly likely to interact with their followers by responding to questions and starting discussions in their blogs or comment sections. This builds a more personal approach than other types of influencers who might not have the time to respond personally.

You can educate potential customers about product features and company values and gain valuable feedback akin to a focus group. This is precisely why micro-influencers are advantageous for brands prioritizing engagement over reach.


Genuine interest in the products

The disadvantage of traditional ads or hiring celebrity influencers is that sometimes the content provided does not feel personal enough or inauthentic. Micro-influencers, conversely, can promote your business in a genuine way, which could generate higher engagement.

These influencers have a stronger incentive to collaborate with your brand, as they personally invest in your products and the topics they discuss. They dedicate their time to thorough research and preparation beforehand, ensuring they show genuine interest and knowledge when promoting your products.

The real-time engagement with their audiences is also something micro-influencers excel at, which can effectively attract more customers for the brand.


Lower cost

Hiring micro-influencers can get you favorable results at a significantly lower cost than using a mega-influencer or celebrity influencer in your digital campaign.

While brands that rely on celebrity endorsements for their campaigns may reach larger audiences, they can be costly, posing a financial risk. On the other hand, many brands find value in utilizing micro-influencers for product reviews, Q&As, skits, and other more personable content.


Discovering the ideal influencer

The content produced by the influencer must be completely aligned with your brand to accomplish an effective partnership, which means you have to find the right influencer.

There are many ways to discover the ideal influencer for your business. You can explore your databases for individuals familiar with and trust your products. Your loyal customers and employees can be a great starting point.

You can use influencer agencies or apps to find relevant influencers for your products. You can also start going to conferences and trade shows to connect with influencers from your industry by exchanging information with them. Engaging in direct conversations ensures your intentions are clearly heard and their content matches those intentions.

Additionally, you can search for relevant hashtags on social media apps to identify influencers within your market. Hashtags like #book, #bookworm, and #sci-fi can lead you to creators centered around those topics, or #car, #ferrari, and #cylinderengines can guide you to influencers who are car enthusiasts.

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