We explored in our previous blog post the concept of micro-influencers, and why you should choose use these to promote your brand. Micro-influencers can help you tap into highly engaged, niche audiences, often at much more budget-friendly prices than large influencers. But how can you find the perfect micro-influencer for your brand?

Before you start researching, look at the branding strategy you have for your brand. Who are your target audience? What interests do they have? How do you want to be perceived by your audience? Before you choose one or more micro-influencers to work with, you need to know what story you want to tell your customers. Then, all you need to do is find someone who fits your brand’s storytelling. Show them some love by sharing products and services with them, and show that you appreciate the work they do on their end.  We will have a look at some of the typical ways you can find an influencer, but feel free to explore other channels to find influencers!

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Use third party tools to find relevant accounts

Tools such as Klout, BuzzSumo, TapInfluence, and Markerly can help you discover influencers that fit your brand. Some of these allow you to monitor large accounts within relevant conversations, while others connect you directly with the influencer. Note that some of these platforms charge you for their service, especially those who put you in touch directly with the influencer, so do some research to find out what fits your need.

Check your followers

Think about it – who’s better to use as an influencers than someone who already expresses interest in your brand? A cooperation with a follower will both save you time in research, and make the promotion more authentic. Take some time to go through those who follow your brand on Instagram and other social media. Look for accounts with relevant content and engaged followers. Do they post quality content? How are their engagement rates? Do they join interesting conversations through hashtags and regrams? Social Media Examiner conducted an experience where they analyzed the micro-influencer potential among the followers of a local restaurant in Sacramento. They discovered one of the restaurant’s followers was a local bartender with 7000 followers and who regularly posted photos from local bars and restaurant – making him a perfect influencer for the restaurant.

Google search popular conversations and hashtags

Another great way to find influencers is to identify users who are already interested in products or services similar to what you offer. These influencers are more likely to be interested in a partnership with your brand, and their followers are also more likely to want to purchase the products and services you offer. Hashtag research can help you discover users engaged in the conversations you want to join, and by googling a hashtag you see results from both Twitter and Instagram. Pick a relevant hashtag to research, and remember to be specific – avoid generic hashtags for a higher chance to find relevant users.

Example

Imagine you’re a small retailer selling bike gear for fixed-gear bikes, instead of using #bikes, use #fixie or #fixiebike for more relevant conversations.

 

You could also use Instagram search directly and look through the top photos to find interesting user accounts.

For instance, one of the early posts is from @violalovescycling, and from his profile we see she is an acrobatic cycling champion with almost 3000 highly engaged followers. The post we discovered has for instance over 1800 video views, and both likes and engagement. She could be perfect as a micro-influencer for a brand selling fixies!

 

Broaden your search

You’ve tried checking third party tools, searching through your followers, and googling relevant hashtags, but still didn’t find anything. Don’t panic! Try broadening your search to for instance local bloggers or important personalities within a niche of your industry. You know your own industry best – maybe you look up to a local advocate for a cause you care for, or have your colleagues talked about accounts they follow? Play around with research, and chances are you’ll find the perfect match!   

For instance, a quick Google search shows the link to endless different bloggers and meeting places for bike interested people across the web. Start exploring and engaging with members of the communities, and very quickly you may find influencers interested in partnering up with your brand.

We work with both brands and their influencers to compile a strategy to take the influencer marketing to the next level on social media through marketing. Get in touch for a chat on how you can leverage both paid and organic channels to boost the performance of your brand!