Micro-influencers: your connection with e-commerce

Micro-influencers are professionals with plenty of charisma and strong communication skills who know how to use these traits across internet technologies (video channels, blogs, social networks, websites, etc.) to persuade the public to embrace a cause.

We increasingly see influencers in sales-oriented initiatives. The main ones include sponsored posts, sending products for reviews and unboxings, invitations to events and talks, live commerce, affiliate marketing, and sponsored stories, among others. In this article, we cover the following topics:

• The partnership between micro-influencers and influencer marketing

• Why are micro-influencers important in the market?

• How do micro-influencers inspire purchase decisions?

• How do you choose a digital influencer to promote your e-commerce?

• The advantage of hiring an influencer marketing company

The partnership between micro-influencers and influencer marketing

Based on the brand’s needs, you need to check the influencer’s engagement capacity, relevance in the niche, and reach.

At this point, influencer marketing companies take on the role of evaluating these metrics and selecting an influencer capable of delivering on the campaign’s proposal. However, it is by number of followers that we can categorize influencers as:

• Mega-influencer – more than 1 million followers;
• Macro-influencer – between 100,000 and 1 million followers;
• Micro-influencer – between 10,000 and 100,000 followers;
• Nano-influencer – fewer than 10,000 followers.

Why are micro-influencers important in the market?

Responsible for 66% of the content on social media, micro-influencers are profiles with fewer followers that nevertheless maintain a strong relationship with their audience. According to the website O Povo, micro-influencers earn an average of R$30,000 to R$100,000 per month.

This revenue comes from affiliate programs, subscriptions, and donations integrated into platforms such as YouTube and Twitch, for example. Their audience is more niche and speaks directly to specific segments. That’s why they usually generate a lot of engagement with their followers.

This way, you can find a profile that matches your e-commerce persona and reach an already captive audience to promote your products. Another important point is that, since the profile matches your products, it’s easier to close a deal that also involves product exchange, as long as your products meet the needs of that niche, which can make your campaign cheaper.

How do micro-influencers inspire purchase decisions?

In fact, influencers have great persuasive power over consumers, triggering mental shortcuts such as Social Proof and Authority. According to data from an Invesp infographic:

• 40% of people say they bought a product online after seeing an influencer use it on social media;
• 49% of consumers rely on product recommendations from influencers for their purchases;
• 70% of teenagers say they trust influencers more than traditional celebrities;
• 72% of consumers trust a company more after it is recommended by an influencer;
• Consumers trust influencers 94% more than friends or family when making purchasing decisions;
• 92% of shoppers trust influencer reviews over traditional ads and celebrity endorsements;
• 33% of survey participants admitted that social media influencers are their most trusted sources when making purchases;
• 44% of all respondents said they had considered buying a product or service based on an influencer’s post;
• 24% said they had recommended a product or service based on an influencer’s post.

More important than just generating sales, this form of promotion builds recognition, affinity, and awareness of your brand, as long as these profiles are similar to your persona.

How do you choose a digital influencer to promote your e-commerce?

To choose a digital influencer, you need to assess a series of questions that, once analyzed, will generate data for comparing companies and influencers until you find a match.

We’ve listed some important topics that can help you select the right face for your campaign.

• Type: does their profile fit the project?
• Affinity: do they know your products (or are they willing to learn about them)?
• Relevance: are they important in your e-commerce’s field of activity?
• Audience: do they already have a loyal audience in your e-commerce’s sector?
• Charisma: are they able to influence your e-commerce’s target audience?
• Virality: are they able to generate engagement, loyalty, and link bait?
• Price: will the partnership be cost-effective for your e-commerce?

Remember: if you have questions about your target audience and don’t want to risk hiring an influencer without first drawing up a solid, well-structured strategic plan, a good option is to work with an influencer marketing company, such as Inflr, that can guide and support you throughout the process, from defining your persona to choosing the right profile to promote your products and maximize your results.

The advantage of hiring an influencer marketing company

Influencer marketing companies have a keen understanding of how to identify customers’ pain points and how to solve them by designing the best content to increase your visibility, which can expand your reach and online positioning.

Social media users will start learning more about your brand, and that is one of the main goals of influencer marketing: delivering content that solves problems, educating and inspiring your target audience with materials that interest them, through an influencer who is recognized in the product’s niche.

And when we talk about Influencer Marketing + AdTech, as is the case with Inflr, we mean the best digital solutions for connecting brands with influencers and ensuring truly successful campaigns.