Micro Influencers Marketing: YouTube, Twitter, Soundcloud

Micro-influencers: Who are They, and Why are They Making a Huge Impact

Technology has made a huge impact on all aspects of our lives, including how and where we view advertisements.  Ads appear on Facebook newsfeeds, Twitter, Instagram, and even on blogs. Bloggers often receive significant income simply from ads being placed on their blog.  The advertising industry has had to adapt to various forms of advertisements – not just classified ads at the back of the weekly newspaper or quarter page ads in periodicals.  The internet has made a huge impact on modes of advertising, and new types of marketing exist because of the internet.

One new type of marketing is influence marketing.  Take bloggers, for example.  Many bloggers gain enough online influence that advertisers seek them out.  (Sometimes they earn enough through blog ads that they are able to leave their day jobs and blog exclusively!) Since influence marketing campaigns include a mix of social media marketing and content marketing strategies, brands use influencers to establish brand credibility through “mentions” by internet celebrities with the hope of reaching the blogger or internet star’s followers.  An even more exclusive advertising niche is micro-influencers. Micro influencer marketing is exceptionally effective because its an entirely native form of advertising.

Who are micro-influencers?

Anyone with a webcam or camera phone and a Wifi connection can attract attention on the internet; yet, most people don’t realize that a camera phone and internet connection can also make a person an advertising spokesperson.  How? By harnessing influence marketing and more importantly, using micro-influencers to endorse a product.  Since influence marketing is defined as identifying individuals with an engaged audience (such as those with a YouTube following) to target a specific group, it makes sense for advertisers to ask internet celebrities to promote a product or service.  Interestingly enough, micro-influencers aren’t quite YouTube stars.  They are social media personalities with a smaller following, but their worth to the marketing arena is invaluable.  They allow promoters to reach specific audiences, and because their followers trust them, endorsements from micro-influencers tend to make more impact.  


What is the criteria for being considered a micro-influencer?

According to Makrwatch, a YouTube influencer search engine, YouTube creators are considered micro-influencers if they meet the following criteria: 5,000 to 20,000 views per video, engagement per video above 1.5 percent, at least one video posted every thirty days, possess between 1,000 and 100,000 subscribers.  

Micro-influencers are also referred to as long-tail influencers, niche influencers, or micro-niche influencers.

Why should advertisers be interested in marketing through micro-influencers?

Micro-influencers have a vastly engaged audience, yet they have not attracted so many advertisers that your product will be overshadowed.  This can make them invaluable to influence marketing campaigns.  Because micro-influencers often have a specific group of followers (a “niche”), then your influence marketing campaign will reach even more consumers than a traditional ad campaign.  Consider the following:

  • A micro-influencer’s audience is highly engaged.  If your product is pertinent to said audience, the YouTuber can not only mention your product, but can also persuade his or her audience that the brand is useful to them as well.  
  • A micro-influencer’s CPM (cost per thousand) is usually high considering their reach due to low production cost.  Another plus is niche influencers compensate for low production cost with an extremely engaged audience.  
  • Because they are relatively new to advertising, you can likely find a future brand ambassador among micro-influencers.  
  • Unlike more experienced influencers, micro-influencers often overcompensate, or “over-deliver” for new sponsors as they try to obtain better relationships with brands.  

Think of working with a micro-influencer as working with young, energetic, advertising talent.


Where Should Advertisers Look to Find Twitter Micro-influencers?

Devumi provides the best advantages when looking for Twitter niche influencers, and even has options to help turn you into a Micro Influencer. Their main product isn’t actually micro influencer marketing, but Social Proof marketing. Devumi offers a way for people to get the raw numbers they need allowing you to buy Twitter followers and even has a system setup that will allow you to automatically get retweets and likes, in bulk, on everything you ever tweet!

What are the Benefits of Automatic Engagements(Retweets/Likes)

Social Proof is actually the secondary benefit, compared to Twitter SEO. When new people see your brand and they see all the followers and the consistent amount of retweets and likes you get, they are much more likely to follow and engage with your brand too. However, Devumi is making Twitter SEO a real thing. Imagine having the following required to push your tweets to the top of trending hashtags on a consistent basis. Thats what their automatic engagements platform allows you to achieve. With their biggest packages, you can get to the top of 100k+ trending tweets such as the daily, #MondayMotivation.


Where Should Advertisers Look to Find SoundCloud Micro-influencers?

BuyPlays has the most intuitive and easy approach to becoming and benefiting from Soundcloud micro influencers. Similar to Devumi, they allow you to buy Soundcloud followers at multiple different levels, and even have a way to simply buy Soundcloud plays in bulk by retargeting your songs URL in their network of music related blogs and forums, driving hundreds of thousands of plays on a daily basis.


Where Should Advertisers Look to Find YouTube Micro-influencers?

Makrwatch provides the best advantages when looking for YouTube niche influencers.  The YouTube creator search engine pre-screens thousands of YouTube channels probing for creators of brand channels, fan channels, and the like.  This produces a list of high-quality creators for you to choose from.  Makrwatch analyzes the engagement rate of every creator in each of their published YouTube videos.  The search engine saves the advertiser time by eliminating all outliers, giving you a list of the most engaging micro-influencers.  Makrwatch also makes predictions about a creator’s future video views.  Subscriber count alone is not enough to evaluate micro-influencers.  Makrwatch calculates each creator’s video view and engagement rate for you so that you can choose the most powerful niche influencer for your brand.  Not sure if this is the right decision for your brand? Makrwatch offers a free trial so that you can measure the advantages of their search engine.

Who is currently considered a YouTube micro-influencer?

Micro-influencers currently have more presence on social media than their larger counterparts.  Makrwatch has provided a sample search.  Meet Rosalina, a freelance makeup artist.  Her videos boast a nearly eight percent engagement rate per video and average about twenty thousand views.  You can view a realtime analysis of her YouTube channel via Makrwatch at https://search.makrwatch.com/youtube/UCXSZZsKxPRyl9yuK56XkhCA.

Advertisers are influenced to find micro-influencers as early in their “stardom” as possible.  Once they are considered internet stars, the micro-influence label is null and void.  Makrwatch advises that even these sample niche influencers may no longer be relevant to the micro-influence subgroup.

Another micro-influencer is Jesi, also a makeup artist.  Her channel gathers about six percent engagement per video and nearly sixteen thousand views per video.   Makrwatch provides a visual that gives Jesi’s channel metrics.  You can view this Makrwatch profile at https://search.makrwatch.com/youtube/UCAU_EjJwgb9qxGgDMidRMZg.

A Final Word on YouTube Micro-influencers

We predict that the future of influence marketing lies with the highly sought niches and audiences that only micro-influencers could possibly reach.  Because they are sought out and trusted by a small “community” of viewers, niche influencers help advertisers reach an audience that before wasn’t always possible to influence.  Whether it is a makeup artist mentioning a particular brand of blush or a mechanic utilizing a certain brand name tool during a repair, micro-influencers have the ability to bring advertisers a new type of audience.  

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