Cutting through the noise in order to reach your target on social media can seem daunting.
Not only is it challenging to segment your audience into the right subgroups, but finding the right influencer that can help you deliver your message to the right people is becoming increasingly difficult.
While the world of influencers is becoming heavily saturated, micro-influencers, generally defined as individuals with between 1000 and 10,000 followers on a social media platform, who speak to a specific audience on a specific niche, are key to individual brand strategies because they both exemplify and influence the behaviour of a typical member of a segment of your audience. This makes micro-influencer panels ideal for product planning and testing content.
But how do you find these micro-influencers?
We’ve been doing a lot of work on audience segmentation and identifying micro-influencers this week, running a webinar and a session at Masterclassing.
If you missed the webinar, the video is available to watch below – a few key takeaways included:
- Find audience-specific influencers that engage with your customers around the moments you’re interested in
Find your audience by searching around who is talking about both your product and the problems it’s looking to solve. Slice and dice the data by demographics, moments and mindsets. We used an example of an automotive client who wanted to understand why people share image of supercars, to find the right influencers to share content around an event.
- Map influencers to find digital tribes and communities online – understand which influencers will have the greatest impact
Analyze the most influential posts around these moments to create a list of influencers. Once you have found some influencers, follow them to get a sound knowledge of what are they talking about and what gets the most traction. This will help you discover the digital tribes and communities around your brand, and identify the most impactful influencers.
- Inform creative by discovering what content your audience segments engage and interact with organically
Following these influencers means you can understand quickly what sort of content has an impact with their, and your, audience. Find out how different new stories affect them, what products and events they’re excited about and how they behave around these moments. Here you can find qualitative insights from them you wouldn’t be able to pull out of large datasets
Check out rest of the invaluable lessons we learned from this webinar by signing up to watch it now on-demand: