This site uses cookies to provide a streamlined experience. To learn more see our current privacy policy.
We See Things
Differently

Welcome to The Stream: Allison+Partners’ content hub that features the latest news and trends making the biggest waves in media and marketing.

FEBRUARY 17, 2020 //     

The needle in a haystack - how to find the right micro-influencer

Reach is not everything. In the meantime, many companies have recognized the value of micro-influencers for their own brand. While this influencer type cannot come up with seven-digit follower numbers, it scores with its reputation in a special, often very niche community and with impressive engagement rates.

Reach is not everything. In the meantime, many companies have recognized the value of micro-influencers for their own brand. While this influencer type cannot come up with seven-digit follower numbers, it scores with its reputation in a special, often very niche community and with impressive engagement rates.

Exactly this authenticity and the closeness to the followers make micro influencers very valuable partners. Because in our information society, personal recommendations from friends are still the most important influencing factor for consumers when making a purchase decision - and micro-influencers are most likely to establish this personal relationship with their audience.     

But how do you find a micro influencer? Often these are in very narrow thematic areas and do not stand out in the crowd as much as well-known mega-influencers. Therefore, identifying a suitable partner is often like looking for a needle in a haystack. We present different starting points for the search.



Preparation is everything

Set a clear goal for the planned influencer campaign before you begin the actual search. Whether the sales figures for a product or the share of voice should be increased - the influencer must match the hoped-for result. The budget available and the appropriate metrics to measure the success of the project must also be defined in advance.

1. For starters: manual searches on search engines and social media

To begin with, search through common search engines using relevant keywords. When searching, first look for influencer lists that are created by blogs or online media on specific topics. It is often possible to identify other possible partners by looking at the influencers' social media channels - because there is usually lively interaction, especially in narrowly defined specialist areas.

In addition, the search for relevant hashtags on social media can already provide initial results and by subscribing to these keywords, you are always up to date on new developments.


2. Smart search: use tools and databases

Manual and therefore time-consuming searches on social media and search engines provide an initial overview and serve to define the most important requirements for an influencer. If you now know exactly what you are looking for, databases and search tools help you to comb all of the influencers in question using exactly these criteria. For example, the HYPR and Tagger applications offer valuable insights.

Depending on the functionality of the tool, you can filter not only the subject area but also the social media platform, reach, target group and location. The latter category can be extremely useful when planning events. 

Don't blindly rely on the information provided by automated applications when calculating reach and engagement. Because this data can sometimes be very volatile and outdated.


3. Offline suchen: Networking, networking, networking

Finally, it can pay off to take unconventional paths and continue your search offline. You should also think about where suitable partners could be found. For example, are there events or trade fairs where you can make interesting contacts?

If an exciting campaign is planned and if there are appropriate monetary incentives to participate, the posting of posters in relevant locations such as universities can help to reach the right target group.  

No matter what topic a partner is looking for, it is always worth keeping your eyes and ears open. Maybe the right micro-influencer is already part of your wider circle of acquaintances.

How do brands manage to build successful relationships with influencers? How can you measure the success of influencer campaigns? And what changes is the influencer landscape currently undergoing? Further information and studies on these topics can be found here .

The Stream

Articles and opinions delivered directly to your inbox.

Sign up today.