Marketers have different opinions and feelings about micro-influencers. Some marketers work with them to promote their brand and products, while others have reservations. If you are among those marketers who have such reservations, this blog post may help change your mind about micro-influencers by describing the benefits of working with them.
Who are micro-influencers?
While macro-influencers usually have over one million followers (and can include celebrities), micro-influencers are hyper-specific social media influencers with profoundly engaged but comparatively smaller audiences.
Many marketers prefer to work with macro-influencers, and avoid micro-influencers simply because of their lower follower counts. However, there is still great value in working with micro-influencers, as suggested by the following data.
Why should you hire micro-influences for your marketing campaigns?
Micro-influencers can impact many aspects of our lives, such as our attitudes toward vaccines. A 2020 article showed that social media micro-influencers effectively increased knowledge and positive attitudes about the flu vaccine, especially among African-American and Hispanic communities, who have significantly lower vaccination rates. The researchers concluded that using micro-influencers was an excellent way to encourage vaccinations, especially for those with reservations. Similarly, micro-influencers can be effective in getting everyone vaccinated and help end the COVID-19 pandemic, according to a Think with Google article; indeed, such tactics are being used to promote COVID-19 vaccination in many parts of the country.
SEO Benefits of Working with Micro-influencers
Another benefit of working with micro-influencers is that they can help your SEO . Google puts an incredible amount of value on your brand. For example, suppose there are two websites with similar content, architecture, speed, and other aspects, except that one has a stronger brand. That website will get more traffic from Google and will more likely outrank the other site on competitive keywords, simply because of its brand equity.
Google calculates brand equity by looking at “off-page signals,” which include inbound backlinks to a website and brand mentions and citations on other websites. The more backlinks and brand mentions a website gets from other sites, the stronger the brand signal. In other words, Google is measuring your brand quantitatively as well as qualitatively. Therefore, if relevant websites within your industry are mentioning or linking to you, Google will calculate a stronger branding signal for you.
But how specifically do micro-influencers help your SEO?
The answer is four-fold:
- Many micro-influencers’ websites can mention or link to you, which will impact your SEO directly.
- Micro-influencers also can mention you on their social media channels. Google does index popular social media pages, so you will be noted from those pages.
- Micro-influencers can have links on their social media channels. Even though some of these links will be “no-followed,” experienced SEO experts know that no-follow links are essential for a healthy backlink profile.
- Micro-influencers can create awareness for you and your brand, which can help increase branded searches. Google keeps track of branded searches, and the more branded searches a website has, the more indications that the website has a strong brand.
In our experience, working with micro-influences has been very beneficial for our clients’ marketing efforts and SEO campaigns. We recommend having an influence outreach strategy in place.
Is micro-influencer outreach a part of your marketing strategy? Would you like to learn more? Reach out to get started.