Every brand has always wanted the support of a household, global superstar, a Bill Gates or Mariah Carey. But as demand increased, so did the cost of doing so.
Brands then moved to influencers, those people not necessarily known across the globe but who had the largest following in an industry. But as the popularity of marketing to influencers grew, smaller brands got pushed out.
And that?s where micro-influencers have come into play. They are people with a loyal, strong following in your industry who might not be quite as famous as the major influencers.
I’d love to have Eric Siu, Tim Hughes, Warren Whitlock and even Buffer themselves raving about how amazing QuickQuu is. But during these early stages of QuickQuu, I know that chances are slim. It’s why a lot of my focus will be on reaching out to micro-influencers. But don’t for one minute think I’ll be giving up on getting those guys involved.
The problem is, unlike global superstars and industry influencers, micro-influencers can be a little harder to discover.
Most people know you can hack the Twitter search a little to narrow down your search results. What many people don?t know is that you can also filter your results to only those tweets with a minimum number of retweets: That?s where ?Min_Retweets? comes into use.
After all, if a Twitter user is able to get 10, 20 or 30 retweets then chances are they have some sort of influence over their followers.
That?s why, when using Twitter?s advanced search to discover micro-influencers, you need to make sure to include this in the search term. I?d recommend searching for tweets with 20 retweets initially but feel free to play around with this figure to get your desired results.
So what else should you include in that search box?
Keywords or Phrases
I know. The obvious. But the best thing you can do is to include a keyword or phrase that’s relevant to your niche. Start your search off with the min_retweets parameter and follow it with a + and then your keyword. If using a phrase, put it in quotation marks.
For example, I’ll keep things close to home for now and stick to social media. My search term could be: min_retweets:25 + “social media marketing”
Once you’ve got your results up, you’re looking for people (avoid brands/businesses as you’re looking to deal with people) who have anywhere from a few thousand to a few hundred thousand followers.
— Michael J. Schiemer (@MikeSchiemer) February 17, 2017
— Sam Hurley ??? (@Sam___Hurley) February 16, 2017
What I would advise is also going through their profiles and seeing how often they get retweets on their tweets. You want people who regularly receive engagement on their tweets.
The next easiest way to find those micro-influencers on Twitter is to use industry hashtags (or even keywords as hashtags). But this time I’m going to look outside the marketing industry and see if I can find some influential vegan food bloggers. I’m going to use the #vegan hashtag with the search term: min_retweets:15 + #vegan.
— EasycookingwithMolly (@EasyCookin2012) February 13, 2017
— Healing Tomato (@healingtomato) February 9, 2017
To find the above and to decide they were influential, I simply hovered over their name on Twitter to find out how many followers they have and to have a quick scan through their bio to find out that they are bloggers.
By using industry websites, you can find people who share relevant industry content and then get it shared by their followers.
If the content is in the same niche, then there’s a chance they might then want to take a look at your content… It’s as simple as that.
An obvious industry site for us to focus on is Buffer and their blog.
I’ve used a minimum of 5 retweets here as with a higher count I was coming across people who were super influencers such as Brian Fanzo and Neil Schaffer who certainly don’t fit in the micro-influencer category.
— Leah Faul (@leahfaul) February 17, 2017
— Kelly Weppler (@marketingkelly) February 17, 2017
So You’ve Found Micro-Influencers, Now What?
Now you’ve found a few micro-influencers to reach out to, well you need to begin reaching out. In all honesty, I could write 5,000 words on how to go about outreaching to these micro-influencers which I’m going to avoid doing on this blog post.
What I will say is that you need to work on slowly building up a relationship with these people.
Don’t rush in, head first, asking for them to share your latest blog post and sign up to your product.
Instead, follow them, begin interacting with their tweets and their content away from Twitter and then, only then, can you begin to ask them for something in return.