Do you work with social influencers? Or fancy it? Do you ever doubt the value of working with them? And especially those with less than 100k followers? Read this and let Vista put you straight.

1. WHAT'S
A MICRO
INFLUENCER
VISTA PR PRESENTS
AND WHY
SHOULD
YOU CARE?

2. 96%
OF THE NON-GROCERY BUYING
CYCLE STARTS ONLINE.
...And we listen to each other

3. 25%
USE SOCIAL MEDIA AS A
PRIMARY SOURCE FOR
RESEARCHING PRODUCTS
44%
ARE INFLUENCED BY THEIR
SOCIAL NETWORK
30%
ARE WILLING TO SPEND
MORE ON AN ITEM IF IT
HAS BEEN ENDORSED BY
AN ONLINE INFLUENCER

4. MICRO INFLUENCERS ON
SOCIAL MEDIA HAVE
ESTABLISHED A RELATIONSHIP
WITH THEIR FOLLOWERS BASED
ON TRUST AND AUTHENTICITY.
THEIR AUDIENCE
RELATES TO THEM.

5. But just how
micro is
MICRO?

6. AS AN INFLUENCER'S
FOLLOWER TOTAL RISES, THE
RATE OF ENGAGEMENT (LIKES
AND COMMENTS)
DECREASES.
MARKERLY.COM 2017
Markerly analysed more than
800,000 Instagram pages, with
the majority having at least
1,000 followers. A total of five
million posts. They found those
with less than 1,000 followers
generally receive likes on their
posts 8% of the time. Users
with 10m+ followers only
receive likes 1.6% of the time.
In addition they found that an
influencer with 100,000
Instagram followers is unlikely
to receive twice the
engagement than somebody
with 50,000 followers.

7. THE SWEET SPOT IS TO WORK WITH
INFLUENCERS WHO ARE ENGAGING WITH
YOUR TARGET MARKET WITH BETWEEN 10K -
100K FOLLOWERS. THIS WILL OFFER YOU THE
BEST COMBINATION OF ENGAGEMENT AND
REACH.
MARKERLY.COM 2017
They concluded:

8. But do you need to
work with
influencers if you are
already reaching
your audiemce on
social?

9. W I L L R E A C H I N T O Y O U R
A U D I E N C E A N D M A K E
T H E M W A N T T O B U Y
Y O U R P R O D U C T .
I N F L U E N C E R S

10. t h e i r c o n t e n t i s
i n f e c t i o u s .
B E C A U S E
Yes. You need them.

11. AND CONTENT IS MORE
EFFECTIVE, THE MORE
INTERACTIONS IT GETS.
UNLESS BRANDS ACHIEVE
LOTS OF LOVE FROM THEIR
FOLLOWERS
THEY WILL NOT BE SEEN

12. LOTS OF LOVE =
'MEANINGFUL INTERACTIONS'
THESE WILL BE PRIORITISED ON
FACEBOOK & INSTAGRAM
2018
UPDATES

13. ACTIVE
INTERACTIONS
LIKES
CLICK THROUGHS
BUSINESS
COMMENTS
SHARES
FRIENDS & FAMILY
PASSIVE
INTERACTIONS
FACEBOOK
WILL
PRIORITISE
OVER

14. IT'LL GET HARDER FOR BRANDS
TO BE SEEN ON SOCIAL.

15. ENDORSEMENT FOR YOUR PRODUCT
FROM A RELATABLE MICRO
INFLUENCER IS PROVEN TO BRING
YOU
SO

16. IDENTIFY THE MICRO
INFLUENCERS WHO
REFLECT YOUR
TARGET CONSUMER.
CHECK THEIR
ENGAGEMENT
LEVELS.
DON'T BE SEDUCED
BY SIZE.
ENGAGEMENT IS
KEY TO INFLUENCE.
THREE
WAYS TO GET
STARTED

17. Their credibility means they
will only work with products
they believe in. When they
endorse your product to
their followers, they will tell
them why they should buy it.
If it's not genuine, the
post and the influencer
will lose credibility and
your brand will lose the
potential benefit.
Micro influencers are
storytellers. Let them tell
your story, from their
perspective. If you cross
into overt advertising, you
will both lose credibility.
Keep it social. Don't
stamp authority on the
content. It needs to be
a genuine conversation
with their followers.

18. THEN
WHAT?
TRACK CLICK
THROUGHS TO
YOUR WEBSITE,
INTERACTIONS,
COMMENTS, INSTA
STORY VIEWS.
MEASURE THE SALES
AND ENQUIRIES AS A
DIRECT RESPONSE
TO THE POST.
IF IT WORKED, BUILD
ON THE RELATIONSHIP.
FIND SIMILAR
INFLUENCERS. OR
CHANGE TACK.
CONNECT & KEEP
TALKING.
TRACK
MEASURE
RESPOND

19. CAN WE HELP YOU TO ENGAGE
WITH THE RIGHT INFLUENCERS
FOR YOUR BRAND?

20. Our INSTAGRA
M
influencers
drive
hundreds of visitors to
our client's store.
OUR BLOGGERS
CREATE
CREDIBLE
REVIEWS THAT
DRIVE SALES
WE MATCH THE RIGHT
INFLUENCER TO THE BRAND
AND NEGOTIATE EXPOSURE
Our influencers
increase our client's
following.

21. www.vistapublicrelations.com
jpd@vistapublicrelations.com