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WHAT'S
A MICRO 
INFLUENCER 
VISTA PR PRESENTS
AND  WHY
SHOULD
YOU CARE?
96%
OF THE NON-GROCERY BUYING
CYCLE STARTS ONLINE.
...And we listen to each other
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
MICRO INFLUENCERS ON
SOCIAL MEDIA HAVE
ESTABLISHED A RELATIONSHIP
WITH THEIR FOLLOWERS BASED
ON TRUST AND AUTHENTICITY.
THEIR AUDIENCE
RELATES TO THEM.   
But just how
micro is
MICRO?
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. 
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:
But do you need to
work with
influencers if you are
already reaching
your audiemce on
social?
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
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.
AND CONTENT IS MORE
EFFECTIVE, THE MORE
INTERACTIONS IT GETS.
 UNLESS BRANDS ACHIEVE
LOTS OF LOVE FROM THEIR
FOLLOWERS 
THEY WILL NOT BE SEEN
LOTS OF LOVE =
'MEANINGFUL INTERACTIONS'
THESE WILL BE PRIORITISED ON
FACEBOOK & INSTAGRAM
2018
UPDATES
ACTIVE 
INTERACTIONS
LIKES
CLICK THROUGHS
BUSINESS
COMMENTS 
SHARES
FRIENDS & FAMILY
PASSIVE
INTERACTIONS
FACEBOOK
WILL
PRIORITISE 
OVER
IT'LL GET HARDER FOR BRANDS
TO BE SEEN ON SOCIAL. 
ENDORSEMENT FOR YOUR PRODUCT
FROM A RELATABLE MICRO
INFLUENCER IS PROVEN TO BRING
YOU 
SO
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
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.
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
CAN WE HELP YOU TO ENGAGE
WITH THE RIGHT INFLUENCERS
FOR YOUR BRAND?   
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. 
www.vistapublicrelations.com
jpd@vistapublicrelations.com

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What's a Micro Influencer 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.