Table of contents
  1. 1. Niche influencer definition
  2. 2. History and future projections
  3. 3. Advantages
  4. 4. Disadvantages
  5. 5. Why marketers should know about niche influencer marketing
  6. 6. How to apply niche influence marketing

Niche influencer definition

A niche influencer (also called micro-influencer) is an individual who specializes in a particular niche and has 15,000-100,000 followers on social media such as Instagram. Their followers trust them for advice and information related to the niche. Examples of niches include RPGs (roleplaying games), organic skincare, and Latina fashion. Broader categories would be gaming, beauty, and fashion. 

It's easier to connect with a subset of the population than a broad group of people because within that broad group are a mixture of different mindsets and needs. Businesses that want to use influencer marketing should include niche influencers in their strategy for this reason. Some studies show that these influencers sometimes have higher engagement rates than macro influencers. By having fewer followers, they can interact with all or most of their loyal fans. Influencers over the 100,000 follower mark may find it challenging or impossible to get back to everyone. 

 

History and future projections

Niche influence marketing naturally developed during the early stages of the Internet when blogs and social media sites became popular. Certain individuals earned Internet fame or gained a lot of followers who care about keeping up with them. It didn't take long before some clever influencers began monetizing their influence to make use of the reputation they had worked hard to build. 

YouTube stars were some of the first famous Internet influencers. Multichannel networks (MCNs), a type of influencer network, were developed to help these influencers successfully and fairly monetize their popularity. Today, Instagram is also home to a lot of influencers and has been steadily gaining steam. Some predict that Instagram will overtake Facebook as the top social media network. Influencer management agencies were created shortly after MCNs to help brands connect with the best influencers on social media. 

Forbes predicts that influencer cliques and groups will develop in the future, which will change the way they are perceived and how their followers interact. Niche influence marketing will continue to become more popular among brands as more companies notice they tend to have higher engagement rates than macro influencers. Now that it's common for influencers to accept sponsored posts, consumers will become more careful about which influencers they trust. They want to ensure the person is authentic and not just in it for the money. 

 

Advantages

  • Better Results: They often provide better results for brands because they focus on a certain segment of the market. In business, dividing the target market into segments is essential for effective marketing. Brands should work with an assortment of niche influencers to target different types of consumers they want to attract. 
  • Higher Engagement Rates: A brand's campaign can be more successful when an influencer has high engagement rates as well as high like-follower ratio
  • Lower Cost: Brands don't have to pay niche influencers as much as macro influencers, although the cost is likely to rise in the future as more businesses catch on to the power of niche influence marketing. 

 

Disadvantages

  • Low Reach: Niche influencers have a smaller reach than macro influencers, but some of them still have decent reach nearing 100,000 followers. Brands that want their message spread wide will have to either work with multiple niche influencers or choose a macro influencer. 

 

Why marketers should know about niche influencer marketing

Niche influence marketing boosts a brand's influencer marketing ROI. It combines the power of social media and content marketing that delivers amazing results when done well. Marketers can let go of some of the pressure to brainstorm creative ideas for content by working with influencers as well. Influencers who focus on a certain niche and have a modest amount of followers are viewed as the most authentic. In addition, studies have found that influencer-powered content delivers a higher ROI and is more easily trusted than brand-generated content. Several case studies report that influencer-powered content increased traffic to their website by 80%-11,065%. 

 

How to apply niche influence marketing

Businesses that are interested in applying niche influence marketing should clarify which target market(s) they want to reach. Then, they can begin searching for niche influencers who are within that niche and meet the desired criteria. A fast and easy way to find quality influencers is through an influencer management agency or using an influencer marketing platform e.g. InfluencerDB. Businesses should then set a S.M.A.R.T. goal for the campaign. Do they want to increase brand awareness, sales, or followers? The goal determines what approach the campaign takes. 

After finding an influencer, keep open and clear communication with them and allow for authenticity. Businesses must also always ensure that a disclosure is included to avoid legal troubles. By U.S. law, influencers need to disclose in a clear way that a post is sponsored or they receive some sort of compensation for it.