How to choose the right micro-influencer to market your app

Since the social media boom, businesses across all industries have utilised the power of platforms such as Instagram and YouTube to connect with personalities who their audience respects. While macro influencers can command sponsored post figures in the tends to hundreds of thousands, micro-influencers are much more affordable. While macros might have millions of followers, micro-influencers have more niche audiences.

Tapping in to this network and using influencer marketing to promote your app or new app development business to a very specific sub-set of your audience can yield staggering results. In fact, 82% of consumers are ‘highly likely’ to follow the advice of a micro-influencers. Here are some tips on how to pick the right influencer to promote your app and increase download figures.

Search for hashtags

While micro-influencers usually have a following of around 1,000 to 10,000 consumers – which might appear inconsequential compared with those with hundreds of thousands of fans – their subscriber base is loyal and focused heavily on a specific product or industry. Therefore, it’s vital you choose an influencer that operates within the same market and has the ear of audiences relevant to your business. Search for appropriate hashtags on social media platforms that relate to your app or app development agency. For example, if you’ve developed a fitness app, you may search for terms such as technology, fitness, health, fitfam, workout, gym etc.

Check your following

Instead of trying to convert a social media user into a micro-influencer, search through your subscriber-base and you may find a user that has a large following already. If the micro-influencer you decide to work with is already an existing follower of your brand, they will be more inclined to work with you and promote your app. Their endorsement will also be more organic, which can impact on results.

Google search

If you’re struggling to navigate social media platforms or you want to diversify your digital marketing strategy to include bloggers, a search on Google can help you find an effective micro-influencer. The only catch with this tactic is that you have to be very specific with your search. Include keywords that relate to your brand, location and industry and them comb through your shortlist.

Check their posts

If you find a handful of potential micro-influencers which tick all of the boxes in terms of branding and industry relevance, it’s important to look at their posting habits to choose those most likely to be beneficial to the promotion of your app.

Influencers that regularly post and engage with their following will usually generate more conversation but it’s important to work with people that post relevant and engaging content too.

Monitor follower behaviour

Be sure not to base your decision entirely on the size of an influencer’s following or the number of posts they make. While these are important factors, they can often be misleading. The aim of working with a micro-influencer is to generate buzz about your product within niche markets and relevant platforms. Therefore, it’s important to look at the activity of an influencer’s subscriber-base and see how proactive and vocal they are.