The niche influencer is fast becoming a staple of a business marketing strategy, as Business 2 Community explains in a recent article. More and more marketers are realising the advantages of working with an influencer, who can provide a whole ready-made audience, saving months and even years of work building a core following from scratch.
A niche influencer is someone who has genuine enthusiasm and knowledge in their field, and this is the reason that people follow them. Whether it is ice cream or camping equipment, the influencer engages with their topic and their audience, and attracts comments, questions, likes, and shares for every post.
Because they have something interesting and relevant to say to their core audience, influencers build up trust and familiarity, and often have a higher engagement rate per post than celebrities or brands with much higher numbers of followers.
Some influencers even represent a niche within a niche, such as a blogging mum of young children, who is bringing them up on a vegan diet and lifestyle. She will have a specific and probably small audience of vegan parents, but if your business sells child-friendly vegan products, an influencer partnership could prove fruitful for your marketing campaign.
The article points out that another great advantage about using platforms such as Instagram for influencer marketing is that no matter what your niche, there is likely to be somebody out there who will be a good match. Pick someone who focuses on your core values, such as quality and authenticity, and connects regularly with their followers.
Nano influencers—those with an audience of under 10,000 followers—are especially good for brands who are working with an influencer for the first time, because they are affordable, and sometimes accept free products as payment. Their small audience are likely to be far more loyal and genuine than the millions who follow big celebrities, too.
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