Why you should work with local influencers
What are local influencers and why should you work with them? This article will give you all you need to know about the benefits of working with the voices within your region.
Have you heard of a local influencer before? They’re a new form of influencer that emerged from the niche world of the nano influencer. Put simply, a local influencer is an influencer that focuses their audience on the region they live in. Their audience is around 1K-10K followers and they post content highly grounded in their region.
You may be wondering — if their audience is small, and their focus is more niche to a specific regional market, then why am I interested? I want an influencer with 400K+ followers that has a broad reach. Broad is better, right? The statistics beg to disagree.
53% of consumers in the U.S. discover new products and companies from their friends and family. Influencers with a smaller audience feel like friends and family to your customer. Nano influencer marketing is about using a higher engagement rate than smaller influencers get to create a profitable marketing campaign. Using local geotagging, specific hashtags and connecting with their audience in an authentic way, the local influencer will get your brand the best ROI. According to recent surveys, 69% of brands stated nano influencers had boosted their consumer engagement.
Local influencer marketing is about establishing your brand within the local market. Your brand is able to leverage individuals who have an audience oriented in the chosen market. This can actually be a better tactic because the audience is more likely to take action since the content is very relevant to them.
For example, if you’re a brand in the DACH region and you create a marketing campaign involving a local influencer, then you’re more likely to get higher engagement and interaction with your product or service. In fact, 45% of brands say that nano influencers gave them higher engagement rates.
The local influencer is able to position your product with the right lingo, while also already having some baseline knowledge. There’s far less convincing work to do and less risk involved.
Marketing with nano influencers convinces the audience of your brand’s authenticity and sincerity because of the trustworthy voice of your chosen influencer.
It’s important to remember that this kind of marketing strategy relies heavily on transparency and relatability. With the new rules and regulations on social media, all sponsored content whether it’s paid or not must be disclosed by the influencer. This means that a local influencer won’t pick up a collaboration unless it fits their niche like a glove. Be sure to do your research!
The best approach is to contact nano influencers that have the same values as your brand. It is absolutely important that your product or service resonates with their account, otherwise, they’re unlikely to join the partnership. Influencers have a duty to their audience, so they’re only going to promote your brand if it fits their niche and is important to them personally.
Once you’ve found them, reach out to your potential influencers with a personalized message. They’re bound to accept because many brands still don’t know the value of working with nano influencers. Local social media influencers are keen to work with brands, but rarely get the invite!
Brands that want to reach a target group in a specific region can get the most out of working with local influencers. These campaigns can take a brand from an outsider in the market to a household favorite.
Nano influencers are also far more cost-effective than micro or mega influencers, which is great news for small to medium businesses. These types of influencer campaigns are within reach for all budgets.
Another positive outcome of a nano influencer campaign is high levels of brand awareness. Your company will be positioned as being part of the local community, which can be a great asset, especially in these uncertain times.
Local influencers can help you to tap into your ideal market. They will introduce you to a world where customers already have a basic understanding of your product and will most likely go straight to a purchase.
Finding the right influencers can be tough, but if you do your research and consider working with an agency, then you’ll be well on your way. If you’re looking for an option that’s cost-effective and gives your brand a relatable image then go for a local influencer!
What are local influencers and why should you work with them? This article will give you all you need to know about the benefits of working with the voices within your region.
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