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Victoria Gray Content Marketing Lead Pulsar Platform

How to identify micro-influencers who speak to your audience

Cutting through the noise in order to reach your target on social media can seem daunting. Not only is it challenging to segment your audience into the right subgroups, but finding the right influencer that can help you deliver your message to the right people is becoming increasingly difficult. 

While the world of influencers is becoming heavily saturated, micro-influencers, generally defined as individuals with between 1000 and 10,000 followers on a social media platform, who speak to a specific audience on a specific niche, are key to individual brand strategies because they both exemplify and influence the behaviour of a typical member of a segment of your audience. This makes micro-influencer panels ideal for product planning and testing content. 

But how do you find these micro-influencers? 

As part of an upcoming Masterclassing session, Rachel Banks, Business Development Manager at Pulsar will guide you through the most effective ways to segment your audience and uncover micro-influencers. 

  • Find audience-specific influencers that engage with your customers around the moments you’re interested in
    Find your audience by searching around who is talking about both your product and the problems it’s looking to solve. Slice and dice the data by demographics, moments and mindsets. Analyze the most influential posts around these moments to create a list of influencers.
  • Map influencers to find digital tribes and communities online – understand which influencers will have the greatest impact
    Once you have found some influencers, follow them to get a sound knowledge of what are they talking about and what gets the most traction. This will help you discover the digital tribes and communities around your brand, and identify the most impactful influencers.

Case study: film trailers

Pulsar analyzed the audiences of two of films: Straight Outta Compton and Fantastic 4, three months after the first trailer for both had been released.

The graphs below show that the Straight Outta Compton core audience is better connected to one another, shows lower fragmentation and larger communities than the Fantastic 4 core audience. Although a smaller overall group, this tribe have more connections. Identifying and influencing just five communities would reach 50% of the total audience of the film, whereas the 50% of the Fantastic 4 fans would be reached by over three times as many communities. 

This shows how you can reduce ad spend by properly segmenting your audience: identifying influencers amongst the right communities allows you to reach more people, who are truly interested in your product, in meaningful ways.

To apply this thinking to different brands and industries - big or small - come along to the masterclass on February 6.