How to find the right micro-influencer

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So micro-influencers sound great. But how do businesses find the right one? It’s not as simple as picking someone with few followers. Here’s what to look for:

1. Engagement rate
An influencer live streaming her cosmetic review
Never partner with an influencer (micro or mega) without checking their engagement rate. It’s the most important metric, showing how much the influencer’s audience interacts with their content.

So, higher engagement rates mean the audience is more engagedpharmacy database and loyal, while a lower rate may mean the influencers have botted follower counts. Here’s a simple way to check it: add all the likes and comments on their posts, divide that by their followers, and multiply by 100 to get the percentage.

So, let’s say a micro-influencer has an average of 500 likes and 800 comments with 2,000 followers. Here’s what the engagement rate will look like:

(500 + 800) / 2000 x 100 = 65
Hence, the micro-influencer has a 65% engagement rate. If businesses don’t want to do manual calculations, they can use tools like Afluncer to see an influencer’s engagement rate in one glance.

2. Content quality
Even if micro-influencers have high engagement rates, it may be the wrong interaction. They may be making low-quality content, causing people to react badly (which counts as engagement). So, businesses must look out for content quality.

Businesses should check whether the influencer’s content is high-quality and consistent. Do they have sharp images? Are the captions intentional and engaging? Are the videos well made? These questions will help businesses know if the quality is something they can work with.

But there’s more. The last thing to check here is their content style. If it doesn’t complement the business, working with that influencer is unnecessary. High-quality content will always make a better impression than low-quality ones.

3. Follower growth rate
Smiling influencer doing a vlog post
Micro-influencers have a chance to gain more followers, so retailers can also check how fast they are growing. Consistent, natural growth can be a good sign of their increasing popularity and relevance. If they have consistent, natural growth, it could mean their strong, engaging content is attracting real followers. However, watch out for sudden jumps in follower numbers—they might be bots or purchased accounts.

4. Audience demographics
After checking engagement and content quality, the next question is: What is their demographic like? This part is where businesses big into the influencer’s audience, focusing on factors like age, gender, interests, and location. It’s the only way to ensure their followers match the target audience, increasing the chances of campaigns hitting the mark.