Event brands are well aware how much their consumers are hooked on social media, which is why they aim to promote their events there more frequently. But, social media algorithms are prone to changes, meaning that brands and business contents are pushed behind personal content. This is why you, as an event promoter, will have to find a way to “go around” the algorithms and ad costs to keep your role in social media feeds.
And this is where micro-influencers step in. Micro-influencers are important leaders on social media with smaller, hyper-targeted followings who can bring high levels of engagement.
“For you, that means turning interest into purchase intent, and fans into attendees.”
However, you should know that influencer marketing is far more than just a guessing game. This field requires smart and strategic thinking, and today we will present you the key steps of building a successful micro-influencer strategy that will sell tickets.
Choose the right micro-influencers for your event
While ‘social listening’ is important to find existing fans, knowing the exact thing you need while searching for a micro-influencer plays a crucial role, since the influencer’s audience is also your target audience.
Also, another important thing to keep in mind is making sure the influencer’s following is legitimate, as there are you press of automated bots and fake following nowadays.
While these automated bots can increase followings, it also contaminates engagement and authenticity. So, how can you pinpoint legitimate following from an automated one?
Let’s say an influencer has 200,000 followers and 4 comments on a post. This is a sure give away. Also, check the comments for signs of ‘spam’ such as requests for likes.
Next on the list is to check if the influencer is present on more than just one platform and whether they have a steady growth rate.
Building the right strategy
You chose your influencer. What’s next? Well, next on the list is to consider what your collaboration will look like and how they will promote your event.
You should also consider building multi-layer strategies that categorize various types of influencers with different audiences and reach across different types of content. Not it will this bring you a wider audience, it will also increase the life expectancy of your influencer initiative.
After you’ve done the above, take into account channel that have the most impact and content formats. If you and your influencer are on the same wavelength, they will make sure to share your event more.
And this should go without saying, BUT, give your influencers maximum freedom with creating the content. Of course, this doesn’t mean you should stop any type of communication with your influencer until they’ve done their job. They ought to know your vision for the event and your expectations.
Bear in mind that there are regulations that require influencers to be transparent about paid-for endorsements using #ad #spon. You should also be aware of developments and don’t forget to advise your micro-influencer partners to be clear.
These developments will create grey areas that will make digital advertising more clear-cut.
“Think of your strategy as an ongoing development that will adapt to changes in social platforms, micro-influencer relationships and your event brand.”