Micro Influencers In Singapore: How To Use Them To Publicise

how to use micro influencers in singapore

It is estimated that there are approximately 3.46 million active social media users in Singapore. The report also went ahead to indicate that more than 800,000 people are expected to start using the various networking sites such as Facebook, Twitter, and Instagram by the end of 2018. 

Based on these facts, it is imperative to come up with robust social media marketing strategies to help you connect with potential customers in the country. Unfortunately, this is easier said than done due to the stiff competition for an audience on these platforms. In the past, companies would spend months and even years accruing an audience and this in most cases did not guarantee a decent ROI.

Nowadays, you can save time and money by hiring a micro influencer to market your products and services to their followers on their social media accounts. They have mastered the art of helping business in Singapore market their products and services on various social media platforms.

Before we proceed, it is important to note that the cost of hiring a micro influencer is mainly dependent on the size of their audience/followers base. If you are targeting a major influencer who has more than one million followers, you could end up paying up to $1,400 for one sponsored post on Instagram.

Most brands cannot afford to spend such an amount of money on a single post. Luckily, you do not have to hire such influencers; you can opt to micro-influencers who have a lower but substantial number of followers to market your brand. Such social media marketers are more affordable, and this is one of the main reasons why most of the companies in Singapore are opting for social marketing services.

Why Hire Micro Influencers for your Business

You can quickly get ahead of the curve by hiring several micro influencers to market your products and services specifically to potential customers in this town as well as the surrounding localities.

On average, a micro influencer has a between 2,000 and 100,000 followers. There is virtually a micro influencer for every industry out there so finding one who suits your business will not be a problem. It is recommendable to carry out extensive background research before investing in them to get maximum ROI.

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 Ideally, you should schedule a meeting with all the influencers that you intend to use to ensure that they have a clear perspective of the goals and objectives that you want to achieve. Make sure that you describe your business in detail to assist them to respond to their followers’ comments accurately after they publish the sponsored ad/post.

Yes, the sponsored ad will be seen by a much smaller audience, but that should not deter you from seeking their service. This is based on the fact that the smaller the audience, the more targeted and loyal followers you will get. You will also benefit from affordable rates for sponsored posts. This means that you will be able to engage with the audience frequently and consistently without breaking the bank.

Does it Make Economic Sense to Hire a Micro Influencer

Does using a micro influencer make sense? As with any other business related venture, it is imperative to do some arithmetic before investing money in it. To assist you to make this all-important decision, let’s assume that you have a company that sells luxury watches. Hiring a major influencer who has more than 1 million followers may seem like a good idea since a huge audience will view your sponsored posts. However, 80% of the followers may not be interested in luxury watches.

On the other hand, if you reach out to 20-30 micro influencers who are passionate about luxury watches or any other product that your business majors in, you will be getting the attention of customers who are genuinely interested and willing to spend money on the product.


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Tips on How to Get Maximum Returns from Micro Influencer Campaigns

Here are some tips to assist you to get maximum returns from your micro influencer campaign.

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Leverage Story-Telling

Micro influencers have loyal and genuine followers who are interested in what they do. Since such an audience is laser targeted, you can increase engagement and motivate them to take the desired action by requesting the micro influencer to tell a story about your product instead of publishing a general post.

The story should resonate with the interests and preferences of the followers. For example, they can highlight the main features of the product as well as explain what makes it different from other similar products in the market.

Make Use of Branded Hashtags

Tracking 30 or more micro influencer campaigns can be an uphill task especially if you have limited staff and resources. Campaign specific hashtags that are related to your product/services or brand can make it easier for you to monitor the sponsored posts. This kind of hashtags will also enhance brand awareness as well as boost conversion rates.

User-Generated Content

Research shows that 90% of customers take time to read online reviews before place an order. The report also indicated that 88% customers trust feedback posted online by other users who have tried the product as much as personal recommendations.

User-generated content such as honest reviews can increase conversion rate by up to 29%. As mentioned earlier, storytelling is one of the best ways of boosting engagement and conversion rate. Based on this fact, request the influencers to post genuine photos using the product instead of edited images.

Concisely, the followers are more likely to interact with real images posted by the micro influencers so give them the freedom to come up with the content of the campaigns.

Final Thoughts

Micro influencers can help your business thrive in Singapore without costing you a fortune. Be sure to monitor the progress and results of each campaign to know if there are certain aspects of the campaign that need to be tweaked.





About the Author

Tom Koh

Tom is the CEO and Principal Consultant of MediaOne, a leading digital marketing agency. He has consulted for MNCs like Canon, Maybank, Capitaland, SingTel, ST Engineering, WWF, Cambridge University, as well as Government organisations like Enterprise Singapore, Ministry of Law, National Galleries, NTUC, e2i, SingHealth. His articles are published and referenced in CNA, Straits Times, MoneyFM, Financial Times, Yahoo! Finance, Hubspot, Zendesk, CIO Advisor.


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