There are many different strategies for brands to create organic reach. One proven way that generates brand endorsements is word-of-mouth recommendations. This can be a challenge for a brand that wants to connect with thousands of people at one time. Because people mostly trust people they know and are inspired by. To get in this position, brands can target their communication to social influencers, who will speak in favor of their brand.
The main reason for using the social influencers is that they have dedicated fans, audiences or followers, who they can influence with brand promotion within the influencers’ network. This organic spreading increases the knowledge to your brand, and creates valuable social endorsements.
In activating the untapped social influencers, this new infographic from MSLGROUP and SocialChorus suggests that you identify and engage with social influencers that have between 2.5K to 25K of unique monthly visitors on sites like Instagram, Twitter, Pinterest, Facebook, Tumblr, and others.
This means, that when brands identify influencers, they should not focus on reaching out to those with millions or hundreds of thousands of followers, but instead focuses on “The Power Middle”. And by implementing this strategy over a course of three months, they report “a Power Middle campaign with 100 influencers drives 1K actions [with] 30k to 40k social endorsements delivered to millions of consumers.”
The infographic shows how to target these untapped influencers in three steps:
- Finding the right power middle influencer
- Reaching out to influencers
- Activating them by adding social currency
In finding the right power middle, you have to ensure the authenticity. It is important that the product is relevant for the influencer. Would a teenage influencer spread the word about diapers absorbency? The influencer shall keep his image and attract more followers – therefore the product must benefit the influencer’s good reputation.
Therefore, remember to put an effort in identifying the right influencer, and thereby advancing your social reach.