The Value of Niche Influencers
Who is the best brand ambassador for you and your product? Who best aligns with your target demographic?
Modern day customers are tired of being marketed to. So instead of watching ads, they now listen to people on social media that they admire, like or trust, or shares their interests and lifestyle — the influencers.
In case you haven’t heard, influencers are not your traditional celebrities, rather, they are celebrities in their own respective circles. More people are turning to influencers when it comes to making their purchasing decisions.
Marketing campaigns are often more successful when they are targeting a specific subset of the population or with a particular demographic that aligned with the campaign’s goals. That’s why influencer marketing works the best when an influencer speaks directly to and regularly engages with a particular demographic or niche.
That is the power of niche influencers.
What’s a niche influencer?
Pretty sure you’ve heard of niche before. In the marketing world, niche means a specialized segment of the market for a particular kind of product or service.
When it comes to influencer marketing, niche influencers are those who only focus on one or two specific categories. When brand uses niche influencer marketing, they partner with influencers who have carved out their own specialties online and on social media to connect with their own specialized segment of the population.
These niche influencers are often also known as micro or nano influencers. (Read more on the different types of influencers here.)
Why do you need niche influencers?
Social media is a complex digital ecosystem where people of different backgrounds, needs, and interests share the same space. That’s why it’s impossible to please everyone all the time. In order for brands to effectively run their marketing campaigns without breaking the bank, they need to strategically target their audience.
This is where niche influencers work best.
Better engagement
Niche influencers often come with smaller audience but higher engagement. When a brand works with niche influencers who specialized in their areas, they are more likely to see results from their influencer campaign.
The audience of these niche influencers are truly interested in what they have to say, hence, these niche influencers ensure that the brand messages are conveyed to the right audience.
More affordable
Niche influencers are also often more affordable. They don’t have the name recognition that some of the more established influencers have. That’s why niche influencers typically charge less per post, hence allowing brands to allocate their marketing budgets accordingly.
Increased conversions
Most of the content of the niche influencers are targeted towards those who share the same interests as them. Because of this, they have stronger connections with their followers. Their followers look up to them for recommendations and reviews of products/services in that niche.
When brands work with a niche influencer, they have huge potential to reach the audience within that niche, which consequently, will generate more leads and conversions.
Niche Influencer Categories
Over the years, influencer marketing industry has been bombarded with plenty of beauty influencers, fashionistas, fitness gurus, the wanderlust, DIY-ers, pop culture influencers, or the promotional/catalog models. Here’s the reality. When thinking about influencers for your industry, the options aren’t limited to those in the most competitive categories.
Here are some of influencer niche categories that you probably never knew existed.
1.Educator influencers
Recently, there are more teachers surfaced on social media. They garner thousands of engagements on their posts of random tips to prepare for exams or blogs about book reviews.
There are also oodles of academic Twitter personalities, as well as a hilarious community of Twitter scientists and the education technology influencers that might be perfect for your next education-related campaign!
2. Medical industry influencers
Medical influencers are a growing niche, especially in certain categories like cosmetic surgeons and dentists. You can also find a lot of doctors owning their own YouTube channels as a platform to provide a more in-depth medical presentation or just speak candidly about their experiences serving patients.
Read also how influencer marketing can work in healthcare industry here.
3. Senior influencers
Social media knows no boundaries when it comes to age. Blog and media professionals and personalities are positioned to jump into the influencers bandwagon as they enter their retirement years. Just like the millennials and Gen Z, these senior influencers are actually savvy enough to understand how to use social media to reach beyond their friends and family circles.
(Learn the essential digital skills necessary to become a savvy marketer here.)
4. Finance influencers
When it comes to finance, the differences in the ways consumers think and behave can easily tip the industry upside down. To keep up with the trends and behaviors, people start to pay more attention to the industry’s most influential motivators on social media, the financial influencers.
Check out what happened when influencer marketing meets finance here.
Bottom Line
The advantage of influencer marketing as a strategy is that there are influencers in so many niches, you can actually find one who’s in the same niche as your potential customers. The trick is defining that demographic and finding the actual influencers.
Niche influencer marketing is an effective method to reach an audience that is truly interested in your message.
Partnering with influencers who focus on your brand’s area of specialization is the key for a successful campaign.
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Viral Access is an AI and data-driven social communication company — we help you tell your story through social media. We pair your brand with relevant micro and nano influencers that help you increase awareness, engagement and conversion. We have the systems and team in place to support large scale communications throughout Asia.
For business inquiries, contact us at: info@viralaccess.asia.
