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If your influencer marketing strategy seems to flat-line and you’re looking for a way to maximize your campaign ROI, you’re on the right page.
Niche influencers can boost your visibility and reputation.
But more than that, they can lead potential customers straight to purchase and keep them loyal to your brand.
This article covers who niche influencers are and what potential benefits stem from this collaboration.
We’ll dissect plenty of examples, actionable insider tips, and the step-by-step process of influencer discovery and outreach.
Keep reading ahead.
The term niche influencer is used interchangeably for very different types of influencers. Unfortunately, marketing experts can’t agree on the concept:
A better definition would be this:
For example, Arlette is a physical therapist and competitive athlete whose Instagram name is @ageupwell.
Arlette is not your average fitness influencer; Arlette is a niche creator because she:
Niche influencers have a slew of benefits that you can reap in your next micro-influencer campaign:
Niche social media influencers have a specialized audience that focuses on a very specific need.
For example, some people are wary of singing in public. This could be an excellent target audience for you if:
Enter Canadian singer, songwriter, and teacher Lauren Halasz. With 108,000 followers on Instagram, Lauren is a micro - influencer.
Lauren specializes in improv exercises for people who fear sounding bad in public concerts:
Creators like Lauren can help position your brand in profitable niches, giving you a significant competitive edge. That’s how your products and services become the obvious choice.
Niche influencers have better user engagement rates because they:
These active and engaged followers are more likely to convert because they trust your niche influencer.
Here’s self-titled “cheap holiday expert” Chelsea promoting a fishing vest on Instagram.
Chelsea’s niche is people interested in cheap travel hacks. In the clip above, she showcases a multi-pocket vest that helps people pack less, saving plane ticket money.
Niche creators have specialized knowledge of their focus topic. This knowledge allows perfect influencers to create detailed, highly engaging, and quality content.
Macro-influencers with larger audiences or creators that address generic areas may not be aware of or skilled in discussing these niches.
This point matters because you can:
For example, few people can discuss halal investing or offer affiliate codes to a niche app in this sector. But this Pakistani Muslim med student can and does:
Niche influencers develop relationships with their followers. This relationship increases the likelihood of creating brand loyalty and customer retention.
Basically, adding niche influencers to your social media marketing mix cuts your sales funnel short.
Remember: Your audience perceives these niche influencers as experts and friends.
UGC stats show that 90% of people base their purchasing decisions on advice from peers. And if your product is good, your newly gained customers will stay loyal to your brand.
Due to their smaller following size, these influencers can be easier (and often less expensive) to reach out to for partnerships or collaborations.
Saving these resources means you can reinvest them and ensure a successful influencer marketing campaign.
Niche influencer marketing gives you valuable insights into your audience. These creators deeply understand their followers in terms of their:
You can use this feedback to improve future influencer marketing campaigns and your products.
For example, TikTok creator Arc Warrior focuses on a niche topic in the parenting industry: helping kids recognize toxic mentors.
Arc Warrior discusses topics like the flying monkey and other potential issues. The comment section is a valuable treasure trove of information for his audience:
And if you partner with this creator, your audience is his audience.
Niche influencers offer a better opportunity for long-term collaborative posts. Conversely, mainstream influencers have limited availability and increased workloads from larger deals.
And mega influencers also have higher rates, which may not be great for your long-term budget.
Now that you know what niche creators are and how they can help your company expand, let’s see where you can find your ideal influencer.
Look for influencers in smaller, more specialized communities and platforms such as Reddit or Quora.
Pro tip: Use community tools such as reputation scores (on Reddit) or leaderboards (on Quora) if available. These tools can help pinpoint influential members whose opinions matter most within the community.
Take this example: You’re a realtor interested in selling homes to divorced people. How do you find a divorce lawyer influencer on Reddit and Quora?
Platforms like inBeat have in-depth targeting capabilities with advanced filters such as:
Pro tip: inBeat even helps you hide some keywords from your search.
And it’s much faster than scrolling through Reddit or Quora. Let’s say you want to find a flight attendant to promote your airplane-friendly toolkit for kids.
After setting your filters and keywords, you can start browsing results:
Pro tip: These profiles feature engagement rates and the number of impressions so you can compare them quickly. However, this free fake follower checker shows you more in-depth information on each influencer.
Let’s test it for @colorfulbonvoyage:
Note how clear the stats appear, helping you quickly compare and decide between potential niche influencers.
This step is intuitive:
Let’s return to the previous example; you’re a realtor interested in selling homes to divorced people. Here’s what Instagram shows:
And you can take your pick from all these creators.
You can take this approach to find influencers that write about your specific topic/industry. These are amazing resources for discovering knowledgeable creators you can’t otherwise locate.
For example, your best creators might:
Here’s the step-by-step process to increase the chances of a successful outreach:
You can get in touch with niche influencers in three ways:
Here’s what a potential outreach message can look like:
Hey! Love your page [heart emoji]
I’m working with a [industry name] company called [company name]. I think you’d make a great fit for our [influencer program name]. We would absolutely love to work with you & send you some [complimentary product offer]!!
If you would like to be one of our influencers, send a DM to [link to profile], and we’ll discuss all details.
xoxo [smiley face emoji]
You can find more free templates in this piece, but let’s review the basic steps of successful business inquiries:
Once your niche creators agree to the job, remember to:
Of course, you’ll also have to monitor your influencer campaign, perform split testing and optimize your ad creatives. High-quality influencer tracking software will considerably improve your results, maximizing your marketing efforts.
Let’s schedule a free strategy call if you need help starting on that path. We’ll discuss your business objectives, and industry-specific pain points and help you find niche influencers that sell.