Micro-Influencers and Nonprofits

November 3, 2020

Originally published on June 10th, 2019. Updated for November 3rd, 2020.

Commercials and newspaper ads are becoming a thing of the past. In this day and age, there are always new ways to improve your advertising game, with one of the most effective new trends being influencer marketing.

Influencer marketing is a way for people of a specific audience to see the familiar face of someone they know and trust, and connect it to your business or product. This builds a good reputation for your brand and is very beneficial in the social media world.

Micro-Influencers and Nonprofits

Choosing an Influencer

When choosing the type of influencer to represent your nonprofit or brand, it is important to focus on finding an influencer with a targeted audience.

While celebrities who have thousands or even millions of followers would most certainly help spread the word, there are many benefits of finding a smaller influencer, or micro-influencer, with an engaged, highly active following. Their goal isn’t fame or fortune, but rather to make quality content for their followers to understand and relate to. The relationship between influencers and nonprofits is mutually beneficial — quality content for them, and new followers for you!

The audience that follows these micro-influencers is also usually very passionate about the area of content that they follow. This can be very beneficial in creating awareness around a certain cause, which can then grow throughout different realms and crowds in the social media world — also known as “going viral.”

Influencer Relationships

Building a relationship with a micro-influencer can be beneficial to your nonprofit and to the micro-influencer as well! Since their followers are very active, micro-influencers tend to put out content that they pour their heart and soul into, which builds up the trust factor for their audience.

If they choose to promote your organization, the chance of their followers becoming interested in your nonprofit is very high, since the bond between the influencer and their followers is usually very strong.

Followers of influencers on different social media platforms look up to these influencers and depend on their opinions and advice. The goal is that the influencers’ avid followers will also become loyal to your nonprofit.

Finding an Influencer

Finding an influencer can be a challenge. While personal connections are the first option, it is not always that easy. Browsing through certain hashtags, blog posts, or even looking at YouTube creators who are vocal about certain issues or topics can be the first step. In order to find a truly valuable influencer, it is important to make sure that they are passionate about your mission to create authenticity for their audience.

Finding the right micro-influencer for your nonprofit can be a valuable component of your social media strategy. By promoting your organization to their loyal followers, they can help grow your community and spread your message to a fresh audience.

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Former Digital Marketing Intern

As a Digital Marketing Intern, Brook focused on Social Media Marketing for our clients. She is currently pursuing her Bachelor’s degree in Telecommunications with a minor in Sports Management at Texas A&M University.

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