Originally published on June 10th, 2019. Updated for August 9th, 2022.
Micro-influencers offer significant marketing impact for nonprofits by connecting them with highly engaged and targeted audiences. Unlike celebrity influencers, micro-influencers cultivate strong trust with their followers, who are often passionate about specific causes, leading to a higher likelihood of follower conversion to nonprofit supporters. This mutually beneficial relationship allows micro-influencers to create quality content while helping nonprofits grow their community and spread their message effectively.
Commercials and newspaper ads are a thing of the past. Today, there’s always new ways to improve your advertising game. One of the most effective new trends being influencer marketing.
Influencer marketing is a way for a specific audience to see a familiar face they know and trust backing your business or product. This builds a good reputation for your brand and is very beneficial in the social media world. A little research will show that influencers and nonprofits work well together.
How do you choose a micro-influencer for your nonprofit?
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 passionate about the area of content that they follow. This can be very beneficial in creating awareness around a certain cause. That awareness can grow throughout different crowds in the social media world — also known as “going viral.”
What are the benefits of micro-influencer relationships for nonprofits?
A relationship between your nonprofit and a micro-influencer can be mutually beneficial! Since their followers are very active, micro-influencers tend to put out content that they pour their heart and soul into. That 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. They respect their opinions and advice. The goal is that the influencers’ avid followers will also become loyal to your nonprofit.
How can nonprofits find the right micro-influencer?
Finding an influencer can be a challenge. While personal connections are the first option, it is not always that easy. A good first step would be browsing through certain hashtags or even looking at YouTube creators who are vocal about certain issues. To find a truly valuable influencer, it’s important to make sure that they’re passionate about your mission. Key to good relationships between influencers and nonprofits are common values and goals
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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