The Importance of Niche Influencers in 2023
TLDR: Niche influencers are important in influencer marketing because they have a highly engaged and specific audience that is already interested in a particular topic or industry. This means that their audience is more likely to be receptive to the products or services being promoted by the influencer if it fits within that category, and therefore, more likely to make a purchase.
Influencer marketing isn't just a new trend, it's been around for centuries - way before Instagram even existed. Back in the day, it was all about word-of-mouth marketing, and the OG influencers were your neighbors, your aunties, and your best friends. They were the ones dishing out advice on how to get red wine stains out of your blouse, which bodega had the cheapest soap, and which tomatoes were the best for your sauce. They were influencing their friends way before it was cool.
Fast forward to today, and we've got influencers on every social media platform, but let's not forget the power of niche influencers. These creators are experts in their field and have built a loyal following of people who trust them and value their opinion. If you're a brand looking to target a specific audience, these are the people you should be talking to.
Niche influencers might not have millions of followers, but their followers are dedicated, engaged, and loyal, making them much more valuable for brands looking to drive conversions. Plus, because they're in the nano/micro tiers, they're likely to be more reasonable when it comes to payment negotiations. And, if your brand aligns with their niche, they'll probably be excited to work with you, which means better content and a better deal.
To make the most of your influencer campaign, find influencers that fit within your niche and try to get exclusivity within. Sure, it might cost a bit more, but if you include in their contract that they can't work with your competitors for a specific amount of time, you'll own the market during that timeframe. Just make sure to time it right and get your ducks in a row.
Bottom line: niche influencers are the golden ticket to bottom of the funnel sales. They’re trusted and already have an invested audience.
That being said, none of the above will matter if you don’t actually execute the campaign properly… but that’s a lesson for another day.
Reach out to me through my contact page if you want to get specifics on how to take this advice and turn it into the most successful influencer campaign you’ve had to date.
