The Power of Niche: Influencer Marketing’s Secret Weapon
Regardless of how niche a brand may seem, there’s an influencer out there that aligns exceptionally well with their values and message, just as every influencer has a brand that resonates authentically with their unique persona. Niche influencers have the power to produce incredibly authentic and engaging campaigns as their smaller, yet dedicated audiences are following them based on the niche they represent, not just because they’re popular – so it’s important to connect the right influencers with the right brands.
Defining the Niche
There are several ways an influencer can be considered ‘Niche’ – these are based on; interests, demographic, price-point, values, beliefs and location – all of which need to be taken into consideration when choosing an influencer.
Niche influencers have been around since the inception of influencer marketing, but their use is now quickly on the rise. Brands shouldn’t be afraid to embrace this trend and incorporate niche influencers into their marketing campaigns.
According to a study, while 73% of customers are highly inclined to act on a recommendation from an average person, 82% of consumers are highly likely to follow a recommendation provided by a micro-influencer.
The world of social media is full of content creators who specialise in some really specific niches, which can be absolute gold for brand campaigns, and while their following size may be smaller, brands should focus on authenticity and a genuine, engaged following, instead of the vanity metrics behind an influencer’s following size. Quality should be prioritized over quantity when building new connections, and this approach can yield significant benefits when influencer marketing is executed correctly.
Examples of Niche Influencers
From gardening to animals to astrology and more – every niche you can imagine is currently growing online. Below are some examples:
TikToker, Carutarot offers spiritual life coaching through tarot and astrology, catering to a niche community. Brands related to spirituality are more likely to benefit from partnering with this influencer rather than those focused on lifestyle
Another example is the popular dog duo @thecotswoldspaniels – they have worked with brands that specifically target their audience – other dog owners or simply people who enjoy photography as the content around the dynamic duo is captured exceptionally.
Not all niche influencers have small followings. Influencer Alessandro Vitale (@_spicymoustache_) has a following of 2.2M, yet his niche content about the world of urban gardening allows him to stand out and offer something new for brands!
By partnering with niche influencers, brands can increase their visibility and gain a dedicated following, but beyond this, brands can achieve lower-funnel conversions and sales targets, which are often challenging to reach when working with bigger / more mainstream influencer types. By working with niche influencers through agencies like Disrupt, brands can tap into a wealth of expertise and resources to achieve their marketing goals.
Our Approach to Working with Niche Influencers
There are a few steps that need to be taken to ensure a successful campaign:
- Deciding on your niche
- Setting targets that are based on niche communities and their reach
- Identifying the interests of your niche market
- Finding specialised influencers through a detailed search
- Creating content that speaks directly to the niche audience
Here at Disrupt, we work with a lot of brands that could be considered niche when it comes to running a marketing campaign. So naturally we collaborate with a lot of niche influencers in the process. Our process begins by defining clear objectives and setting budgets that align with our clients’ overall marketing strategy. This ensures that our collaborations with niche influencers are both effective and efficient, allowing us to maximise the impact of our campaigns.
To discover new creators for our campaigns we take a manual approach to our creator deep-dive by exploring the profiles of influencers who are active within the specific niche. By analyzing the data (following, interactions, av. engagement rate, CPM, audience age, location etc) we’re able to identify the best talent for each campaign. This often leads us to other influencers who are part of the same community.
We also utilize our internal database to scrape social media for relevant keywords and hashtags, allowing us to cast a wider net and identify potential creators who may not have been on our radar otherwise! By combining these approaches, we can find the best niche creators to collaborate with and maximize the impact of our campaigns.
The Authenticity and Creativity of Niche Influencers
At Disrupt, we prioritize the briefs we receive from our clients to ensure that the messaging and content created by each influencer result in the best possible success rates. We carefully test messaging and user-generated content and listen to the voices in these niche communities to understand what resonates with their followers.
When working with niche influencers, it’s important to consider that they value authenticity and are dedicated to promoting products and services that align with their personal brand. They also often seek more creative freedom as they have a deep understanding of their audience. Despite these factors, we believe that no brand should be afraid to work with niche influencers, as they are experts in their communities and can provide invaluable insights and opportunities for engagement and conversions. By building strong relationships with niche influencers and respecting their expertise, we can create impactful campaigns that resonate with our client’s target audiences.
Ready to take your influencer marketing to the next level with niche influencers? Contact us today and let’s start crafting a powerful and effective campaign that resonates with your target audience! Follow us on social!