Why Micro-Influencers Are the Risk-Free Way for Your Business to Take Advantage of TikTok

Even with the platform's uncertain future in the U.S., it's still a good idea to work with micro-influencers on what remains a social media powerhouse.

TikTok is commonly thought of as nothing more than Gen Z's favorite platform for madcap entertainment and is certainly a hypnotizing way to follow the latest trends. But the truth is that as its popularity has expanded, so have its uses, dramatically so in fact.

With more than a billion active users globally, the social media giant has been a veritable windfall for businesses, amplifying the reach of titans like the NBA, Netflix and Chipotle.

And, thanks to TikTok's innate potential for virality, it has also ushered in the success of countless smaller companies — and from expanded brand awareness to heightened consumer engagement, there are several reasons to include it in a?content marketing strategy.

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However, the platform is also shrouded in more than a touch of controversy and uncertainty, for consumers and businesses alike. The possibility of the U.S.?prohibiting the social site?over security concerns has recently resurfaced. The latest is this: Federal officials are threatening to follow in India's footsteps and execute a ban unless the China-based parent company ByteDance sells its stake.

It's unclear how a ban might affect users in the U.S., especially those who already have the app active on their smartphones. The government cannot, after all, force users to remove it, even if an embargo is established. It's also unclear how long such a ban could last.

Regardless of what transpires, a pivotal question remains: should brands continue leveraging TikTok's reach in their digital marketing schemes, or invest more heavily in alternative marketing methods — perhaps re-exploring platforms they may have abandoned?

There is no definitive answer, at least not yet. There's also no one-size-fits-all approach: You should always base a marketing strategy on the nature of your brand and your buyer's persona.

Still, some experts have opined that marketing services and products on a controversial app like TikTok might send the wrong message to some users. Depending on your customer base, supporting a social media powerhouse that has come under fire might be a poor choice. And yet, other brands are perfectly poised to continue taking advantage of its tremendous impact — not least because of the enormous sway that micro-influencers have over audiences.

What are micro-influencers?

This term generally refers to social media personalities with 1,000 to 100,000 followers, who concentrate on a particular niche and who frequently share interests, favorite brands and newest discoveries. Unlike mega-influencers, who typically boast more than a million followers, they are generally perceived to be more attuned to their audience's preferences and pain points. Moreover (and also distinct from mega cousins), they are typically more dynamic in their engagement with followers. In turn, they are regarded as trusted authorities and so may have a more powerful impact on purchasing decisions.

Given that,?according to SurveyMonkey, 47% of Gen Zers turn to social media for guidance on what to buy and who to buy from, overlooking the clout and potential of micro-influencer marketing on TikTok can mean fewer leads and conversions.

How to find micro-influencers on TikTok

Major celebrities aligned with your brand's mission and message might seem like the best messaging move. But micro-influencers, by contrast, don't just have the capacity to speak the same language as your target audience, they're also (at least typically) more cost-effective.

To find your next brand advocate:

1. Research relevant hashtags

Hashtags can be a great way to discover micro-influencers within a niche, but there are a few factors to keep in mind:

? Hashtags (as well as the influencer's vertical) don't necessarily need to match your brand perfectly. For example, if you're a skincare company, you might encounter a micro-influencer whose specialty is naturopathic care for women in their 30s. This may become a mutually beneficial relationship if your product uses organic ingredients.

? Introduce yourself with transparency and authenticity, and explain precisely why these influencers would be ideal champions for your brand.

In addition, bear in mind that the more precise your hashtag queries are, the more likely you are to discover a micro-influencer who works in a hyper-specialized sphere or specific geographic location. This can place your brand in front of consumers who may be more prone to convert.

2. Examine the competition

Assessing followers who engage with your competition can deepen your understanding of your target audience and help identify potential micro-influencers. It's not a matter of "stealing" an influencer who already demonstrates allegiance to a brand but discovering an untapped voice that's already engaged with your audience.

How can they benefit you?

One of many stunning statistics contained in?a 2022 report?from Influencer Marketing Hub is that influencer marketing has become a $16.4 billion sector. Why? Because it works.

This is largely due to the pandemic, which propelled social media to unprecedented heights, placing more brands in front of more people who had no choice but to shop online.

At the same time, consumers have become increasingly discerning about companies they do business with, and are hungry for brands that represent their values, practice transparency and apply ethical practices to deliver products and services.

Thankfully, micro-influencers are perceived as "real," relatable people, and so not only reinforce these needs but can naturally convey a strong sense of authenticity. As a result, it's possible to benefit from them in the following ways:

? Expanded brand awareness

? Improved consumer engagement

? Increased lead generation

? Bolstered revenue

? Boosted reputation, authority and credibility

? Increased conversions

? Better client retention

Furthermore, working with a TikTok micro-influencer will, organically, give you a sharper and deeper understanding of a target audience. And the better you know both prospective and existing consumers, the more you can anticipate their behaviors and actions — both on influential social media apps and on every other step of their purchasing journey.

Micro-influencers are also far less of an investment than partnering with a mega-influencer, yet have the potential to deliver greater results. Moreover, your digital marketers can typically repurpose that influencer content as needed.

An eye to the future

No matter what happens with TikTok, keep in mind that micro-influencers enjoy tight bonds with followers, so even if a ban is enacted and the platform's usage withers or comes to a halt, your brand advocate's fans will likely follow them across other social media channels, whether Instagram, Facebook, Twitter or whoever the next new kid on the block might be.

John Boitnott?is a journalist and digital consultant who has worked at media companies for 25 years. He writes about startups, marketing and leadership at?Entrepreneur, the?Motley Fool,?Readwrite.com,?Jotform.com, and?his blog.

This post appeared on Entrepreneur.com.