“The Power of Micro-Influencers for Local Brands in the UAE and KSA.”
May 22, 2023
Micro influencers are social media influencers with a following between 10,000 and 150,000 people. The range of followers though, certainly depends on the population of the relevant country the micro influencer is residing in, for example in UAE having 200,000 followers could be considered macro whereas in KSA, this could be still considered micro influencers. Nonetheless, micro influencers have a higher engagement rate and more relatable, relevant and targeted audience following them that would suit a brand. This means that they can effectively promote a brand to a specific niche or local audience, resulting in more authentic, relevant and meaningful connections with the potential customers.
Here are some reasons why micro-influencers are an excellent option for local brands in the UAE, KSA and GCC countries:
One of the main advantages of working with micro-influencers is that they are more affordable compared to macro-influencers or celebrities. This is especially important for local businesses with a limited marketing budget. Micro-influencers often charge lower fees and provide a higher ROI, as their niche audience would already be relating to the product and consider purchasing or engaging with it.
2. High Engagement Rates
Micro-influencers have a higher engagement rate compared to macro-influencers or celebrities. This is because their followers are more likely to trust and engage with them since they have a more personal connection. According to a study by Markerly, Instagram influencers with 1,000 to 10,000 followers have a like rate of 8%, while those with over 10 million followers have a like rate of only 1.6%.
3. Niche Audience and Authenticity
Micro-influencers often have a specific niche or interest that they cater to, such as food, beauty, or travel. This means that their followers are also interested in that niche, resulting in a more targeted and engaged audience. In addition, they have a closer relationship with their followers and are seen as more relatable. This can translate into more authentic and genuine promotions of your brand, resulting in better trust and brand loyalty among potential customers.
Micro-influencers are often more flexible when it comes to collaborations and content creation. They might be willing to work with your brand on a long-term basis, resulting in a more consistent and integrated marketing strategy.
It is not always best to work with any micro influencer. One should be able to find the right and suitable micro influencer for their brand.
Here are 3 tips on finding the right micro influencer for your local brand:
1. Work with Local Influencers
Since it is a local business, it’s important to find micro-influencers who are based in the UAE or KSA or certain locations in GCC. This will ensure that their followers are also in the same region and are interested in your products or services. Ensure the top location of their followers is the audience you are targeting.
2. Check Engagement Rates
When evaluating micro-influencers, it’s important to check their engagement rates. Look for influencers with high engagement rates, such as a high number of likes, comments, or shares. This indicates that their followers are actively engaging with their content and that they have less number of fake followers. Additionally, check on their frequency of posting.
3. Content and Brand Affinity
When evaluating micro-influencers, it’s important to take a close look at their content. Is their content high-quality, creative, engaging, etc. Are they actively posting at least three times a week? It certainly is crucial to check on their frequency of posting as well as their brand affinity. Which brands have they worked with previously and did their audience engage with those posts? This will help filter and find the most suitable micro influencers who would work well for the local brand.
Examples of Micro-Influencers for Local Brands in the UAE and KSA:
1. @a21.x – Amna – 71,600 Followers – UAE
2. @hana.a.balushi – Hana – 141,000 Followers – UAE
3. @randa_1415 – Randa – 133,000 Followers – KSA
By working with micro-influencers like these, local brands in the UAE and KSA can effectively reach their target audience and increase their brand awareness.
Overall, micro-influencers are a powerful tool for local businesses in the UAE and KSA looking to increase their brand awareness and connect with potential customers. With their high engagement rates, niche audience, authenticity, flexibility, and affordability, micro-influencers can help your brand reach its marketing goals. By following these tips, you can find the right micro-influencers for your brand and establish an effective influencer marketing strategy.