Can Micro-Influencers Help Promote Your Firm?

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By William Vogeler, Esq. on April 01, 2019 3:28 PM

Micro-influencers are online personalities who are not as popular as cat videos, yet have dedicated fans.

That comparison may be mixing species, but you can't ignore 69 million views for a cat flipping head-over-heels. The point is, it's not always the numbers that matter.

In the social media age, a micro-influencer can still command a market. They can also put solo attorneys or small law firms on the map.

Force of the Future?

Writing for Forbes, Barrett Wissman thinks micro-influencers may be the force of the future. They have smaller audiences, but their followers are "immensely dedicated."

"Micro-influencers often have very high engagement with their fan-bases and are often over-looked by brands in the social media campaigns they are pursuing," he says.

Carolyn Elefant, lawyer and blogger, says small firms should consider micro-influencers to promote their businesses. She says it's about trust.

"Popular micro-influencers have the trust and respect of their audiences who are more likely to accept a recommendation from a micro-influencer than a generic television commercial or online ad," she says.

Product Promotion

Here's how it could work:

Identify a micro-influencer that speaks to your potential client base and offer free legal advice or another legal benefit. For example, a family law attorney could approach a well-known therapist with a following in the field.

It could work in many practice areas, although cat video law is probably not an option.

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