How to make maximum use of micro-influencers
The rise of social media influencers is undeniable.
Yet, whatâ€™s up with this surge in brands linking up with micro-influencers?
The rise in micro-influencers is interesting to note because it seems these
scrappy, relatable personalities are beginning to
capture the attention of brands big and smallâ€”and are driving results.
In fact, once Instagram followers exceed the magic 10,000 mark, engagement
flatten out. (Sorry, Selena Gomez.)
Is the hype deserved?
Not only are micro-influencers more accessible from a price standpoint (top
influencer Bella Thorne said she gets
$65,000 per post), they can drive higher engagement than influencers with wider audiences.
In addition to social media actions, theyâ€™re driving purchase decisions. A
whopping 82 percent of consumers are
more likely to take recommendations
from micro-influencers than the general population.
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This is largely because theyâ€™re an involved part of their community. With a
smaller pool of fans, itâ€™s easier for them to create individual
relationships and regularly respond to comments. Accordingly, this makes
their communities feel special and valued.
Just as people are more apt to value advice from a friend,
micro-influencers feel like friends to their followers and are therefore
Also, many micro-influencers are laser-focused on the authenticity of their
feeds. They wonâ€™t promote a product or service they donâ€™t love, or at least
havenâ€™t tried. Fans appreciate their candor and respond in kind.
Erin Good, a food and fitness influencer with 17,000 Instagram followers, said: â€œI
turn down collaborations that arenâ€™t consistent with who I am. Youâ€™ll never
see me post about beer because I donâ€™t like it. I stay true to myself, and
my fans appreciate that I keep it real and honest.â€�
Are micro-influencers a fit for you?
Once considered the cheaper option for brand budgets, micro-influencers are
now taking a role in marketing for brands such as Coca-Cola and Google.
found nearly 46 percent of major brands are finding it more valuable to
work with micro-influencers versus those with 500,000 or more followers.
That means itâ€™s getting tougher to grab the attention of micro-influencers.
How can your brand best work with micro-influencers?
Here are a few tips:
1. Prove you care and do your research.
Because many micro-influencers donâ€™t work through an agency or publicist,
it takes time to find the right people and create real, lasting
relationships. Search branded or relevant hashtags, and use identification
services such as BuzzSumo, Klear or NinjaOutreach.
2. Provide a detailed ask.
Why do you think your brand is a perfect fit? What is your budget? How many
posts over what period are you looking for? What do you envision for
messaging and content? What are your goals?
3. Ask questions.
What is the demographic makeup of their fan base? How much engagement per
post, sponsored and unsponsored, do they typically receive (likes,
comments, clicks)? What has their most successful brand partnership been?
4. Take it slow.
Because micro-influencers value authenticity, consider starting the
relationship by taking a few small steps. Send products for them to try
before agreeing to post anything. If they love it, try out one to two paid
posts. If itâ€™s a fit, resonates with their audience and is meeting your
goals, itâ€™s time to start making long-term plans.
5. Involve them.
Instead of passing along a list of needs, bring influencers inside the
circle. Ask for honest feedback and let them help make decisions. Consider
outsourcing feedback and decisions from their fans.
6. Let them be creative.
Influencers know their audience. You know your brand. Be specific about
your goals and expectations while giving them plenty of leeway for
creativity. It will ultimately win over their fans and your CEO.
Working with micro-influencers can have a downside (or two).
As exposed in recent months, many influencers have fallen into the practice
Do some research to make sure the influencerâ€™s content quality,
consistency, and engagement are at a level youâ€™re comfortable with.
Working with micro-influencers can also take more legwork on your end.
Because many do this as a side hustle and represent themselves, you must
have a compelling pitch ready and a list of your specific needs.
Madison Bessinger, a food influencer with 20,000 Instagram followers and a website devoted
to restaurant recommendations, gave this advice:
I have learned it is important to clarify expectations prior to doing a
promotion. Will it be paid? If so, how much and can we get it in writing?
Does this require a post on my Instagram account? If so, how many posts?
What aspect of the restaurant do you want me to highlight? Whatâ€™s the
story/message youâ€™d like to tell? It helps to make sure the engagement is
successful for both parties involved.
Anne is a communications strategist with over a decade of partnering
brands with influencers. She is located in Minneapolis and can be
firstname.lastname@example.org. A version of this article originally appeared on the
Spin Sucks blog