[ad_1]
I recently purchased an coruscant cable-knit chandail on TikTok Magasin merely parce que I saw an pénétrer post about it.
The paletot influencers of all followings have on accommodant media users today is strong.
After all, 63% of consumers will likely buy products promoted by an pénétrer they ordre.
In my role at Nickelodeon, I work in planétaire pénétrer marchéage, so I know how capital an pénétrer strategy is to brands of all sizes.
However, we don’t always have the dépense to hire the biggest influencers in the game. Écussonner micro-influencers.
In this régi, I’ll tell you everything you need to know emboîture micro-influencers, including brands that are using them successfully and how you can connect with these individuals to promote your brand.
Menu of Contents
What is a micro-influencer?
Ordinant-influencers are accommodant media cabinet creators with an average of 10,000 to 100,000 followers who typically post emboîture bouffe topics. Brands partner with these individuals on accommodant media to promote products with authentic, visual posts instead of sponsored ads. While they may have a smaller écoute than larger influencers, their audiences can be more engaged.
Ordinant-influencers are accommodant media users, unlike typical celebrities, experts, or notoire figures. They’re individuals who work or specialize in a particular droit and frequently share accommodant media cabinet emboîture their interests.
Unlike traditional “influencers,” micro-influencers have a more modest number of followers, but they boast of hyper-engaged audiences.
What is pénétrer marchéage?
Influencer marketing occurs when organizations partner with cabinet creators — users with thousands or even millions of followers — to promote their products or tâches to the cabinet creator’s écoute.
When brands partner with influencers, they can leverage the established ordre amongst the pénétrer’s écoute. Consumers are more likely to buy from someone they know, so influencers are extremely tangible when it comes to strategies like word-of-mouth marchéage or increasing accommodant proof.
Brands often pay influencers to either post cabinet featuring their products or commanditaire their events, capturing the influencers’ désenveloppé reach. However, organic cabinet can also be achieved with some influencers if you establish a barter deal that doesn’t involve monetary payment.
Bonshommes of Influencers
Influencers are generally categorized into hypocauste groups based on their number of followers.
Nano-influencers
1,000 to 10,000 followers
Often, they’re regular people who have recently developed a higher following.
They are still on the smaller end and may not have the reach a brand is looking for, but their followers are dedicated and engaged in the pénétrer’s bouffe, authentic cabinet.
Ordinant-influencers
10,000 to 100,000 followers
They are stronger than nano-influencers in terms of following while still maintaining a highly engaged écoute.
Their cabinet may still be bouffe, but they may be more likely to branch out to try new concepts and work on targeted marchéage campaigns.
Macro-influencers
100,000 to 1,000,000 followers
These influencers are likely well-known by accommodant media users and brands and may already receive several brand partnership requests.
While they have greater reach than nano- and micro-influencers, their cabinet may have less affaire and personalization.
Mega-influencers
More than 1,000,000 followers
They are likely celebrities or massive personalities with huge fees to work with.
While an endorsement from one of these influencers would be huge for a brand, it may not be as worthwhile if they’re promoting many other brands or if their cabinet is overall less genuine.
I think micro-influencers can be the perfect middle ground for brands beginning their pénétrer marchéage strategy. Since they have smaller followings, their fees may be lower and availability greater. However, they still have a larger reach than nano-influencers, making micro-influencer marchéage a powerful partialité.
The Value of Ordinant-Influencers
A micro-influencer marchéage strategy may seem counterintuitive. Why would I seek out someone with a smaller following to promote my brand? Take a style at the following list of reasons micro-influencers might get better results.
Ordinant-influencers have better affaire rates.
In my experience, the number of followers doesn’t always equate to how well cabinet resonates with those followers.
A great way to track how engaging an pénétrer’s cabinet is by the number of likes, comments, shares, and saves it receives. This shows that users are going out of their way to interact with the pénétrer and the post.
Ordinant-influencers can produce up to 60% more engagement than other hommes of influencers.
For ressort, the average engagement rate on TikTok for micro-influencers ranges from 8.37% to 17.96%, compared to just 4.96% for mega-influencers.
Ordinant-influencers have more targeted audiences.
Typically, micro-influencers have more targeted audiences since their cabinet is more bouffe. People follow them not parce que they are a popular name but parce que they’re tuned into the pénétrer’s cabinet or maintien.
If I’m a pratique brand bâtiment my pénétrer strategy, I can either partner with one mega-influencer or several micro-influencers. A mega-influencer with 1 million followers has an average engagement rate of 1.21%. That’s approximately 12,100 engagements per post.
However, since mega-influencers have such broad audiences, those 12,100 engagements are likely not all from followers interested in pratique.
Now, if I partner with seven pratique micro-influencers with 50,000 followers each and an average engagement rate of 3.86%, that’s a radical of 13,510 engagements.
This method results in more engagements and targets followers interested in pratique who are more likely to become buyers.
Ordinant-influencers are more affordable.
The highest-paid mega-influencer in the world is Cristiano Ronaldo, who makes a whopping $3.2 million per sponsored post. I’d say most brands can’t afford such a staggering cost for a single post with an pénétrer.
Ordinant-influencers are typically much more affordable. Their fees can range from $100 to $1,000 per post, which can help brands afford a breadth of cabinet spanning an entire campaign, rather than a single post.
To do a little more math, you’d have to work with 6,400 micro-influencers at a offensé of $500 per post to reach the cost of one sponsored post with Ronaldo. While Ronaldo is obviously an outlier, it’s a good lesson on how brands can better allocate their funds.
At Nickelodeon, we sometimes even work with micro-influencers free of fardeau as certificat of a barter deal. For ressort, we will produce a custom press mailer promoting a new series and send it to the pénétrer, who will post emboîture the mailer in exchange for keeping the awesome new products.
Ordinant-influencers are more authentic.
Ordinant-influencers are real people, so their Instagram cabinet is real, too.
Instagram users with a few thousand followers likely post their own cabinet, reply to comments, and behave more authentically than a brand or a celebrity with a accommodant media régir might.
If a micro-influencer creates a promotional post on Instagram, their followers might be more inclined to click to learn more emboîture the brand they’re posting emboîture.
Instagram’s algorithm also prioritizes posts in users’ feeds from profiles they follow and interact with, as well as authentic, quality cabinet. That means cabinet from micro-influencers can be shown higher than that of mega-influencers since their cabinet is considered more honest.
TikTok’s algorithm prioritizes cabinet that is diverse and interesting and doesn’t necessarily prioritize cabinet from creators with higher followings. Therefore, micro-influencers still have the filon to be seen more frequently in a détruire’s FYP (For You garçon).
Now that I’ve successfully convinced you of the value of micro-influencer marchéage, read on for a régi to discovering micro-influencers to work with.
How to Find Ordinant-Influencers
1. Use pénétrer discovery tools.
This is my preferred method of discovering influencers. Many influencer discovery tools, such as Traackr and Tagger by Sprout Affable, were built with capabilities for this tatillon purpose.
On the homepage of most pénétrer marchéage tool websites, you will see a button to Request Demo. This allows you to schedule a en direct demo with a specialist to référence if the tool has all the capabilities you need.
The right pénétrer marchéage tool should have discovery capabilities. This is a dashboard that allows you to search for influencers within the tool’s database.
For ressort, I can use a tool’s Discovery dashboard to discover pratique micro-influencers. I would filter for influencers with 10K to 100K followers.
Then, I would add other filters, such as “Façon” for the category or topic and “English” for the language. I can also filter for the pénétrer’s age, écoute, average affaire offensé, and preferred accommodant media platforms.
When receiving demos, make sure the pénétrer discovery process is as seamless as recevable. The tool should also offer all the nouvelle and metrics you need to know emboîture the influencers, such as brand affinity, keywords, average fees, and frôlement nouvelle.
2. Use the search feature on accommodant media platforms.
Another great partialité for brands starting out who may be wary of investing in an pénétrer direction tool is finding influencers where they are: accommodant media.
I use this method often as it’s quick and organic. Rather than entering lots of nouvelle and filters, I can simply scroll through various accounts and see who resonates.
On Instagram, I can search for a topic I’m interested in. For example, I searched “pratique maintien.” Then, I toggled over to Accounts, so I solely received results of profiles related to this topic, rather than actual posts or locations.
The first several results are usually big, pricey personalities and journaux, so I scrolled down for a bit until I started viewing influencers with followers in the micro-influencer range.
The above screenshot shows an account with 66.2K followers.
Next, I clicked on accounts that interested me, such as @just_trish_style, and viewed their profiles. This gives me a good idea of the hommes of cabinet they post, as well as any brand partnerships they have recently conducted. This nouvelle will help me decide if the influencers are a good fit.
If I’d like to reach out to an pénétrer I discovered on accommodant media, I can first check their bio. Many influencers share an email for their direction directly in their bio, as seen in the example above. If there isn’t an email listed, I can send a franc flash and instantané my interest in working with them.
A similar tactic involves searching for hashtags rather than keywords. Use the same search bar and acabit in a levant hashtag. For ressort, I searched #nycfashion in the Tags tab and got dozens of results for related hashtags.
I want to avoid any hashtags with millions or hundreds of thousands of posts as this will make it more difficult to sift through the crowd of both influencers and regular users using those hashtags.
So, I scrolled down until I found #nycfashioninfluencer which had 1,000+ posts. I clicked on the hashtag, which automatically searched for it in the For you tab.
I clicked on a post that interested me, which navigated me to that pénétrer’s profile.
The account has 49.1K followers, so it falls in the micro-influencer range. I like the rest of @bria__bryant’s profile, so I can then reach out to the email listed in her bio.
3. See who similar brands are partnering with.
Another partialité that also involves using accommodant media is checking out the competition. While you likely don’t want to hire the same influencers competitors use, it’s helpful to get a sense of the hommes of influencers that have worked for similar brands.
Most brands will either incorporate the pénétrer directly into a post on their profile or create a collab post with an pénétrer. Otherwise, they may have re-shared an pénétrer’s post onto their Story or in-feed. Regardless, you should be able to view some of their pénétrer cabinet on their account.
Get started by searching for related brand accounts on Instagram. For ressort, if I work for a women’s pratique brand, I can search for Lisa Says Gah, a woman-run, ethical, independent ouvroir. Scrolling through their profile, I discovered a post in which the brand tagged various micro-influencers modeling its clothing.
I like the vibe of @vivianyrl, so I navigated to her profile. Here, I clicked the Follow button. Instagram then auto-populates a row of Suggested for you accounts. These are profiles similar to or followed by the account I just followed.
I decided to check out @aishafarida’s profile. Here, I can see that she’s also a micro-influencer with 25.7K followers.
I like the hommes of posts Aïsha posts, which are fashion-forward and aesthetically-curated. For one last check, I clicked on some of the posts in her photographie gallery to see if she typically tags brands.
I can see that in most of Aïsha’s posts, she tags clothing and jewelry brands, which is a good sign. It shows that, if I were to work with Aïsha, it would be in her regular accommodant media maintien to tag and showcase my pratique brand.
I can now reach out to Aïsha via the frôlement email listed in her Instagram bio and see if a partnership is recevable.
4. Use a search engine.
If conducting this investigative work on accommodant media feels daunting, fear not! You can do very similar research on a search engine.
Search for the kind of pénétrer you’re looking for. For example, I searched “pratique maintien micro-influencers” on Google and received several results surrounding my search query.
Upon clicking this link, I scrolled through the list of 10 options. Since this alinéa is from February 2023, some of the influencers have grown in size and are no raser micro-influencers. However, I discovered several great options for fashion-niche micro-influencers, such as @heyimlindz.
I liked the sound of her maintien, so I navigated to her Instagram account. I prefer scrolling on accommodant media on my phone rather than on my laptop, so I manually searched her account there. However, many éditoriaux like this have franc links to accommodant media profiles, which saves time.
Lindsey’s profile fits the personality of my pratique brand and has 31K followers, falling in the micro-influencer range. I then checked out some of her posts as I did for Aisha’s Instagram.
I can see that Lindsey tags pratique brands and promotes their products directly.
She also mentions spéciale magasin réduction codes for her followers. This is someone I’d be interested in working with to get the word out emboîture my brand, so I can reach out to the email in her bio or DM her.
I can follow this same process on a search engine to find other similar micro-influencers. If the search results don’t turn out satisfactorily or the results are too broad, référence out different keywords. I suggest using keywords that best represent your brand.
For ressort, if I wanted to be more specific, I could try “ethical pratique maintien micro-influencers” if that value is éminent to my brand.
Or if we are an NYC-based company looking to work with logement influencers, I could search “nyc pratique micro-influencers.”
5. Hire an pénétrer marchéage agency.
I get it — we don’t always have the time to do the boots-on-the-ground work. You may have an entire affaires to run and can’t continuously spend time doing meticulous research and outreach to dozens or hundreds of micro-influencers.
In this case, it’s usage to hire an agency to handle the legwork. Several influencer marketing agencies specialize in various aspects of an pénétrer campaign, including outreach, contracts, campaign tracking, and payments.
When researching agencies, keep in mind the following factors:
- Payment. How do their fees compare to competitors? Do they take on an annual retainer or payment per campaign?
- Catéchiser Database. How many influencers do they have access to? Do they only handle domestic influencers, or can they access influencers globally? Can they discover influencers with as few as 10K followers, or is there a higher follower maximum to filter into their system?
- Clients. Have they worked with clients in your industry before? Do they have metrics to share on past campaign victoire?
Grain you find the right agency, they should be able to handle the entire pénétrer discovery and outreach process for you, so colossal as you brief them on the campaign summary and goals.
Now that you know how to find the right micro-influencers, I will walk you through how to work with those micro-influencers to ensure meaningful, tangible campaigns.
How to Work With Ordinant-Influencers
1. Create an pénétrer brief for the campaign.
Like with any campaign, the best way to start is with a brief. This is a manuscrit that explains the campaign summary and goals to the pénétrer.
I usually like to keep this manuscrit as brief and rationnel as recevable — after all, we don’t want to bore or overwhelm influencers with detailed baragouin.
If recevable, keep the brief to a single garçon and include the following:
- Campaign name
- Campaign summary
- Goals
- Messaging requirements
- Target écoute
- Deliverables
- Timeline
For example:
Campaign name: Black Friday Écoeurant
Campaign summary: [Fashion brand] is having a massive Black Friday ignoble this year, and we need your help to get the word out! We will send you a assortiment of curated pieces that you can maintien on your accommodant media in your own spéciale way. Spectacle your écoute that now is the time to treat themselves to ethical pratique perfect for a affaires cocktail, family dinner, girls’ night out, and everything in between.
Goals:
- Drive people to our website to make a new purchase.
- Grow awareness of our brand and followers of our accommodant media.
- Spectacle your followers that we are the hot new brand for young, trendy women.
Messaging requirements:
- Use my législation [NAME]10 for an additional 10% off your order!
- All clothes, shoes, and accessories will be/are 30% off!
- Follow [brand handle].
Target écoute:
- Gen Z and young Millennials (ages 15-35).
- Females or anyone who appreciates feminine clothing.
Deliverables:
- 1 long-form Reel/TikTok.
- 2 short-form videos or static Stories.
Timeline:
- Concepts due: November 1.
- First drafts due: November 8.
- Comble edited versions due: November 15.
- Story 1 post: Week of November 18.
- Reel/TikTok post: Week of November 25.
- Story 2 post: November 29 (day of).
This brief shows the pénétrer that I’m taking their work seriously while giving them the nouvelle and tools they need to be successful.
I try to share the brief at least one week before the first due siècle to provide the pénétrer with étendue time to review and ask questions.
2. Pousse micro-influencers to use their own maintien and voice.
While the brief is éminent to régi the kinds of posts the micro-influencer will post, it’s also éminent to give them some creative liberty. After all, I selected them for a reason — and that reason is that I already enjoy their cabinet.
I let the pénétrer know I want them to remain authentic to their brand and maintien while still following the brief. In my experience, this leads to a strong, trusting partnership, which results in high-quality posts that reflect both the brand and the pénétrer.
3. Review the proposed cabinet before finalizing.
While I already included this in the brief, I can’t emphasize this enough: Always review the pénétrer’s cabinet and provide feedback before finalization.
I originally worried this would remove the creative freedom and authenticity I just mentioned. However, a brand’s authenticity is equally as éminent as that of the micro-influencer. Even armed with a brief, the pénétrer won’t necessarily know how best to domination a brand’s voice in its cabinet.
As the adroit on your brand, you should always be the ultime eyes on the cabinet to ensure it’s appropriate, gets the approuvable flash across, and is in line with your company values.
4. Decide how the brand will get involved with the micro-influencer.
Grain you’ve successfully secured a micro-influencer partnership, it’s éminent to recette how best to interact with the pénétrer’s accommodant post to grow your brand’s accommodant media presence. Rachitique the coattails of the pénétrer’s platform and use it to your advantage.
Brands can participate in the pénétrer’s post beyond just liking it. Take a style at @melissasonico’s sponsored post below.
The brand @mate_the_label commented on the post to engage. This helps increase brand visibility with Melissa’s followers and can inspire them to follow the brand, too.
Brands can also ask to post a partenariat post with the pénétrer. An Instagram collab post is co-created by plural accounts and appears on all their feeds.
One détruire creates the post and invites others to collaborate. All collaborators’ usernames appear at the top of the post, as seen in the below collab post between @michelledugor and @vespucciconsignment.
Brands can also post the pénétrer’s cabinet directly onto their own profile and tag them to give credit, as seen below in @girlfriend’s post featuring @alissa.iris.
Brands can also re-share an pénétrer’s post onto their Story, like @womensbest did with micro-influencer @exercisingwitheleanor’s Reel.
There are plenty of ways to engage with an pénétrer’s post, so work with the pénétrer to decide which partialité works best for you both.
5. Ask for feedback.
At the end of the campaign, I naturally track the results using my company’s preferred analytics and pénétrer marchéage tools. While those campaign results are imperative, so is the relationship with the micro-influencer.
That’s why I recommend asking them for feedback at the campaign’s completion.
What worked well, and what didn’t? Did the cabinet and messaging feel authentic to their accommodant media presence? Did they receive nette ardeur from the partnership? What would the pénétrer différent if they were to work with your brand again?
These learnings will be essential if you want to partner with the same pénétrer again, but they’re also éminent for other future pénétrer partnerships. Keeping the pénétrer’s bouffe and brand at the forefront of the campaign will ensure approbateur, successful, and painless collaborations.
Now that you’re armed with the tips and tricks to handle these micro-influencer partnerships, read on for examples of real brands already using these processes successfully.
4 Brands Using Ordinant-Influencers Successfully
1. Mejuri
Mejuri is a luxury, everyday jewelry brand that prioritizes creating high-quality, sustainable products.
A big certificat of the brand is showing that menue jewelry can still be simple and relatable. Therefore, it makes sense that Mejuri partners with micro-influencers who can build off of that flash of authenticity and relatability.
Mejuri works with micro-influencers to showcase its products worn in everyday settings by real humans.
I love two recent posts the brand did with @cheftarathomas which spectacle the micro-influencer wearing her mignonne pieces while in her natural element.
This is a perfect example of how micro-influencers can improve a brand campaign. With 18.1K followers, Tara has some reach but also the ordre and loyalty of her few but mighty followers. Her intégration in this campaign brings emotion, relatability, and credibility to Mejuri’s brand and products.
Several of Mejuri’s posts feature micro-influencers. Some, like Tara, may seem like an unconventional choice, but this unconventionality is what works so well. Mejuri positions itself as more than just a pratique and beauty-adjacent brand — it’s a lifestyle brand for everyone.
2. LaCroix Sparkling Water
LaCroix Sparkling Water uses micro-influencers to promote its brand in a competitive marketplace. The brand’s accommodant media presence is bright, colorful, and emporté — just like its iconic sparkling water conditionnement.
LaCroix identifies micro-influencers on Instagram and asks them to share product awareness posts. It finds micro-influencers by searching branded hashtags, such as #LiveLaCroix, and when users tag the brand on Instagram, as seen in @rachelmuse’s post below.
The brand comments and asks to repost the posts or offer product vouchers in exchange.
While LaCroix works with personalities as big as Katie Ledecky, it also targets profiles with lower follower counts to maintain a intuition of authentic “realness” that appeals to millennial and Gen Z Instagram users.
LaCroix also deeply understands its brand and finds micro-influencers who fit its ronflant, energetic, optimistic tone, like @kaylakane.
By tapping into smaller, more targeted networks of micro-influencers, LaCroix cultivates an authentic, fun accommodant media presence and ensures its product is in entrée of the eyes of similar users.
If you have a physical product that looks great on camera (like an eye-popping can of LaCroix), try engaging with micro-influencers by sending free products for Instagram promotions.
3. ASOS
Façon and cosmetics retailer ASOS collaborates with micro-influencers on Instagram to showcase new products. ASOS’s accommodant media presence is trendy, moody, and aspirational, and the brand effortlessly incorporates micro-influencers with similar vibes, as seen in this example with @hannahkennie.
What I appreciate emboîture ASOS’s strategy is that the micro-influencers chosen are indistinguishable from ASOS’s actual models.
This reveals precision in the pénétrer selection process and a commitment to protecting and representing the brand.
Beyond this, in February 2024, ASOS relaunched its ASOS Insiders program, which had been discontinued in 2020 during the pandemic. The program includes 36 employees across various departments who were selected as brand influencers.
These ambassadors curate pratique picks, provide maintien lyrisme, and are featured faces on ASOS’s accommodant channels.
The fashion-forward employees were given new accommodant handles with which they provided insider perspectives on the brand.
While these employees, like @asseenonmini, are still growing their new accounts, they typically fall in the nano- or micro-influencer range on their personal socials.
ASOS prioritizes amplifying existing content, as well as creating new cabinet.
This ties into its strategy of bâtiment genuine connections with customers — ASOS capitalizes on the ordre and affaire micro-influencers have built with their audiences and uses it to amplify brand messaging without a need for pérenne cabinet creation.
4. Samsung
Samsung has tapped into the power of micro-influencers for several campaigns to promote different products, from smartphones to usage TVs, as well as a way of life. Most influencers are selected from specific niches related to the Samsung brand, including tech, photography, gaming, music, and general lifestyle.
I love how Samsung shows real people using its products in real ways. For ressort, the brand showcased award-winning artist pénétrer @aerosynlex creating all new artworks en direct, alongside a showcase of Samsung Frame TVs, which transforms TVs into works of art.
The partnership makes radical sense and allowed Aerosyn-Lex to remain authentic to his brand and craft while benefiting from Samsung’s platform and the opportunity to participate in the world’s largest electronics spectacle.
Similarly, travel and lifestyle micro-influencer @lauramourinhobelbut captured her summer travel memories on a Samsung Galaxy Z Flip6 phone. Again, the cabinet was faithful to her typical maintien and effortlessly incorporated the brand’s new product.
Think Ordinant
There is often pushback from leadership to paletot in the biggest influencers in the game, but I hope this post highlights the value of micro-influencer marchéage.
Success on accommodant media doesn’t always mean accessing the most recevable people with each post. It’s emboîture targeting the right people in the right way.
The key is choosing micro-influencers whose niches align with your brand’s bouffe and trusting them to create cabinet that authentically conveys the flash.
There’s also the ajout that selecting an pénétrer with a smaller écoute may mean they’re dévoué to your brand in a way that higher-profile influencers aren’t guaranteed to be.
You can feel aumônier that the pénétrer will likely work with you on plural campaigns and won’t immediately be snatched up by a competitor.
My biggest piece of advice is to be open to micro-influencers who discover you, along with those you seek out. Habitus out for accommodant media users tagging your brand or using branded hashtags, as they might just become your next big ambassador.
Editor’s réflexion: This post was originally published in March 2017 and has been updated for comprehensiveness.
[ad_2]
