Micro-Influencers: Why and how to work with these rising stars
Not ostensible ads, but genuine support from someone you trust - an influencer. Intrigued, you click on the link, eager to learn more.
Say hello to influencer marketing, where brands leverage the power of individuals who hold sway over their online communities.
These people, known as influencers, are the driving force behind many successful marketing campaigns. However, while the idea of collaborating with high-profile influencers can be seductive, today let's turn the spotlight on an untapped goldmine: micro-influencers.
We'll learn why size doesn't always matter, and how these rising stars can be the secret ingredient to your influencer marketing success.
Let's dive in!
What is a micro-influencer?
A micro-influencer is someone who has a modest but dedicated audience on social media, between 10,000 and 100,000 followers. They're not necessarily looking for a large community, but rather to share what they love with people who share the same passion.
On the influence spectrum, with mega-celebrities at one end and your neighbor's hamster at the other, micro-influencers would fit somewhere in the middle.
These are ordinary people who have developed an interest or niche expertise and created a loyal community around their content: foodie, dancer, painter, sportsman, etc.
Unlike their celebrity counterparts, micro-influencers are like you and me, accessible and more likely to engage in meaningful conversations with their followers.
They may not have star power or flashy endorsements. But what they don't have in numbers, they more than make up for in authenticity and genuine connection.
Micro-influencers are the rising stars of influencer marketing, capable of delivering hard-hitting, highly targeted messages that resonate with their devoted fan base.
What are the pros of working with micro-influencers?
Here are 5 benefits of collaborating with micro-influencers :
- Authentic connections
- Hyper-Targeted Reach
- Enhanced Engagement
- Cost-Effective Partnerships
- Niche expertise
Authentic connections
In influencer marketing, micro-influencers are a breath of fresh air with their true, real-life relationships.
Their smaller, more nested communities enable them to build authentic bonds with their followers.
Collaborating with micro-influencers, brands can tap into this authenticity and leverage their ability to create content that speaks to everyone.
The trust and credibility they built up within their communities leads to higher engagement rates and a greater likelihood of followers taking action.
Hyper-targeted reach
A noteworthy advantage of working with micro-influencers is their ability to deliver hyper-targeted reach.
Thanks to their specific focus and expertise, they attract followers who share a deep interest in their niche.
This precise audience targeting means that when you collaborate with the right influencer, your message reaches the right people who are already interested in what you have to offer.
No more trying to cast a wide net and hoping for the best. With micro-influencers, you hit the nail on the head and boost the impact of your marketing efforts.
Enhanced engagement
Engagement is the watchword, and micro-influencers are excellent at promoting valuable interactions.
The average engagement rate of a micro-influencer is :
- 3% on Instagram
- 1% on Facebook
- 8% on TikTok
- 64% on Youtube
Unlike the flow of comments and likes that can get lost in the notifications of larger influencers, micro-influencers have the bandwidth to engage with their followers at a personal level.
They actively answer comments, join in conversations and create a sense of community within their fan base.
Working with micro-influencers, brands can benefit from this increased engagement, building real conversations that reinforce brand loyalty and encourage action.
Cost-Effective Partnerships
Let's talk budget. Teaming up with macro-influencers or celebrities is usually quite expensive.
However, focusing on micro-influencers can offer a more cost-effective alternative without compromising quality.
They tend to charge lower fees or may even be open to free product exchanges or affiliate partnerships. They represent an attractive option for brands with limited resources.
What's more, the potential ROI from collaborations with micro-influencers can be significant, given their highly engaged audience and the long-term relationship potential.
Niche Expertise
Micro-influencers often cultivate expert knowledge or passion for a specific industry or area of interest.
When working with those aligned with your brand's niche, you are able to tap into and leverage their special expertise.
Their in-depth knowledge allows you to create deeper, more meaningful content.
This not only reinforces the brand's credibility and authenticity, but also positions you as a leading authority in your industry.
If you can draw on the niche expertise of micro-influencers, you will be able to effectively educate and engage your target audience, while also setting your brand apart as a trusted news source.
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How to find the right micro-influencer for your brand?
Here are 6 tips for spotting the right micro-influencers for your brand:
- Define Your Objectives
- Identify Your Target Audience
- Use Social Media
- Engage in authentic community interactions
- Properly Qualify Influencers
- Leverage Influencer Marketing Platforms
Define Your Objectives
Start by defining the objectives you want to achieve through your collaboration with an influencer:
- increase brand awareness,
- generate sales,
- promote an event
- launch a new product
- ...
Once you've clearly outlined your objectives, you can look for micro-influencers whose expertise and audience match those specific goals.
Identify Your Target Audience
Get a thorough understanding of your target audience.
Identify the demographics, interests and preferences of your ideal customers. These insights will guide you in your sourcing of micro-influencers whose followers closely match your desired audience.
Consider factors such as age, location, lifestyle and interests.
Use Social Media
Social media like Instagram, YouTube and TikTok are rich sources of micro-influencer talent waiting to be discovered.
To use these platforms effectively, try these three tips:
Leverage Search Functions
Instagram, YouTube and TikTok offer search features that let you find influencers according to keywords, usernames or content categories.
Use relevant tags related to your industry or niche to spot micro-influencers that create brand-aligned content.
Take advantage of hashtags
Hashtags act like virtual traffic signs, guiding you to content and specific communities of interest.
Search for hashtags related to your industry or target audience, and explore the associated posts.
You'll find micro-influencers actively engaging and producing content in these specific niches.
Explore Recommendations
Social media have explored features that highlight popular or trending content.
These sections bring to the fore posts and creators with high engagement rates or viral potential.
Instagram's "Explore" tab offers personalized content recommendations based on your activity and interests.
YouTube's Creator Studio provides analytics and insights about channel performance, making it easier to identify up-and-coming micro-influencers.
TikTok's "Discover" section offers a feed of popular videos and creators in various categories.
Use these features to discover micro-influencers who are gaining ground and resonating with people.
Search for influencers within your industry or niche who have a committed and relevant follower base. Analyze the quality of their content, their engagement rates and the demographics of their audience to determine whether to collaborate with them.
Engage in authentic community interactions
Join in real-life interactions within communities that are relevant to your brand. Participate in discussions, comment on articles and identify active contributors.
Look for people who consistently deliver value, demonstrate genuine enthusiasm and have loyal followers.
These community-focused micro-influencers may not have massive numbers of followers, but their influence and impact are not to be sneezed at.
Properly Qualify Influencers
Once you've identified micro-influencers, it's crucial to properly qualify them before starting any collaboration.
Evaluate content quality: Look for visually appealing content with consistent high quality that aligns with your brand's image.
Watch engagement rates: Focus on the level of interaction of their posts, such as likes, comments, shares and saves. A higher engagement rate suggests an active, attentive audience.
Analyze audience demographics: understand the influencer's follower demographics, such as age, gender, location and interests. Make sure there's overlap with your target audience.
Leverage Influencer Marketing Platforms
Use the power of influencer marketing platforms to simplify your micro-influencer search.
These platforms specialize in connecting brands with influencers, and offer advanced search filters, audience insights and performance analytics.
You get to discover a diverse pool of micro-influencers in various niches, making the process of finding the right person for your brand more effective.
How to successfully collaborate with micro-influencers?
Here are 5 tips for partnering effectively with a micro-influencer :
- Research and personalize
- Build Mutually Beneficial Relationships
- Set the project boundaries from the start
- Trust the influencer's voice
- Cultivate long-term relationships
Research and personalization
Before contacting micro-influencers, invest time in thorough research. Understand their niche, content style, values and engagement patterns.
Tailor your approach to show genuine interest in their work.
Personalize your approach referring to specific posts or projects that have resonated with you.
Demonstrate your knowledge and appreciation of their work, and lay the foundations for a valuable relationship right from the start.
Build Mutually Beneficial Relationships
Collaboration is a partnership, so focus on building mutually beneficial relationships with micro-influencers.
Think about how your brand can bring them value beyond financial compensation.
Offer them opportunities for exposure, access to exclusive events or products, or even cross-promotion.
Show that you're invested in their success and growth. They'll be more likely to give back by creating authentic, engaging content that ties in to your brand's objectives.
Set the project boundaries from the start
Clear, open communication is key to any successful collaboration.
From the very start, be clear about expectations, campaign goals, future usage rights, expected results and timelines.
Discuss creative freedom and brand guidelines, to make sure both parties are on the same page.
A transparent, collaborative workflow helps foster a productive working relationship, minimizing potential misunderstandings along the way.
Trust the influencer's voice
Micro-influencers have built their communities by being genuine and true to themselves.
Trust their expertise and creative instincts when it comes to creating content. Avoid overly scripted content that dilutes their unique voice and authenticity.
Rather, provide them with guidelines and talking points, giving them the freedom to create content that resonates naturally with their audience.
This approach not only ensures that content feels authentic, but also allows the influencer to tap into their creativity, resulting in more engaging and relatable content.
Cultivating long-term relationships
Consider building long-term relationships with micro-influencers rather than one-off collaborations.
Building a consistent presence and strong brand association with specific influencers builds trust and loyalty among their followers.
Repeated partnerships help influencers to become familiar with your brand, products and messages, which in turn results in increasingly authentic and impactful content.
What's more, long-term collaborations enable you to track and measure the efficiency of influencer campaigns over time, and refine strategies along the way to achieve optimal results.
3 examples of successful micro-influence campaigns
Gerlinéa
In April 2021, Gerlinéa launched two highly successful micro-influencer marketing campaigns to promote its chocolate cookie line. The brand invited influencers to create mouth-watering cheesecakes using its products and ingredients.
This creative initiative not only delighted the micro-influencers' followers, but also inspired them to copy the recipe.
As a result, Gerlinéa saw a significant increase in engagement, with an impressive 16% engagement rate.
The brand also received over 40 pieces of user-generated content (UGC) as a result of the campaign.
Learn more about UGC in this blog post
What's even more impressive about these micro-influencer campaigns is that they achieved amazing results without breaking the bank. The brand's investment was minimal, limited to the cost of sending products to participating influencers.
Banana Republic
Fully aware of the need to constantly promote its ever-changing collection, the well-known clothing brand Banana Republic sought a more authentic approach to engage with its audience.
To do so, they launched an extensive influencer marketing campaign with over 800 micro-influencers.
These micro-influencers were chosen for their sense of style and fashion. They accumulate a large number of followers, collectively reaching over 42 million potential customers.
Each influencer presented Banana Republic clothing on their Instagram account, tagging @BananaRepublic and using the signature hashtag #itsbanana.
This collaborative effort led to a significant increase in brand visibility, enabling Banana Republic to effectively introduce products to a large and engaged audience.
Rimmel
In a highly competitive sector, Rimmel's creative team came up with an ingenious campaign to stand out from its competitors.
They launched a micro-influence campaign. But their genius move was to propose an unconventional twist: Instagrammers featuring the new Rimmel Volume Shake mascara were encouraged to post their photos upside down.
These bizarre-looking photos instantly captured users' attention, making them scroll backwards to return to the post.
Thanks to this great idea, Rimmel was able to create a remarkable buzz around its campaign:
- Nearly 3 million cumulative views on influencers' social media (including Twitter, Facebook, Instagram and YouTube).
- An impressive 75,230 favorites
- Over 1,000 comments
- More than 200 tweets and shares
Micro-influencer campaigns are proving to be a must for brands looking to connect with their target market on a more personal level.
By relying on micro-influencers, brands can make authentic connections, amplify their message and, ultimately, drive business growth.
