Do you know that some of the biggest brands in the world leverage the power of micro-influencers?
If they can, you can too.
That’s why we’re excited that you’re reading this.
In this article, you’ll find a detailed explanation of how to work with micro-influencers and why you should.
As you read, you’ll learn:
- The benefits of working with micro-influencers.
- Tips for working with micro-influencers.
- Frequently asked questions about micro-influencer campaigns and the answers to them.
Let’s get right in!
What is a Micro-influencer?
A micro-influencer is an active social media user with a follower count of 10K - 100K.
They’re the seemingly average people you follow on social media. The ones you can casually meet on the street, in a cafe, or a store.
But aside from the number of followers they have, a key distinction between them and macro-influencers (Instagram users with more than 100K followers) is their specificity.
Let’s break this down a bit.
Micro-influencers tend to focus on a specific niche which leads to having a more targeted audience. Whereas macro-influencers aren’t niche-specific, they work across multiple industries.
Plus, macro/mega influencers have a large following with wide demographics. This makes them mostly suitable for brands looking to increase brand awareness, not those looking to boost engagement and brand loyalty.
The following section will explore more benefits of working with micro-influencers.
What Are the Benefits of Working With Micro-influencers?
Based on the study, these influencers are the best people for brand partnerships because of their niche audiences which create high engagement rates.
Here’s how it works.
The fewer followers an influencer has, the more the influencer can relate personally with them.
Take Kim Kardashian for instance, it’s simply not possible for her to interact with all 364 million Instagram followers.
And this doesn't even include the number of followers she has on TikTok and other social media channels.
But higher engagement rates aren’t all that micro-influencers offer. Listed below are more benefits you stand to gain when you use micro-influencers.
Benefit #1: High ROI
First things first, micro-influencers are cost-effective.
When working with them, it’s not just about quantity, but also about quality.
They use hashtags and personalized connectivity to help you gain increased brand awareness from their engaged audiences and high-quality content, and higher conversions on your social media platforms.
The best part is that you can do this with a low marketing budget.
Here’s a summary of how much micro-influencers cost per social media account:
- Instagram: $15 – $110 per post.
- TikTok: $14 – $50 per post.
- Facebook: $100 – $800 per post.
Alternatively, some micro-influencers accept non-monetary payments, usually in the form of free products and gifts.
For instance, in 2022, Divoom, a consumer electronics company that manufactures pocket-sized wireless Bluetooth speakers, leveraged influencer gifting by sending a gift to studywithrifa.
The gift included a cute mini pixel art Bluetooth speaker which can also be used as an alarm clock.
Benefit #2: Authentic content
Usually, before someone buys something from a brand, they must first believe that the brand is trustworthy and genuine.
So how can you get people to trust your brand?
By simply being authentic.
To do this with influencer marketing, you need to work with social media influencers who are already fans of your brand.
When this happens, the posts your influencers make become more genuine and authentic.
This is important for brands because social media users across the world say brand authenticity leads to perceived value and trust.
An example of where this type of social media marketing technique increased loyalty was with Audible.
Audible is an American online audiobook and podcast platform which allows users to purchase and stream audiobooks.
In 2017, Audible partnered with photographer micro-influencer Jesse Driftwood.
Now you’re probably wondering – how can a photographer authentically promote an online audiobook platform?
Well, Jesse’s audiences connect with his amazing photography and relatable captions.
Through a simple post about listening to a podcast on Audible, while running, Jesse can organically promote the platform.
As seen in the image above, the post generated over 9,000 likes and lots of comments.
Benefit #3: Improved loyalty
Did you know that 82% of consumers are highly likely to follow a recommendation by a micro–influencer, compared to 73% who are highly likely to act on a recommendation from an average person?
These numbers prove that micro-influencers have mastered the art of relatability. Due to their smaller audiences, they form loyal communities of people.
They understand the language of their audience, and so when they speak they gain trust and make people buy the products or use the services they recommend.
This strategy has worked tremendously well with Nike.
It’s currently the world’s largest supplier of athletic shoes and apparel.
With a growing following of over 304 million on Instagram, it is no surprise that the brand still stands as a top industry leader in the fitness industry.
One of the ways it remains strong in the industry is through rigorous digital marketing, specifically influencer marketing.
It finds micro-influencers like Angel and Dren and partners with them to create stunning visuals that resonate with girls and women across the world.
These Instagram influencers often act as brand ambassadors, and their partnerships are made popular with user-generated content and trending hashtags such as #nikeattacks, #niketech, #nikeIRL, etc.
Benefit #4: Access to audience insights
Micro-influencers have more connection with their followers and can help you get accurate audience engagement insights.
Put simply, they know what your target audience is saying about your brand.
From their interactions with their followers, they can give reports on the performance of your products, and what people think of them.
These insights can help you know areas where you need to improve in your content marketing and influencer marketing campaigns.
Let’s now explore some major tips to help you successfully collaborate with micro-influencers.
How to Successfully Collaborate With Micro-Influencers
The success of an influencer marketing campaign is largely dependent on the relationship between the influencer and the brand.
Does the influencer’s content resonate with the brand values? Are the influencers satisfied with their compensations?
You should consider questions like these before starting a partnership with a micro-influencer.
Below are some tips you should consider implementing to ensure the success of your influencer marketing campaign.
Tip #1: Understand micro-influencer collaborations
Keep in mind that sponsored posts aren’t the only collaboration strategy you should follow with a micro-influencer.
There are other types which include:
- Hosting events: You can host virtual events (webinars) or physical events and invite micro-influencers to turn up to these events, while broadcasting details of the event to their followers.
- Giveaways: You can send products to your influencers and encourage them to start a giveaway campaign on their pages. You employ this type of collaboration when you want a large-scale consumer action.
- Influencer gifting: This is effective when you don’t intend to spend so much on an influencer campaign. You can send gifts to influencers and in exchange you get a free product review.
- Brand ambassador programs: This involves the endorsement of specific micro-influencers who are friends and lovers of your brand as your brand ambassadors. If you wanna know more about finding the best brand ambassadors, head over to our guide.
These are some of the most common types of collaborations. You can choose the type that best fits your goals and budget.
Tip#2: Offer fair compensation
Earlier, we listed the average cost of micro-influencers on TikTok, Instagram, and Facebook.
These pricing rates are dependent on various factors, some of which include the exclusivity of the partnership, the number of followers the influencer has, the platform used, and the type of content you’re planning to publish.
Although there are influencers who accept gifts as compensations or commissions from affiliate marketing, not all of them will and it’s always important to negotiate a fair price.
It shows mutual respect and that you understand the work of the influencer and you appreciate their efforts.
Tip #3: Identify relevant micro-influencers
Never depend on numbers alone when trying to find the right influencers. Instead, focus on certain key metrics such as engagement rates, conversion rates, click-through rates, post frequency, quality score, etc.
Also, consider the relevance of the influencer’s audience to your brand. The key is finding someone with whom your style, tone, theme, and voice resonate.
One of the easiest ways to do this is by using influencer marketing tools.
For instance, Insense is an influencer marketing platform that can help you get custom creative assets and run social media campaigns.
With Insense, business owners can source creators who are a good match for their brand or message, whether it's a broad category or a more niche interest.
All you have to do is use the creator marketplace feature, and find the right micro-influencer for your brand with a range of filters such as age, category, gender, location, etc.
Tip#4: Foster genuine and long-term collabs
Long-term collaborations are important because they can create a sense of community around your brand.
You can encourage this type of collaboration by:
- Sending a personalized outreach message: Explain why you wish to work with the micro-influencer, how appreciative you are of their content, and what you offer in return. Remember to be clear about your expectations, goals, budgets, and other vital information.
- Providing creative freedom: It’s never ideal to impose strict guidelines and rules on the influencers you work with. Instead, allow them to release their creativity. Encourage flexibility and opinions while providing them with the resources and information they need.
With all these tips, you should be well on your way to having meaningful collaborations with micro-influencers. So, let’s wrap up this guide!
Leverage micro-influencer marketing with the right tool
We’re glad you made it to the end. You deserve all your flowers 💐
Now that you have the information you need to leverage the power of micro-influencer marketing, you’re all set.
The examples and tips provided in this article can help you with setting up your own micro-influencer campaign.
Start by hopping on the right tool to help you leverage micro-influencer marketing.
Ready to elevate your brand? Sign up now.
Don’t forget to check out our FAQs section below.
Frequently Asked Questions (FAQs)
We’ve got answers to your most common questions.
Q1. What does a micro-influencer collaboration look like?
It varies depending on the agreement between a brand and an influencer.
However, it typically involves the promotion of a brand by an influencer (with 10,000 to 100,000 followers) on social media. The promotion method used can include giveaways, reviews, sponsored posts, etc.
Q2. How do I measure the success of a micro-influencer campaign?
You can measure the success of your campaign by using social media analytics tools to track the number of impressions, engagements, and views regarding an influencer’s posts over a given time.
You can also request a progress report from the influencer you have worked with. This will give you an overview of the progress you’ve made.
Q3. How much does a micro-influencer make?
There are no standard rates for micro-influencers. Some work in exchange for gifts and commissions, others work with a fixed rate card that contains specific price lists for their services.