The world of influencer marketing is multifaceted to say the least. From macro-level superstars to more localized nano-influencers, there’s a sweet spot for every brand or campaign. One such spot is the microinfluencer level: a category where trust and authenticity are more valuable than having 100,000-plus followers. We spoke with leaders in the influencer marketing space to get their number-one tip for doing successful work with microinfluencers, including advice on creating meaningful content and fostering relationships.
"Do not hesitate to explore different concepts of collaboration with micro-influencers! Aspiring to increase their reach but still very much accessible, they are more likely to be open to create niche content that involves an authentic, personal touch. With their high engagement, they can bring light to more sensitive topics such as mental health and inclusion. In a recent campaign we brought mothers and daughters to exchange about menopause and skin change. The content was informative, on brand and beautiful!” -Vicky Boudreau, CEO & Founding Partner, bicom
Outfit Live
"The key tip to a successful influencer campaign is to connect with voices who authentically share your brand values. A micro-influencer campaign creates an ecosystem and cultural kudos around your brand that is organic and impactful. Going forward, brands shouldn't look at these efforts as campaigns but as ongoing, living-breathing, and a natural extension of their marketing activities.” -Tobias Lindvall, CMO, Outfit
"As a micro influencer myself, the goal to working with creators with smaller numbers (20k and under) is using talent who can create the images you want, because it’s not always about the reach, it’s more about their style. I think a lot of people don’t want to pay smaller creators because they are afraid they won’t see sales, but if you feel that way then it’s best to use creators who you would want to hire for a campaign, but this is the best way to work with them. Our model @brinnen who has less than 10k but just worked with Maybelline for example, it was about her look and vibe, rather than her large following.
Also, I do think there is more authenticity in working with small creators. A lot of micro influencers have side hustles, are full time parents or have their own businesses. They seem more authentic to your audience, and your product seems more authentic to their followers, since taking pictures is not a job necessarily – most micro influencers do this as a side passion.” -Valerie Emanuel, Co Founder and Booking Director, Role Models Management
HYPR
"One tip in working with micro influencers is to do a long term deal with them. Over the course of time, their follower count grows, and because you sign them when they are smaller, you are getting a great deal. Their audience can grow over time, but your initial cost was when their audience was smaller. Microinfluencers, in this case, provide incredible value for many reasons, and this is a big one. They would be charging much more with individual deals, so working with them from the beginning on a long term deal to ensure as they grow, being in early and long term as a partner provides fantastic value for the brand, and builds organic and authentic relationships with their audience. When you see this kind of exponential growth, you do not want to do short term deals with them, only long term.” -Ryan Berger Founding Partner, HYPR
"Where we see our role in the influencer space is not only in ensuring that our Shine roster is diverse, particularly with micro, emerging talent, but also pushing the brands and agencies that we work with to include a diverse selection of talent in their campaigns. It is our responsibility to be asking more questions, to be advocating for diversity, inclusivity and fair wages in every campaign that our talent works on.” -Jess Hunichen, Co Founder, Shine Influencers
