What is a micro-influencer, and why should you choose to go this direction with your influencer marketing strategy? In this blog, we’ll dig into who micro-influencers are, why they can be an effective strategy for your brand and give you a step-by-step guide on how to leverage them for your content marketing.
What are micro-influencers and why should you leverage them?
First off, what is the definition of a micro-influencer?
Micro-influencers are categorized as everyday people with modest social media followings of about 1K-5K followers. Brands are increasingly turning to these influencer groups because they are more authentic and relatable to consumers, garnering much higher engagement than their traditional influencer counterparts who have bigger follower counts. Because they’re seen as up-and-coming influencers with niche audiences and not as internet celebrities living unattainable lifestyles, micro-influencers have a more genuine connection with smaller, yet more highly engaged audiences—meaning their endorsement carries more weight with consumers.
Plus, they tend to be easier and much cheaper for brands to work with. Unlike traditional macro-influencers, micro-influencers aren’t usually looking for big direct payments from brands, They’re often happy to have a free product sample, early access to new products or simply the exposure a brand can provide them by sharing the content they create. Your brand is helping them grow their followings and they’re helping you create high-quality social proof: win, win.
Steps to building a successful micro-influencer marketing campaign
So you’ve decided that micro-influencers are the way to go with your influencer marketing strategy. Super! Here is how you can create a winning micro-influencer marketing strategy for your brand:
1. Set goals
As with any other marketing strategy, it’s important to set goals around what your team hopes to get out of leveraging micro-influencers. Working with influencers, at the end of the day, should help you move the needle on your overarching brand goals, therefore a micro-influencer marketing campaign shouldn’t live separate from other marketing initiatives on its own in a silo.
Some of the primary reasons brands choose to go the micro-influencer route are:
Grow brand awareness and engagement
Expand your brand’s reach by tapping relevant micro-influencers to help promote your products. As long as you’ve pinpointed people who have a following that matches the target audience you’re wanting to capture, you should see strong engagement.
Launch a new product
People are more likely to purchase something from someone they view as a peer, in fact, 83 percent of consumers trust peer recommendations. When a micro-influencer promotes something, it can feel like a more trustworthy “word-of-mouth” recommendation.
Micro-influencers definitely evoke that peer element that can make a marketing campaign so successful. So, micro-influencer marketing is a superb avenue for brands to explore as a way to build excitement and host product launches.
You could have the micro-influencer you’re working with doing a live stream with your product, showing how it works, posting about it in their Stories or even have them doing an IGTV video or image in their feed. You could even have someone do fun, silly shoppable TikTok videos to make the launch more fun and engaging.
Create new content
Micro-influencers are good at creating content while keeping with the authenticity people are so hungry for, as opposed to the typical, over-styled posts you often get with larger influencers.
When incentivized with a free product or discount code, micro-influencers can be a wonderful source of new content for your brand. Make sure you’re direct with your content asks so that the content you get from your micro-influencers is compelling and consistent with your branding guidelines.
2. Identify KPIs to track under each goal
Once you know your goals, then you can start drilling down and getting specific about KPIs (key performance indicators) for each goal you set. Some examples are:
Brand awareness and engagement:
- Grow social reach
- Improve social engagement rates
- Increase your brand’s social following
Launching new products:
- Drive product awareness/ discoverability
- Build trust in new product
Create new content:
- Grow high-quality visuals in the asset library
- Reduce content cost
- Reduce time spent on content creation
Boost online conversions
- Boost online conversions
- Increase average order value
- Grow net new customers from social
3. Determine your team’s capacity to launch and manage a micro-influencer program
Evaluate how much time and effort will go into a micro-influencer marketing strategy. Who will be the key stakeholders? How much time will be dedicated to this project each week (outreach, content management, communication, drafting creative briefs, etc.).
Most importantly, what tools are you going to use to help you be successful in your micro-influencer mission? Enlist the help of a robust tool to help you do this work. Here are five capabilities every influencer technology should have:
- Discover – Easily find people already talking about your brand and/or people posting about your niche topic
- Connect – Streamline outreach to micro-influencers. You should be able to easily communicate with influencers with any tool you pick
- Engage – Once you’ve been able to connect, your tool should allow you to easily engage with your community of micro-influencers. Get a solution that allows you to create and send out creative briefs to micro-influencers, letting them know exactly the types of content you’re looking for them to create.
- Reward – Get a solution that enables you to reward your micro-influencers for the content they create for your brand—offer them free products, send them discount codes and give them sneak peeks of new things product releases, etc.
- Measure – You should be able to see the results that come from running micro-influencer campaigns, from likes to impressions to engagement and even conversions—all in unified dashboards.
4. Set a budget
Next, what kind of budget will you need to allocate to a micro-influencer marketing strategy? Knowing what your goals are, how you want to measure them, and the number of people involved will give you a better idea of this.
It might be a bit of an investment, but having a platform to streamline and optimize these processes should, in the end, help you save money while running more impactful marketing programs.
5. Find the right influencers
Once you have your basics established, think about how you are going to pinpoint the best individuals to be advocates for your brand.
To start, try locating people with growing followings who have already shared content about your brand. These will be your most authentic and relevant micro-influencers, so connect with as many of them as possible. You can find these people by searching through your brand’s mentions and any branded hashtags you may have—or use a micro-influencer tool (like Stackla).
6. Connect with influencers
The best way to connect with influencers is to reach out to them directly. But let’s be real, who has the time to manually reach out to large numbers of people and copy and paste the same message over and over?
Stackla’s Organic Influencers tool helps businesses streamline their micro-influencer strategy by providing a fully customizable and centralized private community portal where micro-influencers can sign up to join your creator community.
Having a centralized and branded destination to send micro-influencers as well as passionate advocates is a powerful way to streamline influencer management and easily grow a creator community. Inviting people to join your brand creator community is as easy as copying and pasting a link. Once on the page, people can read the brand’s terms and conditions, create their own login, then be met with actionable creative briefs for them to participate in.
7. Create creative briefs
Once you start signing people up to your micro-influencer program, engage them regularly so they stay connected and excited about being a micro-influencer.
Communicate clearly and succinctly about the niche spaces your brand is an authority on, i.e. organic beauty, sustainable fashion, online sports, fitness equipment, etc. Let influencers know what your brand hashtags are, what your mission is and why they are an important part of contributing to it.
With Organic Influencers, you can even write up creative briefs and send them en masse to your influencer community. Offering a straightforward template for brands to use, Stackla helps you speed and simplify your micro-influencer campaign process. Combining written and visual instructions to creators with the flexibility to offer incentives and an effortless way to obtain high res image files, Organic Influencers’ customizable creative briefs help save you time and energy so you can focus more on developing your micro-influencer strategies.
8. Offer rewards
Rewarding your micro-influencers can deepen their level of engagement with your brand and also compel them to create more high-quality content for you.
Rewards don’t always have to be cash incentives, and they don’t have to be costly. Some ways to make your micro-influencers feel rewarded for being part of your creator community include:
- Giving free products and samples to influencers to test out (and share the experience with their followers)
- Create personalized discount and promo codes unique to each influencer so they can receive a reward each time someone purchases something with those codes
- Offer sneak peeks and early access to new products before they’ve been made available publicly
- Provide invitations to exclusive events, or even ask them to do live takeovers on your social channels
9. Measure results
Hopefully, you’ve been tracking the KPIs for the goals you set before you launched your influencer marketing program. How are you doing towards those goals; what’s the ROI of your micro-influencer campaigns?
If you’re not hitting your goals, it might be time to take a step back and evaluate what’s working and what’s not. Make adjustments, track your progress and continue to measure return on investment.
As with any new program your brand launches, a micro-influencer marketing strategy takes planning and organization. Follow this step-by-step influencer marketing strategy guide, get the proper tool in place to streamline the process and see the difference that involving passionate micro-influencers in your brand makes to your business.
Interested in using Stackla’s Organic Influencers feature as part of your influencer marketing strategy? Fill out a demo below.