Working With Micro-Influencers in Your Community
In recent years, microinfluencers have become a popular marketing strategy for businesses of all sizes. These social media users typically have smaller followings than traditional influencers, but they often have a more engaged and loyal audience. For small businesses, working with microinfluencers can be an effective way to reach a new audience and build brand awareness. Today, we'll explore the benefits of working with microinfluencers and provide tips for small businesses looking to partner with them.
What are microinfluencers?
Microinfluencers are social media users with a following of between 1,000 and 100,000 people. They are often seen as more relatable and authentic than traditional influencers because they have a more niche following and often have a specific area of expertise. For example, a microinfluencer might be an expert in skincare, fitness, or cooking. They may also have a smaller but more engaged following, meaning that their audience is more likely to trust and act on their recommendations.
Benefits of working with microinfluencers for small businesses
1. Cost-effective
Working with microinfluencers can be a more cost-effective option for small businesses with limited marketing budgets. Microinfluencers often charge less for sponsored content than traditional influencers, and many are open to negotiation or trade collaborations. This makes it easier for small businesses to get their message in front of a new audience without breaking the bank.
2. Niche audience
Microinfluencers often have a more specific niche audience, which can be beneficial for small businesses targeting a particular demographic. For example, a small business selling vegan skincare products may benefit from partnering with a microinfluencer who has a following of health-conscious individuals interested in cruelty-free and sustainable beauty.
3. Higher engagement
Microinfluencers typically have a more engaged audience than traditional influencers, which means their followers are more likely to act on their recommendations. This can be especially beneficial for small businesses looking to drive sales or increase brand awareness. By partnering with a microinfluencer who has a highly engaged following, small businesses can tap into a loyal community of potential customers.
Tips for small businesses working with microinfluencers
1. Research and vet microinfluencers carefully
When choosing a microinfluencer to partner with, it's important to do your research and vet potential candidates carefully. Look at their engagement rates, the quality of their content, and their audience demographics to make sure they align with your brand values and target audience. It's also a good idea to check their reputation online, and make sure they have a good track record of working with other businesses.
2. Be clear about expectations
When working with a microinfluencer, it's important to be clear about your expectations from the outset. Make sure you discuss the type of content you would like them to create, the timeline for delivery, and the compensation package. Be open to negotiation and willing to work with the influencer to find a mutually beneficial arrangement.
3. Give creative freedom
While it's important to provide guidelines and direction, it's also important to give the microinfluencer creative freedom to produce content that resonates with their audience. Trust the influencer's expertise and give them space to put their own spin on the collaboration.
Examples of businesses using microinfluencers
1. Hubble Contacts
Hubble Contacts is a subscription-based contact lens company that used microinfluencers to promote their brand on Instagram. They partnered with microinfluencers who had a passion for eyewear and had an engaged following. The microinfluencers shared photos and videos of themselves wearing Hubble's contact lenses, and talked about the convenience and quality of the product. By working with microinfluencers, Hubble Contacts was able to reach a new audience and increase brand awareness.
Check out this Reel, this post, and this post to see Hubble’s work with microinfluencers in action!
2. Glossier
Glossier is a beauty company that has built a cult following among millennial women. They have used microinfluencers to promote their products on social media, particularly on Instagram. Glossier has a program called the "Glossier Reps," which are microinfluencers who receive free products in exchange for promoting the brand on their social media channels. The microinfluencers share photos and videos of themselves using Glossier products, and often include a discount code for their followers to use. By working with microinfluencers, Glossier has been able to create a sense of community around their brand and increase brand loyalty.
Check out this post, this Reel, and this TikTok to see microinfluencers working with Glossier.
3. Boll and Branch
Boll & Branch is a luxury bedding and linens company that used microinfluencers to promote their products on social media. They partnered with microinfluencers who had a focus on home décor and design, and who had an engaged following of interior design enthusiasts. The microinfluencers shared photos and videos of Boll & Branch's bedding and linens in their beautifully designed homes, and talked about the quality and comfort of the products. By working with microinfluencers, Boll & Branch was able to tap into a new audience and increase brand awareness.
Check out this post and this Reel to see some of their work!
In conclusion, working with microinfluencers can be an effective way for small businesses to reach a new audience and build brand awareness. By carefully selecting and vetting microinfluencers, being clear about expectations, and giving creative freedom, small businesses can create successful partnerships that benefit both parties.
