With the rise of micro-influencer advertising and marketing, manufacturers are more and more turning to smaller, extra area of interest influencers to drive significant engagements. Though micro-influencers don’t have as a lot attain as influencers with hundreds of thousands of followers, they ship influence by chatting with a extra focused viewers. As such, they can assist you have interaction a extremely related viewers that finds worth in your providing.
Should you’re considering of constructing your individual micro-influencer advertising and marketing marketing campaign, begin by what others are doing. Listed here are 11 sensible examples of manufacturers that work with micro-influencers to present you inspiration.
11 Good Examples of Manufacturers that Work with Micro-Influencers:
Prime
micro influencers model examples
2024
@jeremyaustiin @cuts is my go to even on my travels! ✈️ Use my low cost code 👉🏼 JEREMYAUSTIIN for 15% OFF! (Hyperlink in bio) 💙 #cutsclothing #cutsteam #madethecut ♬ Trampoline – Jauz Remix – SHAED
When Cuts Clothes, a premium males’s clothes model, wanted to boost model consciousness on TikTok, they recruited 15 micro-influencers as ambassadors. These ambassadors had been chosen primarily based on their skill to succeed in the model’s target market of older males within the high-income vary.
Every influencer was tasked with creating 1-2 TikTok movies per 30 days round a particular theme corresponding to a brand new product or assortment or a vacation. A few of the movies included a novel low cost code for 15% off, permitting Cuts Clothes to trace how every influencer generated income. The marketing campaign noticed engagement charges of over 10% throughout 20-30 items of content material, together with a CPA decrease than $120.
St. Pierre Bakery, a number one French brioche model, wished to boost consciousness about how individuals might simply discover the model’s bread merchandise the place they do their common buying. The model launched two campaigns with a choice of 30 influencers – a mix of micro and macro-influencers within the cooking and meals area.
These influencers had been tasked with creating recipes that included St. Pierre’s merchandise. The summer season marketing campaign highlighted the model’s grilling merchandise together with a giveaway technique. It ended up reaching 1.7 million individuals and driving 25,000+ engagements. The vacation marketing campaign targeted on making desserts with the model’s brioche merchandise and reached greater than 3.3 million individuals with a 3.2% engagement price.
Every influencer created high-quality content material of their particular person type, showcasing the information and advantages of the probiotic product. The influencers generated 45,000+ Instagram Story impressions and 75,000+ mixed views on YouTube.
@casetify @amandas.adventures took this inside joke to a complete new stage 🤣 #CASETiFY #customephonecase #trampwall #fyp ♬ unique sound – CASETiFY
Whereas Casetify already had a strong TikTok presence, the model wished to remain forward of the curve to maintain up with the platform’s quickly altering panorama. The model launched a few influencer advertising and marketing campaigns, with the second specializing in micro-influencers.
These micro-influencers helped create partaking evergreen movies round themes corresponding to drop checks, fall photograph dump, and “what I ordered vs. what I obtained.” For this marketing campaign, the model was in a position to see a complete of 65 micro-influencer content material at a fraction of the price. The following marketing campaign targeted on artistic freedom with influencers who might get actually artistic with the model’s merchandise. With a complete of 28 movies, they generated 4 million views at a CPM of $9.59.
When GOLDTOE wanted to advertise the model’s vary of athletic socks, they created a female-focused marketing campaign with 12 high-performing feminine athletes on Instagram. These hand-selected influencers got here from three completely different classes – micro, macro, and movie star – in order that they might generate deep engagement throughout all these classes.
Every influencer showcased the model’s #MoreThanPretty purposeful socks alongside a private story explaining how they’re greater than what meets the attention. The influencers additional strengthened the standard of GOLDTOE socks by sharing Instagram Tales the place they carried out their favourite exercises whereas carrying the socks. The marketing campaign generated 33 million impressions and 1.4 million engagements at a CPE of $0.035.
Sincere Paws wished to boost consciousness about their revolutionary CBD merchandise for canines by having related influencers attempt them out. They sourced a complete of 600 micro-influencers within the pet area and gifted them two free merchandise of their selection in trade for creating content material.
The marketing campaign generated 900+ items of content material throughout a 6-month interval. These posts generated greater than 400,000 engagements and reached greater than 10 million individuals.
Soylent wished to drive model consciousness for his or her new meal substitute product traces whereas concurrently powering their content material technique. The model distributed their merchandise primarily based on particular influencer pursuits corresponding to outside, mountain climbing, gaming, and so forth.
With a cautious choice of micro-influencers throughout a wide range of verticals, the model was in a position to garner 35+ items of reusable content material belongings. The marketing campaign additionally generated greater than 5 million impressions.
@lizseibert #advert Making an attempt to get my hair (and myself) wholesome once more 😮💨 @hers @hims #herspartner ♬ unique sound – Liz Seibert
Hers wished to advertise their pimples and skincare merchandise on TikTok. For this, they fastidiously chosen Gen-Z influencers primarily based within the U.S. with a selected deal with those that have been creating content material about their hair or skincare journeys. The marketing campaign concerned a mixture of hero influencers for large attain and micro-influencers who might create nice content material.
Throughout a 30-day interval, the hair marketing campaign generated greater than 1.4 million impressions at a CPM of $11.01 with an engagement price of 4.48%. The pores and skin marketing campaign generated over 3.4 million impressions at a CPM of $5.13 and an engagement price of two.24%. Each campaigns resulted in 11k guests to the Hers web site at a 0.62 CPC.
Moosejaw focuses on out of doors recreation gear and attire. As an out-of-the-box model, their influencer advertising and marketing marketing campaign wanted to emulate their uniqueness. This meant partnering with vibrant influencers with enjoyable personalities and easy accessibility to the nice outside. They recruited greater than 37 creators, principally comprising micro-influencers, who had an curiosity in out of doors recreation.
These 37 creators shared their #MoosejawMadness tales by eye-catching and generally humorous photographs and enjoyable captions. The content material was shared throughout main social media platforms together with Fb, Pinterest, Twitter, and YouTube. That’s along with the 49 items of content material on Instagram, the place the marketing campaign garnered an engagement price of two.89%.
The worth of micro-influencers isn’t simply restricted to B2C advertising and marketing. In truth, the social media big, TikTok itself has leveraged content material from micro-influencers to run a profitable B2B marketing campaign. On this case, the micro-influencers had been within the type of small enterprise creators on the app. The platform wanted to coach small enterprise house owners on methods to use TikTok to develop their enterprise whereas additionally encouraging them to make use of TikTok Promote.
So TikTok partnered with profitable small companies on the platform who shared their tales to assist different enterprise house owners notice how TikTok can bolster their enterprise. The content material was then edited and shared by the TikTok Small Enterprise web page, producing a complete of two million likes. The web page even garnered 400,000+ followers over the course of this marketing campaign.
Person-generated content material is extremely efficient for creating relatable adverts that resonate with the target market. Realizing this, Prose, a clear magnificence model, wished to leverage high-quality UGC to energy their advert campaigns. On the similar time, the content material wanted to be recent so it didn’t bore the viewers, which meant that the model wanted new content material belongings on a constant foundation.
They adopted a scalable micro-influencer recruitment course of that allowed them to generate high-performing belongings for his or her adverts on a weekly foundation. The model has since been in a position to generate 50 items of distinctive content material belongings every month.
How Manufacturers Search Micro-Influencers
With micro-influencers having a extra restricted attain, manufacturers have to be very strategic in regards to the influencers they work with. They should guarantee that whichever influencers they choose can assist them attain the best individuals. This implies narrowing down on influencers who’ve affect in particular niches and industries.
Based mostly on the model examples highlighted above, many manufacturers search for micro-influencers primarily based on their trade. For instance, you could possibly discover pet diet manufacturers partnering with influencers within the pet area whereas GOLDTOE targeted on feminine athletes to assist promote their athletic socks. That is the largest criterion for sustaining relevance and making certain that you just’re working with influencers who can attain the best viewers.
Moreover, the power to succeed in the best demographic is one other issue that many manufacturers contemplate of their influencer search. Take the Cuts Clothes instance, as an illustration, the place the model sought out influencers who might attain older males within the high-income vary.
In some instances, location performs an vital function when manufacturers wish to goal individuals at particular places. They need to have the ability to work with micro-influencers who’ve a very sturdy affect inside a particular area. That’s why manufacturers like New Steadiness developed geo-targeted micro-influencer campaigns to advertise new in-store merchandise in several cities.
Supply: inbeat.company
One other very important consideration is the influencer’s persona and content material kind. Manufacturers usually wish to accomplice with micro-influencers that match their very own persona, which is why Moosejaw appeared for influencers with enjoyable personalities to align with their out-of-the-box persona.
In some instances, manufacturers search out micro-influencers who already genuinely love their merchandise and recruit them into their model ambassador applications. These influencers add authenticity to the partnership since they have already got a longtime relationship along with your model and already love your merchandise.
Placing all these into consideration will be difficult, particularly when you have restricted assets and experience. So many manufacturers flip to micro-influencer advertising and marketing companies to take over their influencer search course of. These companies make use of refined instruments and expansive influencer networks to filter and vet the best creators for every model.
When you’ve got the experience, nevertheless, you may also leverage a micro-influencer platform to conduct your search. These platforms make it simpler to sieve by 1000’s of influencer profiles to seek out the best match in your marketing campaign primarily based on various filters. These filters might transcend trade and area of interest and even allow you to slim your search primarily based on issues like follower depend and engagement price.
Should you’re choosing this, it’s vital to search for a platform that has an expansive community of micro-influencers as a substitute of settling for simply any influencer search instrument. This gives you extra choices to select from, which improves your probabilities of discovering the best micro-influencers to work with.
The Monetary Side: How Manufacturers Pay Small Influencers
When growing a micro-influencer marketing campaign, one other vital consideration is methods to pay them. This completely is determined by the kind of marketing campaign you’re operating.
As an example, among the above model examples concerned product seeding campaigns the place micro-influencers obtain free merchandise in trade for posting content material. This is without doubt one of the most cost-effective choices, particularly contemplating the excessive return on funding. In truth, gifting merchandise to micro-influencers can enhance ROAS by a whopping 2,000%.
Nevertheless, it’s vital to take into accounts that many smaller influencers additionally count on financial compensation as a substitute of simply free merchandise. That’s why some manufacturers additionally choose to recruit micro-influencers as model associates, which is able to enable them to earn a fee primarily based on their referrals.
Any such partnership includes the influencer sharing a code or affiliate hyperlink, utilizing which you’ll be able to monitor their efficiency. You then pay them a proportion or a hard and fast payment primarily based on the variety of gross sales they generate.
Alternatively, some micro-influencers might count on to be paid per submit like bigger influencers. Even if so, they nonetheless cost a significantly decrease price in comparison with among the mega influencers.
In line with our newest influencer charges report, manufacturers can count on to pay anyplace between $20 and $1,250 per micro-influencer submit relying on the format and platform. In the meantime, mid-tier influencers (that are simply above micro-influencers) will cost a minimal of $100 per submit and as a lot as $12,500.
Begin Creating Profitable Micro-Influencer Campaigns
Now that you’ve some sensible model examples to encourage you, it’s time to begin with your individual micro-influencer advertising and marketing marketing campaign. You even have an concept of how one can conduct a seek for micro-influencers and what varieties of cost you may count on to present. Based mostly on the following tips and concepts, you may develop a successful micro-influencer marketing campaign in your model.
Regularly Requested Questions
What manufacturers accomplice with influencers?
Manufacturers that wish to increase their attain and construct significant connections with their viewers accomplice with influencers.
How do micro-influencers join with manufacturers?
Micro-influencers join with manufacturers by influencer marketplaces and influencer advertising and marketing companies.
How do I discover manufacturers that work with influencers?
You will discover manufacturers that work with influencers by looking on influencer advertising and marketing marketplaces that checklist each manufacturers and influencers.
How do you collab with micro influencers?
You may collab with micro-influencers by having them create content material in trade totally free merchandise, affiliate funds, or per-post funds.
Concerning the Writer
Author
Jacqueline Zote is a contract author and content material producer. She writes for main blogs within the digital advertising and marketing area. Her areas of experience embrace influencer advertising and marketing, social media advertising and marketing, social media administration, and content material advertising and marketing.
