Working with micro influencers is a very useful marketing strategy, and more and more brands are using it. Some of its advantages are its more affordable costs, the ability of micro influencers to prescribe, and their power to reach specific niches. However, when approaching an advertising campaign with them, it is necessary to keep a number of aspects in mind.
Have you ever wondered how to know which type of influencer is best for your brand? What kind of collaborations can you carry out? Below, we tell you and explain exactly how to create a campaign with micro influencers and the advantages of doing so.
What is a Micro Influencer?
A micro influencer is a social media content creator who has a relatively small but highly engaged follower base, generally between 5,000 and 10,000 followers. This allows them to connect authentically and personally with their audience. Micro influencers often specialize in specific niches such as fashion, technology, or lifestyle, among others. Brands turn to micro influencers for marketing campaigns because their audience tends to trust their recommendations, which can result in higher conversion rates and greater authenticity.
For its part, a macro influencer is someone with a much broader follower reach, generally exceeding 100,000. For example, some of the YouTubers with the most subscribers would fall into this category. They tend to stand out for having a more diverse audience and, although their engagement rates may be lower, their ability to reach a greater number of people is significant.
On the other hand, mega influencers, or celebrities, are those with more than 1 million followers. Often these are celebrities or public figures who top the rankings of figures with the most followers on social networks such as Instagram or other social networks. They can be used for large-scale trends, but tend to have a less personal relationship with their followers due to the size of their audience.
What are the Differences between Micro Influencers and Nano Influencers?
As we have explained previously, micro influencers are those creators who have between 5,000 and 10,000 followers on a social network or the set of their profiles. Due to the size of their audience, they manage to maintain personalization and authenticity in their interactions. They collaborate with brands to give their opinions in a close way and do not carry out advertising campaigns on a recurring basis.
For their part, nano influencers have communities of less than 5,000 followers, generating a high level of credibility and trust among their circle. Although this is not always the case, nano influencer followers are often friends or people with very specific interests. The number of people they reach is smaller compared to other profiles, but the message is efficient since their audience trusts their recommendations.
Depending on the number of followers, influencers can be associated with the following categories:
- Nano Influencer: less than 5,000 followers
- Micro Influencers: between 5,000 and 10,000 followers
- Influencers: between 10,000 and 100,000 followers
- Macro Influencers: between 100,000 and 500,000 followers.
- Mega Influencers: between 500,000 and 1,500,000 followers.
- Celebrities: more than 1,500,000 followers.
Advantages of Working with Micro Influencers
Collaborations with micro influencers are especially effective for brands in a specific industry that seek to promote certain products or services among their audience. For example, if the brand is in the fashion sector, the ideal is to look for micro influencers who create content around this theme.
If a micro influencer promotes the products in their Tik Tok Shop or in their Tik Tok Live, it could increase the visibility of the brand and make their audience interested in the article in question.
Below we list the main advantages of this type of collaboration:
Prescription Capacity
Micro influencers and their followers tend to have a close and authentic relationship with their audience. This helps to have a high prescription capacity and that the levels of interaction with their content are higher. Therefore, they are usually a suitable profile for campaigns and UGC strategies.
In some cases, micro influencers may even be perceived as experts in their area of specialization. Therefore, brands that collaborate with a micro influencer can benefit from a higher conversion rate, since their community is more willing to try or acquire the products or services they promote.
More Affordable Price
Compared to macro influencers, working with a micro influencer is generally more economical. Their rates per publication or collaboration are usually accessible for brands with tighter budgets due to their smaller follower base. This is an advantage especially for small companies or startups that want to maximize their investment in advertising or digital marketing.
High Audience Loyalty
As we have mentioned previously, micro influencers usually have a loyal and authentic audience. The almost personal relationship that micro influencers maintain, builds a community of followers that generate trust. This helps them participate, interact and have greater consideration for the publications or content that micro influencers publish. Among other things, this contributes to brands achieving a more positive and authentic brand image.
Specialization by Niches
Targeting specific audience niches is another advantage when working with micro influencers. These tend to focus on specific areas such as fashion, technology, science, dissemination, tourism or health, among others, which allows them to attract an audience that shares similar interests. For brands that seek to differentiate themselves and target an audience related to what they offer, it is highly recommended to work with a micro influencer or carry out a global campaign.
Less Work with other Brands
In general, the content generated by micro influencers is not saturated with advertising campaigns compared to other creators such as macro influencers. This means that brand advertising campaigns can have greater visibility and reach among their target audience. In addition, in a framework that is not very saturated at the advertising level, followers feel more inclined to accept advertising and even decide to purchase the service or product in question.
Creators away from Fame
In most cases, micro influencers are not public figures, they do not reach large audiences and they do not usually appear in the media. This means that they are less likely to have been involved in controversies or controversial actions, having a safe image for brands, which makes them maintain their reputation.
How to Start Collaborating with Micro Influencers?
When collaborating with micro influencers, there are a number of aspects that should be taken into account. These are the steps that it is recommended to follow:
Step 1: Define the Objectives of the Campaign
Before starting to work with a micro influencer, it is essential to clearly define the objectives of your campaign. Some of these may be, for example, reinforcing the brand image among a certain public, promoting the sales of a product or publicizing a new service. Establishing precise goals is fundamental to align the advertising campaign and will help you select the appropriate micro influencer.
Step 2: Analyze which Influencers are the Right Ones
The next step is to identify which micro influencers are most recommended for your brand and your objectives. To do this, it is convenient to investigate and take into account aspects such as metrics, the number of followers, the engagement or conversion rate and the quality of the interactions. To do this, you can request information sheets and profiles from agencies specialized in social media strategy. You can also search for hashtags relevant to your niche or explore influencer search platforms. This way you will ensure that the micro influencers you choose have a style and values that match those of your brand.
Step 3: Contact the Influencer
Once the appropriate micro influencer has been identified, the next step is to contact them. In most cases you can do it through their representative or agency, if they have one. This helps to ensure that communication is professional and that all queries and negotiations are handled appropriately. Send a clear and concise message that describes your company, what the objectives of your campaign are and why you think the micro influencer in question is the right one.
Step 4: Establish the Basis of the Collaboration
When you have received the information you need and have chosen the micro influencers for your campaign, it is time to set the basis of the collaboration. This includes the creation of a contract that details the terms and conditions, the scope of the work, the delivery times and the participants involved. Defining these elements will help avoid misunderstandings and ensure that both parties are aligned in terms of expectations and responsibilities.
In fact, the most recommended thing is to capture all these aspects in a contract that all the parties involved subscribe to.
Step 5: Create a Briefing
A briefing is a document that provides the micro influencer with all the information necessary to carry out the campaign. If you are working with an agency, they can take care of creating it. This file should include details such as the objectives of the campaign, the key message, the specific requirements for the content (for example the appropriate sizes of reels and Instagram posts), and any additional information that may be considered relevant. A well-prepared briefing ensures that the influencer has a complete understanding of what is expected and can create content aligned with the brand’s vision
Step 6: Execute the Campaign
With everything prepared, it is time to execute the campaign. Make sure the micro influencer is ready and that the content is published as planned. Maintain open communication throughout the process to solve any problems that may arise. In this sense, an effective execution is key to maximizing the impact and success of the collaboration.
Step 7: Measure the Results
Finally, it is necessary to measure the results of the campaign to evaluate its effectiveness. Review key metrics such as reach, engagement rate and conversions generated. Analyze what worked well and what could be improved for future collaborations. This evaluation will allow you to adjust your strategy and optimize your marketing efforts with micro influencers, ensuring it is more efficient than the previous one.
How to Maximize your Strategy with Micro Influencers?
As we have seen, micro influencers have a great capacity to connect authentically and directly with their audience and to offer brands the opportunity to develop relevant content that really has an impact among their target audience.
To improve the results of an advertising campaign with micro influencers and to make the collaboration as fluid as possible it is recommended to work together with an agency specialized in this type of action. In this way, the brand can delegate its management and ensure that all phases are carried out efficiently, as well as the regulatory framework thereof.
At 2btube we have more than 10 years of experience in the creation and management of influencer marketing campaigns, helping brands achieve their objectives and the reach they seek.
If you are thinking of carrying out a collaboration with micro influencers but do not know where to start, contact us to receive advice without obligation. We will be happy to chat with you!