Who remembers the days when young people aspired to be doctors and astronauts?
As influencer culture has entrenched the internet, the dreams of young people today have turned to becoming social media stars. Instant fame is just one viral post away, so it’s no wonder people are constantly sharing pictures of their food and daily activities with their followers; no matter how large or small the audience.
The age of the micro influencer is upon us and if you are a brand looking to target the right audience, widen your reach and increase sales, this rapidly expanding breed just might be the key to your success.
Micro Influencer collaboration: does size really matter?
The age old question.
Micro influencers are defined as social media accounts with anywhere between 10,000 and 100,000 followers. While this is considerably less followers than a macro influencer account with 500,000+, the power of the micro influencer is not to be underestimated.
Due to their concentrated following, consisting of an audience well-acquainted with the niche the influencer falls under, micro influencers often have a more trusting and authentic relationship with their followers. This relationship means that their following is more likely to trust any recommendations that they have.
While appointing macro influencers to promote your product ensures that it is seen by the masses, those that it actually resonates with are really just a small minority; potentially decreasing your ROI. In this instance, bigger perhaps isn’t better.
Micro Influencer Collaborations: for the influencer
In the digital age, your next paycheck is quite literally one sponsored post away and, with internet fame, you could essentially be set for life. We understand how appealing this sounds and are here to help you navigate your approach to brand deals.
Don’t play hard to get
Unfortunately, as with most things in life, brands won’t find you. You need to do everything in your power to be visible to them. This means tagging and mentioning them in your posts and stories. Doing this consistently will ensure that you show up on their radar as they become curious about who is engaging with them so often.
Another visibility method will be in the hashtags you line the bottom of your posts with. To identify relevant and branded hashtags in your niche:
- Look at hashtags used by fellow influencers
- Keep an eye on hashtags posted by brands
These hashtags will help drive traffic to your page and increase engagement and followers.
Top Tip: most brands often go through their hashtags looking for content or influencers to feature.
Create a media kit
A media kit is essentially a portfolio, resume and digital business card all rolled into one. It is something you will give potential brands when looking for a partnership. There are countless media kit templates out there to choose from, or you can take the reins and design your own. Whatever you choose, make sure the design, font(s) and vibe is on-brand and reflects your personality; after all, this is the first thing clients have to go off of before meeting you.
Here is what you should include in your media kit:
- Your bio
- Contact details
- Number of followers on social media
- Audience demographics
- Website statistics
- Micro influencer collaboration options
Once you have completed these steps, you are all set to start reaching out to brands who collaborate with micro influencers. Remember, not everyone is going to take you straight away. Don’t be disheartened and keep pushing forward.
Micro influencer collaborations: for the brand
People often think that a collaboration between brands and micro influencers is a one-way street, but the brand has to put in just as much effort when getting the influencer on board.
If you are a brand looking to utilise micro influencer marketing, first ask yourself these questions before you proceed:
- Is the micro influencer from my niche?
- Do they have between 10k-100k followers?
- Does the influencer post at least once a week?
- Are the posts they publish relevant to my brand?
- Does the influencer’s content generate a number of likes and shares that I like?
If the answer to all of the above is yes, then it’s a match!
You’re all set to go ahead and reach out to your influencer, but before you hit send on that all important message, double check that you are a follower of them yourself. This will help prove your genuineness in wanting to collaborate with them.
Choose a killer subject line
This is the first thing your influencer will read and, therefore, make a pre-assessment on. They receive dozens of emails a day and have every right to be picky. Ensure that your subject line is personalised, catchy and unique and you’ll have no problem being plucked from the bunch.
Show your appreciation
Let your influencer know that you are grateful for their time and note down what it is about their work that you appreciate. Just like everyone, influencers want to feel valued and important. This is a quick trick to getting them onboard.
Present your brand favourably
Human brains are wired for stories. If you are able to give them a brief, yet enticing one about your brand, how you came up with the idea and how you began your business, then you are likely to hook them in. Invite them to become a part of your incredible story.
Offer something special
Surprisingly, money isn’t everything. Micro influencers tend to be the most picky about their brand collaborations due to the type of following they have. What ELSE can you offer? Perhaps:
- Support in content creation – ie, covering travel expenses, providing professional camera equipment
- New products to feature in their post
- Free passes to niche events
Give them freedom
Once you have highlighted that you would like this to be a micro influencer collaboration, give your influencer the freedom to create content that best suits them and their audience. After all, no one knows their audience like they do.
This will create a level of trust among you both that could carry on for campaigns to come.
Don’t call them ‘influencers’
Instead, think of them as creators. You will receive a lot more responses this way.
How many followers do you need for a collaboration?
This is totally up to you, but 1000+ is the guideline. Brands will want to know that their name is at least reaching some people.
How does a collab with an influencer work?
- Do your research to find the perfect match for your brand.
- Start to organically engage with their page by liking their posts to highlight yourself to them.
- When you are ready, reach out with a friendly DM or email stating how and why you would like to work with them and what the benefits could be.
What is good engagement for a micro influencer?
Good engagement is anywhere between 1.87% to 3.86%.
How do you reach out to brands as a micro influencer?
Start by engaging with brands you would like to work with, over time. Do this by liking their posts and their stories and using hashtags underneath your posts that are specific to them.
Send your media kit out to any brands you feel you would be best suited to collaborating with.
If you want to receive our industry insights, visit our Influencer Marketing & Social Media blogs here.Contact us
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