Everything you need to know about micro-infuencer marketing

Key quotes:

• "Some of the biggest challenges faced by companies trying to run an influencer marketing program are figuring out how to reach the right influencers, tracking what is happening within the program, and clearly identifying the ROI."
• "Thinking through possible issues your team might face in these and other areas, and working them into your plan from the get-go, will help you create a smart micro-influencer marketing strategy — ."
• "After all, the success of your micro-influencer marketing program rests on choosing people whose opinions your target audience trusts and respects, right? Tracking the ROI (return on investment) of a micro-influencer marketing program is no different than a social media marketing plan, in that you need to be prepared to collect the right data."

Key quotes:

• "[Originally published on the Dash Hudson blog.] If your brand is using social influencers as a part of its marketing efforts, you’ve probably heard about the micro trend more times than you can count."
• "Instagram influencers du jour have gone micro, and this fresh crop is being hailed as the most (cost) effective category of tastemakers to tap for branded promos on social."
• "While power influencers attract brands that are marketing with Instagram thanks to their hundreds of thousands of followers, a big fraction of those fans tends to be passive."
• "The micro influencer numbers pale in comparison, but these users are cultivating genuine connections with a few thousand über engaged peers."
• "Whereas career influencers operate their brand dealings like a real business through professional representation commanding stratospheric fees, these smaller accounts treat their content as a hobby."
• "There is also a much more practical reason for why the micro influencer segment has climbed the ranks of social marketing: their price point."

Key quotes:

• "Marketers have noticed that once an account is over a certain size, however, fewer people bother to engage questioning the value of a multimillion army of fans."
• "HelloSociety, which was acquired 2 years ago by the New York Times, has found that “micro”-influencers, or accounts with 30,000 or fewer followers, are more beneficial for marketers to work with."
• "Just because an influencer has hundreds of thousands, or millions, of followers doesn’t mean that the specific campaign will be more effective than if a marketer or brand works with an influencer with fewer followers."
• "If you really want to promote your brand through micro-influencers, a simple photo featuring your product in the background isn’t going to cut it."
• "For the content to really reach and resonate with your target audience, the influencer needs to tell a story around the brand or product."
• "But when the goal is to promote your brand, you’re going to need micro-influencers for a long-term campaign."

Key quotes:

• "There are quite a few brands that are doing influencer marketing really well, but two that stick out the most to me are GymShark and Revolve."
• "Their social media feeds are always updating with brand new photos from top influencers and gaining exposure to millions of people every day."
• "Revolve reportedly pulls in more than $1 billion in yearly sales and out of that the company credits its influencer marketing strategy for bringing in as much as $650 million to $700 million in revenue a year, Forbes reported."
• "In short: She is tasked with ensuring a constant stream of Instagram endorsements for the e-commerce retailer from the industry’s most famous influencers, who, in most photos are wearing — and tagging — garments stocked and immediately shoppable on Revolve’s site and those of its stable of (not necessarily obvious) in-house brands, including Lovers + Friends, Tularosa, NBD, Raye, Privacy Please, L’Academie, Grlfrnd Denim, Majorelle, and h:ours.” — via thefashionlaw.com Revolve and Gymshark are both still growing at a huge rate, their tactics in using influencers have turned their businesses into money-making machines."

Key quotes:

• "And the good news is — you don’t need a world class celebrity to effectively engage your audience."
• "Micro-influencer marketing can help you effectively raise awareness about your new business."
• "However, if you’re still unsure about it, take a look at the following benefits of working with micro-influencer: Influencers with a few thousand followers likely post their own content, reply to comments and act more authentically than a brand or a celebrity."
• "The campaign increased the brand awareness and the micro-influencer allowed the bakery to connect with the right audience."
• "Sometimes brands choose to work with more than one micro-influencer to spread their budget across multiple influencers and reach a higher number of people for less money."
• "While macro-influencers are overloaded with requests from brands every day, micro-influencers tend to create fewer sponsored posts which makes them more likely to respond to your collaboration offer."