Finding Your Actual Size: Micro-Over-Mega Influencer Marketing

“I’m sorry that people are so jealous of me. But I can’t help it that I’m popular.”

It’s okay, Gretchen, we feel you - being Queen B isn’t always fetch. Growing and maintaining a following is hard work - just ask the influencers, they’re doing it every day.???

When you think of social media influencers, there are probably a few things that come to mind: perfectly curated skincare shelves, coordinated Aritzia sweat sets, and Sub-Zero refrigerators that hold more organic produce than your local farmer’s market. But before the brand trips and giveaways are secured, these social media stars have to put in the work.?

Take Alix Earle for example - she was posting on TikTok for 3 years until she made it to the big leagues. These social media stars have built strong personal brands from the ground up, capturing and retaining their followers’ attention with every piece of content - a feat that is far from easy.?

On Wednesdays we wear pink, on Sundays we reset.?????

Even though vlogging your Sunday reset and posting it on TikTok (shoutout to Clara Peirce - we love your content) is about the farthest thing from a traditional 9-5, influencing is an incredibly lucrative field with great potential for marketers.

Though only 25% of marketers leverage influencer marketing, it offers the second-highest ROI of any marketing trend in 2024. It’s like product placement on steroids, but now instead of Tom Cruise sipping a Diet Pepsi, your favorite TikTok influencer shows you how Bloom Greens can fit into your #HealthAndWellness era.

But what does it mean to be an influencer? In a traditional sense, it’s someone who impacts the purchasing decisions of potential buyers. Social media provides a more nuanced lens. Follower count matters, but most influencers fall flat without the “It Girl” factor. It’s approachable confidence, the kind of innate charisma that makes viewers feel like they're getting makeup tips at a sleepover - instead of a sponsored ad on a billion-dollar app.?

I saw Actual Sizers wearing army pants and flip-flops, so I bought army pants and flip-flops.

The power of the creator community is incredibly strong. 33% of Gen Z has bought a product based on an influencer’s recommendation within the past 3 months. TikTok Shop quickly caught on, giving users the option to purchase items via in-app incentives.

The term influencer marketing refers to brands using these individuals as a medium to promote and recommend their products. In 2022, the influencer marketing industry ballooned to $16.4 billion, and its value is estimated to hit a record $24 billion this year.?

Let’s run through a bit of history before we dive into how to capitalize on this strategy.?

Believe it or not, influencers aren’t just a product of the internet age - they’ve been in the history books since… well, forever. What’s the difference between Queen Elizabeth influencing you to vaccinate and Ashtin Earle convincing you that capri leggings are back in style? Nothing, they’re both chic.?

Marlboro - yes, the cigarette brand - hired actors in the 1950s to make smoking look hot, trendy, and cool. One look at these OG influencers made everyone want to light up - talk about pretty privilege.?

Just as these Marlboro men were worshiped for their chiseled jawlines and western getups, influencers of today are granted opportunities that are nothing short of glamorous, enviable - and in Tarte’s case: truly mind-boggling.

It’s not my fault you gotta pay for what I get for free.?

We love Renee Rapp, fear Regina George, and wish we got invited to this.

In February 2023, Tarte Cosmetics privately flew 30 social media influencers to a five-star Four Seasons Resort in Bora Bora for a four-day, all-expense-paid vacation.

Even though Tarte’s products were being pushed out to millions of viewers, the underlying message of exclusivity alienated its everyday customers whose consumer dollars were spent fueling the fun.

It’s giving “you can come if you want” - except the average consumer couldn’t. They were invited to the party but told to stay outside, watching quietly while being told to celebrate loudly.

In contrast, Waterboy—a Bachelor contestant’s hangover helper—recently hosted their first brand trip, treating a group of actual customers to a lavish getaway.

Jenna Palek, Waterboy’s Social Media Manager, explained the strategy behind this trip in a TikTok posted in April. “I’m an influencer, I’ve been on brand trips,” she tells the camera. “Most importantly, I am a huge consumer of content. I, myself, feel the fatigue of seeing the exact same influencers on every single trip.”

Jenna goes on to say how much she resonates with the thousands of comments these trips generate, asking brands why they aren’t inviting paying customers.

“Why are you not appreciating us, who are driving your sales?”?

What followed was an overwhelmingly positive response from folks who wanted to (de)hydrate in Cabo - literally their target audience.?????

The bottom line is that mega-influencers are losing trust - and loyal followers - because of one simple disconnect: they’re just not that relatable.??

Get in losers, here come the micro-influencers.?

“I just want you to know, if you ever need anything, don’t be shy, OK? There are NO rules in the house. I'm not like a regular mom, I'm a cool mom.”

Mrs. George hit the nail on the head - micro-influencers aren’t like regular influencers, they’re promoting products you actually use - and, more importantly, can realistically afford.

Need any snacks? A discount code?

77% of all brand partnerships are with micro-influencers. For companies that have worked with both micro- and mega-influencers, over 40% noted the more reasonable cost of doing business with smaller creators. They also highlighted the key advantage of gaining access to more niche, tight-knit communities.?

With less of a following but a more engaged, tuned-in audience, micro-influencers are more successful in resonating with their core demographic, boosting engagement, and fostering loyalty.

So, if you’re looking to dip your toes into influencer marketing, take a step back and think about your community.?

Collab With Care?????

• Influence the Influencer. If you want an in with a niche audience, connect with an influencer who has already been influenced by your brand. Their target audience likely aligns with yours, paving the way for authentic promotion.
• Connect + Collaborate. Start with a friendly message or DM. Be genuine and position the collaboration as a benefit to both them and you - because that’s exactly what it is!?

• Lean on Analytics. If navigating the influencer marketing landscape still feels like walking into the Mean Girls lunchroom, let an influencer management tool do the matchmaking for you. Think Tinder, but with analytics doing the swiping for you.???

• Find Your Perfect Match. Like all healthy relationships, there has to be an alignment in values, expectations, and SEO strategy (obviously). If you like the influencer’s content and you think the partnership makes sense, then chances are your target audience will too.???

Whether you’re wooing Gen Z’s or re-engaging seasoned buyers, micro-influencer marketing is a powerhouse strategy you need to get behind. Larger creators certainly capture attention, but is it the right kind? Don't overlook the effectiveness of working with smaller creators - sometimes less is more.

Tune in to this blog series for more insights on how to slay in all facets of your marketing strategy.?

You go, Glen Coco!?