Influence Or Be Influenced, That Is The Question: How Micro Influencers Can Supercharge Your Brand

Maybe you’re at the point where you’ve thrown everything at your marketing strategy. Flashy ads, witty tweets, maybe even a TikTok challenge that should have gone viral but now has you questioning your humility. Yet, here you are, watching your brand slowly tread water. If this sounds familiar, it’s time to consider a new approach. Let’s bring in some micro influencers! These under-the-radar personalities are shaking up the marketing world, and they might just be the secret ingredient you didn’t know you were missing.

?Why Micro Influencers? (Spoiler Alert: They’re Relatable)

Let’s get one thing straight. We all know that big name celebrities can sell just about anything with their influence, but not every brand can afford a major endorsement, and these days not every audience buys into it. Enter micro influencers. With followings that range from 10k to 100k, these folks aren’t A-listers. They’re more like your super cool, artsy friend whose opinions actually matter to people.

Take Glossier, for example. When they launched, they didn’t go after big celebrity names. Instead, they leaned into micro influencers; regular beauty enthusiasts who loved their products and had loyal followings. These influencers gave authentic reviews and shared their personal experiences with Glossier products. This approach helped them grow a cult-like following while making their brand feel approachable and real. Today, Glossier is one of the biggest names in beauty and it all started with a little word of mouth from micro influencers.

?Finding Your Perfect Micro Influencer Match- But not like Tinder

Now, let’s talk about how to find your brand’s match made in influencer heaven. Finding the right micro influencer can be a game changer, but it’s important to choose wisely. Here are a few tips to get you started:

1. Know Your Niche??

Micro influencers are like mini experts in specific areas, so you want someone who fits within your industry. If you’re selling eco-friendly water bottles, find an influencer who’s into sustainability. They’ll already have an audience that cares about your product, making their endorsement feel more authentic. A great example is S’well, the reusable water bottle brand that targeted health and wellness influencers. Their collaborations with eco-conscious influencers helped make them a household name in the fight against single-use plastics.

2. Engagement Over Follower Count??

You know that person at the party who talks a lot but no one cares to listen? Don’t let that be the influencer you hire! Micro influencers shine when they have strong, engaged audiences. Check for likes, comments, and shares, not just follower counts. An influencer with 20,000 followers and a 10% engagement rate is more valuable than one with 100,000 followers and no real interaction.

3. Quality Over Quantity??

Don’t go for someone who posts 10 sponsored ads a day. You want an influencer who genuinely loves your product, not someone who’s just in it for the paycheck. Authenticity is key. For example, when Daniel Wellington started partnering with influencers, they didn’t just blast their watches to every Instagram page they could find. Instead, they targeted influencers who were known for their minimalistic style. The result? Authentic content that resonated with the audience and a massive boost in brand visibility.

?The Micro Influencer Magic in Action

So, how exactly does this all work in practice??

Let’s look at Away, the luggage company that skyrocketed to success using micro influencers. Instead of splurging on A-list celebrities, Away partnered with travel enthusiasts and lifestyle bloggers who already had an engaged following. They didn’t need a celebrity to tell you their suitcases were cool, they let real travelers, who practically live out of their bags, tell the world how their suitcases changed their jet setting lives. And you know what? People listened. Because when someone’s Instagram feed is basically a virtual passport, you trust them to know what makes for good luggage.

Away’s strategy wasn’t just about the reach of these influencers, it was about their connection with their followers. Instead of a slick TV ad, they let real stories sell their brand. People saw their favorite travel influencers rolling up with Away suitcases, and boom the brand took off.

?Don’t Put All Your Eggs in One Celebrity Basket

Okay, now that we’re all aboard the micro influencer hype train, I need to add a little tid-bit. Celebrity influencers can still play a role, but relying on one major endorsement is like putting all your eggs in one very glamorous, very expensive basket. Utilize micro influencers to gain more attention to where A-List celebs want to work with you. But as always be careful where you are prioritizing your message and attention. Just ask Pepsi. Remember the 2017 Kendall Jenner ad debacle? The company banked on a celebrity to make a bold statement, but the backlash was so swift that the ad was pulled in 24 hours. Ouch.?

That’s the risk of going big without thinking about the audience connection first. What Pepsi could have done was partner with multiple micro influencers in the social justice space, people who actually understand the messaging and resonate with their followers in a way that doesn’t feel forced. Instead of one big, shiny celebrity, they could have had a chorus of authentic voices driving the conversation.

?So, What now?

Micro influencers are the unsung heroes of marketing. They’re relatable, they’re authentic, and they don’t cost you your first-born child to partner with (but still pay them what they are worth!). Remember, it’s not just about follower count. Engagement is where the magic happens. Your audience doesn’t need a massive celeb pushing your product all the time. What they really want is someone they trust, someone who feels like them, sharing why your brand is worth their time.?

So go forth and find your brand’s tribe. Look for influencers who genuinely love your product, and let their authenticity do the talking. Whether you’re aiming to be the next Away or just trying to escape the fate of a Pepsi misstep, micro influencers might be your “secret sauce” for brand success.?I also want to thank everyone for reading my newsletters. This is the last one for this collection. Stay tuned for more soon.