The weird world of micro-influencers (a rare mini-rant).

For all the (well-founded) praise I give micro-influencers as an integral part of any influencer marketing campaign. I do often find myself facepalming when dealing with some.

At MAKE IT MANA, when we conduct initial outreach we always seek to make two things very clear:

1. We are messaging to gauge your interest in the brand, product or service - not to immediately offer you a collaboration.

2. IF both parties decide it is a good fit, what sort of value we may bring to the table/what we may want in return.

Within roughly 30 seconds of contact, it is clear if there is a physical budget or if it is some sort of other value exchange. This is to make sure we don't waste anyone's time and to set some expectations. 

Then why...

So, why do so many influencers, after a few weeks of contact decide to ask THAT question:

'What is your budget for this?'

Don't get me wrong. If you make the decision that as a micro-influencer you want paying for content creation - that is entirely your choice (obviously). In fact, we occasionally pay micro-influencers for content creation when their content is out of this world and perfect for marketing materials. However, this is more common once a strong relationship has already been built between the brand and the influencer through previous collaborations.

But when we make it very clear from the outset that isn't the deal on the table - why waste your time?

Changes in micro-influencer objective

We have actually found the micro-influencer space has changed drastically in the last year or so. Where micro-influencers primarily used to be interested in getting hold of products they love and working with brands to grow their reach, increase their audience and develop their influence. We now find a majority are most interested in taking a purely pay-to-play approach.

There are now more micro-influencers than ever. That means there is now more competition than ever (sure, demand has also increased).

In my humble opinion, micro-influencers should be obsessed with building their personal brand through brand collaborations. Those who don't will likely get lost in the noise as more and more micro-influencers come to the table. They are also likely to find themselves consistently taking small payouts to work with a high number of mediocre brands.

But if that's your dream...great.

**MASSIVE CAVEATS**

Do I think it is still worth working with micro-influencers? YES - but it is now more difficult than ever to find micro-influencer that are a true fit in style and value for a brand. They are out there and when you find them...happy days!

Do I think you should never pay micro-influencers for their time and talent? NO - micro-influencers aren't interns, you are working with them because they have a talent you want to tap into. Brands must always provide equal and fair value - sometimes this is payment.

Do I think everyone who read this rant should read my counter-argument about why micro-influencers are ruddy awesome and how brands can benefit from them? YES - link below ;)

https://www.makeitmana.com/micro-influencers-benefit/