Influencer marketing is insanely frequent nowadays. It's challenging to visit Instagram or YouTube without running into numerous exemplars of brands utilizing influencers to reach a new audience. PPC is extremely expensive, takes months to generate observable traffic, and is often challenging for the average marketing company to manage without an agency.
What do you do then?
Utilizing nano- and micro-influencers is something you should take advantage of. Among the best strategies for boosting sales is influencer marketing. 17% of businesses, as per BigCommerce, devote more than half of their marketing budget to influencers. Fortunately, such a job can get accomplished by smaller, more specialized influencers known as "micro-influencers." For instance, Twitter's micro-creators often want less than $150 per tweet.
In addition, 77% of marketers believe that the ideal influencers to work with are micro-influencers. 82% of customers stated that they were more inclined towards recommendations and promotions by micro-influencers. Therefore, compared to macro-influencers, niche-focused influencers engage in more conversations about product suggestions. They also have more influence when it comes to generating genuine outcomes.
Given insight into micro-influencers, here are five fantastic examples of ways your brand can achieve success by leveraging them:
1. A La Croix and Numerous Micro-influencers Collaboration
· Platform – Instagram
· Category – Beverages
A renowned brand, La Croix, has had success using micro-influencers on Instagram, its primary platform. La Croix works with micro-influencers to promote their goods rather than the conventional marketing strategies employed by other beverage firms. Its followers use branded hashtags like #LaCroixlove and #LiveLaCroix to be featured on their profile.
Why it worked: LaCroix even gives away complimentary coupons for their beverages to micro-influencers to encourage influencer partnerships. They even collaborate with influencers having less than 1K followers.
2. Glossier
· Platform – Youtube
· Category – Beauty
Its founder Emily Weiss thinks that everybody, regardless of social media following, has the power to be a walking, talking evangelist for a product or message. Weiss has used this sentiment to guide Glossier's marketing since the company's inception in 2015.
Why it worked: Glossier was built on the principle of creating minimalistic, straightforward cosmetic items and advertising. These influencers may stay loyal to their corporate principles by constantly supporting and showcasing all of the consumers who talk about Glossier.
3. Coca-Cola’s Campaign with Miette Dierckx, a Travel and Food Influencer
· Platform – Instagram,Tiktok
· Category – Beverages
Coca-Cola and other leading industries are very familiar with influencer marketing. Micro-influencers who consistently share images of themselves posing with the beverage are part of their #Cokeambassador campaign. The firm collaborated with Miette Dierckx and 11 other Belgian influencers to produce content for the storied soda company. In addition to being constant with her very own postings, Dierckx's material is on-brand for Coke. It maintains the integrity of the product and significantly appeals to her niche while ensuring authenticity.
Why it works: Coca-Cola gains from the efforts by maintaining a close bond with this micro-influencer. Long-term connections with influencers are a terrific method to increase reach and engagement gradually.
4. Forever 21 Features Kristal Heredia, a Plus Size Fashion Influencer
· Platform – Instagram, Facebook, Twitter
· Category – Fashion
Quick retail manufacturer Forever 21 teamed up with plus-size fashion micro-influencer Kristal Heredia to promote its plus-size line. Forever 21 Plus. Heredia, well-recognized for her sense of style and outspoken acceptance of her curves, was the ideal pick to boost this collection.
The brand, to be featured across F21 channels, encourages users to post outfit images– with the hashtags #F21xMe–on their social media feed.
Source: Kristal Heredia
Why it worked: To gain the confidence of Kristal's fans, Forever 21 took advantage of her loyal fan following.
5. Amazon's Audible and Photographer Jesse Driftwood Worked Together on a Campaign
· Platform – Instagram
· Category – Tech
Less than 100K people followed the nano-influencer on Instagram. Jesse provided his very own viewpoint on how utilizing Audible helps him remain productive instead of giving a marketing pitch to sell the service. The brand product got a 30% interaction rate, and the post earned more than 10,000 likes and 300 responses. As a consequence, the message seems more like a suggestion from a friend than an advertisement.
Why it worked: Audible gave Driftwood the liberty to advertise the application in a manner he believed would appeal to his target group.
The Verdict
Although they may not be well-known digitally, micro-influencers have a reach and persistence that will save your advertising cash while still generating revenue.