How to Successfully Start a Micro-Influence Campaign?

You’ve decided to venture into micro-influence to reach targeted and engaged online communities. But how can you succeed in these campaigns, a decisive tool for your brand’s marketing?

Indeed, for this strategy to be effective, there are several factors to consider, such as researching and choosing the right content creator.

As a reminder, a micro-influencer is a person with a community of several thousand to several tens of thousands of followers. Their “everyday person” aspect has the particularity of reassuring their community, which is a great advantage for brands since the market of macro and top influencers is facing, despite their notoriety, a crisis of confidence.

Trustt shares with you the best practices to successfully launch into micro-influence. Success guaranteed!

The Advantages of Venturing into Micro-Influence

This influence solution has numerous advantages, different from macro-influence, such as the possibility for your brand to innovate, obtain a better engagement rate, more accessible partnership prices, as well as the creation of original and authentic content.

You will have the opportunity to create and lead beautiful influence marketing campaigns. As a reminder, a micro-influencer has between 10 and 100K followers.

They will be able to create quality content for your brand to present your products and/or services after using them. Their greatest strength? Internet users trust their opinions, deemed more sincere and authentic.

Micro-influence is a real tool with great added value for marketing strategies and social media of your brand.

Reinvent Your Brand

Micro-influence allows you to renew the “image” of your brand. For example, you can go beyond simple social media posts by creating numerous actions. Depending on the campaign objective, why not create a “meet-up” style encounter with the influencer and their followers, make videos (IGTV, Instagram live, YouTube, etc.) or even integrate micro-influencers’ reviews on your website or e-shop product pages.

Reach Your Target Quickly and Effectively with Micro-Influence

Indeed, by implementing a communication strategy with micro-influencers, you will be able to reach your core target effectively and quickly. For this, you will need to be cautious in analyzing different profiles to select the right social network and the appropriate influencer based on your article/service target. You will need to pay attention to their audience, content, and all other available data before selecting them. This way, you deliver the right message and the right product with the right tools to the right person.

To learn more about choosing your influencer, don’t hesitate to consult the ebook “Sponsored Advertising with Influencers: Everything You Need to Know”.

Numerous KPIs at Your Disposal to Measure the Performance of Your Micro-Influence Campaigns

It is possible to measure your actions in collaboration with micro-influencers thanks to their engagement rate, to maintain good management of your influence campaigns. Know that there are, however, about ten KPIs just as effective, which will allow you to collect data and conduct a study of the reach and relevance of your ambassador campaign.

Among them, we find reach, earned media value, number of mentions & hashtags, personalized promotional codes or even tracked links.

As advertisers, analyzing your campaigns is essential to understand what works with the selected creators. Data analysis is a crucial tool in your marketing that allows you to obtain better results in subsequent campaigns.

Create a Unique Bond with Your Consumers via Micro-Influencers

When you work with micro-influencers and build relationships with these profiles, know that you are also building connections with their community. This type of communication is an excellent tool to make yourself known and liked by your influencer’s audience.

In this marketing model, it is preferable to create and maintain a long-term relationship with your creators. This way, they will regularly talk about you to their community, and gradually become ambassadors for your brand.

Positive results from using micro-influence

This influencer marketing promotes a good ROI (return on investment). Indeed, following a Makerly study, it has been shown that by collaborating with micro-influencers, brands are more likely to obtain better results than by collaborating with nano-influencers or with “celebrities” with large communities.

Thus, micro-influence is not just about creating a simple post on a platform for product placement.

It is a real communication and marketing tool for your brand to differentiate itself from your competitors, to succeed in your product launches, to increase your visibility, customer engagement and awareness, as well as to renew your brand image.

As you can understand, thanks to the trust their audience gives them, these influencers are the best spokespersons for your brand.

Nevertheless, getting started with micro-influence can be complex.

Tips for getting started with micro-influence

Here are some tips to help your brand get started in this influencer marketing.

1) Define clear and concise objectives before starting with micro-influence

Before you start and organize your first influence campaigns with micro-influencers, you must set objectives as well as the KPIs you will use to measure and facilitate the analysis of the performance and effectiveness of your actions.

For this, you must research the profiles of influencers who seem to best match your brand’s values.

You will need to study their area of expertise (beauty, travel, video games, new technologies, lifestyle, mom life, nutrition, sports…), the characteristics of their subscribers, the platforms on which they are present, the type of content they produce, the agencies they work with, the advertisers they have already collaborated with…

These elements must be carefully examined in order to adapt to the content creator’s working method and to create a lasting connection with them.

2) Collect data

Data is king! Rather than relying on an influencer’s social media posts, collect information about their interests, skin type or hair type if you want to send them a cosmetic product; their preferences in terms of video games if you’re in the gaming sector; their diet if you’re a company specializing in nutrition… But above all, you’ll need to go further and analyze the socio-demographic and behavioral data of their subscribers: what is the “average age, geographical distribution, their interests… This is how your company’s profile targeting will be relevant and you will avoid a ‘wasted effort’ with your influencer marketing.”

3) Get to know your audience before using micro-influence

It is imperative for your brand to know who your target is, to understand who your customers are, but also their habits and behaviors on this or that platform, as well as the applications they use.

It is crucial to examine the types of content that appeal to your target, the topics they are looking for, and the influencer profiles they follow.

It may seem laborious to process all this data, however, this step is essential to succeed in your influence campaigns.

4) Go beyond the simple post with a good engagement rate

Your brand will need to go beyond the simple stage of sending a product to the micro-influencer and waiting for their post on social networks.

You have the opportunity to work hand in hand with the influencer in creating a beautiful influence campaign. You will more easily reach your target audience and this will create a closeness with your consumers.

We advise you to create numerous communication actions around your collaboration with your ambassadors to achieve your previously set objectives. Don’t hesitate to trust content creators, both in their creativity and imagination.

It’s an effective way to stand out from your competitors and increase your brand awareness.

5) Promote authenticity in your micro-influence campaigns

Internet users are looking for authenticity and honest opinions. For this, influencers and companies must be transparent with internet users during collaborative publications.

Micro-influencers are known for being honest with their communities. This is why they are popular among social media users. Conversely, their macro or mega-influencer colleagues, at a higher price, are more likely to multiply partnerships for financial interest, or fall into hidden advertising. The latter represents the main trap to avoid in your influencer marketing actions: make sure that the influencer always specifies that their content is sponsored!

While nano-influencers can also be interesting for setting up ambassador campaigns, their reduced number of followers can limit the reach of your campaigns and decrease the reach among your target customers. As a brand, being a guarantee of authenticity on social networks is essential to remain ethical, transparent and gain the trust of your audience.

6) Be imaginative to differentiate yourself from competitors with micro-influence

In order to succeed in your actions and differentiate yourself from your competitors, you will need to focus on imagination and creativity!

Why not combine influencer marketing with more traditional methods like outdoor advertising? The influencer could then become the face of this campaign. Don’t hesitate to also carry out multi-channel ambassador campaigns: YouTube, Instagram, TikTok, Twitch or any other social network, no platform should be overlooked.

You can also invite micro-influencers to a brand event, or even to your physical points of sale if you have any. This increases your visibility and you achieve your objectives more easily.

7) Opt for a long-term strategy following a micro-influence campaign

It is necessary to build a strong and lasting relationship with micro-influencers, rather than proceeding with “one-offs”.

You can thus allow yourself to produce different marketing content on more than one platform: YouTube, Instagram, TikTok… Trust the creativity of your influencers on their preferred social networks.

You can rely on micro-influence during peak times for your brand such as a product launch, but also during “slow periods” to revitalize your activity. Their community will more easily remember your brand and your offer. The micro-influencer will thus become the ambassador of your cosmetic brand.

8) Have your product tested at launch or in advance

Don’t hesitate to send your products as soon as they launch, or even in advance, to creators. The latter will feel all the more privileged and this allows you to have opinions before launching your product on the market.

Moreover, you can already have an idea of the interest your product generates on the chosen platform (Instagram, YouTube or other social media) even before its launch. During this campaign, you can provide a promotional code for the influencer’s subscribers or even organize a contest on both your accounts to give away your new product.

The Trustt software helps you connect with influencers who are in affinity with your target consumers, and in line with your marketing positioning. Trustt is more than an agency or an influence platform, it’s a multifunctional platform that brings together all the necessary tools for implementing a good ambassador campaign.

You can thus offer your creators the opportunity to try your new products exclusively, or your best-sellers, in order to generate authentic and comprehensive content and reviews.

Stop wasting your time struggling with agencies or auditing dozens of “influencers to find the one who will carry your brand’s colors. Trustt takes care of everything! Our platform will provide you with the necessary information about creators and their audience. Trustt is the solution to help you adopt relevant marketing strategies. Thus, you”boost the visibility, awareness, and online reputation of your brand and your products or services, to achieve more sales on your e-shop or in-store.