Happy Friday! Welcome back to The Filter, the easiest way to catch up on the latest trends in marketing, communication, leadership, and more.
We know you’re busy creating campaigns and building innovative businesses, so we’re sliding into your inbox this week to dive head-first into one of the trendiest ways to reach new audiences: the micro-influencer.
You already know about the impact of the influencer, but what do you know about working with micro-influencers?
Don’t let the ‘micro’ in the title deter you. Though this category of social media star usually only has between 1,000 and 10,000 followers, their ads pack a punch: 77% of marketers say micro-influencers are their preferred type of influencer.
A perfect example of quality over quantity, micro-influencers are masters at building genuine trust with their followers. It’s all about engagement, and small communities built on authenticity are usually more receptive to endorsements. That’s something a big follower count can’t buy.
Whether you are new to influencer marketing or well-versed in the micro scene, it’s always good to keep tabs on new trends in the industry.
Here are five great examples of brands utilizing micro-influencers:
Even the country’s largest brands understand the power of small creators. Though they also work with powerhouse influencers, Walmart regularly teams up with smaller brands to sponsor lesser-known creators. The company even launched a micro-influencer program of its own this week. By connecting with young, small, and digitally savvy communities, they’re reaching an entirely new niche of potential lifelong customers.
Macy’s is one of the last players left in the department store hunger games, and that resilience might be thanks to their savvy social media skills. They know that online shopping is here to stay, so they’ve taken their marketing to far and wide corners of the internet, regularly working with micro-creators to promote their various brands.
Book of the Month
Book of the Month’s micro-influencer strategy is the perfect response to the internet’s recent trend of book-influencing. Yes, that’s one of the many excellent social media niches taking off in recent years: micro-influencers taking to blogs, Facebook, Instagram, TikTok, and Pinterest to foster virtual book clubs. Book of the Month now sponsors these creators (some with as little as 40k followers) to tap into that community feel.
Now the #6 favorite shopping site for American teens, Princess Polly can credit much of its recent success to its micro-influencer campaign. They’ve reached out to a wide array of micro-creators across styles and age groups (with as few as 10k followers) to promote them trying on clothes, building outfits, and walking followers through their overall experience. The interactivity here stands out.
Anyone who listens to podcasts or keeps tabs on content creators knows about HelloFresh. That successful saturation is thanks to this brand’s focus on niche influencers. No matter what corner of the internet your audience lives in, HelloFresh is there. They’ve partnered with creators with as little as 13k subscribers and have adjusted their ads according to each influencer’s focus.
Curious to hear more about iProv’s approach to influencer work? See how iProv can help you reach new audiences by signing up for a free consultation.