How To Get Started With Micro Influencer Marketing: The Full Guide

Micro vs. Macro Influencers

Macro influencers typically post content to over 100,000 people, but fewer than a million.

In an ocean of content, macro influencers are the third-biggest fish in the sea. They’re not quite Addison Rae or Markiplier, but they’re mini-celebrities all the same.

Nano vs. Micro Influencers

Nano influencers have even smaller audiences than micros: fewer than 1,000 followers.

But that doesn’t mean their content goes nowhere; they typically have very dedicated audiences, meaning the people they pitch to are really into what they’re posting.

They’re also more affordable to work with than micros.

They’re very similar to nano influencers, so much so that this guide applies to working with nano influencers just the same as with micro influencers.

1. Engage With A Closer Audience

Yes, working with a micro influencer means you reach a smaller crowd, but this crowd loves the content. These followers aren’t idly scrolling; they’re watching videos, liking them, and saving for later.

That means you’re communicating with a super-niche audience who’s open to your message. This makes it so much easier to build brand awareness and make conversions. Well, as long as your content and brand are in tune with their interests and values.

To sum it up: If the audience loves the influencer and the influencer loves you, they’ll end up loving your brand.

While the wins are sometimes larger with macros’ follower count, it’s pretty obvious that micro influencers make far more of a personal impact on their followers (and cost you far less, but more about that later on).

2. Promote Through Authentic Content

Research suggests that the most impactful influencers are no longer those seen as aspirational – meaning, people like the Kardashians who represent an ideal of luxury.

Instead, social media users want to connect with real people they can relate to.

Typically, your micro influencer is someone who produces content that feels real.

They might share daily reels of what they cook in their pizza oven, give out cleaning tips, run down their top five bars in Manchester…you name it.

Micro influencers often appear more credible than some of the bigger fish in the content ocean. That also means they court a more discerning audience.

This style of inbound marketing works in your favour because – depending on your product niche – it’s easy to find an influencer who is super passionate about your industry.

Instead of randomly inserting your brand name into a reel or making your association feel forced, they show their followers your products’ genuine, actionable benefits.

For example, here’s Instagram micro influencer highoctane0 demonstrating why he likes his latest keyboard acquisition so much:

Although a micro influencer has relatively few followers, their relatability to your target demographics and their high engagement rates get you more customers.

3. Save Money

Let’s put things in perspective. The biggest influencers charge you tens (or hundreds) of thousands of euros for just one campaign.

With a micro influencer, the bill’s likely to come in at under a thousand euros – we look at what affects these figures in the next section.

While that’s a significant upfront saving, it doesn’t translate into “pay less, get less.”

Considering the potential business conversion rates we discussed above, you don’t have to worry about missing out on revenue down the line, and you stand to get a much higher return on your investment.

Pricing Your Micro Influencer Collaboration

1. Do-It-Yourself

The DIY route is the cheapest way to reach out to micro influencers, but it’s not always the easiest – and it can be hit-and-miss.

Almost three-quarters of marketers struggle to find the right influencers for their brands, with many striking out with DIY.

Sending cold messages to influencers isn’t easy, especially if they don’t say they’re open to partnerships.

That said, if you’re keen to try it, follow these steps.

1. Start searching for hashtags. Let’s assume you’re using Instagram.

You could either search for #microinfluencer to find the right size of creator, a hashtag that fits your brand (such as #PS5headset as a tech manufacturer), or a location if you’re a hospitality firm (such as #travelcyprus if you have a hotel chain in Cyprus):

2. Look through the search results and at the follower numbers of the people who share the content that pops up.

As an example, with the hashtag #travelcyprus, we found an influencer with over 4,000 Instagram followers at the time of writing:

3. Make contact. Follow influencers you think would fit your brand well and reach out via DM.

Ask if they have any influencer marketing opportunities, and if so, what their rates and terms are.

Alternatively, look at the influencers your social media followers connect with the most. Start with a few sample followers and dive into the accounts they follow.

The DIY route is sometimes profitable, but it’s not always the best way to build lasting influencer relationships. For enduring campaigns, choose warmed-up influencers through agencies instead.

2. Choose An Influencer Marketing Platform Or Agency

Influencer marketing platforms let you “shop” for micro influencers who are open for projects.

Different platforms and agencies exist for various influencer niches, and you’re pretty spoilt for choice.

Here are a few platforms we like:

Marketing platforms provide tons of data you can use to manage your contracts and to check how your campaigns perform, all from one login.

What’s more, there’s no need to cold pitch to influencers. They’re all ready to work with you.

Agencies also take away much of the guesswork. Some platforms have managed campaigns and help you target specific influencers based on your needs.

Of course, the catch is the cash. 💸

You save time and effort, but there are always agency fees, and you might have to stick to a contract.

Micro Influencer Marketing Best Practices

1. Set SMART Goals

SMART goals are specific, measurable, achievable, relevant, and time-bound. In a nutshell, it’s about being realistic and accountable when working with an influencer.

Here’s how this formula looks when you set goals step by step:

Create marketing goals that have clear deadlines, fit in with your broader digital marketing strategy, and are achievable.

For example, when working with micro influencers, consider setting a goal to convert 10% of the leads they generate.

This bar might seem low, but it’s still somewhat ambitious if you’re just starting out.

Set a clear campaign timeframe, too – let’s say a week for an Instagram reel.

Ask your influencer or agency to give you data on how many people view your reels or engage with your posts.

Compare your sales data during that week with the week prior, and use existing data analytics to narrow down where customers come from.

2. Share Your Brand Story

Your micro influencer needs to know your brand story to best sell your products and show their followers why you’re worth investing in.

It’s not enough to throw products at a creator and expect them to figure out the rest.

For some of the more creative and entertaining influencers, give them background on who you are, who you want to pitch to, and why you’ve chosen them.

Micro influencers, as mentioned, are also some of the most credible people on social media channels. They do more than simply say, “Buy this product.”

They show their followers why they genuinely like what they’re promoting and how this product could help their followers in their daily lives. This adds incredible power to your branding.

They can work magic with a few words and some well-chosen camera angles, but they need to know the why behind your brand to really promote your services or products.

3. Give Your Influencer Creative Control

Give your influencer a little bit of credit. In fact, give them a lot. The best influencer-brand relationships are built on trust, which means you shouldn’t bark orders.

By all means, run marketing workshops and brainstorm with influencers. Let them come to you with concepts that fall within your brand guidelines and story.

But while you shouldn’t be afraid to give feedback on professional branding matters, don’t tell an influencer how to do their job.

These influencers have a dedicated audience for a reason. They know what they’re doing and how to appeal to the people who watch them.

While you should ensure that they’re presenting your product properly, overall, let influencers have their space, and they will bring their followers to you.

4. Choose A Relevant Content Platform

Different social media platforms cater to different audiences, but the one you should target depends on the type of content you’d like to create.

For example, if you want to create content that shows off a product while explaining a few of its features, go for Instagram influencers. If you prefer hands-on tutorials in a bit more detail, YouTube’s a good place to start.

We recommend you prioritise:

1. Instagram
2. YouTube
3. TikTok
4. Twitch

Let’s break down each platform with some micro content creation examples.

1. Instagram: Great for short, snappy commentary

Micro influencers on Instagram produce content that people can quickly engage with while scrolling and save for later. It’s great for commentary and instructional content.

Oliver Morris is a UK-based gadget enthusiast and product reviewer who regularly shows off his latest tech acquisitions, including helpful commentary to assist his followers in making purchases.

His photos and reels are laid-back and relatable, adding just enough detail in his descriptions and commentary to promote products and wow his audience.

2. YouTube: Ideal for entertaining tours and how-to content

YouTube is a little like Instagram because it’s great for instructional content and “tours” of products and destinations.

However, YouTube content is a longer form, meaning it’s best for content that goes into more detail than Insta or TikTok.

ElleNextDoor is a British YouTuber who specialises in videos showing off her travels around the world, along with the occasional shopping haul.

Here’s a video diary of her trip on the Disney Wish Cruise, which crams in lots of great hospitality and entertainment information into a video that’s exciting and snappy.

3. TikTok: Excellent for shareable, condensed information

TikTok micro influencers work similarly to Instagram creators because their content is super-condensed and easy to share. It’s perfect for short attention spans – and for capitalising on the few seconds you grab with each prospect.

ScorpioTech’s snappy reviews show off tech products, tell watchers what they need to know, and share his experiences.

His iWALK charger review offers a quick unboxing and a 360-degree demonstration of the product, and it condenses essential facts and figures into fewer than 30 seconds.

It’s a great format for tech firms looking to show off innovations without overloading audiences with unnecessary jargon.

4. Twitch: A great fit for gaming instructionals and extended advertisements

Twitch is great for game developers and iGaming brands looking for micro influencers. The platform allows streamers to promote and explain how their products work. It’s educational and entertaining in equal measure.

Roryplays is a gaming micro influencer who teamed up with EA to promote Cats & Dogs, a Sims 4 add-on.

The influencer hosted a two-hour livestream playing through the add-on, guiding viewers through the basics and showing off some of the biggest selling points.

5. Make Micro Influencing A Long-Term Strategy

It’s tempting to test the waters with a handful of different micro influencers, to begin with; however, setting up the right partnership could lead to long-term wins for both parties. Look to create a marketing strategy with one creator in the long run if you can.

To start, work with multiple micro influencers and measure their reach and creativity with your brand. Then narrow down the field.

You don’t have to settle on one or two, but consider returning to the same influencers to build closer working relationships.

The more you work with the same influencers, the better they get to know your brand and products, and the closer they can promote you to their audience.

There’s also a chance that a micro influencer could grow their audience significantly while you’re in contract, making it an even more cost-effective media strategy.

6. Break Down The Data And Make Changes

As mentioned, it pays to test the waters when you’re just starting, and that means using data analytics to see how many people you’ve reached and how many of those have converted.

Answer these types of questions:

Which of the influencers you work with generates the most buying customers? Are there any specific content types that resonate best with your audience?

Using a micro influencer platform or agency works well here since they provide tons of data for you to pore through, Many even break it down for you – so all you have to do is look at a dashboard.

Use objective information from each campaign to make changes and refine your approach.