Everything A Micro-Influencer Needs To Know Before Working with Brands in 2020
According to Influencer Marketing Hub’s 2019 Report the influencer marketing industry market is predicted to reach a value of $6.5 billion by the end of 2019.
The report says 92% of brands believe influencer marketing to be effective, and up to 86% are allocating a portion of their advertising budget to working with digital content creators.
This means that influencer marketing and content creators aren’t going anywhere, anytime soon; but there is a shift within influencer marketing trends that aspiring content creators with smaller followings should be excited about…
Marketers and brands have started taking micro-influencers seriously and many are interested in working with smaller content creators.
What’s a micro-influencer? Why would brand want to work with them, instead of a creator with millions of followers?
A micro-influencer is an influencer that has between 5,000 to 100,000 followers on any one social media platform. They typically have higher rates of engagement than “macro-influencers” (as they big guys, are called) and their audience trusts their opinion.
Working with micro-influencers can also be a very efficient way for a brand looking to tap into a particular target audience or demographic.
But what should micro-influencers know, before they start working with brands? Is it really as simple as having a few thousand followers on Instagram, in order to be considered a bona fide micro-influencer?
We’re getting into everything micro-influencers need to know when it comes to working with brands and landing paid campaigns in 2019.
Why Would Brands Want to Collaborate with Micro-Influencers?
There are plenty of reasons why marketers and brands would want to work with a micro-influencer instead of running a campaign with a macro or “celebrity” influencer.
For starters, content creators with smaller followings often boast a different dynamic between themselves, their content and their audience. Authenticity is typically more evident.
Their audience is more likely to take recommendations from an individual they have grown to trust, rather than someone they view with unattainable “celebrity” status (this is not to say users don’t trust celebrities, they simply find it easier to relate to micro-influencers.)
Therefore, once you’ve established yourself as a micro-influencer, covering and sharing content related to topics within a particular niche market, you could technically become an influencer brands may want to work with.
How Does it Work?
There are a number of ways micro-influencers can start landing paid brand deals and campaigns (like reaching out directly and/or networking with marketers, brands and PR reps at events)
One of the best ways to land a brand deal is to sign up with a trusted micro-influencer agency like Live Unite.
Live Unite is a micro-influencer platform that connects content creators with smaller audiences with brands and marketers, looking to collaborate with niche market influencers.
The process to sign up is pretty straightforward, but there are a few restrictions: Live Unite micro-influencers must have a minimum of 5,000 followers on any one platform and 100% authentic audience (i.e. no fake followers.) A high rate of engagement is also a plus and their content needs to be interesting.
Sound interesting? You can apply to join Live Unite here.
A brand looking to work with micro-influencers may not have a huge budget for a campaign, but they're often interested in building a long-term relationship with the creators they work with.
Signing up with an micro-influencer agency will ensure you're landing the best possible brands deals (with the best possible rates), which will ultimately help you grow to macro-influencer status.
What To Expect When You Land A Campaign
Let's say a brand, marketer or your micro-influencer agency reach out to you with a potential campaign or sponsorship deal.
If you personally like the brand and what they stand for (and feel as though it fits well on your platform) you accept the collaboration.
It’s important to know what brands are looking for and how they reward you in order to devise your strategy.
In some cases, brands will pay influencers per each video or post they put out dedicated to their content, or pay individuals based on the number of sales/subscriptions they drive up (cost per acquisition). However, what is becoming increasingly popular is compensating micro-influencers based on their engagement (cost per engagement) and clicks (cost per click.)
It's less profitable for brands to pay-per-post as it does not guarantee that the influencer is securing their viewer’s interest in the brand or a product. CPE and CPC are the most effective payment models for brands, because they ensure the audience’s participation with the influencer and, by extension, the product and/or service they are promoting on their social media.
These brand deals can be tricky to navigate, so it's worth looking seeking out the help of a professional influencer marketing agency if you find yourself with plenty of incoming leads. They can help you navigate and negotiate deals on your behalf ensuring you're landing campaigns that are worth your time, energy and influence.
Once you're clear on the deliverables and have recieved approval from the brand, marketer or micro-influencer agency be sure to post your content in a timely manner.
When incorporating sponsored posts into your social channels and feed, it's important to tell a story and share your content it in the most authentic manner possible.
Don't forget to use the correct hashtags and tags, following local influencer/social media laws and adhering to any brand guidelines and deliverables when sharing the content with your audience.
And voila! You've officially posted your first branded and/or sponsored content.
What To Do After You've Posted Your Branded Content
You may be asked to share your insights with the client or your influencer marketing agency for post-campaign wrap-up. Always reply to any requests within a timely manner. The brand rep or micro-influencer agency may provide you with feedback.
You will most likely be paid after your campaign or post has gone live, however, it may take the brand, marketer or agency a few weeks to transfer the funds to your bank account. Be patient and keep record of when to expect compensation.
At the end of the day, it's important to remain professional and work to keep a strong relation with the brand and/or your micro-influencer agency.
What are your thoughts? Let us know in the comments below.
Image credit: Shutterstock.