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How to grow your brand using micro-influencers

In today’s digital marketing world, the influencer marketing landscape has become such a popular way for brands to reach new audiences and increase brand awareness. And if you didn’t know, get to know because influencer marketing is growing rapidly. 

While you may believe in opting for a large-scale influencer with millions of followers, micro-influencers can be just as effective, if not more so. In fact, partnering with micro-influencers often leads to more targeted and engaged audiences. Here are some of D24’s tips on how to grow your brand using the wonderful micro-influencers in the world!

What is a micro-influencer?

A micro-influencer is an individual who has a smaller social media following, typically ranging from 1,000 to 10,000 followers. They are known for creating highly engaging content that resonates with their audience and often has a more engaged and loyal following than larger-scale influencers.

At D24, we believe that collaborating with micro-influencers to promote your brand’s product or service can create amazing benefits, owing to their highly targeted audience. Micro-influencers are the reason you buy everything you see on TikTok. They are the direct influence of their follower’s purchasing decisions. (Blame them when you have no money at the end of the month)

micro-influencer

Define your goals

Before you start your influencer marketing campaign, it’s essential to define your goals. Do you want to increase brand awareness, generate leads, or drive sales? Once you’ve defined your goals, you can start identifying the right micro-influencers to help you achieve them.

Identify the right micro-influencers

To identify the right micro-influencers for your brand, look for influencers who align with your brand values and target audience. I recommend scrolling through Instagram and TikTok to see who is doing what. Take note of the influencers in your area, which brands they are working with, and how their engagement is on their profile. A helpful way we’ve found influencers is to examine the comments on posts from influencers you’re already familiar with. Often, we observe that they support and engage with each other. 

At D24, we use a website called Phlanx to assess the engagement rate of influencers. (An engagement rate shows how relevant and engaged an influencer’s posts are.) You can test who has a better engagement rate than others. Although this website is free for the first three searches you do, it is paid for afterwards. 

Phlanx Engagement Calculator

A typical engagement rate calculator formula looks like this: 

Average Engagement Rate (%) Per Post = Total Engagement / Follower Counts / Number of Posts x 100 

(Where Total Engagement is the number of likes and comments.)

Another strategy is if you’re looking for an influencer specialising in a specific niche, let’s say, health and fitness for instance; browsing through the tagged photos of gym brands or health foods can help you find influencers suitable for your brand.

Develop a partnership strategy

Once you have made a list of the right micro-influencers for your business, it’s time to develop a partnership strategy. This is where you reach out to the influencers you’re interested in working with and discuss the type of content you’d like them to create. It’s important to provide clear a guideline and set expectations to ensure that your brand is represented accurately.

Create authentic content

One of the benefits of working with micro-influencers is that they tend to have a more engaged and loyal following. 

Their followers are more likely to trust and engage with the content they create. So, we would always ask the influencer to create content aligned with their usual content. Giving them creative freedom here can help ensure that the content they create for you is as authentic as possible and doesn’t look like an ad. As we all know, when scrolling through our own ‘for you page’, we don’t want to be sold to, and we engage with content more when it is represented positively. 

Make sure that when your chosen influencer goes to post on Instagram, whether it be a reel or an image post, they collaborate with your profile. This way, your brand will appear on their grid and vice versa. 

Take a look at Mullin’s Ice Cream, which recently collaborated with a couple of micro-influencers during the Autumn season of last year and gained some fantastic results!

Mullin's Ice Cream

Engage with your influencers’ followers

As micro-influencers have more engaged followers who are willing to interact with their content, it gives us a great opportunity to engage with their followers and build relationships with them. Respond to comments, ask questions, and show appreciation for their support.

Screenshots of Instagram comments

Measure your results

As with any marketing campaign, it’s important to measure your results. Track metrics such as engagement rates, click-through rates, and new followers to determine the effectiveness of your micro-influencer campaign. Use these metrics to refine your strategy and improve future campaigns.

Micro-influencers can be a powerful tool for growing your brand. By defining your goals, identifying the right influencers, developing a partnership strategy, creating authentic content, engaging with followers, and measuring your results, you can create a successful micro-influencer campaign that helps your brand reach new audiences and achieve your marketing objectives.

Laura McCourt

Laura McCourt

I am Digital 24's Social & Content Coordinator. I focus on all things social media, content creation, video creation & editing, and blog writing. Right now, I'm diving into the massive world of SEO!