As a savvy marketer, you know it’s no secret that influencer marketing is a powerful tool to increase metrics like brand awareness, engagement, and over time, purchases.
Influencers are seen as the authority in their particular niche due to their deep-knowledge of their topic area. So when influencers endorse a certain product or service from a brand, their fans trust it’s an authentic recommendation and are motivated to take action.
More and more brands today are seeing the benefits of influencer marketing, and as a result, are jumping in to activate influencer marketing campaigns of their own. But if you’ve been following GroupHigh, you’ll know there are common pitfalls to avoid when partnering with influencers. One of which is identifying what level of influence is best.
There are roughly two types of influencers–macro and micro. Macro is often coined as celebrity influencers who have millions of followers, whereas micro has much fewer followers. While there’s no hard and fast rule to which type of influencer is best, the more fans you can get your message in front of, the better, right? Not exactly.
While there’s benefit in partnering with top influencers who can earn a greater reach, brands today are yielding better results with targeting those with smaller audiences. As said by Lindsay Bell, “the fewer the followers, the more real the engagement is, and the more valuable that audience becomes to a brand.”
To give you a better idea of what brands are using micro-influencers successfully and how you can better leverage them, we’ve curated a list of six brand campaigns below. Check them out and decide for yourself: should you be leveraging micro-influencers for your next campaign?
Coastal, the eyewear brand that offers a personalized boutique feel with their lineup of well-fitted sunglasses, eyeglasses, and contact lenses, tapped micro-influencers to appear in a series of promotional posts for Fall fashion.
Local fashion gurus, like Charmaine Daudu seen above, were invited to create signature looks with using Coastal product and asked to show fans how to recreate their looks.
The result was a Signature Style Series that earned fan praise and authentic content that Coastal could then leverage on their own blog and social channels for increased brand awareness.
Joss & Main
Joss & Main, the affordable furniture and home décor brand, teamed up with micro-influencers to share what their dream Mother’s Day looks like with using Joss & Main product.
Five mom bloggers participated and revealed their home makeovers within a week-long blog hop that invited fans to move from one home reveal after another in the series. The bloggers also offered a collective giveaway for a chance to win product of their own. The finished reveals were later featured on the company blog where fans could shop the look.
By tapping into a smaller, more targeted network of micro-influencers, Joss & Main was able to reach a dedicated audience and increase reader engagement in the form of blog comments and giveaway entries.
Shutterfly, the brand that offers its customers unique ways to create lasting keepsakes with photos, identified micro-influencers to curate their own Mother’s Day gifts by using the service.
A wide range of bloggers–from fashion, to lifestyle, to parenting–joined the campaign to promote Shutterfly’s personalized gift options. If you check out Shutterfly’s Instagram, you’ll see the brand reposts content posted by these micro-influencers, such as the one below:
Thanks to the unique gifts these bloggers created and shared, fans got to experience the brand on a more intimate level, which served to humanize the brand.
Home Depot, the home improvement brand offering tools, construction products and services, challenged a group of micro-influencers to use a variety of patio furniture and outdoor accessories in remodeling their patio in a way that’s unique to them.
18 DIY bloggers rose to the challenge over the course of several weeks to makeover their patios. The results were then revealed on the company blog through a series of DIY tutorials, before and after room reveals, and style tips posts. You can also view all patio transformations by checking out Home Depot’s Pinterest board.
In working with these micro-influencers, Home Depot was able to collect genuine content of home improvement projects that they could then use to grow their own fanbase on their blog and social channels.
Stitch Fix, the personalized fashion brand that offers curated outfits shipped to your door, invited micro-influencers from all over the country to attend the Stitch Fix Tastemakers 2-day event in San Francisco.
13 bloggers accepted the invitations and got to experience the brand firsthand with touring the headquarters and warehouse, as well as participating in a professional photo shoot where stylists put together wardrobes for each blogger to model, such as the example below:
In addition to profiling their Tastemakers on the company blog, Stitch Fix shared their photo shoot images throughout the year to re-engage with fans.
Ginny’s, the housewares brand that offers product on credit, challenged micro-influencers to use a variety of kitchen appliances to create surprising recipes for fans to recreate.
11 food bloggers answered the challenge with carefully crafting unique recipes using appliances in a uncommon way, such as making brownies from a crockpot. The bloggers then shared sneak peeks during a week-long blog hop in buildup of the full recipes revealed on the company blog. In addition, fans could enter to win a contest where winners were outfitted with kitchen appliances of their own.
Thanks to the collective involvement of these bloggers, Ginny’s campaign had enormous fan participation that continued even after the challenge was over.
Know of other brands who’ve successfully partnered with micro-influencers? Share in the comments below or on Twitter @GroupHigh.