So you’ve gained some followers, but you’re still below the 10K “magic mark” and you think you’re too small for brands to care about? What to do?
We’ve got some tips to help micro-influencers prove their worth and attract brand attention.
1. Don’t get discouraged yet
Many brands understand the value of working with micro-influencers. Research finds that “while the influencers with a large following are useful, greater loyalty is found with the mid-grade influencers who have a smaller network of followers, allowing for relationship building” (Matthews, 2013). Think of it this way-- you may follow a celebrity because you admire their lifestyle, but you know that it is not a lifestyle you can realistically achieve. But if you follow a designer in another city, you could very well mimic her DIY lamp, style your bedroom similarly, or buy the brand of fabric glue she recommends.
2. Learn about your followers
Because you’re not a celeb (yet), it is more likely that you still have a close, personal connection with many of your followers. You can use that to your advantage. Learn about your audience in order to demonstrate to brands that you are influential in a particular space. Ask your audience questions, check out their profiles to learn more about where they live and what they do. The engaged participants are the most valuable ones anyways, so get to know them.
You may want to consider switching to an Instagram business account in order to gain access to more in-depth analytics about your posts and your followers. But make sure you weigh the pros and cons of that switch first.
3. Keep your engagement sky high
If you don’t have the same reach as the bigger names, you’ve gotta have the high engagement to make a partnership appealing to a brand. Engagement is the visible measurement of the community you’ve created. If your followers like and comment on your posts, it indicates that they actually care about your content. That makes you much more appealing to brands who are trying to create community and foster engagement around their products.
So, work hard to keep your engagement rates high. You can try some of theses approaches:
- Get the very basics of engagement down first. Here’s a checklist.
- Know what metrics are important (we’ve got a big guide for this) and keep track of them
- Include an interesting call to action in your caption (think of a specific action for your followers to take and prompt them)
- Got the basics down? Here are some more advanced strategies for fostering engagement.
4. Find brands that are comparable to you
There are two key pieces to determining whether or not a brand is compatible with you, the simplest way to think about them are: style and size. All influencers, not just micro-influencers, need to focus on brands who fit their content and lifestyle perfectly. Are these products that you actually use and love? Will these products integrate into your content seamlessly or will they stick out like a sore thumb?
The second piece, size, is more specific to the micro-influencer community. To start, you’ll want to target brands that are similar to you in size… meaning that they also have a relatively small social following and may be new. You can offer smaller, lesser known brands lots of value by offering to help promote their products and drive followers to their social presence.
5. Get Brave
This is the hardest one.
As you work on all of the pieces above and consistently grow your follower base, don’t be afraid to reach out to brands who you think you could help.
Need more details on how to reach out? Take our course How to Land Brand Partnerships.
photo cred: Unsplash
Creative Community Director at Snapfluence.
There is often a pen stuck in my hair.