How to work with brands as a microinfluencer
Are you a microinfluencer with big dreams of collaborating with brands? Well, get ready to slay the game because we’re about to spill some juicy secrets on how to work those brand partnerships like a boss!
Being a microinfluencer may mean having a smaller following (we’ll get to that in a minute), but it certainly doesn’t mean settling for less. In this article, we’ll serve up some advice and clever tips on how to navigate the world of brand collaborations, turning your social media presence into an irresistible magnet for those coveted partnerships. So grab your phone and let’s dive into this exciting journey together – it’s time to make your influence shine bright like the diamond emoji!
Building Your Microinfluencer Brand: Insights from a Talent Manager
Welcome to the behind-the-scenes of microinfluencer stardom, where building your brand is as crucial as the perfect red carpet outfit. In this section, I’ll spill the beans on creating an appealing microinfluencer brand that not only dazzles your audience but also attracts those coveted brand partnerships.
Defining Your Niche and Audience: Setting the Stage
Picture yourself as the lead actress in a blockbuster (Margot Robie in Barbie?), and your niche is your character. Your audience? They’re the eager audience in the front row. Here’s how to nail your performance:
• Identify Your Niche Audience: Your niche is your role, your expertise, and your unique selling point. Are you the menopause guru, the beauty aficionado, Texas travel influencer or the tech enthusiast? Choose your niche wisely; it’s your spotlight.
• Know Your Audience: Your audience is your loyal fan base, the critics who’ll either cheer or jeer your performance. Dive deep into their preferences, habits, and interests. Knowing your audience is like having a script tailored to your fans’ tastes.
The Importance of Authenticity and Trust: Winning the Audience’s Hearts
In the influencer universe, authenticity is the currency that can buy trust. Brands are on the hunt for microinfluencers who are real, relatable, and trustworthy. Here’s why authenticity is your winning ticket:
• Builds Trust: Authenticity is your backstage pass to trust. When your followers believe in your recommendations, it’s like applause after an awe-inspiring performance. They will continue to show up for your performance aka your sponsored content.
• Differentiates You: In a crowded theater of influencers, authenticity makes you the star. Brands are searching for microinfluencers who bring their true selves to the stage. How do you stand out from the rest?
• Long-term Success: Authenticity isn’t a one-hit wonder; it’s the role of a lifetime. It leads to a dedicated fan base that’ll keep coming back for encores.
Strategies to Grow Your Social Media Presence Organically: The Talent Manager’s Playbook
Let’s talk strategy without the corporate jargon, shall we? Growing your social media presence should be a thrilling journey, not a monotonous script reading. Here’s the playbook for success:
• Consistent Posting: Imagine your content as a hit TV series. Keep your audience hooked with regular episodes. Whether it’s daily, weekly, or as often as your storyline demands, consistency keeps the audience engaged. Is it hard work? Absolutely. No one ever said this was easy to become a full time influencer.
• Quality Over Quantity: Don’t be the actress who takes every role that comes their way. Be the one who chooses roles that matter. High-quality content that resonates with your audience is your award-winning performance. It is more than okay to say no to projects, in fact you should!
• Engage and Interact: Think of your followers as the live studio audience. Interact with their applause (comments), respond to their questions, and host meet-and-greets in your DMs. Building a fan club around your brand is the ultimate goal. Maybe you start a broadcast newsletter. But for the love of all things holy, reply to their comments and engage on your own posts.
• Use Hashtags: Hashtags are like searchlights that guide new fans to your show. Use the right ones to attract the audience your brand deserves.
Building your microinfluencer brand is akin to preparing for the biggest role of your life, landing those brand partnerships you have your eye on. Find your niche, stay authentic, and deliver performances that leave your audience clamoring for more. In the next section, we’ll unveil the insider tips on identifying and attracting brands that are eager to cast you in their campaigns.
I’ve gotten a bit ahead of myself. Let’s make sure we’re on the same page about some terms I’m tossing around here & what I’ll be diving into.
What is a micro influencer? Why are they so important?
A micro influencer is an Influencer who has a social media presence between 10,000 – 100,000 followers. That’s it! That’s a micro influencer. It’s strictly a definition based on the size of their follower count. It’s not related to their content, engagement rates, brand deals or anything other than the size of the audience of people who follow them.
They’re important in this landscape of Influencer marketing because of that follower count. Anything you believe otherwise is a myth. Read about that influencer marketing myth and 3 others here. Typically as one’s follower count goes up, their engagement rate goes down. The engagement rate is what percentage of the Influencer’s audience is engaging (liking, sharing, commenting) on their content. Meaning the bigger the audience, the smaller the % of people who engage.
Think about someone you follow who has a huge following, say one million followers like a celebrity. They don’t get nearly as many comments and likes, as related to a % of their following as someone who has say 7,541 followers.
Another way to explain is with actual numbers.
For example, Creator 1 has 7,541 followers and an average engagement rate of 2.5%, which means for every post she shares, 188 people like/comment/share it. You with me? She posts the exact buddha bowl recipe you were looking for AND you have all the ingredients to, so you might be more inclined to like and save it.
Creator 2 has 176,329 followers and for her to hit a 2.5% engagement rate, she needs 4,408 to like/comment/share her posts. She posts a cute pic of her dog or OOTD but you just scroll because you’re not feeling captivated or anything by the pic.
While it may seem that the bigger creators have a huge engagement rate because millions of people will like or comment on a post, because their following count is so high, it takes a lot more of their audience to boost their engagement rate.
So, where was I going with this? Oh yes, the smaller the follower count, the more likely people will engage. And *this* is exactly what brands love to see. That’s why micro-influencers are important because they tend to have better engagement.
What is the difference between a macro micro and nano influencer?
The difference between a macro, micro and nano influencer is strictly follower count.
What are the pros and cons of a micro influencer?
The pros of a micro influencer are their engagement rate, they could be easier to work with in terms of having a team to help but you as a brand still get to connect directly with the creator and their rates are reflective of their audience size, perhaps more aligned with your budget.
The cons of a micro influencer could be they have less ability to create the brand awareness you’re looking for due to their follower count.
How to work with brands as a micro influencer
Identifying and Attracting Brands: The Influencer Matchmaker’s Guide
Welcome to the influencer matchmaking session! In this section, I’m your trusty matchmaker, and we’re diving deep into the art of connecting with brands that are the perfect fit for your microinfluencer journey. Let’s get ready to make some influencer-brand magic happen.
How do I find brands that work with influencers?
In the vast influencer universe, not all brands are created equal. Some are a match made in influencer heaven. Here’s your playbook:
Emerging Brands: These rising stars are looking for influencers who are on the same trajectory. Collaborating with them can be a win-win, as you both rise to stardom together. Their budgets might be more aligned to work with a micro influencer on sponsored content than larger sized influencers.
Local Businesses: Your neighborhood gems adore microinfluencers. Their community connection mirrors your tight-knit following, making it a seamless influencer campaign. Being local and familiar to each other, you’ve got a great organic, authentic start to the relationship. Heck, you may already be a customer!
Niche Products: Brands with specialized products, like artisanal skincare or unique gadgets, often turn to microinfluencers to reach their specific target audience effectively.
Startups: Eager to create a buzz, startups often seek the authenticity and engagement microinfluencers bring, which can help launch their journey.
H1 The Benefits Brands Seek in Microinfluencer Partnerships: Why You’re the Ideal Partner
Why do brands want to work with microinfluencers?
Authenticity: Microinfluencers are known for their realness. Brands covet the genuine connection you share with your followers, which translates into trust and credibility. You keep it real in your instagram stories and across all your social media platforms which they LOVE! Your content doesn’t change for sponsored posts or your day to day life..
Engagement: Your engagement rates are the envy of the influencer world. Brands love the meaningful conversations you spark with your audience, driving their message home.
Niche Appeal: Microinfluencers act as navigators for brands trying to reach a specific niche audience. Your ability to pinpoint the right audience is a superpower. Your content creation works for them. Your audience is who they want to get in front of.
Cost-Effectiveness: Microinfluencer partnerships are often more budget-friendly for brands than working with mega-celebrities, offering a great return on investment.
How do I get brands to notice me?
Strategies for Identifying and Reaching Out to Potential Brand Partners: Crafting Your Flawless Approach
Brand Research: Think of this as strategic reconnaissance. Research brands aligned with your niche and values. Dive into their social media, subscribe to newsletters, and understand their brand ethos.
Engagement: Start by engaging with their content. Leave insightful comments, show your appreciation by liking their posts, and share their updates. Be the standout guest at the party they remember. This is what I like to call flirting with brands.
Crafting the Perfect Pitch: Your pitch should be as captivating as a gripping story. Highlight what you bring to the table, how it aligns with their objectives, and why a partnership with you is a match made in influencer heaven.
When pitching brands, don’t make it all about you. You’ve gotta sell yourself to them, make them see why doing an influencer marketing campaign with your personal brand will bring them new customers. Got it?
Follow Up: Don’t hesitate to follow up if you don’t receive an immediate response. Sometimes, it’s the second message that seals the deal. In fact, this is where the fortune is. Truly. You have to be okay with following up at least 3 times over a few weeks.
I believe, microinfluencers are like hidden gems in the influencer world. You’ve got so much to offer. Don’t sell yourself short because you have a smaller following. Believe me when I tell you there are many paid partnerships out there for you. The right brands will recognize your unique shine and be eager to partner with you.
This is a topic I could talk about forever so I wrote more about it here in how to work with brands.
How to pitch yourself to brands
Crafting a Winning Pitch: Your VIP Pass to Brand Collaborations
Welcome to the glitzy world of microinfluencer paid partnerships! In this section, I’m your backstage pass holder, and we’re about to dive into the art of creating a pitch that’ll have brands knocking down your virtual door. Get ready to charm brands with a pitch they can’t resist.
Why a Compelling Pitch is Essential: Your Elevator to Brand Stardom
Picture this: You’re at a glamorous gala, and the brand of your dreams is just steps away. Your pitch is your dazzling entrance, literally what gets you in the door.
First Impressions Matter: Your pitch is often the first impression a brand gets. Make it memorable, and you’ve got their attention. Similar to creating high quality content, you have to have a great hook!
Sets the Tone: A pitch sets the tone for your partnership. It’s like the opening scene of a blockbuster movie; it should grab the audience’s attention and leave them wanting more.
Showcases Your Value: People want to know what’s in it for them. Your pitch is your chance to shine a spotlight on how you can help them achieve their goals. This isn’t a “me me me” pitch. It’s a “here’s how I can help you” pitch email.
How to pitch to brands as a micro influencer
Now, let’s get into the nitty-gritty of creating a pitch that’s so spot-on, brands can’t help but say, “You’re hired!”
Know the Brand: Research the brand thoroughly. Understand their mission, values, and past collaborations. Your pitch should demonstrate that you’re a brand enthusiast. What’s your personal connection to the brand? Have you been an OG products user since middle school? Tell them.
Highlight Mutual Benefits: Show how your partnership can be a win-win. Explain how your unique microinfluencer style aligns with their objectives, be it reaching a specific audience or boosting brand awareness.
Be Specific: Vague pitches are like blurry photos; they don’t impress anyone. Use specific examples of how you plan to promote their product or service and the results you anticipate.
PRO TIP : Do not say “I’m your #1 fan.” Everyone thinks they are and, you’re not.
Personalize Your Approach: Brands love feeling special. Address your pitch to the right person, use their name, and mention recent brand successes or campaigns that resonated with you.
Keep it Concise: A pitch should be punchy, not a novel. Keep it concise, highlighting the most critical points without overwhelming your potential brand partner.
PRO TIP : Do not word vomit all over them. Print out your email BEFORE sending it, sleep on it and read it the next day. Then find a way to make it shorter and more to the point.
Highlight Your Authenticity: Remember, microinfluencers are prized for their authenticity. Showcase how your unique style and connection with your audience can elevate their brand. Don’t be afraid to link them to previous influencer marketing campaigns you’ve done to showcase your work. Include your media kit so they can see your portfolio of brand partnerships.
Can you make a living as a micro influencer?
Absolutely. In fact, a majority of my roster are micro influencers and they all do this work full time. Let me be clear : it’s not easy, it’s a commitment and they are married to this work. But yes, you can absolutely make a living as a micro influencer. Here’s an article I wrote about the 12 best influencer practices.
How do micro influencers get paid?
Micro influencers get paid the same way other influencers get paid which is in exchange for their role as a content creator for a brand, to promote products or services, they receive financial compensation.
What do micro influencers charge?
I know, I know – this is forever and always a burning question people have. And I so wish it was an easy one to answer. But there are so many things to consider such as any usage that the brand wants, exclusivity duration and what companies are considered off limits, your follower count (someone with 12,000 would charge differently than someone with 72,000 followers) & your production costs to name the main factors that impact price.
PRO TIP : You’re welcome to DM me, and ask what to charge for a specific project.
Negotiating and Establishing Partnerships: Mastering the Art of Influencer Diplomacy
One thing you may not know about me is I love talking politics and learning about relationships on the international stage, aka diplomacy & the foreign service. (Side note, I LOVED the show Madam Secretary for this reason.)
And now I welcome you (and Tea Leoni!) to the high-stakes world of influencer diplomacy.
We’re diving into the intriguing realm of negotiation, compensation, and ironclad contracts. We might not be negotiating anything of major world consequence the way POTUS or the Secretary of State does but it can sure feel like at times.
The Art of Negotiation with Brands: Striking the Perfect Deal
Imagine negotiation as a dance with a brand under the glittering chandeliers of opportunity. If you’ve been hanging out with me for a bit, you know I LOVE negotiation and talk about it at length often. Here’s a great article I wrote about how to negotiate with a brand.
Know Your Worth: Confidence is your plus-one. Understand your value as an influencer talent manager and be ready to articulate it. What unique qualities set you apart? Believe in your work and value. If you’re asking for a certain rate for a project and YOU doubt that you’re worth it, why should the brand believe you?
Find Common Ground: Negotiation isn’t a tug-of-war; it’s a friendly game of catch or perhaps a tennis match (Go Coco Gauff!) where the objective in this case is to answer, provide relevant information and volley the ball (or email) back to your partner with more information gathering questions. It’s a conversation, a choose your own adventure as I like to say. Identify the brand’s objectives and find ways to align them with your vision.
PRO TIP : Find a way to get comfortable with hearing no and getting creative to find solutions on your journey to become a stellar negotiator.
Be Flexible, But Not Too Flexible: Flexibility is key, but don’t bend until you break. Be open to compromise while ensuring your non-negotiables remain intact.
Always always always get what you agree to in writing, specifically in the agreement. This isn’t a pinky promise; it’s a legally binding contract that protects both you and the brand. Don’t take them on their word no matter how nice they are.
Clarify Expectations: Contracts should clearly outline deliverables, timelines, compensation, and any exclusivity clauses. The goal is to prevent misunderstandings and ensure a smooth partnership. Here’s an article about negotiation mistakes to avoid.
Getting good at negotiation is no different than squats at the gym. You only get better at negotiation by practice.
PRO TIP : Practice asking for things in low stakes situations like 10% off next time you make a big purchase at your favorite clothing store. It’s a great way to flex that muscle.
Consult Legal Experts: If in doubt, call in the experts. Consulting a legal professional who specializes in influencer agreements can save you from unexpected pitfalls.
With these negotiation tricks up your sleeve, you’re poised to master the art of influencer diplomacy and create partnerships that shine on social media. In the next section, we’ll explore tips and tricks for building and maintaining a strong online presence that brands can’t resist.
Building and Maintaining a Strong Online Presence: Your Brand’s Best Friend
Imagine your online presence as a virtual runway, and your followers are your VIP front-row guests.
Creating Captivating Content: The Heartbeat of Your Presence
Your content is the showstopper. It’s what keeps your audience coming back for more. Here’s how to ensure it shines:
Quality Over Quantity: It’s not about how often you post, but the high quality of what you share. Make every piece of content count, like the scenes in an Oscar-worthy movie. Make them memorable and standout. Weave your personal story within your content. There’s a lot of competition out there – how do you stand above the crowd?
Stay Authentic: Authenticity is your signature style. Be genuine, relatable, and true to yourself. People these days can see thru the BS so give it to ‘em straight. Be real. Be relatable. It will help with your engagement.
Engagement is Key: Don’t just talk at your audience; have conversations with them. Respond to comments, ask questions, and create a community around your brand. I can’t say this enough, respond to their comments. You are nothing without your engaged audience.
Building a strong online presence : consistency is your secret weapon
Imagine your online presence as a TV series. Consistency is what keeps viewers tuned in. Don’t miss an episode and honestly, this is where I see people fall off. I said it before and I’l say it again, building a successful influencer business may be one of the hardest things I’ve had to do.
Here’s how content creators who make $100,000+ on brand partnerships do it
Posting Schedule: Establish a regular posting schedule. Whether it’s daily, weekly, or bi-weekly, consistency keeps your audience engaged and anticipating your next move. We all know when you have to post something in the moment, your creativity is at its lowest. A schedule also allows you to be strategic & intentional with your content. Get it running like a well oiled machine.
Theme and Aesthetic: Create a cohesive look and feel for your online presence. Your visuals should be as polished as a Hollywood set. There needs to be a cohesive look and vibe to it. Don’t make it seem like a drunk raccoon created your content.
Collaborate and Network
Remember, you’re not alone in this virtual universe. Collaborations and networking can take your online presence to the next level:
Collaborate with Fellow Influencers: Team up with other microinfluencers or influencers in your niche. Collaborations introduce your brand to new audiences and bring fresh perspectives to your content. Share their content. Flirt with them. Find some who are local and meet up. Create together and post with the collab feature.
Attend Virtual Events: Join virtual events, webinars, and conferences in your niche. Networking can lead to exciting partnerships and growth opportunities. Yes people are out and about in the world but if most of your world is online, it’s okay to keep your networking digital. I call my networking plan my “See and Be Seen” campaign.
Regularly Analyze and Adapt
Your online presence isn’t set in stone. It’s more like a script that evolves. You change and evolve, so should your content and brand. Keep these tips in mind:
Analytics: Dive into your social media analytics. Understand what’s working and what isn’t. Adjust your strategy accordingly. This data is gold! What content was saved and shared the most? Why? Do more of that.
Trends: Stay up to date with social media trends and algorithm changes. Adapt your content to align with what’s currently popular. Did a social media platform just release a new feature? Learn it. Embrace it. Don’t fight it.
PRO TIP : When a new platform launches, always grab your name.
With these tactics in your arsenal, your online presence will be the spotlight that attracts brands like moths to a flame or celebrities to Coachella. It’s bound to happen!
Pro tip : If you’ve loved this article, sign up for my weekly newsletter HERE. It’s full of industry insights, brand negotiation tips and scripts, events I’m attending, perspective on how to grow your Influencer business and more. I keep it pretty scrappy and real – would love you to join us over there! CLICK HERE TO SIGN UP.
