Micro-influencers are increasingly sought after by brands. Indeed, the use of this kind of influencer offers many advantages and has recently seen strong growth to the extent that it’s even becoming central to influencer marketing strategies. But to carry out your campaign, it’s important to identify and select the bloggers and in particular to think about the different types of collaboration possible. Here we provide some tips and insights on typical forms of partnerships.
The choice of micro-influencers
In comparison with macro-influencers, a campaign with micro-influencers usually brings greater proximity and reliability (high engagement rate) as well as requiring less financial means. A micro-influencer typically has a follower base of approximately 1,000 to 20,000. This type of influencer is often an enthusiast who manages an active community and who doesn’t live solely from the blog. For a brand, it is often a guarantee of authenticity.
However, running this type of campaign can be time-consuming. For a marketing campaign, it’s necessary to select the influencers while watching out for the phenomenon of cheating on social networks, then you have to approach them in a strategic way and finally you need to manage the whole process. getfluence.com, an influencer / advertiser networking platform, simplifies this work and is therefore a precious help for optimizing an influencer campaign. Lastly, you must also determine the types of partnership that you want to set up. Here are the main ones…
The product test
This is certainly the most common type of partnership. It consists simply of sending a product to the selected influencer or blogger to give their opinion through an article distributed on social networks. If you have a wide range of products, choose the most suitable one depending on the influencer’s domain. Here is an example of that type of collaboration where French brand Artisans du Monde was able to have its range of organic and vegan chocolate tested by French blogger Mysweetcactus:
❌VEGAN❌ Quoi ? Du chocolat #vegan ? 😲 Eh oui c'est possible ! @artisansdumonde l'a fait ! 🍫 j'ai pu tester leur 3 déclinaisons différentes et j'ai eu un coup de coeur pour le croquant amande 😍 c'est une super surprise ! On consomme bio, éthique, équitable, crueltyfree et c'est vraiment pas mauvais🙈 Vous tenteriez le chocolat vegan, vous ? 🔍 #chocolate #flatlay #food #pornfood #blogueuse #strasbourg #alsace #igersfrance #foodphotography #foodpic #gatheringlikethese #yummy #foodshot #EEEEEATS #instayum #foodblogger #foodieforlife #huffposttaste #nailpolish
The blogger talks about the vegan and organic origins as well as her favourite bar, crispy almond. This type of partnership has many advantages. It represents a reasonable budget, it gives targeted visibility to an active community and is ideal for promoting a brand new product or communicating on a range depending on the season. This publication by French influencer celine_msmq about a moisturizing cream is another relevant example:
Joie et bonheur d’avoir pu tester ce duo #produitoffertparClarins de la gamme "white flowers édition limitée 🌼 Il est composé d’un baume corps super hydratant et la crème jeunesse des mains . Ok C’est velouté, hydratant ça s’étale facile, et s’absorbe instantanément! #produitoffertparClarins MAIS surtout l’odeur de folie !! Ça ressemble beaucoup beaucoup au monoï et ça c’est une tuerie olfactive !!!, si ça pouvait exister en parfum mais j’achète de suite … 💛 #produitoffertparClarins @ClarinsFR#MonSoinClarins#octolyfamily
She enthuses about the product, its richness and smell and how easy it is to apply.
One method that is increasingly popular is to have an influencer organise a competition. One or more followers can then win a prize, usually a voucher or a free product. This technique is relatively simple to set up and is often appreciated by the influencer as it’s positive for them in terms of commitment to their account, obviously if the brand corresponds to their universe. To illustrate this technique, we go back to the author of French travel blog Chouette World:
Competitions are popular with the public on social media. The blogger is organizing a draw to win €50 to be used on the post card site, Popcarte. To participate you just need to like the Instagram pages of the brand and the influencer, leave a comment and then invite another person to take part in the draw. It’s an ideal technique to build an audience.
The discount coupon
This kind of initiative is particularly popular on Instagram. It uses a promotional code that offers a percentage discount on a range of products or on the entire site of the brand. As we can see in the following example from another French blogger, Joaquim.
Bientôt le départ pour la Thaïlande 🇹🇭 les loulous 😍 Parfait pour le vol je me suis trouvé mon compagnon de voyage @sudio hop un petit code promo : JOAQUIMFT de – 15% sur tout le site 🎁 des bisous les loulous 😘 • • • • #sudio#sudiomoments#ecouteurs#casqueaudio#love#music#lifestyle#igers#blog#deco#book#picoftheday#like4like#instagood#bloggerlife#photography
Here the blogger is talking about a 15% discount code for headphones, ideal for long flights. The code is usually personalized with the influencer’s name, which has two advantages. It allows the tracing of the resulting sales and therefore allows you to evaluate the success of the campaign. Moreover, it’s a guarantee of visibility and recognition for the blogger.
Promoting a brand hashtag
Hahstags are increasingly popular with companies. Both to launch and promote new products or services such as the recent #TGVPOP hashtag or to support a brand’s slogan such as with Nike and the famous #makeitcount hashtag. It’s a useful weapon for strengthening identity and branding.
To help popularize a hashtag, companies are collaborating more and more with micro-influencers. With this kind of partnership the influencer mentions and promotes the hashtag in publications. The objective is to anchor the keyword in the customers’ universe so that they use it in turn.
Lastly, why not combine techniques such as the promotion of a hashtag and a competition, for example by encouraging followers to publish a photo according to the theme of your campaign or brand, using a hahstag created specifically for the event.
These techniques offer good results in terms of visibility with a high engagement rate. You’re free to choose the best type of partnership for your campaign while seeking a win-win partnership with micro-influencers.