Micro-Influencer Marketing: What Businesses Need To Know

October 26, 2018

You most likely have heard of influencer marketing, but have you heard of micro-influencer marketing?

Would you like to learn how to find micro-influencers and create a win-win relationship with them that can be massively rewarding for your business?

Today on the podcast, I’m joined by Katherine McDermott of Slightly Savvy, an Influencer Marketing PR Firm. Katherine and I dig into the difference between influencer marketing and micro-influencer marketing, we give you some of the best strategies and tactics in working with micro-influencers, and Katherine explains why micro-influencers can be more cost-prohibitive and more impactful than a traditional influencer with hundreds of thousands of followers. We also give you some of the common red-flags and warnings you should look out for when working with influencers.

Let’s do this!

About the show:

The Casual Fridays Podcast is a show for marketers and businesses looking to get on the social media fast track. The podcast is an interview format, where each week I get up close and personal with top brands and leading experts to talk about digital marketing, social media marketing, influencer marketing, and more. The Casual Fridays Podcast is sponsored by Tack – a tool that helps brands and businesses find and acquire digital rights to user-generated content (UGC).

About Katherine McDermott

  • Owner of Influencer PR house, Slightly Savvy
  • The host of the Swipe Up Podcast
  • Former Director of Marketing and Communications for HGTV’s Property Brothers, where she worked with celebs ad high-profile social influencers

In this episode, here’s what you’ll discover about micro-influencer marketing:

  • Katherine’s story on how she started the Swipe Up Podcast
  • What Katherine’s definition of influencer marketing is
  • The difference between influencer marketing and micro-influencer marketing
  • How influencer marketing is more authentic across social media than endorsements via traditional marketing channels
  • The follower count on platforms like Instagram which defines a micro-influencer
  • Why micro-influencers can be more cost-prohibitive and more impactful than a traditional larger influencer
  • How businesses and brands can have massive success by working with Instagram micro-influencers with follower counts around 1,000
  • The best practices businesses should employ to locate and connect with micro-influencers
  • Why YouTube should not be a platform forgotten when trying to target and work with influencers
  • What brands and companies can expect to compensate micro-influencers as well as what reasonable asks are for deliverables from the influencers
  • Red flags and warnings that businesses should look for when vetting influencers
  • What businesses should not ask from micro-influencers
  • The most important things you should include in your agreements with influencers and micro-influencers
  • How businesses can identify influencers who have gamed the system by leveraging bots and pods

Quotes from Katherine on micro-influencer marketing:

  • “Influencer Marketing is really word-of-mouth marketing amplified at scale.”
  • “People are almost following their favorite influencers 24 hours a day, 7 days a week, 365 days a year.”
  • “Being an influencer on social media doesn’t allow a lot of room for the influencer to lie, they’ll be called out so fast.”
  • “Micro-influencers in micro-communities is so impactful.”
  • “When working with influencers, I try to remind them the best thing they can get is a recommendation, so if they deliver, usually they’ll get referred for future opportunities.”
  • “Recommendations are huge. Especially from one brand to another.”
  • “Look at the quality of the comments; I want to see if influencers have loyal and engaged followings.”
  • “If you have a great product or service that’s over $1,000 – odds are some micro-influencers would be thrilled to cover it in exchange for free product.”

Items mentioned in the show:

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