Earlier this month, Julius Works hosted their quarterly event called Influence Live. The panel called “How Micro-influencers Are Changing the Landscape” featured Shannon Truax (Group Nine Media), Jessy Grossman (Don Buchwald and Associates, myself (Ad Council) and was moderated by Julius’ Bryn Sanders. The discussion touched on the many ways that micro-influencers or emerging creators have changed and continue to change the marketing partnership space. While the definition of mirco-influencer/emerging creator is constantly in flux, at the Ad Council, we define them as influencers with 10K – 100K followers. These creators can do incredible things for your brand due to their engaged, devoted followings. Here are three easy tips on how to engage micro-influencers/emerging creators with your brand.
Power in Diverse Numbers
Emerging creators have highly engaged audiences who will respond to the creator’s content. However, because these creators’ have less followers than traditional social influencers, the panel recommended having at least 3-7 micro-influencers engaged to push out any given campaign. Besides increasing your campaign’s reach, this tactic will also help your brand reach diverse audiences if you select creators with varied backgrounds and interests who can speak to different subsets of your target audience.
But Not All About the Numbers
The power of social influence does not necessarily lie within the follower count. When selecting your influencer partners, make sure that you’re not being fooled by spam or bots by checking out the engagement posts receive. Engagements should be your bread and butter.
Foster the Relationship
Since many times these emerging creators are self-represented and do not have managers/agents/PR teams, you’ll have to manage these relationships on a personal level. The panel advised that brands shouldn’t be afraid to overcommunicate, especially when it comes to campaign do’s and don’ts, talking points, and any other campaign requirements to ensure both sides are happy with the partnership. However, it is important to allow these influencers to retain their signature voice on their platforms throughout the partnership. at the Ad Council, we like to “take off the creative hand cuffs” when working with creators, since they know their channels and audiences best.
Lastly, it’s important to remember that when aiming to establish long term partnerships, all big creators had to start somewhere. Who knows, maybe that emerging creator today is tomorrow big digital star. When that time comes, you’re already working with them!
You can watch the panel mentioned here.