5 quick marketing tips for micro-influencers

Influencer marketing is growing in droves, with more companies than ever before looking to take a slice of the pie.

However, while more brands are looking for influencers to market their product, the creator space itself is saturated and competitive.

No two creators are entirely the same, but at a glance a lot of content looks the same. Brands are looking for authenticity, value, and above all, a positive response.

Reaching out to big corporations can also seem daunting as a micro-influencer. Do you have enough followers? Is your content professional enough? How much control should you have over your paid content?

Here are five tips to help you figure out your pitch and things to think about when agreeing to a brand campaign.

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• Know your pitch

  

  It goes without saying that you should have an existing interest in a brand, or at least a product before asking to represent it.

  Demonstrating even a little knowledge of a product can go a long way. Simply saying that you like the company isn't enough - anyone can say they like something. In order to solidify your pitch, explain why you like the product, tell them why you use it and why your fans will be interested.

  It may sound odd and self-explanatory, but a brand is looking for someone they can trust with their product. They need to know that you're the one to make them look as good as possible without compromising integrity. They also need to see that your fanbase is the right one for the job.

  
  

• Think outside the brand box

  

  If you're a beauty influencer, covering beauty products makes the most sense. If you're a gaming influencer, playing a new game seems like the most obvious pairing.

  However, you're not restricted to your niché. Obviously there are some lines, for example, promoting the latest Call of Duty game to your beauty fanbase might not go down all that well.

  There's a middle ground. Products or services that are useful or relevant to your audience don't always have to be #onbrand. Think about services that everyone uses. Tonnes of small start-ups will be looking for smaller influencers to market their products.

  Everyone likes food, right? A local or national start-up creating snacks or condiments could be the perfect fit. Christmas is on its way - what about contacting a small artist that makes unique decorations?

  Don't be afraid to think outside the brand box. There are suitable fits and there are wildly unsuitable fits, but there's also a huge area that could be moulded to fit. As long as you have an actual genuine interest in the product, your authenticity will sell it.

  
  

• Gun for creative control

  

  Working with a huge, professional brand for the first time can seem daunting, especially if you're still a rising influencer setting up shoots in the corner of your bedroom.

  A brand's reputation is important and they may want to influence your content in a way that makes it feel disingenuous when it stands next to your usual posts.

  However, you know your audience best and it's important to communicate that. If there's an instruction in a campaign brief that feels uncomfortable, point it out. It's better to communicate when something feels wrong than do it because you were asked to. Content that breeds audience distrust may result in a lower ROI for the brand too.

  A company may give you information or key phrases to say in a piece of content, but the flow and design of said content should fit your familiar style as it’s better for you and your audience.

  
  

• Cut back on the swearing

  

  This point looks like your mom just left a comment on your Instagram, but it rings true. Swearing profusely in videos or posts instantly cuts the potential reach of any sponsored posts you do.

  Not only that, but a lot of brands don’t want to associate with foul or offensive language. This type of content could pose a threat to them if said language ever becomes targeted abuse.

  More children are using social media than ever before and most platforms are only age-gated at 13. While YouTube's demonetisation button makes no sense at all, it's likely that the platform will limit ad revenue on videos that contain an overt amount of profanity too.

  If you can handle it, swearing less or not at all will significantly increase the reach of your content, which means better results for everyone involved.

  Additionally, if your entire 'thing' is based around how many cuss words you can cram in to a sentence, it may be time for a rebrand.

  
  

• Establish a relationship

  

  As influencer marketing grows, companies are looking to establish long-term relationships with the creators they work with. 

  Some companies are also setting up in-house influencer teams, or groups of creators they trust to hire when they need them. 

  Nurturing a relationship with a brand means more regular and reliable sponsored content for you and more regular and reliable coverage for a brand. It's a win/win.

  If your first collaboration with a company is successful, prioritise them. Doing lots of one-off deals can seem tantalising but in the end, a strong relationship with one or two companies is an avenue to a clean and sustainable revenue stream. Make it about the brand, not the payday.