Influencer marketing used to be the Wild West. Few rules and standards were established early on, and a massive follower count became the only thing that mattered to content creators and brands alike.
That’s not quite the case anymore. Followers are important, but many more metrics can be tracked to assess the effectiveness of influencer marketing campaigns, and other dimensions are just as important, including authenticity, brand safety, engagement, and ROI. Brands are increasingly realizing that less can be more.
When building your brand’s influencer strategy, consider influencers of all tiers. Brands that collaborate with small influencers can do more with fewer dollars spent.
Doing more with fewer dollars spent is more important than ever. Creator economy spending dropped 51% from 2021 to 2022, according to eMarketer. Despite this drop in funding, creator-focused startups in the U.S. rose from 50 to 325 in the same span. This highlights the need to maximize ROI in the creator economy.
It’s not just about the budget. There are three benefits driving brands of all sizes to collaborate with small influencers: authenticity, trust, and engagement.
Small influencers deliver authenticity
Small influencers include two main categories: Micro and nano. Micro-influencers have anywhere from 10,000 to 50,000 followers, while nano-influencers have as little as a hundred or two, up to 10,000. This makes a difference regarding authenticity, which can be a critical factor in successful campaigns.
Consumers are savvy enough to know that their favorite celebs and mega-influencers are well-paid for each post they make. And while they may trust that celeb or want to try a brand they like, audiences have a deeper connection with smaller influencers, who are much more like our friends and family. Smaller influencers often go out of their way to answer questions and communicate one-on-one.
This all adds up to increased authenticity for each of their posts. There’s little about small influencers that can be described as disingenuous. When they give a recommendation, it feels real. It resonates. And that matters to consumers.
Looking for higher engagement? Go with smaller influencers
Brands that collaborate with small influencers have a more dialed-in option. Micro- and nano-influencers converse with their followers 22 times more frequently than other influencers. They’re passionate about their following and enjoy engaging their followers.
Small influencers are often more relevant to your brand. They’re more likely to be part of a niche vertical, allowing you to laser-focus on your target audience. This helps with brand positioning and brand reach. Going smaller can sharpen your brand’s competitive edge.
Build strong relationships
Take a look at your current followers, and make a note of those who happen to have large social followings. They might have already recommended your product to others through a comment, post, or review.
These followers could be counted on as influencers. Influencers of a smaller scale, particularly those with a natural awareness of your product, can become allies. These creators may uncover features or messages about your product that you haven’t even considered. Those close relationships spur creativity and unlock new ways to communicate with important audiences.
Maximize reach across social platforms
Your brand likely already has its sights set on a few key platforms, likely any combination of TikTok, Instagram, Facebook, and YouTube. However, your brand may be perfect for an off-the-beaten-path platform like Etsy. Your brand may be capable of furthering an essential conversation on Reddit, which has 430 million monthly users.
A lesser-known social platform will require your brand to work with less popular influencers, but an influencer marketing strategy that targets the right platforms could produce enormous results with a small price tag.
Find the right medium for your brand
Staying tuned to social media will help you draw some conclusions. Are people posting Instagram photos or YouTube videos about your or your competitors’ products? If it’s photos, Instagram is likely the most important to you. If you’re seeing more videos, you can also determine whether short-form videos such as TikTok or YouTube Shorts are a better strategy than longer-form YouTube reviews or demos.
Put these ideas into action with your influencer marketing strategy. Working with smaller, more specialized influencers will help you focus on the type of content that thrives most in your industry.
Whether you’re looking for smaller influencers or those with a more significant following, IZEA has you covered. Discover influencers of any stripe who will fit your campaign using the Creator Marketplace.
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