Module 2: Amplifying Authentic Engagement Through Storytelling and Influence Marketing Unit 2: Micro-Influencer Outreach
Goals, Resources, and Strategies
Big Brands
Small Brands
Often pay high fees for collaborations and extensive campaigns. Engage multiple micro-influencers simultaneously in a campaign for reach Selective - prioritize micro- influencers based on follower count, engagement rate, and audience demographics Often consider long-term or exclusive partnerships or recurring collaborations Often provide specific guidelines or creative direction for aligning with brand messaging and campaign objectives Use sophisticated analytics tools to measure reach, engagement, conversions, and ROI
Typically use alternative compensation methods like product exchanges Fewer micro-influencers to maintain a more personal connection
Compensation Methods
Scale of Collaboration
Focus on highly niche-specific micro-influencers whose audiences align closely with their brand Often shorter, one-off campaigns to test the effectiveness of influencer marketing Typically allow greater creative freedom to encourage more authentic and personalized content
Selection Criteria
Campaign Duration
Content Direction
Measuring Success
Often limited to sales impact
the brand. These events could be meet- ups, workshops, or experiences that align with the brand's image and values. Sponsored live streams or webinars are a way for micro-influencers to host live sessions or webinars discussing topics related to the brand's niche. This opportunity for direct engagement increases brand exposure.
are some common compensation methods used by brands for brand awareness: • Performance-based compensation – Brands may offer compensation based on top-funnel performance metrics such as engagement rates (likes, shares, comments). This incentivizes influencers to create compelling content that drives top-funnel results. • One-off payments for each sponsored feed pos t – Micro-influencers typically charge $80-500 per post. • Non-monetary reciprocity – In many cases, micro-influencers will accept a brand’s product offerings. Though once
Incentivizing micro-influencers
When budgeting for micro-influencer collaborations, brands often use a mix of strategies to allocate resources effectively while incentivizing micro-influencers. Here
the province of high ticket items (e.g., expensive jewelry, furniture, electronics, etc.), micro-influencers are becoming more interested in mutually beneficial
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