Our previous article explored what nano and micro-influencers are and the value they offer to brands as relatable, topic-specific content creators with the ability to influence a targeted and engaged audience.
The potential benefits of nano and micro-influencers are clear. Once you decide to incorporate them into your communications strategy, there are a few factors to bear to mind as you proceed to help you maximize your ROI and achieve your objectives:
Identify whose content fits your product or brand
Because social media is so widely used, anyone with a smartphone and an internet connection can become an influencer.
Nano and micro-influencers generate such high audience engagement rates because they consistently share content about their areas of interest or topics they are passionate about. They develop their content based on insights and how their audience responds to it.
To ensure the partnership will succeed, it’s essential to thoroughly examine an influencer’s storytelling style, content development over time, and schedule to determine whether your brand can fit organically into their content and resonate with their followers.
Guidance may be necessary for new nano-influencers
Celebrities and larger influencers often have lots of experience in brand partnerships and have teams of people to assist them. However, smaller influencers are sometimes less familiar with this type of collaboration and in creating sponsored content. They may even need guidance on basics, such as setting their social media accounts to the professional mode or deciding how their content can drive immediate traffic to your brand website.
This may mean more hands-on communication is required, especially at the start of the partnership, but this is worth the effort if you’re looking to establish long terms relationships. It also means that you can evaluate their progress and optimize their strategies over time more efficiently.
Make room for creative freedom
Collaborating with micro and nano influencers who share personal stories and insights with their followers differs from paid advertising. With paid advertising, you have much creative control; however, collaborating on more authentic influencer content works best when you give influencers liberty on how to feature your product or brand.
In the first instance, aligning on a creative brief that outlines your objectives, any elements crucial to the campaign’s narrative, and your call to action is always helpful. Otherwise, it’s best to be as flexible as possible on the deliverables. Exerting too much control over their storytelling could mean their content loses the authenticity and personal style their audience follows them for, which reflects poorly on your brand and the influencer you’re working with.
The laid-back and relatable vibe often found in nano and micro-influencer content helps audiences connect to them on a personal level; their followers tend to view them as peers rather than as representing an unattainable ideal. Engagement rates, authenticity in content, and topic credibility are what drive the impact of brand sponsorship.
At Midas PR, we can match you with influencers who can add value to your communication strategy and create lasting audience engagement. If you want to explore how collaborating with the right influencers can elevate your communication efforts contact us for a consultation by visiting www.midas-pr.com or email us.