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Jun 21.2018 - Published by: Creator Contributor

7 Brands that Really use Micro-Influencers

An increasing number of brands in various industries are harnessing the power of influencer marketing since it is one of the most effective marketing strategies these days that brings authenticity to the table and helps build trust with customers.

With influencer marketing, companies can really engage their target audience in what they do and drive a lot more traffic to their websites, successfully converting quality leads and increasing their ROI.

However, influencers that have the greatest power for achieving all this are micro-influencers. As opposed to macro-influencers, who are social media users with a following of up to 1 million people, micro-influencers are everyday people with a smaller audience but much greater engagement power, especially because they usually promote products they already love and use.

Precisely because they share personal experiences with brands and know how to engage their followers and drive them to take action, many companies prefer collaborating with them and tapping into their audience. Micro-influencers’ marketing efforts help brands form strong and meaningful connections with their audience and create a base of loyal customers.

Here are several big companies that use micro-influencer marketing to spread the word about their products and drive many new loyal customers to their door.


1. Google

When Google launched its new Google PixelBook in November 2017, the giant brand organized a laptop giveaway in collaboration with Kelsey McDermaid and Becky Wright, the micro-influencers behind The Sorry Girls, a DIY account on Instagram.

The girls created an enticing photo featuring the new Google laptop and invited their followers to enter the giveaway contest with an engaging caption. To enter the contest, people needed to like the post, follow their Instagram account and leave a comment saying what they would use the Google PixelBook for.

The post’s amazing engagement rate was 59.4%, as it generated 11100 likes and 7881 comments.


2. Chrysler

micro influencers

When Chrysler brought its new van, the Pacifica, to the market, the company partnered with Alan Lawrence, a father of six behind.

 That Dad Blog Instagram account filled with fun and relatable posts. Alan shared his family’s experience with the Pacifica, talking about the comfort of the car when they set out for their sledding adventure.

After the first post, Alan shared a funny video showing his kids wanting to stay in the car because it has “movies, awesome games, and comfy, warm seats”. The video has a whopping 30348 views and 1334 likes to date.


3. Glossier

Glossier, an innovative company selling skincare and beauty products, relies heavily on micro-influencer marketing. The brand collaborates with lots of micro-influencers, one of whom is Cecilia Gorgon, a student who posted a photo of Glossier’s Primer Moisturizer Rich with an engaging caption showing how satisfied she was with the product, encouraging her followers to try it as well.

Glossier works with a lot more micro-influencers, all of which are regular women sharing their personal experiences with the brand’s products. They often offer discounts and other incentives to attract more people and engage them in the brand.


4. Spotify

micro influencer marketing

Spotify also works with lots of micro-influencers to attract more people to its digital music service. When the company introduced its new “Discover Weekly” algorithm that helps their users generate their own Discover Weekly playlists, it launched a micro-influencer marketing campaign to spread the word about it.

The campaign included testimonials from regular people who found the new algorithm useful and exciting, as well as from various local bands and artists who were looking to promote their music on Spotify.

Spotify recently acquired the blockchain startup Mediachain Labs to turn their database with music rights information into a decentralized one and help music creators protect their intellectual property and monetize their creations. It’s one of the brand’s smartest moves regarding their micro-influencer marketing campaign, as blockchain and smart contracts are going to change influencer marketing for the better.


5. Sperry

Sperry, a stylish footwear company selling boat shoes, and sea-inspired clothing, is yet another company that saw great possibilities in micro-influencer marketing. The brand started working with plenty of micro-influencers over the past couple of years, promoting their products with beautiful visuals that rarely anyone can resist.

After finding micro-influencers on Instagram who were already wearing their shoes and sharing quality pictures of them, Sperry offered them a chance to collaborate with the brand by creating engaging visual content for its official Instagram account that will invite their followers to purchase the shoes. The company is now working with more than 100 micro-influencers who are enthusiastic about their products.


6. Naked Juice

Naked Juice, an American beverage production company, started spreading its influence in beauty, fashion and health industries by collaborating with micro-influencers in those scenes. One of them is Kate La Vie, a lifestyle blogger who regularly posts beautiful displays of her daily outfits and beauty essentials featuring a bottle of Naked Juice that fuels her after working out at the gym.


7. Loeffler Randall

 micro influencers marketingLoeffler Randall, a brand selling designer shoes, and handbags, also started including various micro-influencers in its marketing campaigns, becoming well-known among many fashion enthusiasts, bloggers and even artists.

The brand has a website page, LR Ambassadors, dedicated to its brand ambassadors and their stories, who are all creative business women leading diverse lives and who genuinely enjoy their high-end shoes and handbags. The brand also shares photos of all those women featuring its products on Instagram, inviting people to the company’s blog to find out more about the women’s style.

It’s not only Spotify that sees the great power of blockchain when it comes to working with micro-influencers, as all these other brands have started implementing the game-changing technology into their campaigns. Blockchain technology can empower digital content creators and help them monetize their content, while at the same time helping brands receive authentic content that will help them grow their business.

 

There are many reasons to launch an influencer marketing campaign, so you should seriously consider following in the aforementioned brands’ footsteps and taking your business to a whole new level. Industries focused on beauty, fashion, health, wellness, food, travel, and entrepreneurship can definitely benefit the most from micro-influencer marketing, but that doesn’t mean that other industries can’t.

No matter what industry or niche you’re in, find the right micro-influencers that are aligned with your business goals and team up with them to attract more customers and grow your brand.

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