Transcripts
Welcome to the Mesmerizing Marketing Podcast, where we take a deep dive
Speaker:into the latest marketing trends, tools, and tips, and provide you with
Speaker:the top resources you need to thrive and make your marketing mesmerizing.
Speaker:And now here's your host Dimple.
Speaker:Dang.
Speaker:Welcome back my mesmerizing marketing Tribe.
Speaker:Today we're gonna be talking about the evolution of influencer marketing
Speaker:from mega influencers to micro influencers and nano influencers.
Speaker:And what we're gonna be talking about is, you know a little bit about the history
Speaker:of influencer marketing and what the concept really is all about, and also the
Speaker:shift from mega influencers to more of a micro and nano influencer type of format.
Speaker:So the mega influencers, those are the ones with like the really big followings
Speaker:and they have, hundreds of thousands of followers or even millions of followers.
Speaker:But what we're seeing is more so recently in the past couple of years, we're seeing
Speaker:the rise of micro and nano influencers and micro influencers are influencers that.
Speaker:between a thousand to 50,000 followers and then nano influencers
Speaker:have less than a thousand followers.
Speaker:Now Let's talk about micro influencers.
Speaker:So micro influencers may have a smaller following, but their followers are usually
Speaker:more engaged and they can also be within a specific niche or interest type of area.
Speaker:So let's say that you have a micro influencer in the legal industry, so
Speaker:their followers are going to be loyal even though they don't have a huge following.
Speaker:But the following that they have, those are people that are gonna follow them
Speaker:to whatever platforms are gonna trust their opinions and recommendations.
Speaker:And because of that, to a brand looking to target a specific audience.
Speaker:that makes that particular influencer more attractive.
Speaker:Now let's talk about the nano influencers.
Speaker:Again, those are ones that have less than a thousand followers, and even though
Speaker:they have a small reach, they really.
Speaker:tend to have a close-knit community and also highly engaged community and
Speaker:the content that they're putting out there, it can really be relatable, it
Speaker:can be authentic, and it's, it's very personal, and that helps create that
Speaker:that trust and relatability with their.
Speaker:So let's talk about some of the reasons why this shift has been happening.
Speaker:And one of the major factors has to do with trust and authenticity.
Speaker:Because the public and audiences are more skeptical of paid partnerships with
Speaker:mega influencers, they're actually more.
Speaker:To an influencer that has relatable content that is more genuine.
Speaker:And that type of content is usually produced by micro and nano influencers.
Speaker:So these smaller scale influencers have a personal connection with their followers.
Speaker:They might have even met a lot of their followers in real life.
Speaker:Maybe they're part of a community that they have, and because of that, They're
Speaker:recommending something, they're follow.
Speaker:actually take their recommendation, , as a trusted recommendation.
Speaker:The other thing that's important to note is niche targeting and audience relevance.
Speaker:So micro and nano influencers also have a mower focused area of expertise, and
Speaker:that allows brands to target specific audience segments, in a better way.
Speaker:So, for example, , a micro influencer can be a petite influencer, so maybe
Speaker:their audience is everyone that is, in the petite market and they're not
Speaker:really of an average or tall height, and that can lead to higher conversion
Speaker:rates, and it's ultimately a more effective marketing campaign as well.
Speaker:The other thing, To note is the cost effectiveness and roi.
Speaker:So ROI is return on investment.
Speaker:So when brands are working with micro and nano influencers, it can actually
Speaker:be more cost effective for these brands because these type of influencers
Speaker:are typically charging less for partnerships than their counterparts
Speaker:who may have millions of followers.
Speaker:And the engagement rate can actually.
Speaker:Better for a return on investment because they have higher engagement rates than
Speaker:those that have a huge audience, but maybe not so much an engaged audience.
Speaker:So let's dive into the advantages of working with micro and nano influencers.
Speaker:So one of the biggest advantages is, again, the higher engagement rates, and
Speaker:studies have shown that an influencer's following size increases as their
Speaker:engagement rates tend to decrease.
Speaker:So micro influencers and nano influencers, , they already have high engagement rates
Speaker:because their followers are more vested in their content and their recommendations.
Speaker:All right.
Speaker:The other part is the authenticity and relatability factor, so, Micro
Speaker:influencers are seen as being more relatable because they have the close
Speaker:connections with their followers.
Speaker:They're likely to share personal experiences.
Speaker:They're likely to get back to a lot of the comments, and that can really create
Speaker:that trust factor with their audience.
Speaker:The other aspect is more targeted audience target.
Speaker:because these type of influencers have a more focused area of their expertise, it
Speaker:makes it easy for brands to reach that specific audience, and that can also
Speaker:equal higher conversion rates and in turn, a more successful marketing campaign.
Speaker:The other advantage to brands is that these type of collaborations with
Speaker:micro and nano influencers, Are more cost effective and budget friendly
Speaker:because these type of influencers typically charge less for partnerships.
Speaker:So this allows the brand to allocate their marketing budgets more
Speaker:efficiently, and then also collaborate with more influencers because
Speaker:they're not having to pay as much.
Speaker:Right.
Speaker:And make sure you tune into part B because I'm gonna be actually talking
Speaker:about how influencers can negotiate.
Speaker:Better agreements with the brands as well.
Speaker:And the other concept is about the flexibility and the creative freedom.
Speaker:So the smaller influencers, they're actually more open to
Speaker:experimenting with different types of content and campaign ideas.
Speaker:And they're also willing to work more closely with brands
Speaker:to come up with content.
Speaker:Unique, that's memorable.
Speaker:That really resonates with their audience, and I think they're also not afraid to
Speaker:try new things and see what works best.
Speaker:Okay.
Speaker:And some other best practices for brands when they are collaborating with micro and
Speaker:nano influencers are that it's important to identify the right influencers
Speaker:based on their niche, based on their audience demographics and engagement.
Speaker:Let's say that you're looking for a influencer, to promote
Speaker:your podcast equipment.
Speaker:Well, it makes sense to find an influencer that is a micro or nano
Speaker:influencer in the podcast industry.
Speaker:Perhaps they have their own show.
Speaker:Maybe they have a couple of shows that would make sense.
Speaker:And then the other thing is also making sure that you're using.
Speaker:tools and platforms for data and research.
Speaker:So an example would be influence our hype auditor.
Speaker:And then the other thing is to really evaluate the authenticity of
Speaker:influencers and know how to identify.
Speaker:Influencers that have fake followers and fake engagement, because that's not really
Speaker:going to help you when you're doing a brand deal with someone and their audience
Speaker:is really fake or it was purchased.
Speaker:So keep that in mind.
Speaker:Then the other thing that's important is to set clear expectations and guidelines,
Speaker:so that means you have to define the goals and objectives of the collaboration,
Speaker:and then you also have to provide.
Speaker:The influencers with the creative guidelines , and brief for that particular
Speaker:collaboration because they need to know what you want them to, , create.
Speaker:They need to know what types of content is acceptable to you,
Speaker:and if you have any particular hashtags that you want them to use.
Speaker:That should also be in the, creative brief.
Speaker:Then the other thing is you wanna make sure that you're telling them, that
Speaker:if they do have any questions, they can reach back out to you and just
Speaker:leave that line of communication open.
Speaker:Then you also wanna make sure that you have a contract in place and
Speaker:disclosure requirement and, make sure that the really clearly states, when.
Speaker:Influencer's gonna be paid, what the terms are of payment, how they're gonna
Speaker:be paid, like through which channel.
Speaker:Is it gonna be a check in the mail?
Speaker:Do they have to do anything on their end to set up an account like, you know,
Speaker:link their bank account to get paid?
Speaker:Things like that.
Speaker:The other thing to consider is long-term partnerships.
Speaker:So there are benefits to having long-term collaborations with influencers.
Speaker:And that really allows you to build trust and credibility with your audience.
Speaker:And it also allows you to build a relationship with that influencer where
Speaker:when you have a new product launch, you can just go to them and you already have
Speaker:a contract in place, or you already, you know, know what the process is.
Speaker:And that can go a lot quicker in getting them on board for a.
Speaker:getting the content that you need and thus promoting, your brand, any new
Speaker:product launches, things like that.
Speaker:The other thing that's important too is to track and analyze
Speaker:the campaign performance.
Speaker:So that means that you want to establish KPIs and metrics to evaluate the success.
Speaker:Things like engagement, rate, conversions, return on investment, then.
Speaker:. You can also use tools and analytics for tracking, such as
Speaker:Google Analytics and TAP influence.
Speaker:And then the other thing is adapting and optimizing the campaign based on
Speaker:the data that you're looking at to make sure that you're optimizing campaigns,
Speaker:with the information as you learn.
Speaker:And then you can.
Speaker:I wanna talk about user generated content, which is usually called
Speaker:U G C, and that really helps in building that trust and authenticity.
Speaker:And you can incentivize U G C craters through things like contests,
Speaker:giveaways, and other fun things that you can put to motivate them.
Speaker:And then also you can repurpose U G C for brand marketing efforts as well.
Speaker:Now I wanna go over a case study of how a particular brand has used micro
Speaker:influencers to grow their brand and to.
Speaker:You know, really leverage the power of micro influencers.
Speaker:So I'm sure you guys, if you are into beauty and fashion, you
Speaker:probably have heard of Glossier.
Speaker:Well, Glossier is a beauty brand and they made a name for themselves
Speaker:by leveraging micro influencers.
Speaker:And what they wanted to do is they wanted to create authentic
Speaker:connections with their target.
Speaker:, they wanted to increase their brand awareness, and of course
Speaker:they wanted to drive sales through word of mouth marketing.
Speaker:And what they did is they set out to partner with micro influencers
Speaker:who resonated with their brand values and also had strong
Speaker:engagement with their audiences.
Speaker:So instead of partnering up with the top tier influencers, Glossier
Speaker:chose to focus on beauty Enthusi.
Speaker:Makeup artist, skincare experts and these type of influencers who
Speaker:all had a smaller, however very highly engaged following list.
Speaker:And then these influencers, their following can range anywhere from
Speaker:a thousand to 50,000 followers.
Speaker:And each of them might have like a different style, a different voice,
Speaker:but that style and voice still aligns with Glossier's brand identity.
Speaker:The other thing is like campaign strategies and execution,
Speaker:so let's talk about that.
Speaker:What's important in this is it's important to identify with
Speaker:authentic micro influencers who shared the brand's values and the
Speaker:aesthetics, so that's what they did.
Speaker:Then they also encourage influencers to share their personal experiences
Speaker:with Glossier products, and that helped create more relatable
Speaker:content for their followers.
Speaker:And then also it's important to support influencers by giving them product
Speaker:samples, allowing them exclusive access to new launches and new opportunities.
Speaker:And that's just a perk for them being, an influencer for Glossier.
Speaker:Then the other thing is amplify.
Speaker:influencer content through their own social media channels and their websites,
Speaker:and then that's helped them to expand their reach, and then they've also
Speaker:encouraged user generated content.
Speaker:By re-sharing customer post and creating hashtags such as hashtag
Speaker:Glossier i r l, and then that's one that fans can use in real life.
Speaker:And then some of the key takeaways from Glossier's strategy of working
Speaker:with micro influencers is that they saw significant growth in brand
Speaker:awareness, customer loyalty and sales, and their approach to partnering.
Speaker:Authentic and relatable.
Speaker:Micro influencers really help them create this, you know, trust factor
Speaker:and also build a community around their brand, which made it more
Speaker:appealing to their target audience.
Speaker:So this is a case study that I hope you found useful, and if you
Speaker:are an influencer wanting to know how to negotiate a brand deal.
Speaker:, well listen to part two of the influencer series, so make sure
Speaker:you download the episode after this and I'll see you guys next time.
Speaker:Thank you for listening to the Mesmerizing Marketing Podcast.
Speaker:If you found this episode valuable, please subscribe to the show so
Speaker:you don't ever miss an episode and also share it with your friends.
Speaker:Dimple would be so grateful if you could take a minute to leave a review
Speaker:and visit the podcast website to check out all the latest episode.
Speaker:At www.mesmerizingmarketingpodcast.com.
Speaker:That's www.mesmerizingmarketingpodcast.com.
Speaker:And follow Dimple on Clubhouse.
Speaker:Her handle is Marketing Expert and also join her mesmerizing marketing club.
Speaker:Also on Clubhouse for live rooms, on top marketing strategies for
Speaker:entrepreneurs and business owners who want to mesmerize their marketing.
