Tips for Running a Micro-Influencer Campaign

Tips for Running a Micro-Influencer Campaign
As a small business, you probably don’t have the dollars to throw at influencer campaigns with megawatt celebrities. But micro-influencers are often much more efficient and effective.
by Square Mar 17, 2017 — 3 min read
Tips for Running a Micro-Influencer Campaign

If you’re active on social media, you’re likely familiar with influencer campaigns. They’re the posts from high-profile people (celebrities like the Kardashians, for example) plugging products or services on their channels. Influencer campaigns can be extremely effective in driving brand awareness and sales — in fact, they’re one of the top marketing trends of 2017.

As a small business, you probably don’t have the dollars to throw at influencer campaigns with megawatt celebrities. (As you might imagine, they’re not cheap.) But that doesn’t take you out of the game.

For a local business, influencer campaigns using people with smaller, more niche audiences is actually far more effective than using someone with millions of fans. (Take a look at this recent study from Experticity for some compelling stats.)

These micro-influencers are not traditional celebrities, but are knowledgeable, authentic, and are seen as a trusted source when it comes to recommendations for what to buy.

The sweet spot for micro-influencers is anywhere between 1,000 and 100,000 followers. But follower count doesn’t really mean much when it comes to the ROI of influencer campaigns. It’s the engagement numbers you want to look at — i.e., how many people are responding and engaging with someone’s content on a regular basis.

How to find micro-influencers

Finding the right micro-influencer for your business is easier than you might think. Once you’ve zeroed in on a few promising candidates, make sure to do your due diligence.

Remember, these people will essentially be representing their brand while promoting yours. If you see any red flags in their content (excessive profanity, anything offensive or off-kilter), they’re probably someone to pass over.

Here are a few ways to find great micro-influencers for your small business marketing campaigns:

How to work with micro-influencers

After you’ve identified a micro-influencer you’d like to work with, here’s how to engage with them.


Micro-influencer campaigns are a fantastic way for local businesses to reach a new audience that’s specifically interested in their space. They’re also a lot of fun. Try experimenting with one this year, and track the results. If you’re seeing ROI, go at it again with someone new.

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