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Welcome to the Mesmerizing Marketing Podcast, where we take a deep dive

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into the latest marketing trends, tools, and tips, and provide you with

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the top resources you need to thrive and make your marketing mesmerizing.

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And now here's your host Dimple.

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Dang.

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Welcome back my mesmerizing marketing Tribe.

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Today we're gonna be talking about the evolution of influencer marketing

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from mega influencers to micro influencers and nano influencers.

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And what we're gonna be talking about is, you know a little bit about the history

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of influencer marketing and what the concept really is all about, and also the

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shift from mega influencers to more of a micro and nano influencer type of format.

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So the mega influencers, those are the ones with like the really big followings

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and they have, hundreds of thousands of followers or even millions of followers.

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But what we're seeing is more so recently in the past couple of years, we're seeing

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the rise of micro and nano influencers and micro influencers are influencers that.

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between a thousand to 50,000 followers and then nano influencers

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have less than a thousand followers.

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Now Let's talk about micro influencers.

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So micro influencers may have a smaller following, but their followers are usually

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more engaged and they can also be within a specific niche or interest type of area.

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So let's say that you have a micro influencer in the legal industry, so

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their followers are going to be loyal even though they don't have a huge following.

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But the following that they have, those are people that are gonna follow them

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to whatever platforms are gonna trust their opinions and recommendations.

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And because of that, to a brand looking to target a specific audience.

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that makes that particular influencer more attractive.

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Now let's talk about the nano influencers.

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Again, those are ones that have less than a thousand followers, and even though

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they have a small reach, they really.

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tend to have a close-knit community and also highly engaged community and

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the content that they're putting out there, it can really be relatable, it

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can be authentic, and it's, it's very personal, and that helps create that

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that trust and relatability with their.

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So let's talk about some of the reasons why this shift has been happening.

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And one of the major factors has to do with trust and authenticity.

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Because the public and audiences are more skeptical of paid partnerships with

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mega influencers, they're actually more.

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To an influencer that has relatable content that is more genuine.

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And that type of content is usually produced by micro and nano influencers.

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So these smaller scale influencers have a personal connection with their followers.

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They might have even met a lot of their followers in real life.

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Maybe they're part of a community that they have, and because of that, They're

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recommending something, they're follow.

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actually take their recommendation, , as a trusted recommendation.

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The other thing that's important to note is niche targeting and audience relevance.

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So micro and nano influencers also have a mower focused area of expertise, and

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that allows brands to target specific audience segments, in a better way.

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So, for example, , a micro influencer can be a petite influencer, so maybe

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their audience is everyone that is, in the petite market and they're not

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really of an average or tall height, and that can lead to higher conversion

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rates, and it's ultimately a more effective marketing campaign as well.

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The other thing, To note is the cost effectiveness and roi.

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So ROI is return on investment.

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So when brands are working with micro and nano influencers, it can actually

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be more cost effective for these brands because these type of influencers

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are typically charging less for partnerships than their counterparts

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who may have millions of followers.

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And the engagement rate can actually.

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Better for a return on investment because they have higher engagement rates than

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those that have a huge audience, but maybe not so much an engaged audience.

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So let's dive into the advantages of working with micro and nano influencers.

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So one of the biggest advantages is, again, the higher engagement rates, and

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studies have shown that an influencer's following size increases as their

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engagement rates tend to decrease.

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So micro influencers and nano influencers, , they already have high engagement rates

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because their followers are more vested in their content and their recommendations.

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All right.

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The other part is the authenticity and relatability factor, so, Micro

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influencers are seen as being more relatable because they have the close

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connections with their followers.

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They're likely to share personal experiences.

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They're likely to get back to a lot of the comments, and that can really create

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that trust factor with their audience.

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The other aspect is more targeted audience target.

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because these type of influencers have a more focused area of their expertise, it

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makes it easy for brands to reach that specific audience, and that can also

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equal higher conversion rates and in turn, a more successful marketing campaign.

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The other advantage to brands is that these type of collaborations with

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micro and nano influencers, Are more cost effective and budget friendly

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because these type of influencers typically charge less for partnerships.

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So this allows the brand to allocate their marketing budgets more

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efficiently, and then also collaborate with more influencers because

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they're not having to pay as much.

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Right.

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And make sure you tune into part B because I'm gonna be actually talking

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about how influencers can negotiate.

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Better agreements with the brands as well.

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And the other concept is about the flexibility and the creative freedom.

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So the smaller influencers, they're actually more open to

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experimenting with different types of content and campaign ideas.

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And they're also willing to work more closely with brands

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to come up with content.

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Unique, that's memorable.

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That really resonates with their audience, and I think they're also not afraid to

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try new things and see what works best.

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Okay.

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And some other best practices for brands when they are collaborating with micro and

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nano influencers are that it's important to identify the right influencers

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based on their niche, based on their audience demographics and engagement.

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Let's say that you're looking for a influencer, to promote

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your podcast equipment.

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Well, it makes sense to find an influencer that is a micro or nano

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influencer in the podcast industry.

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Perhaps they have their own show.

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Maybe they have a couple of shows that would make sense.

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And then the other thing is also making sure that you're using.

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tools and platforms for data and research.

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So an example would be influence our hype auditor.

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And then the other thing is to really evaluate the authenticity of

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influencers and know how to identify.

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Influencers that have fake followers and fake engagement, because that's not really

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going to help you when you're doing a brand deal with someone and their audience

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is really fake or it was purchased.

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So keep that in mind.

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Then the other thing that's important is to set clear expectations and guidelines,

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so that means you have to define the goals and objectives of the collaboration,

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and then you also have to provide.

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The influencers with the creative guidelines , and brief for that particular

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collaboration because they need to know what you want them to, , create.

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They need to know what types of content is acceptable to you,

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and if you have any particular hashtags that you want them to use.

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That should also be in the, creative brief.

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Then the other thing is you wanna make sure that you're telling them, that

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if they do have any questions, they can reach back out to you and just

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leave that line of communication open.

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Then you also wanna make sure that you have a contract in place and

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disclosure requirement and, make sure that the really clearly states, when.

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Influencer's gonna be paid, what the terms are of payment, how they're gonna

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be paid, like through which channel.

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Is it gonna be a check in the mail?

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Do they have to do anything on their end to set up an account like, you know,

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link their bank account to get paid?

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Things like that.

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The other thing to consider is long-term partnerships.

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So there are benefits to having long-term collaborations with influencers.

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And that really allows you to build trust and credibility with your audience.

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And it also allows you to build a relationship with that influencer where

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when you have a new product launch, you can just go to them and you already have

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a contract in place, or you already, you know, know what the process is.

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And that can go a lot quicker in getting them on board for a.

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getting the content that you need and thus promoting, your brand, any new

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product launches, things like that.

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The other thing that's important too is to track and analyze

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the campaign performance.

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So that means that you want to establish KPIs and metrics to evaluate the success.

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Things like engagement, rate, conversions, return on investment, then.

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. You can also use tools and analytics for tracking, such as

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Google Analytics and TAP influence.

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And then the other thing is adapting and optimizing the campaign based on

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the data that you're looking at to make sure that you're optimizing campaigns,

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with the information as you learn.

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And then you can.

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I wanna talk about user generated content, which is usually called

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U G C, and that really helps in building that trust and authenticity.

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And you can incentivize U G C craters through things like contests,

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giveaways, and other fun things that you can put to motivate them.

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And then also you can repurpose U G C for brand marketing efforts as well.

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Now I wanna go over a case study of how a particular brand has used micro

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influencers to grow their brand and to.

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You know, really leverage the power of micro influencers.

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So I'm sure you guys, if you are into beauty and fashion, you

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probably have heard of Glossier.

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Well, Glossier is a beauty brand and they made a name for themselves

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by leveraging micro influencers.

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And what they wanted to do is they wanted to create authentic

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connections with their target.

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, they wanted to increase their brand awareness, and of course

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they wanted to drive sales through word of mouth marketing.

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And what they did is they set out to partner with micro influencers

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who resonated with their brand values and also had strong

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engagement with their audiences.

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So instead of partnering up with the top tier influencers, Glossier

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chose to focus on beauty Enthusi.

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Makeup artist, skincare experts and these type of influencers who

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all had a smaller, however very highly engaged following list.

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And then these influencers, their following can range anywhere from

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a thousand to 50,000 followers.

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And each of them might have like a different style, a different voice,

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but that style and voice still aligns with Glossier's brand identity.

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The other thing is like campaign strategies and execution,

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so let's talk about that.

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What's important in this is it's important to identify with

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authentic micro influencers who shared the brand's values and the

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aesthetics, so that's what they did.

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Then they also encourage influencers to share their personal experiences

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with Glossier products, and that helped create more relatable

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content for their followers.

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And then also it's important to support influencers by giving them product

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samples, allowing them exclusive access to new launches and new opportunities.

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And that's just a perk for them being, an influencer for Glossier.

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Then the other thing is amplify.

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influencer content through their own social media channels and their websites,

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and then that's helped them to expand their reach, and then they've also

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encouraged user generated content.

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By re-sharing customer post and creating hashtags such as hashtag

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Glossier i r l, and then that's one that fans can use in real life.

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And then some of the key takeaways from Glossier's strategy of working

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with micro influencers is that they saw significant growth in brand

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awareness, customer loyalty and sales, and their approach to partnering.

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Authentic and relatable.

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Micro influencers really help them create this, you know, trust factor

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and also build a community around their brand, which made it more

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appealing to their target audience.

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So this is a case study that I hope you found useful, and if you

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are an influencer wanting to know how to negotiate a brand deal.

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, well listen to part two of the influencer series, so make sure

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you download the episode after this and I'll see you guys next time.

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Thank you for listening to the Mesmerizing Marketing Podcast.

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Dimple would be so grateful if you could take a minute to leave a review

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and visit the podcast website to check out all the latest episode.

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At www.mesmerizingmarketingpodcast.com.

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That's www.mesmerizingmarketingpodcast.com.

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And follow Dimple on Clubhouse.

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Her handle is Marketing Expert and also join her mesmerizing marketing club.

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Also on Clubhouse for live rooms, on top marketing strategies for

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entrepreneurs and business owners who want to mesmerize their marketing.