Sharon Tighe is our Head of Online Strategy & Insights and has worked with micro-influencers for eumom. She shares her extensive social media knowledge and provides a few ideas in this post.
Once you’ve found micro-influencers to work with that are perfect for your brand, the next challenge is figuring out how to work with them. You can’t just hand your product over to a micro-influencer and hope for the best. (Well, you can, but we don’t recommend it.) Instead, check out the following ideas for campaigns that best suit a micro-influencer…
1. Honest Reviews
Last year, Aldi Ireland, worked with a number of Irish Instagrammers with niche followings in the areas of fitness, make-up, cooking and parenting. This post is an example from mum-blogger, @thetwodarlings. Along with the beautiful, bright image of her baby and a mention of ‘sleepless nights,’ she has clearly indicated this is an advertisement with the #Ad & #spon hashtags. She also names Aldi in her text and refers to herself as a ‘Mama’ (nicely referencing their baby range name ‘Mamia’).
2. Giveaways & Competitions
To celebrate 10 years of supporting mums in Ireland with the free eumom gift bag, we ran a nationwide giveaway last Spring, rewarding 10 mums with an extra surprise when picking up their gift bag in their local SuperValu.
To help raise awareness of the campaign we asked 17 of our ‘Super Fans’ across Instagram, Facebook, Twitter and Snapchat, to help us celebrate and provide ‘hints’ on where the next surprise gift bag would be. We sent them a bag so they could share images, videos and stories of picking up their own gift bag. This helped extend our campaign reach to mums who were not members of eumom yet and gave us a lift in top-of-mind awareness. It also prompted other mums to share their gift bag photos, resulting in beautiful, original user-generated content.
3. Tutorials & “How-to’s”
‘How-to’ videos are consistently the highest searched content on YouTube and this is a great example from Irish beauty blogger @aoifecons and CoCo Brown. Here she is clearly showing the products which are her ‘tanning favourites’ and she includes a link to her helpful tanning tips.
4. Discount Codes
Giving your micro-influencer a personalised discount code is a great way to track conversions from your campaign activity as well as giving your micro-influencer something useful and of value that they can share with their followers.
5. Social Media Takeovers
This example from Weight Watchers, shows how authentic an Instagram takeover can look. A Weight Watchers member posts to the account (or sends in her images and videos to a social media team) and the posts go out over a set period of time, tagging that member. Here the member is sharing her wedding photo because she joined Weight Watchers to lose weight for her wedding, her favourite Weight Watcher recipes and more.