Do you have a few thousand followers on your social media platforms? Have you built an authentic connection with your community? Do you enjoy creating content and sharing it with your followers? If you answered yes to all three of these questions, then you’ve landed in the right place. There are considerable lifestyle and monetary benefits that come along with taking your profile more seriously.
Micro influencers are relatable, actively engaged and trusted by their audience. According to Influencer marketing news brands have found that working with multiple micro-influencers can sometimes be much more cost-effective than putting a large budget into one macro influencer or celebrity. Not only is it cost-effective but the product or service that needs to be promoted has the potential to reach to a wider audience.
Stepping in a more ‘official’ micro-influencer role is also a strategic way to gain more contacts in the industry and to build your network, thus making it beneficial for your 9-5 career. It’s also a lucrative opportunity to make extra money as fashion salaries are notoriously low and cost of living is, unfortunately, rising at a rapid rate. We’ve put together some advice for micro influencers on how to approach brands and get your side hustle booming. So, go ahead and do it for the gram whilst securing the bag!
Choose a suitable brand
- KEY ADVICE FOR MICRO INFLUENCERS: Choosing a suitable brand to work with is like choosing the right partner. There needs to be compatibility and synergy. Before approaching the brand, do your research and ensure that the brand aligns with YOUR personal brand. Your personal brand is a reflection of your interests, passions, skills and a clear indication of your values.
- Ensure your Instagram feed is aesthetically pleasing and cohesive. Decide on a theme for your feed and be consistent with it. Brands want to see you’re serious about creating content and marketing their service/product. Remember to post high-quality content consistently. Your ideal posting frequency will depend on you or your goals and the amount of time you can dedicate to your Instagram marketing efforts. You can schedule and plan your posts to help you post consistently by using Later.
- Be passionate about the brand you are interested in approaching and it may also be a product/service that you already use and love. Always let the brand know how much you love their product/ service and why your audience is their target market. Essentially the brand should be able to visualise your collaboration being a match made in heaven and definitely worth a ‘swipe right’!
Figure out their goals
- Once you’ve done your homework and understand the brand, figure out ways that you would be able to help them achieve their goals and let them know! For instance, they might need more exposure, brand awareness or a new campaign video. By figuring out their goals and helping them achieve them, it makes it easier for them to work with you and build a healthy and long-term relationship.
- Figuring out their goals and helping them achieve them, makes it easier for them to work with you and build a healthy and long-term relationship. It’s also a good way to show the brand your skill sets and position yourself in a way that makes sense for the brand to work with you.
- Once you’ve figured out their goals, do your research on the best person to email. You can go: on LinkedIn > the company’s page > go to employees > then search for relevant people on the Marketing or PR teams. You can also try DM’ing the brands Instagram account. For a detailed good email pitch template visit Sylviakerali
Be transparent in your pitch
- A pitch is an email that introduces yourself as an influencer, explains who your audience is, what you like about the brand, what you hope you can deliver for the brand and what the brand can gain. When drafting the pitch, always focus on what you can do for the brand instead of what you want from them. Include work you’ve done for them or for a similar company (note: not a direct competitor) so they can see you are someone worth collaborating with.
- KEY ADVICE FOR MICRO INFLUENCERS: Know your target market, demographics and engagement statistics in case brands request for them. Use Google analytics, Iconsquare or Instagram insights (if you’re on a business account.) It’s also a good way to grow your content and assess your strengths and weaknesses.
- Include positive feedback and screenshots of DM’s or emails you receive from your followers about your posts. Sending a pitch to a brand may be daunting but always remember it’s not always about the number of followers you have but how authentic and relatable you are.
Engage with their content on social channels
- Engaging with brands could be either tweeting about them, sharing a post they’ve published, commenting, taking a picture of their product and putting it on your Instagram. Demonstrate that you are an authentic fan before you reach out to them.
- KEY ADVICE FOR MICRO INFLUENCERS: If you have a blog, you could even write a short blog post about their product/service and share the blog post on your social media channels. You can even share the blog post on LinkedIn and tag them or an employee of the brand.
- Ensure you take a screenshot of your social share and offer it as evidence in the first email you send to them.
Have your media kit ready
- A media kit is a pdf template that has information about your statistics, rates, your profile and links to your work. You can create one on Canva. Brands usually ask for it for payment purposes. Your media kit should be short, precise and straight to the point.
- Your media kit should always include important details about yourself, contact details, statistics and pricing rates. For a more professional Instagram, switch to the business account to access your statistics. Your pricing rates will also differ depending on the type of content the brand is requesting from you. It will be hard to set rates in your early days, however, the more contracts that you have with brands; the easier it is to determine your worth.
- Spend at least 1-2 months getting to know your audience and testing different content that they enjoy and that has higher engagement rates. Doing so will assist you in creating content that is tailored specifically for them, thus making it easier to analyse your demographics and engagement statistics for your media kit.
Now that you’re ready to take your profile to the next level, always remember to stay authentic, be consistent and obviously enjoy making your coins sis! Do you have a few thousand followers and want to make an extra income? Share with us if you’re considering professionalising your profile and whether our advice for micro influencers has set you on the right path.
Words by Wandi Jama