BusinessSocial Media

Why 2019 Is the Year of the Microinfluencer


Influencer marketing should be your new BFF, whether your business is selling products or services. In a relatively new marketing realm, it's essential to know how to manage influencer marketing partnerships to get powerful results for your brand. 2019 is officially the year of the microinfluencer; why? Because tech-savvy influencers with smaller audiences often have much higher engagement rates and connect more intimately with their followers.

Why 2019 Is the Year of the Microinfluencer
1. Avoid the big names

Yes, an A-list celebrity endorsing your brand will produce phenomenal awareness, but it will cost you. Also, contrary to popular belief, many fans won't buy products or services now merely because celebrities are endorsing them. Sponsored posts from the major influencers are more commonly being considered inauthentic; enter the microinfluencers.

2. Track results

You need to track the results of every microinfluencer you work with so that you stick to investing your time and budget in the partnerships that get the best returns for your brand. When we hosted a special influencer event for the launch of Lumière De Vie Hommes with the help of my brothers, Jamie Foxx, Fat Joe, and Swizz Beatz, we tracked the reach of every influencer who attended and created a hot list of those who not only captured the right brand tone but also those who correctly followed posting instructions and got high engagement. h

3. Consider more platforms

Instagram is by far the most potent influencer stage but consider using other platforms too. For example, if you're selling professional services, an army of influencers with an engaged LinkedIn following could bring you incredible results.

4. Offer affiliate partnerships

Your affiliate partners will post special codes on their Instagram bio or specific posts giving their followers a discount. Affiliate posts are great for brand awareness and help you track how much traffic each influencer is directing to your website.

5. Give creative freedom

Influencers have engaged fans for a reason. Allow them a little creative control to filter your brand message adequately for their target audience.

6. Screen influencers

Before you reach out to influencers, it's important to know what you need to look out for on their feed. Anyone can buy Instagram followers and even likes per post. Look at their number of followers, but also look at how many likes and comments they receive per post. The Instagram algorithm is continuously updating which is killing engagement at times, but if an influencer has 100,00 followers and a mere 100 likes with even fewer comments per post, their followers are likely fake, or they just don't have the engagement that will help your brand.

How do you plan to utilize microinfluencers in your marketing strategy this year? Tweet me @lorenridinger.