Recently I have really been getting into the influencer marketing strategies and tactics for businesses; more specifically, the minimal or micro influencers.

I’m sure you have seen all the videos and/or photos on your favorite celebrities social media accounts promoting some brand other than their own. However, most businesses can’t afford to hire Scott Disick, who charges between $15-20k per product, to post about their products.

Thats okay though!

More and more we are seeing the rise of these micro influencers on platforms like Snapchat and Instagram promoting smaller businesses. Although it hasn’t really kicked-off just yet, I can assure you it will begin happening more in 2017 as videos become more important to a businesses strategy.

If you are looking to get into influencer marketing, here are some things to keep in mind while searching for the right ones!

Real Fans Lead to Real Sales

Since more people are trying to become an influencer, it will increase the amount of people faking the amount they like a product. Eventually this will fail and people will stop listening to the influencers that don’t actually believe in a product.

What to do? Go through your followers and those liking or commenting consistently on your posts. These are the people you want to be representing you, because they actually believe in you.

Less is (sometimes) More

Take this one with a grain of salt, because it isn’t always going to be accurate, but often it can be.

It is easy to get 10,000 followers on Instagram, it is hard to get 10,000 engagers though. The person who has 2,000 followers may be a better influencer than the one that has 10,000, because their followers are going to be more engaged.

What to do? Look at the posts your potential influencer is posting and make sure they are engaging with their followers and that their followers are engaging back.

Influencer Relationships

Your offering something to these influencers, whether money or product. It is important you are treating them just as you would an employee (or better). You want them to want to post about your product. If you find the right influencers, this shouldn’t be hard.

What to do? Stay in contact with them, send emails to ask how their week is going. Simple interactions will go a long way.

Don’t Stress Immediate ROI’s

I have said it, and so has John Hall, a contributor to Forbes Magazine; it doesn’t happen overnight.

Digital marketing in general isn’t a 30-day ROI, it takes time to create that relationship with followers and encourage the call-to-action. Keep this in mind when looking at the data after getting your first influencer, because it won’t happen immediately. They are out there helping to create a brand for you…let them do what they do best; post.

What to do? Relax.


Influencer marketing is here and micro-influencer marketing is coming! Get ahead of the game and start using your customers as your branders!

Chris Degenaars

Author Chris Degenaars

Strategy & Operations at Long Drive Agency

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