How To Work With Micro-Influencers And Get Mega Reach [EXAMPLES]
How To Work With Micro-Influencers And Get MEGA Reach [GUIDE]
Working with Micro-Influencers and Nano-Influencers is great for brands because their audiences are hyper-engaged and rates can be extremely reasonable.
While working with Micro-Influencers and Nano-Influencers can bring smaller reach, it doesn’t have to.
Brands can still get Mega-Influencer reach by working with Micro-Influencers and Nano-Influencers.
When you think of the term “micro” you think of “small”.
When you place the term in front of the word “influencer” you think, “small influencer”.
That needs to change.
Because not only are Google, Instagram, TikTok and more adjusting their algorithms to showcase content from “micro-influencers” but there are things YOU can do, within YOUR control to get Mega-Influencer reach from Micro-Influencers.
This is how to work with Micro-Influencers and use time-tested and proven techniques used by marketing genius companies like All Birds to make the most out of how you work with Micro-Influencers.
What is a Micro-Influencer?
As a top-rated Amazon Consultant with over 15 years of experience, some of my largest successes have come from working with Micro-Influencers.
In my experience, Micro-Influencers are a powerful tool to grow sales quickly.
What is a Micro-Influencer?
Micro-Influencers create content consumed by your potential customers across:
- YouTube
- Blogs
- Social Media
- Twitch
- Amazon Live
- Amazon Influencer Storefronts
- & More (see: Amazon Influencer Examples)
Micro-Influencers are typically classified by their reach:
- YouTube: 10,001 – 50,000 Monthly Views
- Blogs: 10,001 – 25,000 Monthly Traffic
- Social Media: 10,000 – 50,000 Followers
By comparison, here is a look at the generally accepted industry standard audience sizes for Influencers:
Social Media
| Influencer Type | Audience Size |
|---|---|
| Nano-Influencers | 1,000 – 10,000 |
| Micro-Influencers | 10,001 – 50,000 |
| Mid-Tier | 50,001 – 500,000 |
| Macro-Influencers | 500,001 – 1,000,000 |
| Mega-Influencers | 1,000,001 + |
YouTube
| Influencer Type | Monthly VIews |
|---|---|
| Nano-Influencers | 1,000 – 10,000 |
| Micro-Influencers | 10,001 – 50,000 |
| Mid-Tier | 50,000 – 500,000 |
| Macro-Influencers | 500,001 – 1,000,000 |
| Mega-Influencers | 1,000,001 + |
Blog
| Influencer Type | Monthly Traffic |
|---|---|
| Nano-Influencers | 0 – 10,000 |
| Micro-Influencers | 10,001 – 25,000 |
| Mid-Tier | 25,001 – 250,000 |
| Macro-Influencers | 250,001 – 750,000 |
| Mega-Influencers | 750,001 + |
A few items of note…
Notice Blogs are classified by their monthly traffic and YouTube in particular is by Monthly Views.
This is because you do not have to be subscribed to a YouTuber to view their video.
Most of the views of YouTube creators come from their videos showing up in YouTube search results, recommended videos and Google search results.
What’s more, Blogs reach can be deceiving too.
Most bloggers have audiences across Social Media, Email Lists, Facebook Groups and more that brands can tap into.
In fact, working with Micro-Influencers specifically yield significant benefits.
Benefits of Working With Micro-Influencers
Have you ever decided to go to a local restaurant because you wanted to support a local business, knew the food would taste better and knew the service would be better?
That’s what it is like to work with Micro-Influencers.
In my experience, the benefits of working with Micro-Influencers boil down to 6 important factors.
1) Algorithms Push Micro-Influencer Content:
I mentioned above that a blog’s monthly traffic or a YouTuber’s subscriber count could be misleading about their total reach and it is actually far more.
Well, the same goes for social media networks and follower counts.
Algorithms on social media like Instagram are pushing Micro-Influencers content to the top while Google’s Helpful Content Update does the same.
YouTube has always been friendly to Micro-Influencers, where creators could have very few followers yet have several viral videos.
2) Micro-Influencers Have Hyper-Engaged Audiences:
If Micro-Influencers have made their way to 10,000 followers, 10,000 monthly views or 10,000 estimated monthly website visitors, then they know a thing or 2 about engaging content.
Nano-Influencers and Micro-Influencers have the highest engagement rates and higher conversion rates too.
As a result, Micro-Influencers have audiences that view, react to and take recommendations in their content.
Why?
3) Consumers Trust Micro-Influencers More Than Brands:
The truth is, Micro-Influencers are more human and relatable than brands.
In fact, 61% of consumers trust Influencers over brands.
That means a consumer is 61% more likely to buy a product recommended by a Micro-Influencer than to click an ad cold and buy a product.
Plus, because Micro-Influencers are not corporations and are small when compared to Mega-Influencers, they are easier to work with.
4) Micro-Influencers Are Easier To Work With:
In my experience, Micro-Influencers and Nano-Influencers are the easiest to work with.
They are:
- Flexible
- Negotiable
- Communicative
Generally speaking, they are open to many different types of content and can even guide you with what does well with their audience.
But to work with them, you need to be able to build a relationship with them first.
I mentioned that Micro-Influencers are communicative…
5) Micro-Influencers Are Easier To Communicate With:
Getting responses from and having conversations with larger Influencers is difficult.
The cold outreach industry average is 1% for converting leads into your pipeline.
At Referazon Express, our Amazon Influencer Marketing Agency, we’re converting at about 30% with our process, but we still find connecting with Macro and Mega-Influencers a challenge.
If you want the process we use with templates, you can check out: How To Reach Out To Amazon Influencers.
As part of your communication with Micro-Influencers, you’ll be pleased to know that not only are they typically negotiable, but also cost-effective.
6) Micro-Influencers Are Typically More Cost Effective And Are Open To Negotiating:
One of the biggest benefits of working with Micro-Influencers is that they generally come with lower rates and are willing to negotiate on said rates.
In many cases, Micro-Influencers are willing to trade content for a free product or very low and reasonable rates.
If you need tips and tricks on how to negotiate with Micro-Influencers, I’d encourage you to check out: How To Negotiate With Amazon Influencers
So, how much do Micro-Influencers cost?
How Much Do Micro-Influencers Cost?
Because of Micro-Influencers’ modest audience sizes and reaches, they are generally cost-effective to work with for brands.
Here is a look at the industry standard rates for Influencer Marketing.
| Influencer Size | Rate |
|---|---|
| Nano-Influencers (1,000 – 10,000 Followers) | $10-$100 per post |
| Micro-Influencers (10,001 – 50,000 Followers) | $100–$500 per post |
| Mid-Tier (50,001 – 500,000 Followers) | $500–$5,000 per post |
| Macro-Influencers (500,001 – 1,000,000) | $5,000–$10,000 per post |
| Mega-Influencers (1,000,001 + Followers) | $10,000+ per post |
YouTube
| Influencer Size | Rate |
|---|---|
| Nano-Influencers (1,000 – 10,000 Monthly Views) | $20–$200 per video |
| Micro-Influencers (10,001 – 50,000 Monthly Views) | $200–$1,000 per video |
| Mid-Tier (50,000 – 500,000 Monthly Views) | $1,000–$10,000 per video |
| Macro-Influencers (500,001 – 1,000,000 Monthly Views) | $10,000–$20,000 per video |
| Mega-Influencers (1,000,001 + Monthly Views) | $20,000+ per video |
TikTok
| Influencer Size | Rate |
|---|---|
| Nano-Influencers (1,000 – 10,000 Followers) | $5–$25 per post |
| Micro-Influencers (10,001 – 50,000 Followers) | $25–$125 per post |
| Mid-Tier (50,001 – 500,000 Followers) | $125–$1,250 per post |
| Macro-Influencers (500,001 – 1,000,000) | $1,250–$2,500 per post |
| Mega-Influencers (1,000,001 + Followers) | $2,500+ per post |
X
| Influencer Size | Rate |
|---|---|
| Nano-Influencers (1,000 – 10,000 Followers) | $2–$20 per post |
| Micro-Influencers (10,001 – 50,000 Followers) | $20–$100 per post |
| Mid-Tier (50,001 – 500,000 Followers) | $100–$1,000 per post |
| Macro-Influencers (500,001 – 1,000,000) | $1,000–$2,000 per post |
| Mega-Influencers (1,000,001 + Followers) | $2,000+ per post |
| Influencer Size | Rate |
|---|---|
| Nano-Influencers (1,000 – 10,000 Followers) | $25–$250 per post |
| Micro-Influencers (10,001 – 50,000 Followers) | $250–$1,250 per post |
| Mid-Tier (50,001 – 500,000 Followers) | $1,250–$12,500 per post |
| Macro-Influencers (500,001 – 1,000,000) | $12,500–$25,000 per post |
| Mega-Influencers (1,000,001 + Followers) | $25,000+ per post |
Blog
| Influencer Size | Rate |
|---|---|
| Nano - Mega | $60 per 1,000 Monthly Page Views |
These industry standards will give you a jumping-off point when negotiating with your Micro-Influencers.
How To Negotiate With Influencers
Get 10 TACTICS working right now.
That said, the first place to start when negotiating is to know what you want.
This is how to work with Micro-Influencers…
How To Work With Micro-Influencers
Get Featured on Micro-Influencer Blog Posts
Get featured on upcoming or existing Blog Posts like:
- Top Lists
- Best Lists
- Favorite Lists
- Idea Lists
- Must-Have Lists
- Gift Idea Lists
- Guides
- Checklists
- How-To Articles
- Tips & Tricks Articles
WHY YOU WANT THIS: First, these articles get found & read online. They show up on Flipboard, Apple News, Google News & other popular blog aggregators. Even better? This type of content is generally the last stop before a purchasing decision. This content does a remarkable job of driving traffic & sales.
Get Featured On Evergreen Micro-Influencer YouTube Videos
Get featured on upcoming videos like:
- Top Lists
- Best Lists
- Favorite Lists
- Idea Lists
- Must-Have Lists
- Gift Idea Lists
- Guides
- Checklists
- How-To Videos
- Tips & Tricks Videos
- Hauls
- Unboxings
WHY YOU WANT THIS: First, these types of videos get found and get watched. They dominate both search results and YouTube-suggested videos. These types of list videos are generally the last stop before a purchasing decision. This content also does a remarkable job of driving traffic & sales.
Get Featured On Existing or Upcoming Micro-Influencer Versus Articles
Do you have a superior way of doing things, a better ingredient or a powerful unique value proposition that sets you apart from the competition?
Micro-Influencers are the best way to let potential customers know about it and break it down.
Provide your Micro-Influencers with all the details they need to understand why your products are superior and even offer to buy them the competitors’ products to test out and document their experiences.
WHY YOU WANT THIS: When a consumer is at the product awareness stage, that means they’ve done the research and they’re ready to buy. Now, it’s about narrowing in on the brand. Versus content helps them choose between you and your competitors. Consumers commonly Google “this brand vs that brand” or YouTube “this brand vs that brand” to make their final decision. Then, they consume the content and make the purchase.
Get Featured On Upcoming Micro-Influencer Versus Videos
Do you have a superior way of doing things, a better ingredient or a powerful unique value proposition that sets you apart from the competition?
Micro-Influencers are the best way to let potential customers know about it and break it down.
Provide your Micro-Influencers with all the details they need to understand why your products are superior and even offer to buy them the competitors’ products to test out and document their experiences.
WHY YOU WANT THIS: When a consumer is at the product awareness stage, that means they’ve done the research and they’re ready to buy. Now, it’s about narrowing in on the brand. Versus content helps them choose between you and your competitors. Consumers commonly Google “this brand vs that brand” or YouTube “this brand vs that brand” to make their final decision. Then, they consume the content and make the purchase.
Advertorial Style Reviews With Click-Worthy Titles Using Your Keywords (Video and/or Blog Article):
When asking for product reviews, request an Advertorial style review where you can help dictate the narrative.
Some example headlines include:
- The $30 Kitchen Gadget That Changed My Life
- This $25 Amazon Find Transformed How I Garden
- Suffer From Insomnia? You NEED This Supplement
- The Internet Is Obsessing Over This Coffee, Here’s Why
WHY YOU WANT THIS: What sounds better? “Your Brand – Garden Tool Review” or “This Ingenious $20 Garden Tool On Amazon Saved Me Immeasurable HOURS”? Boring articles & video titles never see the light of day. Plus, they don’t sell. You want your review to sound like the influencer just found the best solution to the problem ever. This is called pre-staging. If you are introduced as the best solution to the problem, that’s what your customer will believe.
Get Featured on Amazon Product Detail Page Video Reviews
Do you sell on Amazon?
Did you know that anyone can upload video reviews and user-generated content to your Amazon Product Listing?
Did you know that if you didn’t upload videos to your Amazon Product Listing related videos from other brands can show up on your product detail page to potentially take sales away from you?
Enter Amazon Influencer video reviews to the rescue.
You’ll want to ask Amazon Influencers to review your product and upload the video directly to your product detail page in addition to other platforms they may use such as YouTube & more.
WHY YOU WANT THIS: You already know how powerful product reviews are in influencing sales, but videos on Amazon Product Listings boost time on page, reduce bounce rates, lower Amazon exit rate, and provide more sales-related user-generated content for your product detail pages, all ranking factors in Amazon SEO. So not only will this help drive more sales, but also help boost your Amazon SEO rankings.
Get Featured on Amazon Influencer Storefronts
Amazon Influencer Storefronts divide their product recommendations into “Idea Lists”.
These idealists are topical.
You will want to check out the idealists of the Amazon Influencers that you are partnering with and recommend which one you’d like to be included on.
You can see these in action over at Amazon Influencer Examples, but let’s say you sell jewelry. You’d want to be included on idealists with titles such as: “My Favorite Earrings”, “Must Have Jewelry Accessories”, “My Wardrobe Staples”.
Need help finding Amazon Influencer Storefronts?
We have an in-depth guide on How To Find Amazon Influencer Storefronts.
WHY YOU WANT THIS: Amazon Influencer Storefronts have been a powerhouse for driving sales and awareness for some time now. What’s more, they boost SEO and are an evergreen way to get your products recommended to your Amazon Influencers’ highly engaged audience base. Simply stated, they are an easy way for the audience of your Amazon Influencer to buy their favorite things they see from that Amazon Influencer. Again, although this isn’t driving external traffic to your listing, it still drives conversions and boosts SEO in other ways.
Get Featured on Amazon Live Stream Videos
Some of the most effective Live Streams at driving sales are topical, top, or favorite products-based streams.
For example, if you sell an avocado pitting tool, you would love to be included in an upcoming live stream titled: “Kitchen Gadget Time Savers” or “My Must Have Kitchen Gadgets”.
WHY YOU WANT THIS: Not only will this drive sales and boost SEO, but it immediately increases the perceived value of your products. Amazon Live Streams are growing with no signs of slowing down and with a proven technique akin to QVC or HSN, it’s no surprise why this sales mechanism works. Amazon Live Influencers do a great job of bringing people onto Amazon to learn about new products to try, then closing the deal once they’re there. Although this isn’t driving external traffic to your listing, it still drives conversions and boosts SEO in other ways.
Promoting Monthly Coupon Code Promotions To Their Social, Email, Blog & Video Audiences
Create promo codes monthly, quarterly or seasonally just for that particular Influencers audience.
This will keep the relationship going with your Micro-Influencer plus a steady flow of traffic & sales.
WHY YOU WANT THIS: These types of promotional code blasts to blog posts, emails & social drive sales because they are value & benefit-driven from a source the customer knows, likes & trusts. After you’ve built the relationship with the influencer, don’t let it die on the vine, keep things going by rewarding their audience with regular coupon codes. This will keep your sales velocity going on Amazon which significantly improves your Amazon SEO, decreases your PPC costs and even better? Customers who use discount codes tend to leave more reviews.
Regular Giveaways To Their Audience
Giveaways have always been a powerful way to grow brand awareness and your following at the same time.
You can set criteria for giveaway entrants that require them to join your email list, follow you on social media and other brand-friendly actions.
This allows you to grow your own audience by leveraging their existing audience.
WHY YOU WANT THIS: Not only these drive demand and drive brand awareness, but they also can grow your following, expanding your reach of potential customers. There are lots of creative ways influencers can have people enter their giveaways that involve massive opportunity for you to grow your followings, fill up your Facebook Pixel & Google Analytics data & much more.
If you want more detail, we go in-depth in our guide: What To Ask For From Amazon Influencers.
With all that said, the best part of working with Micro-Influencers and Nano-Influencers for that matter, is that their modest audience sizes and reach are helpful as leverage to you as a brand, but irrelevant when it comes to how many people actually see the content you get featured on.
Here’s how to get Mega-Influencer reach when working with Micro-Influencers.
How To Get MEGA-Influencer Reach From Micro-Influencers
The fact of the matter is, if you understand how to do this simple trick, you can explode brand awareness and sales in one easy action.
It doesn’t matter what size Influencer you work with.
Here’s the trick as demonstrated by the sneaker brand All Birds in 2 simple steps…
1) Get Featured In an Advertorial Style Review
Partner with a Nano-influencer or Micro-Influencer on an Advertorial style review on a blog or YouTube video.
In this case, we’re going to look at a blog.
Here, you can see an “Internet Is Obsessed” style Advertorial over on Reviewed.com.
As you can imagine, this is a glowing review for the All Birds sneakers with many calls to action to buy the products.
I mentioned earlier that customers trust 3rd party reviews from Influencers over brands and that’s why this technique is so powerful.
Here’s why:
- It pre-stages the consumer to make them believe they need these sneakers.
- Because of this, it significantly increases the perceived value of the product that they are about to read about.
- By the time they finish reading, the customer has gone from Unaware to Brand-Product Fit and Buyer Intent in one simple article.
2) Amplify The Advertorial Through Native Advertising
The next step couldn’t get any easier.
Take the Advertorial style content that you were included on and amplify it to your target audience through Native Advertising.
Native Advertising takes content like videos and blog posts and adjusts its appearance so it appears “native” to the platform it is on.
For example, let’s continue with our All Birds example, they’re amplifying their content natively to sneaker enthusiasts.
One of the platforms it was amplified to was Flipboard, a content aggregator app, just like Google News or Apple News.
Here it is on my phone screen:
Notice how it says Sponsored at the bottom, but not by Reviewed, the site it appeared on, rather All Birds.
All Birds took their glowing sneaker review and amplified it across the internet to target audiences likely to be interested in its products.
Do you see the power in this?
You can reach audience sizes larger than Mega-Influencers of your target customers, passionate enthusiasts and more for the cost of working with a Micro-Influencer.
Or, if you were trying to sell to sports enthusiasts, imagine content promoting you appearing on behemoth sites like Yahoo Sports.
See how the arrow is pointing at the word “Ad” yet the content looks just like the other articles on the site?
It looks like it belongs on that platform, yet will direct the customer who clicks on it, back to the Micro-Influencers site, not Yahoo Sports.
This works because:
- The audience sees the content from a 3rd party that isn’t the brand but is about the brand.
- Since it’s not by the brand, they trust it and are willing to take action.
If you’re not familiar with native advertising, here are the main players:
Simply sign up and get started working with Micro-Influencers.
How To Work With Micro-Influencers FAQ
Need more help understanding how to run successful Amazon Influencer Marketing campaigns? We published this guide: Amazon Influencer Marketing The COMPLETE Guide.
Or, need more help with finding Amazon Influencers?
Referazon Amazon Influencer Software has a powerful Amazon Influencer Search that makes it simple to find Amazon Influencers and manage campaigns right on the Amazon Influencer Marketing Platform.
If you find it takes too much time to find and build relationships with Amazon Influencers even with our Amazon Influencer Marketing Software, we can do it for you with our Referazon Express Amazon Influencer Marketing Agency program.
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