My “Chase The Hashtags” formula for finding Influencers for your brand on Instagram, no favors asked!

Ok so I’m getting a lot of questions from brands that are confused, such as:

I feel super dumb asking this question, but here goes… How would I go about finding SMI (social media influencers) (micro and/or macro) on IG to grow a social media following for a specific shoe service company? I don’t even know where to start.

Ok, so the bad news – Influencer tools can’t help you 

Continue reading My “Chase The Hashtags” formula for finding Influencers for your brand on Instagram, no favors asked!

Influencers Can Get Around Ad Blockers!

Influencers help you get around Ad blockers because they speak directly to the people who follow them

One of the best reasons for brands to work with Influencers is that it is just a great way to get around challenges of advertising.

It has become more and more difficult to use digital ads to reach customers and potential customers. 

Continue reading Influencers Can Get Around Ad Blockers!

To Succeed with Influencer Marketing, Don’t Forget that it’s Marketing

It’s called Influencer Marketing — so why don’t marketers approach it like marketing?

Influencer Marketing is – no doubt – here to stay for the foreseeable future. It also may be the hottest, most trendy topic in marketing: in a recent survey 74% of marketing decision makers state that they have allocated a budget for influencer marketing (source: OnBrand). Yet time and again I hear people — even very good marketing professionals — confuse marketing and sales when it comes to SMI* (and make serious mistakes as a result). That is because they have not thought clearly about their influencer marketing strategy.

Continue reading To Succeed with Influencer Marketing, Don’t Forget that it’s Marketing

Influencer Marketing works and here are some real examples from Twitter

Influencer marketing WORKS! I’ve compiled some testimonials from Twitter on influencer marketing and it’s pretty impressive.

Influencer marketing works...
Influencer marketing works…
CAN SOMEONE PLEASE RECOMMEND ME A BEAUTY INFLUENCER WITH HOODED EYES🙏🏻🙏🏻 I’m trying to perfect my eyeshadow skills but I need good tutorials 😭😭

Read the answers to Mr. Graceffa (an influencer by his own merit):

Continue reading Influencer Marketing works and here are some real examples from Twitter

Hiring Influencers: Moving Beyond “Outreach”

There is no “outreach” to an Influencer, there is hiring. Think hiring instead of outreach

There’s a lot of misunderstanding about how to communicate with SMI

For some reason, people think they need to do outreach influencer hiring …. To woo or charm an SMI (social media influencer). I think they hope that if you compliment an Influencer on their writing and fame, and make them think you are helping them, that will grab their attention, and then they’ll endorse your amazing product for free… That’s a myth and is is a fundamental misunderstanding about SMI. There is no outreach — there is “hiring.”

There is a lot of misunderstanding about how to communicate with Influencers. For some reason, people think they need to do “outreach”…. To woo or charm an Influencer. I think they hope that if you compliment an Influencer on their writing and fame, and make them think you are helping them, that will grab their attention, and then they’ll endorse your amazing product for free… That’s a myth, this is a fundamental misunderstanding about Influencers. **There is no outreach -- there is “hiring.” ** The Influencers are BUSY, they get dozens if not hundreds of emails that try to “outreach” to them. You can avoid all of that by treating them like professionals. Just like you'd do with graphic designers, SEO specialists, and software developers, send the Influencer a short, to the point message and state that you want to HIRE them ...and then do exactly that!

The SMI are BUSY, they get dozens if not hundreds of emails that try to do “outreach” to them. You can avoid all of that by treating them like professionals. Just like you’d do with graphic designers, SEO specialists, and software developers, send the SMI a short, to the point message and state that you want to HIRE them …and then do exactly that!

DON'T spam the influencer
DON’T spam!
"If your brand reaches out to an influencer, do NOT automatically add that person's email to your marketing list. Getting spammed with emails I never opted into immediately makes me dislike your brand. Respect others' digital spaces."

Exchange of Products? It may not be the best way of hiring an influencer!

When you are clear and straightforward, they know that you don’t expect them to work for free.

And you shouldn’t. It doesn’t make sense to ask SMI to spend their time creating content for free, or in exchange for a sample of your product. It’s disrespectful. Most SMI have their own financial obligations, and are professionals. They work hard to create content and build their following. They value their time. You should too.

Related:

Should I pay SMI (Social Media Influencer)?
Should I pay SMI (Social Media Influencer)? Source: https://www.dearmishudad.com/pay-smi-social-media-influencer/
"Instagram influencer money is paying mortgages"
Instagram influencer money is paying mortgages. FYI.

The above is my 2c from my 6 years of experience as a brand working with online SMI, and as the creator of DearMishu, a Micro-Influencer.

When a brand reaches out to Mishu, what I DO want is to get to know them and their goals and understand their product and their key selling points and marketing strategy. I also want to get down to business pretty quickly. Are they interested in hiring our services? If so, then we need to understand their goals and build a relationship. If not, there isn’t really a point. What I DON’T want to do is have a lot of back and forth that ends up going nowhere. It’s just not a good use of anybody’s time.

‘Dear Mishu’ is a social media account that I created. Mishu is a character — based on my dog — who provides inspiration and advice through Instagram posts. That includes: advice to humans about dogs, advice to dogs about humans, and advice to humans about friendship, dating, career, living in the moment and being true to yourself.

As an “advice” focused account, Dear Mishu is perfectly situated to recommend a wide variety of brands and products, including:
products for dogs
lifestyle brands
apps
travel
– fitness and outdoors
Dear Mishu has ~80k followers on Instagram, Twitter, and Facebook and regularly receives hundreds of likes and comments on posts. Please contact us if you would like to discuss sponsorship or to review our media kit.

Today’s Micro-influencers – How to Define Them and Why They are So Important for Brands.

Since 2018 we’ve been hearing a lot about “Micro-influencers.”
Micro what? And… why?? Who are these micro-influencers anyway?

Types of Influencers

There are 3 types of SMI (social media influencers):

Types of social media Influencers
Types of social media SMI: Nano, Micro, Macro and Mega

Type 1: Mega-influencers, also called “celebs”… We’ve all seen them. They have over million followers and usually look like this:

an influencer does NOT need to b a celeb
The Mega-influencer look.

Next:

Type 2: Macro-influencers: they have up to 100k followers. They have a lot of strengths, but are lacking some of the best qualities of micro influencers.

Type 3: Micro-influencers… According to current definitions, they have fewer than 100k followers, and – to simplify things – they are “small size” SMI.

P. S. There’s a sub-category of micro-influencers, for even smaller size SMI, with fewer than 10k followers. They’re often called “nano-influencers” but it’s fine to refer to them as micro-influencers — let’s just keep it simple.

Now there was a time when micro-influencers were ignored… people only considered mega- and macro-influencers with over a hundred thousand followers to have value to offer.

But more recently they’ve become hot… they’re in demand (at least the good ones). Let me explain why:

Why Micro-Influencers are HOT:

Microinfluencers are hot and in high demand to serve B2C and B2B brands – they bring real influence, they create super original content and, on top of that, they are cost-effective!

There are three main reasons that micro-influencers and nano-influencers are suddenly hot.

1. Micro-influencers INFLUENCE

  1. Because they run a small shop (i.e. a community of several hundred or thousand followers), they can make those followers feel like home. They are deeply connected, answering their followers’ questions and comments, one by one (almost), giving them a feeling of belonging.
  2. Because they build their communities around a very, very specific niche topic, on which they are experts and which they are passionate about.
  3. Because they picked a job (social media) that they really good at.

And because of all that…

…they have influence, they can change behavior, they can introduce new conversations about the your brand or product. And that – my friends – is called influence!

And mind you, having tons of followers (or having great ‘reach’), while hard to achieve, is NOT influence.

Why engagement is important​
Examples of an SMI’s engagement with followers. As you can see, it’s intense. Followers often want an SMI your close attention and smaller SMI can provide that — in fact they enjoy providing that.
Microinfluencers, because of their small number of followers, can often find time to communicate with each and every member of their communities. The more communication, the more engagement per post. Mega-influencers cannot do this (but they have other advantages such as huge exposure). #EngagementTips #MicroInfluencers
Microinfluencers, because of their small number of followers, can often find time to communicate with each and every member of their communities. The more communication, the more engagement per post. Mega-influencers cannot do this (but they have other advantages such as huge exposure). #EngagementTips #MicroInfluencers

2. Micro-influencers Bring Impactful Content

Hiring micro-influencers is as much about the content they deliver as it is about the influence! The content provided by micro-influencers can be wonderful. Why? Because it’s native, non-intrusive, with a great point-of-view and un-ordinary attention to detail!

Get an influencer who is an expert in the field to recommend your product: Customers are more likely to believe in a product when it is recommended by someone an expert!
Get an influencer who is an expert in the field to recommend your product: Customers are more likely to believe in a product when it is recommended by someone an expert!

They’re experts in their trade/passion, and provide deep, intriguing, and super interesting content!

the kind of a content that we shld expect from an influencer to deliver
Original, native, non-intrusive, not superficial, impactful, with a great point-of-view, attention to detail, and interesting – that’s the content micro-influencers can provide. Why? Because they focus on a particular niche, and engage with it days and nights!

Tip: The best way to benefit from working with micro-influencers is to reuse, re-purpose, re-post the content they create for you. Post it everywhere: on social media, your website, your storefront, TV ads, conferences, stickers, and what not. It has huge potential value.

3. Micro-influencers are Cost Effective

The amount of money spent micro-influencers is, on average, less than $500 per campaign. That’s much more cost-effective than ads…

If you make sure you do the SMI campaign right.

Just because Kim has 1M followers, or John gets 1,000 likes, it doesn’t mean they’ll be helpful for you. #Microinfluencers

Examples of Micro-influencers

Related:

What Influencers Bring to the Table: dialogue, attention, community building, category leading, positive bias, high level story-telling, etc.
What young Influencers Bring to the Table…

Related:

If It Can’t Be Transactional, Then What Am I Getting from Influencer Marketing at All?