Micro-Influenceurs : Exploiter les petits créateurs pour obtenir un engagement élevé

When you think of Instagram influencers, you probably picture mega-influencers with millions of followers swimming in money and sponsorships. But you might be surprised to learn that nowadays, brands are more interested in working with micro-influencers in small communities.

Influencer marketing rarely involves tapping the biggest celebrity to work with your brand. Most of the time, it’s about hiring influential people to get their audience to listen when they talk about your brand. Micro and nano-influencers are perfect for this because of their influence in their small but impactful market niche.

Aujourd'hui, nous allons parler du pouvoir des petits influenceurs et de la façon dont ils peuvent contribuer à l'engagement de votre marque. Poursuivez votre lecture pour en savoir plus !

Qu'est-ce qu'un micro-influenceur ?

Tout d'abord, qu'est-ce qu'un micro-influenceur ? Un micro-influenceur est un petit influenceur qui a plus de followers que la personne moyenne, mais pas autant que les méga-influenceurs et les célébrités.

They usually get this sizeable following by being experts in a specific market niche, like food, books, tech, beauty, and more.

Despite their small following, these smaller creators are attractive to brands because they have a high average engagement rate.

In 2021, over 90% of all user engagements on sponsored content were from those published by micro-influencers, not celebrities. So, if your brand works on influencer campaigns to drive engagement, don’t sleep on smaller content creators.

Because these small influencers aren’t celebrities, people see them as more authentic and trustworthy. They’re not sell-outs—at least not yet. So, their word is as good as gold. For this reason, businesses clamor to have small creators as brand influencers in their marketing campaigns—especially where audience engagement is involved.

Quel est le nombre habituel de followers d'un micro-influenceur ?

Micro-influencers have a smaller following than mega-influencers and macro-influencers but a slightly bigger one than nano-influencers. Here’s a breakdown of how many followers these content creators usually have, at least on Instagram:

• Méga-influenceurs et célébrités: Plus d'un million d'adeptes
• Macro-influenceurs: 100 000 à 1 million de followers
• Micro-influenceurs: 10 000 à 100 000 followers
• Nano-influenceurs: 1 000 à 10 000 adeptes

All of these Instagram content creators are important for any influencer strategy. However, there’s a huge difference in the role they play in a brand’s influencer campaigns.

Brands use mega-influencers and macro-influencers with hundreds of thousands of followers for their broad, massive reach. They’re perfect for brand awareness campaigns because they can get more eyeballs on branded content. They’re the best influencers to work with for major campaigns, especially for businesses with big budgets.

Smaller influencers, on the other hand, are amazing at engaging their followers. Even if the average micro-influencer follower count is lower, they are credible and trustworthy. Your brand should work with these experts and industry leaders if you’re looking to promote your label to a niche audience.

Les 5 avantages de travailler avec des micro-influenceurs

To many people, working with smaller creators instead of celebrities doesn’t make sense. But if you really think about it, working with micro-influencers offers plenty of brand benefits. Here are just several of them:

1. Ils ont un public ciblé dans une niche de marché

Because these small creators operate in a market niche, they have a very specific target audience. Some brands want to target that same audience for their campaigns. But if they hire a mega-influencer, they’ll waste marketing money on posts that will reach a broad audience—aka people they’re not interested in.

People who follow micro-influencers look up to them and listen to everything they say. They are probably experts on their specific niche, whether it’s hair care for curly hair or fantasy books. If those interests fall under a brand’s target market demographic, these creators may be tapped for influencer campaigns.

And when they start talking about a brand to their followers, people will likely listen to them more than celebrities. I mean, who would you listen to more about a new food brand? Your favorite vegan dessert influencer with a small fanbase or Kim Kardashian?

2. Ils ont des taux d'engagement moyens plus élevés

As mentioned earlier, micro-influencers are known for their glittering engagement rates. Even if they have fewer followers, they can drive genuine interest in people about the things they post.

For example, if a mega-influencer with 500,000 followers were to post about a brand, people wouldn’t even bat an eye. They’ll see the branded post, spend a few seconds looking at it, and then keep scrolling.

But if a smaller creator were to post about a brand, their highly engaged audience might converse with them about it. They may hit “like” on the post and leave a comment to ask questions about the brand. Engagements like these are awesome for driving brand interest and conversions later on.

3. Il est plus abordable de travailler avec eux

Embaucher des micro-influenceurs pour vos campagnes est beaucoup plus abordable que de travailler avec des célébrités. Ils sont parfaits pour les entreprises en phase de démarrage ou les marques dont le budget marketing pour les campagnes d'influence est limité.

Obtenir des méga-influenceurs qu'ils publient des articles sur votre marque peut vous coûter jusqu'à 10 000 dollars pour un seul élément de contenu. En revanche, les petits créateurs de contenu facturent beaucoup moins. Un message de marque rédigé par un petit créateur peut vous coûter quelques centaines de dollars.

Of course, it’s important to pay your influencers a fair rate. If they can create aesthetically pleasing content that boosts engagement and interest in your business, you should be paying them more. Hiring them for seasonal campaigns (like Christmas or summertime) may also increase their rates.

4. Vous ne risquez pas de surexposer votre marque

If you hire multiple mega-influencers to talk about your brand, there’s a high chance you will get overexposed. Since big influencers have a huge audience, a lot of their followers probably overlap. So, some people might see too many posts about your brand and might think it’s a bit of a hard sell. For many, this is a turn-off.

But with micro-influencers, you will unlikely deal with this problem. These creators have highly specific niche audiences. If you strategically build a diverse set of influencers for your campaign, their followers may not overlap. Your brand won’t overexpose itself to a specific group of people.

And even if you do get some overlaps, there’s a high chance that people won’t get sick of seeing content about your brand. Micro-influencer content is renowned for being unique, out-of-the-box, and individualistic. No two posts will be the same for these creators. Even if someone does see branded content from two different creators, the posts will still be interesting in their own way.

Une autre raison pour laquelle vous ne serez probablement pas surexposé en travaillant avec de petits créateurs est qu'ils ne publient pas aussi souvent que les célébrités. De nombreux petits influenceurs ont un travail en dehors de leur activité de créateur. Ils ne publient généralement pas tous les jours. La fréquence plus faible signifie qu'il n'y a pas de lassitude à l'égard de la marque.

5. Ils peuvent vous aider à mener des campagnes hyperlocales

Enfin, les micro-influenceurs peuvent vous aider dans vos campagnes localisées lorsque vous souhaitez cibler des personnes dans un lieu spécifique.

Aside from being experts in their niche, some small influencers are influential specifically to their city. They may be hometown heroes, like the county pageant queen or the neighborhood’s favorite baker. You may reach a location-based audience you’re eyeing by tapping them for your influencer campaigns.

You can get these creators to promote your brand at local events. If they promote your brand online, they can also use slang or speak in a dialect specific to their location. Because their community trusts them, more people will listen when they talk about your brand.

Marketing des micro-influenceurs 101 pour les marques

Tapping influencers for projects sounds like a lot of fun. But it can be overwhelming for brand owners to do it for the first time. If you’re not sure how to work with influencers, we’ve got you. Here are some of the best ways you can do micro-influencer marketing for your business:

Micro-Influencers Can Post Collaborative, Sponsored Content

The most common way to work with micro-influencers is by sponsoring their posts. In these posts, they will promote your brand and its products for their followers to see. They can do all kinds of content for this, like brand reviews, tutorials on how to use your products, unboxing videos, and more.

De nombreux influenceurs utilisent le label de partenariat rémunéré sur leurs posts sponsorisés. Cela leur permet d'être aussi transparents que possible avec leur public lorsqu'ils collaborent avec une marque.

Vous pouvez co-créer des produits avec des micro-influenceurs

Les marques peuvent également collaborer avec les micro-influenceurs en créant avec eux un produit en édition limitée.

For example, if you’re a bookstore brand, you can partner with someone popular on “bookstagram” for a book club service. If you have a makeup brand, you can tap an influencer to collaborate on a specific shade of lipstick or eyeshadow.

This is a great way to sell your products to a specific, niche audience you haven’t successfully reached as a brand. Just ensure the product you come up with aligns with the influencer’s personality. Or else, it will look fake and staged, and you won’t sell their followers on your limited edition offering.

Vous pouvez les exploiter pour Instagram Marketing d'affiliation

Vous pouvez également travailler avec des micro-influenceurs pour stimuler les ventes par le biais du marketing d'affiliation. Ces campagnes d'influence sont parmi les plus rentables. Elles n'exigent pas que vous ou les influenceurs avec lesquels vous travaillez produisiez du contenu.

Here’s how it works. You set up a specific discount code or affiliate link to your brand’s website for your brand influencer. Then, they promote that link to their followers. When their followers buy from your website with that link, they get a discount. Your brand influencer gets a commission, and you get more sales. It’s a win-win for everyone!

Certains micro-influenceurs peuvent même faire du marketing d'affiliation Instagram directement sur la plateforme. Les marques leur verseront une commission uniquement pour avoir recommandé et généré des ventes pour des marques spécifiques. C'est une formidable opportunité de gagner de l'argent en tant qu'influenceur en herbe.

Ils peuvent prendre le contrôle de votre compte à l'adresse Instagram

You can also let your brand micro-influencers “take over” your Instagram and post content directly with your account. This is awesome for all sorts of social media content, from Q&A forums on Instagram Live to behind-the-scenes content about your brand on Stories.

The idea here is that for a limited time, all the content you post will have the influencer’s face in it. This can draw their audience to your page, especially if the influencer cross-promotes the efforts on their profile. It can drive tons of engagement (and maybe even new followers!) for your page.

Comment devenir un micro-influenceur en 3 étapes

Being a brand influencer sounds like heaps of fun! Unsurprisingly, so many people dream of becoming a small influencer and working their way up to get a huge following.

Are you one of these people? If yes, we want to help you out! Here’s how to become a micro-influencer in three steps.

1. Choisissez votre marché de niche et créez un contenu de qualité sur ce thème

To make it big as a micro-influencer, you need to choose a market niche to own. This can be anything from fashion, food, board games, books of a specific genre, traveling to obscure cities and more. The more niche and unique it is, the better.

It shouldn’t just be something cool or trendy. You need to be genuinely passionate about it so that you can impart knowledge and good insights about your field. If you fake it, your audience will know, and they won’t give you a follow.

Once you know the niche topic you want to operate in, it’s time to make some high-quality content. On Instagram, this means visually exciting and value-driven content. Come out with interesting, relevant posts regularly for your followers to see and engage with. If people like your content, your follower count will start to rise.

2. Engagez-vous toujours auprès de votre public

If someone comments on your posts or sends you a direct message about it, don’t be a snob. Reply to them with something friendly and insightful. Micro-influencers are known for driving high engagement, remember? To keep your audience engaged, building a relationship with them is crucial. Responding to all interactions with your account is the key to doing so.

Other ways to engage your audience are by hosting Q&A sessions or setting up surveys on Instagram Stories. It makes your followers feel valued by you, making them cherish their relationship with you even more.

Engaging your followers doesn’t just make them trust you more. It also builds credibility for your brand. And the more credible you are, the more likely brands will reach out and ask to work with you on influencer campaigns.

3. Collaborer avec les marques de vos rêves

Finally, once you’ve got a sizeable following and more confidence in content creation, reach out to your dream brands.

Email or DM them with an engaging pitch telling them what you have to offer as a brand influencer. Talk about your niche as a micro-influencer and how much your audience trusts you. If you have good engagement rates on your latest posts, share those, too.

When you land brand deals, always hold up your end of the bargain by posting all the branded content you promised to post. Engage with your audience like you usually do to maintain trust and rapport in your community. If you do well, you can build a lasting relationship with the brands you collaborate with, opening up opportunities for you in the future.

Combien gagnent les micro-influenceurs en un mois?

Of course, aside from dreaming of the fame and influence of being a content creator, you must be practical, too. Before launching your career as a small influencer, consider whether it can pay enough to make you a decent living.

Combien gagnent les micro-influenceurs chaque mois? La réponse varie d'une personne à l'autre. Mais les micro-influenceurs qui travaillent dur pour décrocher quelques partenariats avec des marques chaque mois gagnent probablement au moins quelques centaines de dollars.

As a small content creator, you could charge around $100-$500 per Instagram post. If you land two brand deals per month, you can easily make an extra $200-$1,000. That’s awesome for a side hustle. The best part is that landing deals like that can help you grow your Instagram following. And the bigger your fanbase, the higher you can charge brands later!

Voici d'autres facteurs à prendre en compte lorsque vous déclarez vos tarifs pour les promotions de marque :

• Scope of work: If a brand expects you to create multiple posts, attend events, and do an Instagram takeover, you should charge them higher.
• Exclusivity: If an exclusivity clause in your contract doesn’t allow you to promote other brands, you should raise prices.
• Experience: The more experience you have promoting brands, the higher you should charge future clients.

Ne jamais sous-estimer le pouvoir des micro-influenceurs

Les micro-influenceurs sont peut-être moins suivis que les célébrités et les macro-influenceurs. Mais ne sous-estimez pas leur pouvoir. Ils peuvent probablement activer leur public très engagé et l'influencer bien plus qu'une célébrité ne peut le faire avec ses millions de fans. Pourquoi ? Parce que ces petits influenceurs sont considérés comme authentiques et crédibles dans leur niche de marché spécifique.

Next time you’re considering launching influencer campaigns for your brand, don’t forget the smaller influencers. Mega-influencers might have the reach, but micro-influencers are the kings and queens of engaging their fans. You can’t risk excluding them from your influencer strategy.

Whether with sponsored posts, product collaborations, or affiliate links, doing influencer marketing with smaller creators is always fun. They create out-of-the-box content and know how to talk to their audience to get them interested in your brand.

Are you thinking of becoming a micro-influencer yourself? Allow Path Social to help set you up for success. Our proprietary targeting algorithm enables you to reach people who will enjoy your content. Not only will it help you get engagement on your posts, but you’ll also gain more followers. With that fanbase, you can start your career as an influencer. Start growing your community now!