Qu'est-ce qu'une plateforme de micro-influenceurs ? Tout ce qu'il faut savoir

When brands are on the lookout for influencers to work with, they might typically go for mega-influencers and Kardashian-level celebs. And it makes sense—those creators have the largest following. But bigger isn’t always better in the world of influencer marketing. 

Les marques intelligentes qui souhaitent stimuler l'engagement savent que la collaboration avec de petits créateurs est essentielle. L'un des meilleurs moyens de trouver ces collaborateurs est de passer par une plateforme de micro-influenceurs.

But what does a platform like this do for brands? What makes it different from your typical influencer marketing platforms? And what are the best ones in the market today? That’s what we’re covering in this guide. If you want to discover the answers to all these questions, stick around!

Que sont les micro-influenceurs ?

Micro influencers are creators that have anywhere between 10,000 and 100,000 followers. They’re often confused with nano influencers, another type of small creator with anywhere from 1,000 to 10,000 followers.

These small-time creators don’t have as many followers as mega influencers and celebrity-status personalities online. So, they’re not always the best for mass reach campaigns.

However, they’re known for their outstanding engagement rates and ability to convert and spark meaningful conversations with their audience. According to Sprout Social, their average engagement rate is 6%—a far cry from the 1.97% average of mega-influencers.

That’s because the smaller the influencer, the more tight-knit their community probably is. Because they’re not as busy as celebs, they have time to sit down and talk to their followers. Their fans look at them like friends more than celebrities because they’re more authentic and relatable than mega influencers.

Having a loyal, impressionable, engaged audience makes them the perfect brand ambassadors for campaigns trying to drive higher conversion rates. Because of these small influencers’ close bond with their community, their fans listen to them when they recommend certain brands.

Que gagnent les marques qui travaillent avec des micro-influenceurs ?

There are several advantages when working with a micro influencer, from the affordability of collabs to working with real people. Here are just some of the many benefits brands that work with micro influencers have access to: 

• Niche marketing: Smaller influencers typically operate within a specific niche, such as fashion, business, pets, beauty, and so on. This is very different from mega-celebs, who often create content on broader lifestyle topics to cater to mass audiences. Working with niche influencers allows you to promote your brand within a specific community or target audience. 
•  Cost–effectiveness: The rates for sponsored posts and collaborations with smaller influencers are more affordable than those of celebrities. While the latter might demand thousands of dollars per post, working with micro-influencers might cost just a few hundred dollars. 
• Authentic brand voice: Instagram users view emerging influencers as real people, not unapproachable celebrities. They’re more genuine and down-to-earth. So, when they talk highly about a brand, it’s much more believable.
• Un contenu plus créatif: Les petits créateurs sont plus impliqués dans le contenu qu'ils produisent. Cela signifie qu'ils sont plus au fait des tendances actuelles et des styles esthétiques uniques qui ne manqueront pas d'attirer l'attention.

Qu'est-ce qu'une plateforme de micro-influenceurs ?

Une plateforme de micro-influenceurs est exactement ce qu'elle semble être. Il s'agit d'un lieu où les marques peuvent entrer en contact avec des créateurs émergents et des étoiles montantes en vue d'une éventuelle collaboration.

It can sometimes be difficult to look for the best small creators to work with for a brand campaign. However, with a micro influencer marketing platform, influencer discovery and outreach become a lot easier.

These platforms typically have wide databases of small influencers and key info about them, from their niche to audience demographics. That makes shortlisting and identifying the influencers you want to work with a breeze.

Les plateformes d'influence pour micro-influenceurs disposent généralement d'outils de gestion de campagne pour les projets d'influence. Cela permet aux marques et aux créateurs partenaires de suivre les campagnes et les collaborations en cours.

These platforms also work as influencer relationship management tools thanks to their communication features. Brands can directly reach out to their partner influencers for anything on these platforms, streamlining and simplifying communication.

Lastly, platforms like these will also typically offer influencer analytics reports. These reports show you all sorts of performance metrics for a partner creator’s posts, from reach to audience engagement. That way, you can assess the performance of your partner influencer’s content. This can help brands determine whether they should work with certain creators again.

In a nutshell, a micro influencer marketing platform is a brand’s one-stop shop for making collaborations with creators much easier.

Les créateurs doivent-ils travailler avec une agence de micro-influenceurs ?

Yes, smaller creators would benefit greatly from working directly with a micro-influencer agency or platform. It’s like having a manager that can connect you to potential brand partners. So, if you’re an aspiring influencer trying to make a name for yourself, consider joining one of these platforms.

But aside from landing you opportunities to work with brands, what are the other advantages of using an influencer platform? Here are just some of the many benefits smaller creators can reap from working with these platforms:

• A more streamlined negotiation and contract-signing process: These platforms typically have features that make the more tedious and stressful parts of collaborating—like administrative tasks—much easier. These include drawing up and signing the contracts, negotiating compensation, receiving payments, and more.
• Increased credibility in the influencer marketing world: Influencer platforms don’t just work with any influencer who signs up for their community. They’re known for stringent vetting processes, only picking out the crème de la crème of influencers to join their platform. If you get into one of these agencies, your credibility and trustworthiness in the digital space will be boosted. 
• A consistent stream of income opportunities: Creators who look for partnerships themselves might experience periods of stagnancy. That’s because it’s not always easy to reach out to brands and ask if they have opportunities for influencers. But if you’re part of an influencer platform, there are always projects lined up that you can potentially work on.
• No competing with larger influencers: You would be a fool to think a small creator can compete with a popular mega-influencer for a brand deal. But on a micro influencer-focused platform, this unfair competition is no longer a worry. Brands that use these platforms are there to look for smaller creators specifically. So you don’t have to compete with larger fish!

3 plateformes populaires de micro influenceurs à considérer

There are many influencer platforms online that specialize in connecting smaller creators with big brands. The best one depends on what you prioritize, whether it’s easy influencer discovery, easy campaign management, or creative content.

Vous avez besoin d'idées sur les plateformes à consulter ? En voici trois que nous recommandons vivement.

1. Stack Influence pour une gestion facile de bout en bout des campagnes d'influence

Stack Influence is a network of over 11 million creators in the US, all of whom have less than 20,000 followers. It boasts influencers from all kinds of psychographic niches and lifestyle topics, such as beauty, fitness, books, wellness, and food. The platform manages these creators 100%, making collaborating with them through the website very convenient.

La plateforme vérifie tous ces influenceurs avant qu'ils ne soient autorisés à rejoindre la communauté. L'équipe de Stack Influence s'efforce ensuite d'associer les marques aux meilleurs influenceurs partenaires possibles.

La particularité de cette plateforme est qu'elle gère de bout en bout les campagnes d'influence grâce à un processus en six étapes. Voici comment cela fonctionne :

1. Landing page creation: The team produces a page that showcases everything about your brand, from your products to your aesthetic and brand personality. Here, influencers can learn more about your brand and decide whether they’re the right fit for your projects.

2. Influencer discovery: A shortlist of influencers from the community is created according to the brand’s target audience and project needs. From there, the brand can select which ones they’d like to collaborate with.

3. Campaign management: When the project kicks off, the Stack Influences manage their campaign deliverables through the platform. That way, they can keep tabs on every creator in your roster and whether they meet their deadlines.

4. Rémunération des influenceurs: Les marques "paient" les influenceurs en leur offrant des produits gratuits. Stack Influence ne permet pas aux marques de rémunérer les créateurs par des frais monétaires.

5. The creators curate branded content: The influencers create posts promoting the brand and get them approved by the client. Once everything is good, they post the content on their page.

6. Influencer analytics: Finally, Stack Influence analyzes the performance of each influencer’s content and shares the results with the brand.

2. Statusphere pour trouver les meilleurs influenceurs

If your main priority is getting your brand matched with the best micro influencers for your campaign, try Statusphere. This platform collects over 250 data points from every creator on their platform. This information is then used to match them up with brands looking for influencers aligned with their profiles and interests.

Statusphere allows users to filter influencers based on the most detailed parameters. You can find ones based on basic demographics you prefer, like age, sex, and location. But you can dig deeper and find influencers based on fashion styles, beauty concerns, and even whether they’re currently pregnant!

This platform is perfect for brands who want to streamline their influencer discovery process. That’s because it instantly connects them with influencers who fit their criteria. On the other side of the spectrum, it’s ideal for creators wanting to collab with brands that fit their persona.

3. Billo for Hiring Talented UGC Creators, Not Just Influencers

Billo allows brands to work not just with influencers, but UGC creators with a knack for curating content. For this platform, the key to successful influencer marketing is creative branded content. So, they encourage clients to hire creators not just for popularity but their talent in content creation.

Right now, Billo boasts over 5,000 creators within their community. Billo vets these influencers before they join the platform to ensure they have the skills to make top-notch content. Over the years, the network has created more than 200,000 videos to promote 22,000 brands across different industries and niches.

What’s unique about these videos that their influencers create is that they look like real, authentic user-generated content. There are none of those overly manicured sponsored posts and hard-sell ads. Instead, all the influencer content that comes out of the platform is creative, authentic, relatable, and can potentially go viral.

Voici comment fonctionne Billo :

1. A brand orders a video. Brands can create specific “tasks” on the platform, similar to placing an order on a shopping website. They detail exactly what they’re looking for, from their target audience to the overall vibe they want from the video. They can then connect with influencers who are interested in the task via chat.

2. La marque envoie des produits aux influenceurs. Cela permet aux créateurs de réaliser des vidéos attrayantes mettant en valeur les produits physiques de la marque.

3. Influencers create videos and submit the final output. From there, the creators take center stage. They produce the videos exactly as the client briefed them. Then, they send the finished product to the brand for approval.

This platform is fantastic for brands that are sick of half-baked, mediocre, unoriginal influencer content. When you work with Billo influencers, you’ll always get exciting, impactful content that makes your brand shine.

Développez votre présence sur IG avec Path Social pour décrocher des emplois sur les plateformes d'influenceurs !

If you’re a striving influencer just starting to cultivate your fanbase, getting on one of these platforms can be helpful. It’s another avenue to potentially land your dream brand deals and collaborations.

But they don’t give just any small creator access to their platform. They only pick out the best of the best with a significant following. So, it’s a good idea to grow your follower count to increase your chances of working with an influencer platform. This boosts your credibility, making you more attractive to brands.

Want more followers to land on a micro influencer platform? Path Social can help! Our promotional services use AI targeting tools to push out your content to the right people. Your target audience discovers your page, giving you tons of new followers.

Our strategies have helped influencers like Terrell Conyers, who gained almost 30,000 new fans, with our expertise to guide her. We’ll help you achieve the same thing! Grow your Instagram community and finally reach influencer status with Path Social today!

Questions fréquemment posées