Are you a micro-influencer dreaming of quitting your day job and making a full-time living through brand partnerships?
You‘re not alone. With the influencer marketing industry projected to reach $16.4 billion in 2022, more and more people are looking to cash in on their social media clout.
But here‘s the thing: if you want to stand out in an increasingly crowded space and attract the attention of major brands, you need to start thinking and acting like the top dogs in the game.
That doesn‘t mean you need millions of followers (micro-influencers are actually in high demand because of their highly engaged audiences). But it does mean you need to approach your content strategically and professionally.
Ready to learn how? Let‘s dive into 5 key lessons micro-influencers can learn from the best in the biz, illustrated with real-world examples and data.
1. Develop a Strong Aesthetic
When it comes to stopping the scroll and attracting loyal followers, aesthetics are everything, especially on visual platforms like Instagram.
And no one knows this better than Sam Ushiro (@aww.sam). With a dreamy pastel color palette, whimsical props, and an enviable collection of feminine dresses, Sam has developed an instantly recognizable aesthetic that‘s attracted over 262,000 followers.
Take a look at Sam‘s feed and you‘ll notice a few key things:
- A soft, muted color scheme with lots of pinks, lavenders, and creams
- Frequent appearances of florals, greenery, and other natural elements
- Playful, oversized accessories like bows and hair ribbons
- Charming locations like Parisian cafes and sprawling flower fields
- A put-together yet approachable look featuring cute dresses and statement pieces
By developing such a cohesive and appealing aesthetic, Sam has positioned herself as a go-to source for all things cute, feminine, and effortlessly chic. When a brand looks at her profile, they immediately get a sense of her personality and style.
And that brand alignment is powerful. A study by Curalate found that 60% of consumers are more likely to click on a social ad that mirrors the overall aesthetic of their feed. And posts with a consistent look get 33% more engagement on average.
So how can you develop your own strong aesthetic as a micro-influencer? Start by creating a mood board featuring imagery that inspires you and reflects the vibe you want to portray. Look for common themes and colors that pop up again and again.
Then, identify a few key visual elements you can weave into every post, like a signature color or prop. Using the same filter or editing techniques on all your photos can also help create a cohesive look.
Consistency is key here. Once you land on an aesthetic that feels authentically you, stick to it. Your unique look is what will make you memorable and magnetic to your ideal audience and brand partners.
2. Commit to a Consistent Posting Schedule
Pop quiz: would you rather follow an influencer who posts an amazing photo once a month, or one who reliably shows up in your feed a few times a week?
Chances are, you‘d choose the latter. Consistency is crucial when it comes to keeping your audience engaged and growing your influence.
But how often should you be posting? While there‘s no hard and fast rule, data does give us some clues:
- Instagram profiles that post 1-2 times per day get the highest engagement rates
- Facebook pages that post once per day get the most likes
- Posting more than once per day on Instagram can actually lead to a drop in engagement
The key is to find a posting schedule that works for you and your audience and stick to it. That might mean posting once a day, a few times a week, or even just once a week.
What matters most is choosing a cadence you can maintain over the long haul (social media is a marathon, not a sprint). Posting like crazy for a week and then ghosting your followers for a month will only hurt your engagement and credibility.
If consistency is a struggle, consider using a tool like Later or Planoly to schedule your posts in advance. Dedicate a few hours each week to creating and scheduling your content so you‘re never scrambling to post on the fly.
Take a page from Sincerely Jules‘ book. The famous fashion blogger and influencer publishes a new post on her site every 2-3 days without fail, and promotes it to her Twitter followers like clockwork. Her fans know they can count on her for regular fashion and lifestyle inspiration, which keeps them coming back for more.
3. Keep It Real
In the early days of influencer marketing, it wasn‘t uncommon to see influencers hawking teeth whitening products one day and diet pills the next, even if they‘d never used them before.
But consumers have wised up to these inauthentic endorsements. A whopping 90% now say authenticity is a key factor when choosing which brands to support. And 85% of Gen Z (one of the most valuable demographics) say they trust influencers more than traditional celebrities.
All this to say: if you want to build a trusting and loyal audience, you need to keep it real with your followers. Only promote products and brands that you genuinely use and believe in. Your audience can smell a fake endorsement from a mile away, and it will only hurt your credibility in the long run.
For example, let‘s say you‘re a micro-influencer in the wellness space. A supplement brand reaches out and offers you a hefty sum to post about their new protein powder. The only problem? You‘ve never tried it and have no idea if it‘s any good.
Rather than just posting a generic photo with the product and calling it a day, you could share your real-time, honest review as you try it for the first time. If you love it, great! Share what you appreciate about it. If not, politely let the brand know it‘s not a fit.
Your followers will appreciate your candor and commitment to only promoting products you actually stand behind. Plus, brands will start to see you as a trusted source for authentic feedback, which can lead to even more (and better-aligned) partnership opportunities.
Need more convincing? A study by Collectively found that influencer content perceived as inauthentic gets 28% less engagement. So not only is keeping it real the right thing to do, it‘s also good for your bottom line.
4. Engage, Engage, Engage
Picture this: you walk into a party where you don‘t know anyone. The host greets you at the door and then proceeds to completely ignore you the rest of the night. You‘d probably feel pretty awkward and leave as soon as possible, right?
Well, that‘s exactly how your followers feel when you post content but don‘t take the time to engage with them. Responding to comments, DMs, and mentions is a simple but effective way to make your audience feel valued and build real relationships with them.
And those relationships are the foundation of a thriving, long-term influencer career. A study by Sprout Social found that profiles that regularly engage with their followers have a 27% higher comment rate. And according to Later, DM‘ing new followers can increase your retention rate by 21%.
So how can you incorporate more engagement into your influencer strategy? Start by setting aside a few minutes each day to reply to comments and DMs. Even just a quick "thanks so much!" or "I‘m so glad this resonated with you" can go a long way in making your followers feel seen and appreciated.
You can also encourage more engagement by asking questions in your captions, hosting Q&A sessions in your Stories, or even hopping on a live video to chat with your followers in real-time.
The more you treat your followers like friends, the more invested they‘ll be in you and your content over the long haul. And that genuine connection is what will make you an invaluable partner to brands.
5. Provide Real Value
Let‘s be real: scrolling through a never-ending feed of perfectly curated photos can get old fast. If you want to keep your followers coming back for more (and attract new ones in the process), you need to provide content that actually improves their lives in some way.
Think about your niche and what kind of information your audience craves. If you‘re a fitness influencer, your followers probably want workout ideas, healthy recipes, and science-backed tips for reaching their goals. If you‘re a beauty influencer, they likely want honest product reviews, tutorials, and insider info on the latest trends.
The key is to go beyond just posting pretty pictures and infuse your content with substance. Here are a few ideas:
- A dermatologist sharing a downloadable guide to building the perfect skincare routine for your skin type
- A productivity coach doing a series of Instagram Lives on how to beat procrastination and boost focus
- A parenting blogger creating a library of printable activities to keep kids entertained during school breaks
You get the idea. By regularly delivering content that solves problems, answers questions, or makes life a little easier for your followers, you‘ll become a go-to resource in your niche.
And here‘s the beautiful thing about prioritizing value: when you consistently show up for your audience, they‘ll want to show up for you too. That means higher engagement, more shares, and even more sales for your brand partners.
Need some inspiration? Look no further than Huda Kattan (@hudabeauty). With over 50 million followers across her platforms, Huda has built a beauty empire not just on her glamorous looks but on her incredibly useful content.
From detailed product reviews to makeup tutorials for every skill level, Huda‘s followers know they can count on her for advice and inspiration. And that trust has translated into a booming business, with Huda Beauty doing over $200 million in sales in 2021.
The Bottom Line
Building a successful and sustainable career as an influencer is about so much more than taking pretty photos and racking up likes. It‘s about treating your platform like a business and consistently delivering value to both your audience and your brand partners.
By focusing on developing a unique aesthetic, posting consistently, being authentic, engaging regularly, and prioritizing helpfulness, you‘ll be well on your way to standing out from the crowd and achieving your influencer goals.
Remember, Rome wasn‘t built in a day and neither is a thriving influencer career. Stay focused on serving your audience, honing your craft, and building real relationships, and the opportunities will follow. You‘ve got this!
