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    Home » Influencer Marketing
    Influencer Marketing

    11 Brilliant Examples of Brands that Work with Micro-Influencers

    YGLukBy YGLukMay 5, 2024No Comments12 Mins Read
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    With the rise of micro-influencer marketing, manufacturers are more and more turning to smaller, extra area of interest influencers to drive significant engagements. Though micro-influencers don’t have as a lot attain as influencers with tens of millions of followers, they ship influence by chatting with a extra focused viewers. As such, they will help you have interaction a extremely related viewers that finds worth in your providing.

    In the event you’re considering of constructing your individual micro-influencer marketing campaign, begin by what others are doing. Listed below are 11 good examples of manufacturers that work with micro-influencers to offer you inspiration.


    11 Sensible Examples of Manufacturers that Work with Micro-Influencers:


    High

    micro influencers model examples

    2024

    @jeremyaustiin @cuts is my go to even on my travels! ✈️ Use my low cost code 👉🏼 JEREMYAUSTIIN for 15% OFF! (Hyperlink in bio) 💙 #cutsclothing #cutsteam #madethecut ♬ Trampoline – Jauz Remix – SHAED

    When Cuts Clothes, a premium males’s clothes model, wanted to lift model consciousness on TikTok, they recruited 15 micro-influencers as ambassadors. These ambassadors had been chosen primarily based on their means to succeed in the model’s audience of older males within the high-income vary. 

    Every influencer was tasked with creating 1-2 TikTok movies per thirty days round a selected theme similar to a brand new product or assortment or a vacation. Among the movies included a singular low cost code for 15% off, permitting Cuts Clothes to trace how every influencer generated income. The marketing campaign noticed engagement charges of over 10% throughout 20-30 items of content material, together with a CPA decrease than $120.


    St. Pierre Bakery, a number one French brioche model, wished to lift consciousness about how individuals might simply discover the model’s bread merchandise the place they do their common purchasing. The model launched two campaigns with a choice of 30 influencers – a mixture of micro and macro-influencers within the cooking and meals house.

    These influencers had been tasked with creating recipes that integrated St. Pierre’s merchandise. The summer season marketing campaign highlighted the model’s grilling merchandise together with a giveaway technique. It ended up reaching 1.7 million individuals and driving 25,000+ engagements. The vacation marketing campaign centered on making desserts with the model’s brioche merchandise and reached greater than 3.3 million individuals with a 3.2% engagement charge.



    ExeGi Pharma wished to lift consciousness in regards to the firm’s high-potency probiotic, Visbiome Vet whereas boosting internet site visitors and gross sales. So the model partnered with a choice of YouTube and Instagram micro-influencers within the pet and animal house. 

    Every influencer created high-quality content material of their particular person type, showcasing the information and advantages of the probiotic product. The influencers generated 45,000+ Instagram Story impressions and 75,000+ mixed views on YouTube.


    @casetify @amandas.adventures took this inside joke to a complete new degree 🤣 #CASETiFY #customephonecase #trampwall #fyp ♬ original sound – CASETiFY

    Whereas Casetify already had a strong TikTok presence, the model wished to remain forward of the curve to maintain up with the platform’s quickly altering panorama. The model launched a few influencer advertising and marketing campaigns, with the second specializing in micro-influencers. 

    These micro-influencers helped create partaking evergreen movies round themes similar to drop checks, fall picture dump, and “what I ordered vs. what I acquired.” For this marketing campaign, the model was in a position to see a complete of 65 micro-influencer content material at a fraction of the fee. The following marketing campaign centered on artistic freedom with influencers who might get actually artistic with the model’s merchandise. With a complete of 28 movies, they generated 4 million views at a CPM of $9.59.



    GOLDTOE

    When GOLDTOE wanted to advertise the model’s vary of athletic socks, they created a female-focused marketing campaign with 12 high-performing feminine athletes on Instagram. These hand-selected influencers got here from three totally different classes – micro, macro, and movie star – in order that they might generate deep engagement throughout all these classes.

    Every influencer showcased the model’s #MoreThanPretty useful socks alongside a private story explaining how they’re greater than what meets the attention. The influencers additional strengthened the standard of GOLDTOE socks by sharing Instagram Tales the place they carried out their favourite exercises whereas sporting the socks. The marketing campaign generated 33 million impressions and 1.4 million engagements at a CPE of $0.035.



    Honest PawsHonest Paws

    Sincere Paws wished to lift consciousness about their revolutionary CBD merchandise for canine by having related influencers strive them out. They sourced a complete of 600 micro-influencers within the pet house and gifted them two free merchandise of their alternative in alternate for creating content material.

    The marketing campaign generated 900+ items of content material throughout a 6-month interval. These posts generated greater than 400,000 engagements and reached greater than 10 million individuals.



    SoylentSoylent

    Soylent wished to drive model consciousness for his or her new meal alternative product strains whereas concurrently powering their content material technique. The model distributed their merchandise primarily based on particular influencer pursuits similar to open air, climbing, gaming, and so forth. 

    With a cautious choice of micro-influencers throughout quite a lot of verticals, the model was in a position to garner 35+ items of reusable content material belongings. The marketing campaign additionally generated greater than 5 million impressions.


    @lizseibert #ad Attempting to get my hair (and myself) wholesome once more 😮‍💨 @hers @hims #herspartner ♬ original sound – Liz Seibert

    Hers wished to advertise their pimples and skincare merchandise on TikTok. For this, they fastidiously chosen Gen-Z influencers primarily based within the U.S. with a selected concentrate on those that have been creating content material about their hair or skincare journeys. The marketing campaign concerned a mixture of hero influencers for enormous attain and micro-influencers who might create nice content material.

    Throughout a 30-day interval, the hair marketing campaign generated greater than 1.4 million impressions at a CPM of $11.01 with an engagement charge of 4.48%. The pores and skin marketing campaign generated over 3.4 million impressions at a CPM of $5.13 and an engagement charge of two.24%. Each campaigns resulted in 11k guests to the Hers web site at a 0.62 CPC.



    MoosejawMoosejaw

    Moosejaw makes a speciality of outside recreation gear and attire. As an out-of-the-box model, their influencer advertising and marketing marketing campaign wanted to emulate their uniqueness. This meant partnering with vibrant influencers with enjoyable personalities and quick access to the good open air. They recruited greater than 37 creators, principally comprising micro-influencers, who had an curiosity in outside recreation.

    These 37 creators shared their #MoosejawMadness tales by means of eye-catching and typically humorous photos and enjoyable captions. The content material was shared throughout main social media platforms together with Fb, Pinterest, Twitter, and YouTube. That’s along with the 49 items of content material on Instagram, the place the marketing campaign garnered an engagement charge of two.89%.



    TikTokTikTok

    The worth of micro-influencers isn’t simply restricted to B2C advertising and marketing. In truth, the social media big, TikTok itself has leveraged content material from micro-influencers to run a profitable B2B marketing campaign. On this case, the micro-influencers had been within the type of small enterprise creators on the app. The platform wanted to coach small enterprise homeowners on tips on how to use TikTok to develop their enterprise whereas additionally encouraging them to make use of TikTok Promote.

    So TikTok partnered with profitable small companies on the platform who shared their tales to assist different enterprise homeowners understand how TikTok can bolster their enterprise. The content material was then edited and shared by the TikTok Small Enterprise web page, producing a complete of two million likes. The web page even garnered 400,000+ followers over the course of this marketing campaign.



    ProseProse

    Person-generated content material is very efficient for creating relatable advertisements that resonate with the audience. Realizing this, Prose, a clear magnificence model, wished to leverage high-quality UGC to energy their advert campaigns. On the similar time, the content material wanted to be contemporary so it didn’t bore the viewers, which meant that the model wanted new content material belongings on a constant foundation.  

    They adopted a scalable micro-influencer recruitment course of that allowed them to generate high-performing belongings for his or her advertisements on a weekly foundation. The model has since been in a position to generate 50 items of distinctive content material belongings every month. 



    How Manufacturers Search Micro-Influencers

    With micro-influencers having a extra restricted attain, manufacturers must be very strategic in regards to the influencers they work with. They should ensure that whichever influencers they choose will help them attain the proper individuals. This implies narrowing down on influencers who’ve affect in particular niches and industries.

    Based mostly on the model examples highlighted above, many manufacturers search for micro-influencers primarily based on their trade. For instance, you possibly can discover pet vitamin manufacturers partnering with influencers within the pet house whereas GOLDTOE centered on feminine athletes to assist promote their athletic socks. That is the most important criterion for sustaining relevance and guaranteeing that you simply’re working with influencers who can attain the proper viewers.

    Moreover, the power to succeed in the proper demographic is one other issue that many manufacturers contemplate of their influencer search. Take the Cuts Clothes instance, for example, the place the model sought out influencers who might attain older males within the high-income vary.

    In some circumstances, location performs an essential function when manufacturers need to goal individuals at particular places. They need to have the ability to work with micro-influencers who’ve a very robust affect inside a selected area. That’s why manufacturers like New Steadiness developed geo-targeted micro-influencer campaigns to advertise new in-store merchandise in several cities.

    micro-influencers campaign inbeatmicro-influencers campaign inbeat

    Supply: inbeat.agency

    One other important consideration is the influencer’s character and content material sort. Manufacturers sometimes need to associate with micro-influencers that match their very own character, which is why Moosejaw regarded for influencers with enjoyable personalities to align with their out-of-the-box persona.

    In some circumstances, manufacturers hunt down micro-influencers who already genuinely love their merchandise and recruit them into their brand ambassador programs. These influencers add authenticity to the partnership since they have already got a longtime relationship along with your model and already love your merchandise. 

    Placing all these into consideration may be difficult, particularly you probably have restricted assets and experience. So many manufacturers flip to micro-influencer marketing agencies to take over their influencer search course of. These companies make use of subtle instruments and expansive influencer networks to filter and vet the proper creators for every model.

    In case you have the experience, nevertheless, you can even leverage a micro-influencer platform to conduct your search. These platforms make it simpler to sieve by means of hundreds of influencer profiles to seek out the proper match on your marketing campaign primarily based on a lot of filters. These filters could transcend trade and area of interest and even allow you to slender your search primarily based on issues like follower depend and engagement charge. 

    In the event you’re choosing this, it’s essential to search for a platform that has an expansive community of micro-influencers as an alternative of settling for simply any influencer search tool. This will provide you with extra choices to select from, which improves your possibilities of discovering the proper micro-influencers to work with.


    The Monetary Side: How Manufacturers Pay Small Influencers

    When creating a micro-influencer marketing campaign, one other essential consideration is tips on how to pay them. This totally is dependent upon the kind of marketing campaign you’re operating. 

    As an illustration, a few of the above model examples concerned product seeding campaigns the place micro-influencers obtain free merchandise in alternate for posting content material. This is among the most cost-effective choices, particularly contemplating the excessive return on funding. In truth, gifting products to micro-influencers can enhance ROAS by a whopping 2,000%. 

    Nonetheless, it’s essential to consider that many smaller influencers additionally count on financial compensation as an alternative of simply free merchandise. That’s why some manufacturers additionally choose to recruit micro-influencers as model associates, which can permit them to earn a fee primarily based on their referrals.

    Any such partnership includes the influencer sharing a code or affiliate hyperlink, utilizing which you’ll monitor their efficiency. You then pay them a proportion or a hard and fast charge primarily based on the variety of gross sales they generate.

    Alternatively, some micro-influencers could count on to be paid per publish like bigger influencers. Even if that is so, they nonetheless cost a significantly decrease charge in comparison with a few of the mega influencers. 

    In accordance with our newest influencer rates report, manufacturers can count on to pay wherever between $20 and $1,250 per micro-influencer publish relying on the format and platform. In the meantime, mid-tier influencers (that are simply above micro-influencers) will cost a minimal of $100 per publish and as a lot as $12,500.


    Begin Creating Profitable Micro-Influencer Campaigns

    Now that you’ve some good model examples to encourage you, it’s time to begin with your individual micro-influencer advertising and marketing marketing campaign. You even have an concept of how one can conduct a seek for micro-influencers and what sorts of cost you’ll be able to count on to offer. Based mostly on the following tips and concepts, you’ll be able to develop a profitable micro-influencer marketing campaign on your model.

    Often Requested Questions

    What manufacturers associate with influencers?

    Manufacturers that need to develop their attain and construct significant connections with their viewers associate with influencers.

    How do micro-influencers join with manufacturers?

    Micro-influencers join with manufacturers by means of influencer marketplaces and influencer advertising and marketing companies.

    How do I discover manufacturers that work with influencers?

    You’ll find manufacturers that work with influencers by looking on influencer advertising and marketing marketplaces that checklist each manufacturers and influencers.

    How do you collab with micro influencers?

    You possibly can collab with micro-influencers by having them create content material in alternate without spending a dime merchandise, affiliate funds, or per-post funds.

    Concerning the Creator

    Jacqueline ZoteJacqueline Zote

    Author

    Jacqueline Zote is a contract author and content material producer. She writes for main blogs within the digital advertising and marketing house. Her areas of experience embrace influencer advertising and marketing, social media advertising and marketing, social media administration, and content material advertising and marketing.





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