By Ioana Cozma | 10 min read

5 Examples of Brands that Work with Microinfluencers

Looking for some inspiration for your next microinfluencer campaign? Here are 5 great examples of companies driving great results with microinfluencers.

Want to set up a micro – influencer campaign but don’t know where to start?

When you don’t know how to start something, it’s always best to research what the most successful are doing. It’s also wise to analyze the average performances and even the backfires.

That helps you prepare for everything.

Learning what works and what doesn’t from others prevents you from experiencing the failures on your skin. And that saves you time and money, thus setting you up for success in your next micro – influencer marketing campaign.

So, check out our list of five brands that work with micro-influencers, and see what lessons you can learn from them. We’ve sprinkled this article with pro tips, actionable advice, plus helpful literature & tools to help you get started.

Keep reading below.

What Is a Micro – Influencer?

A micro-influencer is a social media personality with booming success. They have thousands of engaged followers listening to their every word and using them as an example.

But you have to find the right micro-influencers for your brand, though.

Ensuring these micro – influencers align with your company’s values and message means that message has more chances of being heard. Besides, you want micro – influencers with a high engagement rate; engaged audiences are arguably more important than the mere follower count that you get with larger influencers.

What is that follower count anyway?

The answer differs according to the social media platform they’re using as follows:

  • Instagram: 10,000-50,000
  • TikTok: 10,000-500,000
  • YouTube: 5,000-25,000
  • Twitch: 10-30 ACV (average concurrent viewership)

Why do these differences occur?

Social channels have different algorithms because users behave differently on these platforms. And that behavior is generated by different expectations, which leads to a different engagement rate.

For example, TikTok users see the most popular videos posted on the whole channel in their feed, while Instagram users mostly see posts from the people they follow.

Therefore, TikTok content creators have more followers, meaning:

It’s up to you to leverage those insights when working with micro – influencers, like the brands below did:

Top Brands that Work with Micro-Influencers

Without further ado, let’s start with the positive examples first:

  1. Deux Par Deux

Deux Par Deux is a relevant example for brands that work with micro – influencers in niche audiences. This kids’ fashion brand launches collections twice a year. Their influencer marketing campaign aimed to increase sales by bringing more attention to their brand through posts that created desire.

They naturally thought of micro – influencers.

These content creators can quickly bring people through all the sales funnel stages (e.g., from awareness to desire and ultimately, purchase).

Finding the right influencers is the most important step; that’s why Deux Par Deux used this influencer discovery tool. Taking advantage of the platform’s very precise filtering system, Deux Par Deux managed to get paired with equal-minded influencers in the US and Canada.

These creators also had above-average engagement rates.

After getting these names, Deux Par Deux exported the CSV file and used an automatic e-mail tool to pitch the influencers.

The company then kept track of all its ambassadors’ results through a Google Sheet. And those results were excellent:

  • Each influencer brought five new paying customers on average. That’s very good, considering the initial pay per post was $150 in-store credits for 1-2 posts. Therefore, each new paying customer cost an average of $30 for advertising.
  • Deux Par Deux remained with over 150 pieces of authentic content they can reuse on multiple channels for as long as they want. All in all, a superb return on investment.
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What did Deux Par Deux do right?

  • Having precise goals and KPIs
  • Understanding what their target audience wants (comfortable but beautiful kids’ clothes that make their children unique)
  • Choosing engaging micro-influencers that can intensify their audiences’ above-stated needs but also bring them the solution through original, quality content
  • Incorporating easy-to-use tools that streamlined their work
  • Using easy-to-measure variables to analyze results (e.g., promo codes, post URLs, and conversion rate)
  1. Dr. Zenovia Skincare

Dr. Zenovia Skincare is a skincare brand with a unique selling proposition: it offers dermatologist-developed products based on the principles of hormonal dermatology.

As you can see, this company identified a few key aspects related to general skincare:

  • People have perfectly imperfect skin, with acne, blemishes, scars, and wrinkles
  • Some people don’t want to hide those features with make-up; they want to heal or reduce them naturally
  • Shoppers don’t believe in miracle cures anymore

That’s why Dr. Zenovia chose to work with micro-influencers who:

  • Don’t have spotless skin
  • Try to be honest with their followers, so they talk and act like real people
  • Test and review various skincare products
  • Don’t believe that these skin features should be associated with a lower perceived standard of beauty
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And these are all significant values for Dr. Zenovia’s loyal audience.

For example, Karen is an Instagram micro-influencer sharing her skincare journey. Her honesty around dealing with acne and acne scars generates a tremendous engagement rate of 108.63% (compared to Instagram’s average rates of engagement of 2%).

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For Dr. Zenovia, Karen tested the scar gel on three different scars for 30 days. Her post exudes the same authenticity that her audience is used to. Everything from her verbal to non-verbal language, clothes, and background seems genuine and inspiring – something that advertising agencies could never achieve.
Add the amazing before-and-after with plenty of pictures to prove the scar gel’s effectiveness, and you have a winning recipe for success.
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Each micro-influencer post is unique, and that’s another advantage.
For example, @celldinero created a fun post to show his excitement after officially becoming part of the “Dr. Zenovia Squad.”
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Notice:

  • The powerful name “Dr. Zenovia Skincare Squad” creates a strong bond between the members of this community, even more powerful than the words “family” or “team”
  • The jacket as a sign of belonging, plus the full box of Dr. Zenovia products
  • Zenovia’s speech at the end of this post

Another great strategy to incorporate into your influencer program is doing lives with micro-influencers, like in the example below:

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The results are:
  • Increased credibility and expertise
  • High level of authenticity
  • The chance to present your products/services more thoroughly
  • Increased engagement because followers can post questions or comments during the talk, thus feeling like a part of the conversation
  1. StaffDNA

StaffDNA offers an excellent example of micro-influencer marketing for mobile apps. This mobile app for medical professionals notifies users of newly available jobs.

So it’s only logical they should partner with content creators in the medical niche.

One of the micro-influencers promoting this app is Alex RN, a pediatric nurse:

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This post works because it addresses nurses’ key needs, which is having more money, as well as one of their key fears, that travel nursing will take them away from their families.

Alex also presents the solution:

Local travel nursing by using StaffDNA to find local better-paid jobs.

And to shorten the sales funnel, Alex also shows people how to use the app correctly, thus reducing their possible doubts or apprehension.

Side note: StaffDNA uses other strategies along with the main influencer marketing campaign.

For example, it gives credit to regular medical professionals with just a few followers on social media. That way, they’re:

  • Creating social proof by showing even non-famous people use their app and by giving them a voice
  • Building a community by taking an interest in each one of their customers, not just the popular influencers

Here’s one good example:

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So, don’t forget to pair your micro-influencer campaign with other strategies, such as UGC marketing.
  1. LaCroix

LaCroix is a beverage brand that uses Instagram to collaborate with micro-influencers.

Notice how these creators use specific hashtags when they share content:

That way, the campaign is easy to keep track of.

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Another idea to remember is enticing the influencers you’re aiming to partner with by sending them your products. This strategy is called product seeding, and we’ve discussed it at length here.

LaCroix leverages it by sending vouchers to their influencers instead of sending their drinks.

Remember: Sending these vouchers means those content creators have to take the next step, which is claiming the free products. That simple act of redeeming the vouchers already implies increased engagement with the brand.

And more chances to post something terrific about LaCroix.

Even better:

Sending these vouchers means you’re not losing any money until the influencers claim their free products.

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