“Massive campaigns that you run where everything is red tape and making sure that we say exactly the right thing. That’s not where your brand is built. Your brand is being built with that user that posts a picture … on a boat.”
In episode 77 of the Customers Who Click podcast, I talked about various ways to use micro-influencer-generated content in your marketing strategy with David Morneau.
Most brands that are new to influencer marketing often want to work with influencers with millions of followers. What they don’t realize quite accurately is for influencer marketing content to convert well, it must look authentic. It’s hard to find authenticity at that scale of millions or even hundreds of thousands of followers.
These individuals understand how to draw and hold the attention of their audience. They have 5,000 to 25,000 followers on Instagram and/or 100,000 to 250,000 followers on TikTok. This episode is more like a primer on working with micro-influencers and using them for user-generated i.e. influencer-generated content.
You will discover principles behind effective user-generated content generation, the mechanics of how to find and execute ideas with micro-influencers, and who are the best brands killing it with collaborative content creation.
David Morneau is the co-founder and Managing Partner at inBeat Agency, which helps brands find and collaborate with micro-influencers at scale. To engage with David professionally, you can talk to him on LinkedIn, email him, or book a call on his agency’s website.
02:06 – 06:10 – Content Crowdsourcing Strategy with Micro-Influencers – A micro-influencer is someone with 5,000 to 25,000 followers on Instagram or 100,000 to 250,000 followers on TikTok and posts content regularly and understands their audience. They can act as a good vehicle to deliver content optimized for brand awareness to your audience on social media.
06:11 – 10:06 – Balancing a Creator’s Creativity and Brand’s Authenticity – Start by defining brand expectations that you want your audience to take from the creator’s posts. Find an influencer who shares the same values as your brand with their audience so when they create for you, their content comes out on-brand for your brand. Inform them of brand guidelines (as granular you can get!), DOs and DON’Ts, references from other content creators, and from their own feed for good brand content creation.
10:07 – 11:31 – Lessons from Micro-Influencer Marketing Mistakes – Always make sure there’s a high-quality, perfectly-fitting inventory for influencers to try out. Build a process keeping all sorts of logistical challenges in mind and be ready to fine-tune those processes as you learn from gaffes and breakdowns.
11:32 – 12:43 -The Most Important Thing to Keep In Mind While Dealing With Micro-Influencers – Treat them like your extended creative team and give them necessary creative freedom. Good content creators won’t need too much guidance to stay on brand. You can always ask them to submit a post for approval before posting it online and ask them to make corrections if you need specific changes.
12:44 – 22:42 – Affiliate Marketer vs Influencers And Studio-quality vs Raw-quality Posts – Affiliate marketing is more transactional than influencer marketing but a person may occupy both roles. Influencers spend a lot of time creating content on social media and know-how to grab the attention of their audience. They feed off the engagement and use that as feedback to fine-tune their content. They might create raw posts with average visual quality which doesn’t feel like an ad. Such posts do much better than well-polished, studio-quality content that feels staged and fake.
22:43 – 27:02 – Trends and Direction of Crowd-sourced Content – Long-term recurring relationships will need to be nurtured with influencers and specific customers. Micro-influencers will start playing the role of a decentralized social media marketing team as brands start to deepen these relationships. Brands will also want content for paid media and marketing funnel ads from micro-influencers and will seek their help in understanding their audience.
27:03 – 31:16 – The Best Way to Find Best Brand Advocates for Content Creation – Your customers have already bought from you and if they loved it, their content/reviews would be a lot more authentic. You don’t need to engage them in a full-fledged partnership, you can start small by asking them to create video reviews or post a review for your product/service on specific sites. Understand that your brand is not only what your marketing team creates but a part of it also resides in what customers and micro-influencers say about it.
31:17 – 34:05 – Examples of Brands Doing Great with User-Generated Content – Bluehouse Salmon works with dedicated creators (through David’s company) to create social media content for various channels. David also works with gymnast creators to use Phone Loops’ accessories and those clips are repurposed as social media ads.
34:06 – 36:10 – How to Get The Best Out Of Micro-Influencers – Treat micro-influencers as your extended marketing team and take inputs from them. Asking them the right questions to help generate new ideas. Share ideas across various internal teams and collaborate with them. Keep fresh content organized by channels they would be posted on.
Talk to the Host