CinebodyEvent Engagement How to Engage Micro & Nano Influencers in 5 Easy Steps

How to Engage Micro & Nano Influencers in 5 Easy Steps

Social Production

Mega Influencers, Move Along

How to Engage
Micro & Nano Influencers
in 5 Easy Steps

October 22, 2019
Social Production

Mega Influencers, Move Along

How to Engage Micro & Nano Influencers in 5 Easy Steps

October 22, 2019
In the past decade the branding world has embraced a variety of strategies to break through the clutter. From personalization and disruption, to native advertising and mobile-first, it’s imperative to stay ahead of the curve. Now, the keyword is “influencers.” Every creative brief, marketing convention, and daily blog is buzzing with influencer tactics and approaches. But while most brands aim for the mega influencers, there is real value in targeting the much smaller micro and nano influencers.
In the past decade the branding world has embraced a variety of strategies to break through the clutter. From personalization and disruption, to native advertising and mobile-first, it’s imperative to stay ahead of the curve. Now, the keyword is “influencers.” Every creative brief, marketing convention, and daily blog is buzzing with influencer tactics and approaches. But while most brands aim for the mega influencers, there is real value in targeting the much smaller micro and nano influencers.
First up, what are Micro and Nano Influencers?
Like anything in advertising, marketing, and branding, the answer lies in scale. When brands talk about spending more and more of their budgets on influencers, most of the time they’re looking to the “mega” variety. These are the Kim Kardashians, Kylie Jenners, and Cristiano Ronaldos of the world. We’re talking way over one million followers; and quite often, over 100 million.

But there are issues with those influencers, other than the enormous cost of a sponsored post. They hit a very broad audience, they have millions of followers who aren’t genuinely engaged, or are completely fake, and they spend a lot of time pushing a wide variety of products and services.

Below them are “macro” and “mid-tier” influencers, and then at the sharpest point of the funnel you have the micro influencers (10k-50k followers) and nano influencers (1k-10k followers). These influencers may not have the reach, but their followers are way more engaged. They’re speaking to a specific crowd, they have authenticity that the mega influencers don’t, and best of all, they’re affordable and available.

So, knowing who these influencers are, and why they are a great resource for your brand, the next question is…how do you bring them in? Well, here are five steps to success that Cinebody has refined to onboard micro and nano influencers.
First up, what are Micro and Nano Influencers?
Like anything in advertising, marketing, and branding, the answer lies in scale. When brands talk about spending more and more of their budgets on influencers, most of the time they’re looking to the “mega” variety. These are the Kim Kardashians, Kylie Jenners, and Cristiano Ronaldos of the world. We’re talking way over one million followers; and quite often, over 100 million.

But there are issues with those influencers, other than the enormous cost of a sponsored post. They hit a very broad audience, they have millions of followers who aren’t genuinely engaged, or are completely fake, and they spend a lot of time pushing a wide variety of products and services.

Below them are “macro” and “mid-tier” influencers, and then at the sharpest point of the funnel you have the micro influencers (10k-50k followers) and nano influencers (1k-10k followers). These influencers may not have the reach, but their followers are way more engaged. They’re speaking to a specific crowd, they have authenticity that the mega influencers don’t, and best of all, they’re affordable and available.

So, knowing who these influencers are, and why they are a great resource for your brand, the next question is…how do you bring them in? Well, here are five steps to success that Cinebody has refined to onboard micro and nano influencers.
STEP ONE: FIND YOUR TRIBE
There are way more micro and nano influencers than their mega influencer counterparts. This gives you the opportunity to target some niche areas that will help you get your brand noticed by the right people. Do a little digging. See who’s posting about your brand and/or related topics. Who’s already an advocate? Who could become a great ambassador? This is a good starting point for step two…
STEP TWO: PUT OUT THE FEELERS
You have a good idea of who you want in your creative circle. Now, let them know you’re looking. It can be as simple as asking a question or making a comment on your social channels. Or, you could create specific content designed to attract the right players. You want to reach out to the right people, pique their interest, and get them jazzed for step three.
STEP ONE: FIND YOUR TRIBE
You went fishing. You got some bites. Now you need to reel them in. Once you get feedback from potential micro and nano influencers, take the time to contact each one directly. Don’t just do a cut & paste message for everyone. Make each message a little personal. Tell them how to audition using the Cinebody app, having them state their name, where they live, and why they believe they’d be a great content ambassador for your brand.
STEP TWO: PUT OUT THE FEELERS
You have a good idea of who you want in your creative circle. Now, let them know you’re looking. It can be as simple as asking a question or making a comment on your social channels. Or, you could create specific content designed to attract the right players. You want to reach out to the right people, pique their interest, and get them jazzed for step three.
STEP THREE: AUDITION THE TOP PROSPECTS
You went fishing. You got some bites. Now you need to reel them in. Once you get feedback from potential micro and nano influencers, take the time to contact each one directly. Don’t just do a cut & paste message for everyone. Make each message a little personal. Tell them how to audition using the Cinebody app, having them state their name, where they live, and why they believe they’d be a great content ambassador for your brand.
STEP FOUR: IDENTIFY THE WINNERS
With your auditions in, you’ll be able to see pretty quickly who is a natural fit. That means someone who’s not only a great brand ambassador, but also great on camera. These people are now on Cinebody and ready to rock great content for you. Tell the winners they’ve been chosen, and that they’ll receive assignments in the near future. Get them excited for what’s to come.
STEP THREE: AUDITION THE TOP PROSPECTS
You went fishing. You got some bites. Now you need to reel them in. Once you get feedback from potential micro and nano influencers, take the time to contact each one directly. Don’t just do a cut & paste message for everyone. Make each message a little personal. Tell them how to audition using the Cinebody app, having them state their name, where they live, and why they believe they’d be a great content ambassador for your brand.
STEP FOUR: IDENTIFY THE WINNERS
With your auditions in, you’ll be able to see pretty quickly who is a natural fit. That means someone who’s not only a great brand ambassador, but also great on camera. These people are now on Cinebody and ready to rock great content for you. Tell the winners they’ve been chosen, and that they’ll receive assignments in the near future. Get them excited for what’s to come.
STEP FIVE: LET THEM LOOSE ON PROJECTS
Now is the really fun part. You get to see just what your chosen influencers can do for you. This is when you get to harness the power of your fans, giving them the opportunity to be a part of the creative process and becoming your go-to ambassadors.

Remember, with Cinebody the rest is just as easy as the set-up. You can give influencers real-time feedback, and even give them incentives to encourage participation for better content. And across the board, you now have an army of creators ready to capture awesome content for you. All of them can provide more generic footage monthly, and some can be given specific missions.

Either way, you’ve tapped into a fanbase that will give you great content on demand, from anywhere in the world. And it’s why the time of the micro and nano influencer is now.
STEP FIVE: LET THEM LOOSE ON PROJECTS
Now is the really fun part. You get to see just what your chosen influencers can do for you. This is when you get to harness the power of your fans, giving them the opportunity to be a part of the creative process and becoming your go-to ambassadors.

Remember, with Cinebody the rest is just as easy as the set-up. You can give influencers real-time feedback, and even give them incentives to encourage participation for better content. And across the board, you now have an army of creators ready to capture awesome content for you. All of them can provide more generic footage monthly, and some can be given specific missions.

Either way, you’ve tapped into a fanbase that will give you great content on demand, from anywhere in the world. And it’s why the time of the micro and nano influencer is now.