Thread by @richstemecom

If you asked me if I want a 1M+ followers influencer to promote my product or a 10K-100K account, I’ll always choose the second one.

Why I love micro and nano influencers?

It makes total sense, keep up with me here 🧵👇

This thread has 2 parts:

- Why micro and nano influencers
- How to work with them

PART 1 - WHY MICRO AND NANO INFLUENCERS

#1 - Cost efficiency

Accounts with 10K-100K (roughly) will always be cheaper to work with than 1M+ accounts.

If you’re just starting dropshipping, for sure you’re on a budget. So, working with micro influencers (or even nano) will be more cost-effective.

They’ll probably have different pricing structures or might send you a media kit with packages and prices.

Choose what fits your brand and budget the most.

*TIP: Influencers and content creators that are confident in their skills and the results they can deliver will agree with a performance-based payment model.

Use UTM links (or just shortened bit.ly links) to track their sales or engagement.

As a bonus, paying less for micro influencers will allow you to work with more of them, instead of spending your budget on one. Like this, you can tap different audiences.

#2 - Narrowly-targeted niches

Nano and micro influencers usually have very niched-down profiles, whether it’s cooking, mom and baby, outdoors, fashion, beauty, etc.

And this is precisely the type of audience you need - one that will actually be interested in buying your product.

Additionally, these small niche communities are usually close-knit and loyal to the influencer. Another reason why they would trust them with your product.

#3 - Higher engagement rates

Because of the loyalty and closeness among these communities, they typically have much higher engagement rates than macro or mega influencers.

Here are the influencer engagement rates:

- Nano influencers - 4%
- Micro influencers - 2%
- Mid-level influencers - 1.5%-1.6%
- Macro influencers - 1.2%-1.3%
- Mega - 0.8%-1.4%

So, if we take into consideration these three points - cost efficiency, targeted niche, and high engagement rates - it makes sense why partnering with micro influencers is great for any brand trying to increase exposure and sales.

#4 - UGC-style content

Nano and micro influencers film content that has an organic, native feeling to the platforms and they know how to do it in a way that sounds not like a promotion but as an actual recommendation.

UGC content has always given me superior results when I compare it to traditional ads.

#5 - Authenticity

Nano influencers are ordinary people, like you and me. They’re not celebrities. They’re relatable. That’s why they enjoy more trust.

Their daily life is the same as ours, and that makes us trust them.

This authenticity is the reason why micro and nano influencers produce such great UGC content that converts.

PART 2 - HOW TO WORK WITH INFLUENCERS

Step 1 - Choose goals and metrics

Before you reach out to influencers, you have to know your strategy. What are you trying to achieve?

- Sales
- Traffic
- Page engagement
- Leads

Next, decide on the metrics that you’re going to track and measure. Align the metrics to the objective or goal from above:

- Reach and impressions
- CPA
- ROI
- Follower growth
- Brand mentions

These are just some common ones, but choose what makes sense to you.

Step 2 - Find and screen influencers

Now, it’s time to search and choose an influencer that fits your brand the most.

What to look for in a good influencer:

- Solid audience size (I like from 10K to 50K/100K)
- High engagement (especially comments)
- Posts in a niche that fits your product
- Able to produce UGC content
- Can give you proof of their work (performance report)

*SIDE NOTE - on TikTok, engagement rate is more important than followers size. It’s all about the virality, engagement, and high completion rate of videos.

Here are some ways to find influencers that fit your brand:

- Tools like Fohr, Traackr, Upfluence, NeoReach, Tokfluence
- Search for your branded hashtag to find users that mentioned your brand

- Search your niche hashtags to find creators in that industry
- Different social media platforms (check TikTok and Instagram to broaden your search)

Step 3 - Working with influencers

Next, we have to talk money. It’s time to agree on the terms of the influencer contract, expected deliverables, and influencer fees or percentages.

Outline these things in your influencer agreement:

- Payment terms - will they be paid performance-based, in free products, or otherwise? When and how will they get paid?

- Campaign briefing - expectations, brand assets, design needs, deliverables (videos, pictures, feed, stories, etc.)
- Content approval and feedback process
- Length of collaboration
- Partnership disclosure clause
- Usage rights and exclusivity
- Agreement termination terms

Step 4 - Tracking and analyzing

Finally, time to track and monitor your influencer’s progress. Ask for regular reports and updates.

To enable tracking insights, you can:

- Use trackable links like shortened bit.ly links or UTM-tagged links
- Use branded content tools
- Use Google Analytics to understand which content piece performed best

Have you worked with influencers before?

What was your biggest struggle? Let me know below ⬇️

Follow me for more gems on TikTok ads, entrepreneurship, and eCommerce
@richstemecom

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