Why You Should Be Working With Micro-Influencers

If you listen to any conversation about Instagram long enough, one name is almost guaranteed to pop up – Kendall Jenner. The reality show star turned model seems to be the very face of Instagram lately. Not only is she the most followed account on Instagram, but each of her posts often receive oodles of media buzz and the likes to back it up. Everyone remembers this post:

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A post shared by Kendall (@kendalljenner) on

It was the most liked post on Instagram of all time. This is what makes celebrities like Jenner the gold standard for influence marketing on Instagram. As IG superstars, they have massive followings, making their photos prime real estate for brands to appear on – which explains why they’re often paid millions to do just that.

But while influencers like Jenner or other A-listers may be a shortcut to getting your brand’s Instagram more eyeballs, they’re not always worth the millions they ask for. While major companies can afford this price tag, smaller start-ups or businesses with a more niche audience should consider working with micro-influencers instead.

What are micro-influencers?

Jack Holt at Entreprenuer.com calls them “angel investors.” These individuals post exclusively about a well-defined area of expertise. They may not be “Instafamous,” but within their respective communities, they’re the ultimate source of information.

Although these micro-influencers typically possess a fraction of the followers that a celebrity or A-list influencer would have, the followers they do have are more likely to be invested in the industry or topic that the influencer ‘grams about.

Working with micro-influencers is a smart idea, regardless of how much money you have to spend.  Logically, it just makes sense. Why spend extra money reaching an audience that you may not even care to reach? Furthermore, celebrity “macro” influencers have brands lining up to work with them, so you risk diluting your message among other, unrelated endorsements.

The research backs this approach up. A study conducted just this year and published on PRweek found that influencers with just 1,000-2,000 folllowers actually offer the best engagement rates on posts.

So when your company begins to search for a promotional partner, stop looking for the biggest name out there, and get specific instead. Just how specific can you get? Take a look at these influencers with unique follower bases:


Pet Rabbits: BunnyMama


This Toronto-based Instagrammer began by posting photos of her three pet rabbits, and she’s now one of the most well-known names among rabbit owners and animal shelters. She provides relevant information about rabbit ownership and the responsibilities associated with it as well. She recently began promoting Timothy Hay from a small pet food company, including offering her followers a special deal on the hay.


Meal Preparation: MealPrepOnFleek

Creating healthy and Instagram-worthy packed lunches is very on trend right now, and this account is probably the most followed account. They post follower submissions and other examples of packed lunches along with recipes, and they’ve recently started including some brand names within these gorgeous spreads.

Have any other examples of great micro-influencers that your brand has worked with? Let us know in the comments, and don’t forget to follow us @hashtagforthegram!

The Art of Influence Marketing


[Image via: Spiceworks.com]

What is Influence Marketing?

Also known as, influencer marketing, influence marketing is a marketing topic that is gaining importance to marketers. Most people, however, don’t know what it is and might not even realize it exists. According to Forbes.com, it “can be loosely defined as a form of marketing that identifies and targets individuals with influence over potential buyers.”

There are nearly 50,000 influencers on Instagram whose interests lie in many industries such as, fashion, sports, health, fitness, beauty, food and more. Using influencer marketing on Instagram is a great way to target your ideal customer. Influencers on instagram understand their audience and your customers better than any brand could.  They know what will drive engagement and interest. The fact that there are people with a substantial following who have the power to impact their audience’s purchase decisions is something that should be utilized by all marketers.

Famous Sponsors

Whether it’s a famous celebrity or someone who is #instafamous, there are many accounts that have mastered the art of brand sponsorship on Instagram and it’s worth taking a tip or two from them.


Kylie Jenner has become a standard when it comes to celebrity brand endorsement on Instagram. It’s no wonder when she has a following of almost 53 million people on Instagram. Recently, she showcased the product @FitTea on Instagram commenting that, “the results are worth it!” Kylie has been known to sponsor many products from beauty, fitness, and the fashion industry. Celebrities sponsors are the most common and expensive form of influencer marketing. Potential customers are extremely impacted by celebrities like Kylie Jenner and open to the suggestion to buy what they buy.

Before you judge me for promoting a tea company please keep in mind that this is not a weight loss product and my review is 100% Honest. Since I’m already skinny i did not want to promote anything that promises you to loose weight, which is why I decided to try @Teamiblends Alive. It promises you a more energetic and alert body. I’ve used this multiple times because I often go to sleep late and wake up early which results in me not having the proper amount of energy to start the day so I started drinking this and I have to say it does the job.. The taste is very spicy and gingery but also sweet and lemony at the same time. I do find my self adding honey to it so it can taste sweeter. I am 17 years old and I’ve been drinking coffee for the longest time and it took me a while to choose tea over coffee but now that I’m starting to appreciate the taste of teas, I hope I continue to choose teas over coffee because i feel like I’m more alert when I drink the Alive Tea and i have noticed my skin glowing even more! If you want to purchase any Teami Blends tea @teamiblends , you can use my code: BRETMAN for 10% off your purchase, which is not an affiliation code you can choose whether or not you wanna use it #thankyouteami #teamiblends

A photo posted by Bretman Rock (@bretmanrock) on Jan 7, 2016 at 6:00pm PST


Similar to Kylie Jenner, Bretman Rock, recently posed with a different fitness tea called, @Teamiblends. Rock is what we like to call someone who is #instafamous. He may not have as many followers as Kylie, but almost 5 million is more than enough to be a great sponsor. Rock showcases the product in a different way than Kylie. He captions the picture with a lengthy but real explanation of why he drinks Teami. His story is relatable to followers and, therefore, has a huge impact on their purchase decisions.

Contests, Campaigns, and Giveaways

It can be costly to use influencers as sponsors. Luckily, there are easy and inexpensive ways for brands to interact with their influencers. Common strategies used in influence marketing include contests, campaigns, and giveaways. There are even ways for customers to create content for your brand which also expands your brand awareness.


GoPro is a great example of a brand which has mastered Instagram influencer marketing and incorporates all of these strategies into their account operations.  Their #PhotoOfTheDay campaign is a contest where GoPro will showcase one user’s photo everyday on their account. They took it one step further by launching their #GoProAwards campaign in which participants are awarded for the best content and win up to five million dollars. While it’s true GoPro is a camera company and Instagram is all about taking pictures, they are doing the best job at mastering the art of influence marketing of any other camera brand out there.


, an account that showcases the best pictures of dogs on Instagram, recently launched a giveaway. Dogs of Instagram uses their account and large following to promote many businesses including the online shop, @Lucyand.Co For their most recent giveaway, two winners will be able to select their favorite item out of the most popular items from the shop. All you need to do to enter the contest is to comment on your favorite item below a picture of it. This is a great example of an account that uses giveaways to promote another account.

The Future of Influence Marketing

The future of influence marketing is unknown, but it’s likely we’ll see a shift from celebrity sponsors to micro-influencers, a social media trend that is gaining popularity. They are the people who have close relationships with your customers and therefore have a great influence on their buying decisions. Targeting Instagram users who might not have a huge following, could have a huge impact on your potential customer. We will most likely see more #TagAFriend campaigns which allows for those micro-influencers to influence their friends’ buying decisions.

How does your brand utilize the power of influence marketing? Comment below!