Brands are learning that influencer marketing campaigns need to be more strategic and well thought-out in order to achieve successful results. Where mega and macro influencers used to be the main point of focus, micro and nano influencers are now starting to be used more than ever before. Brands are realizing that they need to show authenticity in order to build trust that can grow into lifetime customers. In this article, we’ll show you why this is so important and highlight some of our favorite influencer marketing examples.
So, why are micro and nano influencers starting to get their time in the spotlight?
Because both micro and nano influencers can provide a healthy balance of authenticity and engagement, which is key to crafting long-term relationships.
We’ll lay it out a bit simpler using an audio brand as an example. Let’s say this audio brand begins working with a solo musician to record videos of a new product. The solo musician is provided with a set of influencer guidelines that let him/her know what content is needed and when. Based on those guidelines, content is delivered and posted successfully. Now, let’s say this solo musician joins a duo or a band and is no longer a single act. The audio brand should still work with the artist and find ways to be a partner through career or life changes. By doing this, its current customers will see familiar faces on their social media channels and are more likely to trust the brand, offering a greater LTV (Lifetime Value).
Let’s take a look at some influencer marketing examples from brands that embrace this concept.
Taylor Guitars
Taylor Guitars features all types of influencers showing musicians and artists performing with their guitars. They select their favorite content from their community and share it to their social media channels using #TaylorPlayers, which currently has over 5.7k total posts. Their content features people of all ages and includes everyone from hobby guitar players to world touring artists. This is a great ongoing campaign that actively draws in new authentic content from their entire social media community.
JBL Professional by HARMAN – Master Class
We’re proud to work with JBL Professional on their ongoing event series, where working producers and DJ’s teach music production techniques to aspiring artists and producers. For each class, the Master Class leader posts to their own social media channels, using branded hashtags and mentions, which has resulted in sold out classes every time.
JBL Pro continues to work with the same producers and DJ’s to create more content outside of JBL Master Class. Earlier this year, a number of these influencers were used for a special “In Conversation” Q&A Series at NAMM that gave insight into artist workflows and tips. Also, some of these influencers have also created performance videos, giveaways, and product placement posts on their own social media to continue to raise brand and product awareness.
Clifbar
Nutrition food brand Clifbar chose outdoor macro influencer, Brianna Madia to promote their new Energy granola and spread awareness of organic research. By teaming up with Brianna and using their branded hashtag, #FeedYourAdventure, Clifbar was able to garner 11.6k likes and increase their overall brand awareness with one post. No doubt Clifbar will continue to see success as the campaign continues.
LADY BOSS Glasses
The all-female owned and operated company LADY BOSS Glasses work with any influencers who have 5k followers or more to feed their social media content pipeline. Their ambassador program includes an application process that explains how each tier works and offers special discount codes that correspond to follower size. Most influencers showcased are micro and macro, with certain mega influencers mixed in on occasion.
MVMT
Luxury watch and fashion accessory brand MVMT partnered with travel mega influencer, Sam Kolder to run a giveaway for his signature collection. This single post garnered 80.4k likes and over 8.9k comments. This is a great example of how partnering with a mega influencer when done correctly can result in excellent results. MVMT chose Sam because he already had a long-lasting partnership with them and was able to extend MVMT’s message to his audience of millions.
Conclusion
The most important takeaway from these influencer marketing examples is that strategy and authenticity are key to having a long-lasting influencer marketing campaign. When working with influencers who meet your brand’s goals and values, there is a better chance to form long-term relationships that can create lifetime value.
Here at Amplify, we can help strategically build your influencer campaign to help drive the results that you want. Contact us for more details—we’re happy to help!
Missed the first two articles in this series? Learn the “Three R’s” of influencer marketing here and learn how to choose the right influencers for your brand here.
