However, micro-influencers do have a limited reach, so you’ll want to partner up with a fleet of them to get better coverage. This helps you blitz Instagram with your products, gaining brand awareness quickly.
If you want to boost DTC eCommerce sales, you’ve got to partner with micro-influencers.
But how in the world do you get started? How do you find the right influencers? Will your campaign actually get results?
Never fear: follow these 5 tips to find qualified micro-influencers and leverage their network to increase DTC sales.
1 - Verify they’re legit
The internet can be a tricky place. On one hand, it can connect you with a glut of influencers.
On the other, you can’t know an influencer is real without a little digging.
It’s not uncommon for Instagram “influencers” to create fake accounts, buy followers, and take brands to the cleaners.
DTC brands need to find legitimate Instagram influencers who aren’t bots or middle-aged men posing as teenagers.
Do your due diligence here. That means:
Verifying the influencer’s followers are real people. Yes, that means checking their profiles and looking for recent posts.
Partnering with trusted, verified influencers. Trend does this by creating personal relationships with every influencer in our program. Avoid influencer databases like the plague; these are full of unverified influencers.
Ensuring the influencer shares your vision. Even if the influencer is legit, they need to have the same ideals. You wouldn’t ask a vegan influencer to promote your beef jerky brand, after all.
If you’re on the hunt for legit influencers, tap into your customer base. Glossier did just that: it offered influencer relationships to influential customers who were already diehard Glossier fans.
You can always sift through Instagram hashtags and suggestions manually, or you could tap your existing fanbase for influencers, too.
2 - Develop user-generated content
User-generated content (UGC) is a powerful addition to your DTC marketing efforts.
You need a plethora of lifestyle images for your products, but let’s be real: these are expensive to shoot and they always look a little too branded.
The solution? Use micro-influencers to create branded UGC on your behalf.
Ask them for images showcasing your products in use. It’s the perfect way to place your product in relatable, everyday situations with real people.