Advertising Perspectives

Working with Micro Influencers to deliver an organic brand expression

By April 10, 2018 No Comments

When a brand is considering ways to connect with a new audience, working with influencers can be a sound strategy. They not only deliver the reach needed, but can convey your brand message from their own, unique perspective.

Before Micro Influencers were widely accepted as a viable and effective method to reach new audiences, we recognized an opportunity to connect our client, Ashley HomeStore (AHS), with up-and-coming influencers for effective brand messaging. Focusing on bloggers and popular social users with <100k followers led to successful partnerships with Jenna Colgrove of Visions of Vogue, Lindsay Aratari of Aratari at Home and several others.

Why not work with one major influencer instead? Because consumers are savvy—they can smell a shill. They know that a celebrity promoting a brand is simply being paid to do it, so there’s an inherent distrust from the consumer. On the flipside, Micro Influencers have loyal followers, albeit smaller, that have developed a more authentic connection with them. And despite having to now disclose that their posts are sponsored, Micro Influencer recommendations are still viewed as though they are coming from a friend instead of a paid endorser.