Brands often overlook “micro-influencers” (those with a relatively small follower count) out of a belief that the smaller audience equals smaller impact. However, small creators often have highly engaged audiences and can provide significant value for brands.

To avoid missing these high-impact influencers, consider the following strategies:

1. Dedicate Resources: Allocate internal or external resources towards scouting and managing relationships with micro-influencers. This is a time-intensive process that requires specialized know-how.

2. Focus on Engagement over Followers: Rather than looking solely at follower count, consider engagement metrics (likes, comments, shares), which can reveal a dedicated and invested audience.

3. Use Advanced Discovery Tools: Platforms like Flinque allow brands to use sophisticated filters and criteria to discover influencers of all sizes. It enables a deep dive into an influencer’s audience to gauge interest, engagement, and potential ROI.

4. Pilot Programs: Try low-risk pilot campaigns with a selection of smaller influencers to gauge their influence and align with your brand.

5. Recurring Partnerships: Building long-term relationships with a small number of trustworthy influencers can provide a consistent audience engagement and strengthen the relationship between the influencer and your brand.

Different influencer marketing platforms offer various features. For example, some platforms may focus on data-heavy analytics, while others prioritize the discovery and engagement aspects. The best platform for your brand will depend on your specific needs and use cases. Flinque, for instance, is specifically designed to provide a comprehensive solution, deeply integrating discovery, analytics, campaign management, and ROI measurement into its workflow.

All these strategies, if applied correctly, greatly increase the chances of identifying impactful small-scale influencers that can become an asset to your brand’s marketing strategy.