First of all you probably need to know what an influencer is. An influencer is of course a great deal of the whole marketing strategy, when you use them. And to use them, you need to understand how they work, and what they do.

There are two types of influencers, and two boxes we can put them into. There are the “macro”-influencers and the “micro”-influencers. The main difference between those two is the number of followers – macro-influencers have from 10.000 and up, and micro-influencers have 10.000 and down to about a thousand.

The other big difference is that the bigger influencers often make money out of their campaigning, whereas the micro-influencers often have a job and just use the influencing to have a little fun with their Instagram on the side.

How can I use that as a company?

To put these two groups into your marketing strategy you just have to make up your mind about how to use them. Because the micro-influencers are not “fulltime”-Instagramers, they don’t need to make money on advertising for products. They can do as they like and can advertise for the products they find relevant. As a company you therefore need to be as interesting and relevant as possible for the influencer you want to use in the marketing campaign.

You can do that by thinking the influencers into your campaign when you start developing it, so that the influencers is not that thing you just need to fit in somewhere at the end of your development-process. The earlier you start thinking about the influencers as a part of your campaign the better.

You can start by asking yourself these questions:

  1. Do I need a “human touch” to my campaign?
    Maybe your product just doesn’t need regular people to advertise for it. Sometimes it just doesn’t make sense. And that’s okay. It’s better not to put something in a box where it doesn’t fit.
  2. How would I advertise my product?
    Use yourself as an example. Micro-influencers are just regular people like you and me. Therefore you as well could have good ideas on how to do the advertising. Let your imagination go and try it out. If you have absolutely no ideas, maybe the product isn’t fit for an influencer-campaign.
  3. How much effort can we put into the campaign?
    Do the company and you have enough time to find the right influencers, contacting them and shipping the products. If not you could look for other ways to do the marketing. Or you can hire a company like MINFLU to do it for you. Your time shouldn’t be a factor on how good your campaign is going to be, when you can hire someone else.


You can check out our article on how to find influencers on social media.

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