Hi everyone,

Growth Tactics Newsletter #45 is here. This is all about understanding better how collaborations between influencers and brands work.

Let us know if you have any feedback, or what your thoughts are on this by replying to this email.

Today’s subjects are:

• 👻 Setting realistic expectations & Common misconceptions in micro-influencer collaborations

• 🛥️ Navigating less-than-ideal scenarios in micro-Influencer collaborations

• 🏛️ Flipping the coin: micro-influencer perspective

📺 Setting realistic expectations & Common misconceptions in micro-Influencer collaborations

When embarking on micro-influencer collaborations, it's paramount to separate facts from misconceptions and set realistic expectations. Let's debunk some common misconceptions and set the record straight.

1. Realistic Expectation: Authentic Engagement

Micro-influencers tend to have a highly engaged audience. Their followers often see them as peers or friends rather than distant celebrities, leading to higher interaction rates. However, it's important to remember that while the engagement is genuine, it may not always translate immediately into sales or conversions.

Misconception: Instant Sales Boost

Some businesses expect instant increases in sales after a single post from a micro-influencer. This isn't always the case. Building brand awareness and fostering trust with a new audience takes time. Patience is key in these partnerships.

2. Realistic Expectation: Value-Driven Content

Micro-influencers are adept at creating relatable, value-driven content for their followers. They know what resonates with their audience. Encourage them to infuse their unique voice and creativity into the content, rather than enforcing strict brand guidelines.

Misconception: Full Content Control

It's a common misconception that businesses should have complete control over the influencer's content. This can lead to content that feels inauthentic and fails to engage the influencer's audience.

3. Realistic Expectation: Ongoing Relationship

The best results from micro-influencer collaborations often come from long-term partnerships. These allow the influencer's audience to become more familiar with your brand over time.

Misconception: One-Off Success

It's a misconception that a single campaign with a micro-influencer will yield the desired results. While one-off campaigns can work, investing in a long-term relationship often brings a better return on investment.

Understanding these expectations and misconceptions can help small businesses build successful and mutually beneficial relationships with micro-influencers. The key is patience, respect for the influencer's creativity, and the willingness to invest in long-term partnerships.

🛥️ Navigating less-than-ideal scenarios in micro-Influencer collaborations

While collaborations with micro-influencers often provide valuable opportunities, it's essential to be prepared for potential bumps along the road. Let's consider some less-than-ideal scenarios and how to navigate them.

1. Mismatched brand identity:

When an influencer's style doesn't align with your brand's identity, the content they create might not resonate with your target audience, diluting your brand's message.

Solution: Thoroughly research potential influencers to ensure their style and values align with your brand before agreeing to a collaboration.

2. Delayed or unfulfilled commitments:

Micro-influencers often juggle other commitments alongside their influencer roles. Sometimes, they might delay delivering content or fail to meet their obligations.

Solution: Clearly define responsibilities and timelines in your agreement. Maintain open communication and be ready to adjust plans if necessary.

3. Low conversion rates:

Even with high engagement rates, conversions may not always follow. This can be frustrating, especially when you've invested time and resources into the collaboration.

Solution: Remember that building brand recognition and trust takes time. Keep your focus on long-term growth rather than immediate conversions. Also, make sure your calls to action are clear and appealing.

4. Negative feedback from the influencer's audience:

Sometimes, an influencer's followers might react negatively to a promotion, which can impact your brand's reputation.

Solution: Choose influencers whose audience matches your target demographic. Respond to negative feedback professionally, treating it as an opportunity to learn and improve.

While these scenarios are not ideal, they are not insurmountable.

🏛️ Flipping the Coin: Micro-Influencer Perspective

Just as businesses have expectations, so do micro-influencers. To foster a successful partnership, it's crucial to understand and respect their viewpoint as well. Here are a few things that micro-influencers typically expect:

1. Fair Compensation:

Micro-influencers invest significant time and effort into creating quality content and building their audience. They expect fair compensation for their work, whether that's monetary or in the form of products, services, or other perks.

2. Creative Freedom:

While they understand the need to align with a brand's image and goals, micro-influencers also value their creative freedom. They've built their audience by being authentic and unique, and they don't want to lose that by turning into a mere extension of your brand.

3. Respectful Partnership:

Micro-influencers seek respectful, professional partnerships. They appreciate being treated as valuable contributors to your brand's growth, not just marketing tools.

4. Long-Term Relationships:

Just as businesses benefit from long-term partnerships, so do micro-influencers. They prefer working with brands that are interested in building lasting relationships, rather than one-off promotions.

🔥 Brand of the week

Lap Shade is a brand born in 2020 during the COVID-19 pandemic, providing innovative solutions for remote work challenges. Their flagship product, a high-quality laptop shade, was developed to combat screen glare and laptop overheating, making outdoor work comfortable and productive.

🔥 Influencer shoutout

Morgan Goldenberg, known as "gimmieneck" on social media, is a verified digital creator with a significant following. Her content revolves around fashion, beauty, travel, and lifestyle topics. With 412K followers, she has built a large digital presence and is open for business collaborations via email.

Till next time, be great!