Nano-influencers and micro-influencers might have a smaller following, but the trust theyโre able to build within their network can have a significant impact.ย
Niche influencers are also more relatable, as their communities are closer-knit. This often leads to higher engagement and warmer leads than working with a bigger influencers. ย
But choose the wrong-fit influencer, and you may not just risk losing out on sales โ they might damage your brandโs reputation.
Even if you have a list of potential nano- and micro-influencers, how can you make sure theyโre the right fit? How do you recruit the most qualified influencers for your brand?
We asked 16 marketing experts how they effectively ironed out their own influencer hiring process.
1. Take time to research the influencers you want to work with
Without doing your homework, youโre likely going to end up working with the wrong people.
Or, you may be confident in your choice, but without conducting any research, you might jeopardize the collaboration or fail to get the desired results.
This is why Financer.comโs Johannes Larsson suggests brands take the time to get to know potential influencers beforehand.
โShow them youโve done your research by learning what type of content they create and the values they stand for. That way, they know youโre serious about working with the right people, which gives them confidence in your brand.โ
Similarly, Evan McCarthy of Sporting Smiles advises, โMake sure the influencer’s persona is in line with your brand and products. If they are even slightly controversial, your products could be questioned. You must be confident they won’t cast a negative light on your products.โย
2. Familiarize yourself with influencer marketing trends
Itโs also important to familiarize yourself with market trends. Go through research reports on the state of influencer marketing, and talk to your network or people whoโve worked with influencers before.
Learn the going rate that nano- and micro-influencers charge. And while you are at it, learn how influencers typically work.
These actions will help you understand โhow much the influencer is worth to your company, and what a fair offer is,โ says Melanie Musson from ExpertInsuranceReviews.com. โIf you havenโt done your research, you canโt approach the influencer with confidence.โย
On the topic of influencer rates, Brian Nagele from Restaurant Clicks advises, โBe competitive when it comes to rates you offer, and think about a long-term relationship rather than a one-off gig. Many influencers are looking for brands to work with on a consistent basis.โ
Sporting Smilesโ Evan McCarthy has similar advice: โDonโt just offer free products or free experiences. Paid nano- and micro-influencers will bring much more engagement, as they feel valued.
โOf course, you may need to send free samples or products for them to promote, but they will value the collaboration more if treated with the same regard as macro or mega influencers.โย
3. Show influencers whatโs in it for them
This is vital for enticing the right influencers to work with you. While finding good-fit influencers is one part of the puzzle, ensuring they say yes to collaborating with you is another.
Itโs essential you clearly specify your budget and โmention from the first email what they will gain from this collaboration,โ suggests Don Adams of RegionalFoundationRepair.com.
โNano- and micro-influencers receive many requests to collaborate and donโt have the time to deal with back and forth emails. Being upfront and transparent is great for building your professional relationship.โ
Your introductory email needs to be short, to the point, and convincing.
4. Build personalized connections first
How do youย make sure prospective nano- and micro-influencers donโt miss your email? Start with building relationships over social media first.
Get on the influencerโs radar. Influencers are more likely to get back to you if theyย recognize your brand, email address, or profile picture.
AdminRemixโs Lundin Matthews advises, โFamiliarize yourself with the influencer you’re eyeing and then contact them personally. Establish a rapport and good relationship with them, and offer them a contract just like you would with other people you work with.โ
According to Adam Ng of TrustedMalaysia, โDMing lets you get to know the influencer before booking, even if it has to be done through a management team. This is also a great way to double-check that they really match your vibe.โ
5. Create contracts for your influencer partnerships
An official contract shows youโve given thought to the partnershipโs terms, conditions, and expectations. Putting everything down on paper also makes sure both parties agree on whatโs required from them.
John Li of Fig Loans says having contracts in place is also the professional way to go about partnering with influencers: โDonโt just send a casual DM. Draft a contract for both one-off and ongoing influencer relationships that clearly outlines the expectations for both parties.โ
Keep in mind that while drafting contracts can be time-consuming, itโs mostly a one-time thing. Once youโve created contracts, you can share the same contract with all the influencers you work with.
6. Start with a pilot project first
โWhen it comes to nano-influencers, you can hire them for short-term projects with small budgets to test their effectiveness before you consider a longer-term working relationship,โ highlights James Diel of Textel.
โItโs a great option for risk-averse small and medium-sized businesses with tiny marketing budgets.โ
When working on pilot projects, Nate Tsang of WallStreetZen recommends to โtell influencers what you want to achieve and what a sponsored post needs to include. Work closely for those first few posts, but trust their experience for the long-term relationship.โ
7. Recruit influencers who believe in your mission
โThe key to influencer marketing is reaching those who believe in your mission,โ opines Grant Aldrich from Online Degree. โPeople become advocates for you because they share common values and philosophies.
โInfluencers get solicited every day, and for many, itโs not just about the money. There are micro-influencers out there who care deeply about certain topics and share those opinions with their audience.
โEven if you donโt have a dollar to spend, there are influencers out there who will share your company, simply because they believe in it.
โThe more authentic you are and the stronger the mission behind the company, the more influencers you will find to speak about your company and help you on your journey.โ
But this doesnโt mean you should only look for free ways to promote your business. Instead, be clear about your budget and ask each influencer what their expectations are in terms of compensation.
Eric Thomas of Simple Solar Living says it well: โShow them it can be a symbiotic relationship for both of you. Some brands pay influencers outright, but many brands supply products in return for services rendered. Lay out what the reciprocal nature of the relationship will be โ and get them excited about it!โ
8. Have an effective vetting process in place
โIf youโre not going through an agency, be sure you have a solid vetting process in place so you avoid bot and other low-quality accounts that can ruin your brandโs image,โ advises David Aylor or David Aylor Law Offices.
โYouโll want to do thorough research and always, always, get a contract signed before any deals commence โ this protects the safety of both parties.โ
Sarah Jameson from Green Building Elementsย also recommends evaluating influencerโs track records when hiring them: โRequest that they grant you access to their portfolio. Not only will this include material, but the majority of influencers will be able to tell you how successful the campaign was. Because social media platforms contain analytics tools, request their data. This should validate that you have the appropriate person.โ
Pro tip: Create a checklist of steps to take when finding and vetting nano- and micro-influencers. Some mandatory steps to include are:
- Thoroughly research the influencerย
- Study the engagement they get on their posts and how responsive they are
- Engage with them on social to understand how they respond to their audience
- Take your relationship with the influencer to the DM level
- Ask if theyโre interested in working together, email them collaboration details,, and request their portfolio
- Hop on a call with the influencer to learn about their values and work process
- Share the contract and get it signed before starting the collaboration
In a nutshell, follow the advice Nolah Sleepโs Stephen Light gives: โWhen recruiting influencers big or small, be absolutely clear about the terms of the arrangement.
โBe as transparent as you can be about your needs as a brand, while also being respectful and open to their needs. But put everything on the table. Recruitment is the foundation of every future communication, so make sure everyone is perfectly clear.โ
9. Have open conversations with influencers
Once youโve shared your collaboration idea and confirmed that the influencer is interested in a partnership, hop on a call with them to learn more about their own goals.
Sarah Jameson from Green Building Elements recommends, โInfluencers have a specialty, and often seek opportunities that allow them to do what they enjoy. After all, the majority of influencers rose to prominence by expressing their passions.
โYou should also keep in mind that influencers grew their following by offering relevant material to their target audience.
โAs a result, they will often turn down possibilities that do not include creating relevant content or representing brands that are important to their community.โ
Daniel Gibson of NiceDay offers more advice: โIn conversation with influencers, start by getting to the root of why they do what they do and what makes them tick. Is it money? Product? Opportunity?โ
โOnce you understand, share why you are doing what you are doing and how you can move both agendas forward. Remember with these smaller influencers, it is almost always about authenticity.โ
Wrapping up
When recruiting nano- and micro-influencers, itโs important to clearly lay out all expectations.
Take the time to understand the influencerโs strengths and needs, but share your requirements too.ย
And always (always!) create contracts beforehand โ theyโre your safety net in case things go sideways.