The Secret to Building an Unstoppable Brand Community

Authenticity will be a key driver of loyalty in 2025. Enterprises that foster true community engagement build deeper relationships, attract brand ambassadors, and grow sustainably. To better understand how this works, let's examine two examples of successful brand-community building and show how you can apply those principles to your organization.

The Harley-Davidson H.O.G.™ Program—A Case Study in Loyalty

I first became interested in Harley-Davidson's marketing program when studying marketing with the school's dean, Susan Fournier, at business school. In 2005, while pursuing my full-time MBA at Boston University School of Management, I wrote a paper about organisations with a devoted fan base drawn to their authenticity.

This idea was inspired by classes taught by Susan Fournier, then marketing professor and now dean of the business school.

When I wrote my paper about brand communities in Marketing, I was explicitly influenced by her groundbreaking Harvard Business School case study** Susan Fournier wrote this innovative case study about the Harley-Davidson Owners Group, or ‘Hogs'. It was HBS's first-ever 'multi-media' case study.

The Harley Owners Group (H.O.G.™) is an excellent case study in building loyalty through community. Harley-Davidson doesn’t compete on performance metrics like speed or durability—its motorcycles are often outperformed by competitors like Yamaha or BMW. Instead, the brand’s success is rooted in the emotional and social bonds it creates with its customers.

Key highlights of the H.O.G.™ program include:

• Membership Tiers: Full Membership for bike owners and Associate Membership for passengers, ensuring inclusivity within their user base.
• Local Chapters: Regular rides, events, and gatherings unite members, reinforcing a sense of community.
• Unique Experiences: Access to Harley-Davidson rallies, exclusive events, and a loyalty partnership program with benefits for partners like Hard Rock Café and Insta360.
• Shared Identity: Members are encouraged to celebrate Harley culture's raw, authentic side—like cleaning grease from their bikes after rugged journeys.

This grassroots approach turns loyal customers into brand advocates, strengthening both retention and word-of-mouth marketing. How does this concept translate to marketing generally?

Lessons for Marketing Professionals—Building Your Advocacy Program

Like Harley-Davidson, companies can create loyal communities that drive advocacy and organic growth. Here’s how:

1. Develop a Micro-Influencer Program

Micro-influencers - with niche, engaged audiences - are ideal for representing your service or product. These individuals often inspire higher trust than prominent influencers.

• Start Small: Identify users already advocating for your product on LinkedIn, Twitter, or forums.
• Provide Value: Offer them exclusive benefits, such as early access to product updates, premium features, or recognition within their community.
• Encourage Genuine Advocacy: Just as Harley riders sharing trip stories, provide channels for micro-influencers to share authentic use cases and successes with your platform.
• Read our guide: How to get started with your Microinfluencer programme.

Below: A dynamic B2B SaaS Brand Community - dbt analytics engineering

2. Enhance the Customer Experience with Community

Building a loyal community is about investing in relationships as much as technology. Look to create programs that mirror the social and emotional connections found in Harley’s H.O.G.™ program.

• Interactive Communities: Create a dynamic Slack workspace or LinkedIn group for your users to exchange ideas, support each other, and build relationships.
• Exclusive Content: Offer webinars, expert-led sessions, or how-to guides only accessible to community members.
• Host Regular Events: Virtual or in-person events can connect customers more to your brand. Highlight success stories from your users.

3. Deepen Usage Through Expertise

For SaaS tools, loyalty comes from becoming indispensable. Prove your software’s value by helping customers make the most of it. As marketing guru Pierre Heurbel says, 'Make sure your company is providing a pain killer, not a vitamin.'

• Onboarding Success Teams: Offer one-on-one onboarding, workshops, or team training sessions.
• Tangible ROI Metrics: Regularly showcase quantifiable benefits users gain from improved productivity, growth, or cost-savings using your platform.
• Actionable Feedback Loops: Celebrate community input by swiftly implementing requested improvements and crediting users for their contributions.

4. Turn Clients into Ambassadors

Happy clients are your best marketers, so turn them into visible advocates for your brand.

• Reward Referrals with free subscriptions, upgraded plans, or other perks.
• Create Public Showcases via case studies, video testimonials, or AMA panels featuring your customers.
• Offer Co-Creation Opportunities like beta programs or customer advisory boards to make clients feel directly connected to your business’ growth.

5. Don’t Shy Away from Authenticity

Taking risks and showing boldness can build stronger loyalty—look at Nike’s controversial campaign featuring Colin Kaepernick. Like Nike, if your SaaS tool or product truly aligns with a strong stance or ethos, don’t hesitate to amplify it. Whether it’s a commitment to sustainability or championing inclusivity in the workplace, showing authenticity resonates powerfully with customers.

The Community Advantage

Building a deeply engaged community isn’t just an idea for consumer brands like Harley Davidson, Apple, Nike, or Lululemon, or on the B2B side with companies like Hubspot, Salesforce, Adobe and Monday.com. It’s a necessity for modern companies looking to stand out in a competitive market.

Organizations can build long-lasting loyalty while driving advocacy and sustained growth by forging real emotional and professional connections, offering tailored experiences, and giving their customers opportunities to champion their brand.

** Harvard Business School - Building brand community on the Harley-Davidson Posse Ride

Next Steps

Interested in developing your own micro-influencer or ambassador program? Start by exploring my Micro-influencer guide

 

How to Get Started with a Micro-Influencer Program for Your Company

The cost of digital advertising is rising. Competition is intense, platforms are saturated, and privacy changes have reshaped how we reach audiences. It’s no wonder companies are seeking more cost-effective, authentic ways to connect with their customers. Enter micro-influencer marketing.

Micro-influencers may not have millions of followers, but they wield a unique power in driving engagement and trust. Studies show they deliver nearly 3x the ROI compared to celebrity endorsements. Curious how to make this strategy work for your business? This comprehensive guide will walk you through everything you need to know to build your own micro-influencer program.

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Why You Can't Ignore Micro-Influencer Marketing

Rising Costs of Traditional Paid Ads

With the skyrocketing costs of digital advertising, even the savviest marketers are feeling the pinch. Here’s how ad costs have surged across major platforms:

• Meta (Facebook and Instagram) Ads: Average CPC has increased by 20–30% year-over-year in certain industries.
• Google Ads: CPC rates rose by 15–25% in 2023, making search ads more expensive than ever.
• TikTok Ads: Costs jumped 30–50%, as brands rushed to capture Gen Z’s attention.
• Amazon Ads: The cost of Sponsored Product Ads skyrocketed by 29% between 2021 and 2023.

Couple these rising costs with decreasing Return on Ad Spend (ROAS)—20% lower in 2023 than in 2022, according to Tinuiti—and declining precision in targeting due to Apple’s iOS privacy updates, and it’s clear that traditional ad tactics aren’t as sustainable as they once were.

Why Celebrity Endorsements Are Losing Their Edge

Celebrities are household names, but when it comes to authentic connections with audiences, they fall short. According to a 2022 Marketing Science study, low-status influencers (like micro-influencers) yield a return on investment three times higher than high-status influencers. Why?

• Trust and relatability: Consumers trust influencers who share unpolished, real-life moments over glossy advertisements.
• Niche appeal: Micro-influencers target specific groups, delivering hyper-relevant messaging.
• Higher engagement rates: Their followers are more likely to engage with content since the relationship feels personal.

Micro-influencers offer authenticity, affordability, and measurable ROI, making them ideal for brands looking to grow sustainably.

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Tools You Need to Start Your Program

Building a successful micro-influencer program takes the right tools to find, connect with, and manage the right talent. Here’s a breakdown of the must-have platforms:

Influencer Discovery & Identification

Finding the perfect micro-influencer starts with discovery tools that offer detailed audience insights.

• Heepsy: Specializes in identifying micro-influencers with robust analytics.
• Upfluence: Integrates e-commerce data to track ROI.
• Modash: Best for Instagram, TikTok, and YouTube searches with segmented filters.
• HypeAuditor: Excellent for verifying influencer authenticity and preventing fraud.

Outreach & Relationship Management

Outreach can be time-consuming, but these tools automate the process to keep it seamless and personal.

• Pitchbox: Automates influencer outreach with email sequencing.
• BuzzStream: Great for tracking your conversations and building relationships over time.
• NinjaOutreach: Pre-loaded with influencer contact information and message templates.

Campaign Management & Workflow

Streamline collaboration and track campaign performance with these platforms.

• Afluencer: Matches you with influencers actively seeking partnerships.
• Mavrck: Scales campaigns while helping you establish ambassador programs.
• Brandbassador: Focuses on building long-term micro-influencer ambassador programs.

Content Creation & Collaboration

The foundation of a micro-influencer campaign is high-quality, engaging content.

• Canva Pro: Helps influencers craft visually stunning branded content.
• Figma: Perfect for collaborative visual design projects.
• Later: Simplifies Instagram content planning.

Tracking & Analytics

Measure campaign success and gather actionable insights with these tools.

• GRIN: Syncs seamlessly with e-commerce stores to track influencer performance.
• Traackr: Offers in-depth metrics on influencer campaigns.
• Mention: Monitors brand mentions and gauges campaign impact in real time. Plus - there's a 14-day free trial!

Affiliate & Referral Integration

For campaigns with a sales focus, these tools help track referral-driven results.

• Refersion: Integrates influencer sales into referral marketing.
• Tapfiliate: Generates unique referral links for ROI tracking.
• Rewardful: Tailored for SaaS and subscription businesses.

No matter your goals, the right toolkit will make launching and optimizing your micro-influencer campaigns far more effective.

B2B micro-influencer programs:

• Modash (discovery)
• BuzzStream (outreach)
• GRIN (campaign tracking)
• Refersion (for referral integration)

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How to Build Your Micro-Influencer Program

Follow these 5 simple steps to create a high-impact program tailored to your business:

Step 1: Define Your Goals

Are you aiming to increase brand awareness, boost sales, or promote a product launch? Clear, measurable objectives will guide your strategy.

Step 2: Identify Your Ideal Influencers

Use discovery tools like Modash or Heepsy to identify influencers whose audience aligns with your target demographic. Focus on engagement rates over follower count for maximum impact.

Step 3: Craft Personalized Outreach Messages

Build genuine relationships by sending thoughtful, tailored messages. Tools like BuzzStream and Pitchbox can help automate this process without compromising personalization.

Pro Tip: Keep it short and compelling. Highlight why your brand is a good fit for their content and audience.

Step 4: Launch Your Campaign

Start with a pilot program that includes a small group of influencers. Provide clear guidance, creative briefs, and branded assets to ensure consistency across deliverables.

Step 5: Track, Analyze, Optimize

Measure your campaign’s performance using analytics tools like GRIN or Traackr. Track KPIs like engagement rates, ROI, link clicks, and conversions. Use the data to refine future campaigns for even better results.

Looking for a powerful all-in-one solution? Try InfluencerMarketing.ai. It uses AI to discover ideal creators, streamline management, and deliver detailed insights so you can make data-driven decisions. Plus, there’s a free 7-day trial!

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Unlock the Power of Micro-Influence

Micro-influencers are transforming the way brands connect with audiences. Their authenticity, focused reach, and cost-efficiency make them a must-have for businesses navigating the challenges of today’s digital landscape.

With the right tools, strategy, and data-driven insights, you can create a micro-influencer program that drives meaningful engagement and measurable ROI. Whether you're a B2C or B2B brand, the time to get started is now.

Take the first step today by exploring platforms like InfluencerMarketing.ai. Start your 7-day trial to experience the future of influencer marketing firsthand.

See screenshot below for an example of one of their influencer finder dashboards.

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Want to find out more? Read our blog post on The Power of Micro-influencers, or our Guide to Micro-influencer Marketing

How AI Can Boost Productivity

The UK is facing a productivity crisis. Over the past decade, the country has struggled with stagnating output, with productivity growth falling to levels last seen over a century ago during Queen Victoria's reign. This isn’t just a minor inconvenience—it’s a significant economic drag.

But this decline hasn't been just in the UK: Since the 1990s, productivity growth has fallen globally.

Experts have cited poor management practices, outdated methods, and slow technology adoption as the core reasons for this decline.

Why does growth matter?

Without growth, economies and countries stagnate, as do our prospects and our children's. Do we want to be a society where our children have a better future than we do? I certainly do, in which case we need to crack this problem.

But there’s hope. Artificial Intelligence (AI) promises to transform the traditional role of managers and revitalize productivity across industries. By leveraging AI to automate, analyze, and support, UK businesses could overcome management challenges and regain a competitive edge in the global market.

This post explores the link between poor management and low productivity, the transformational role of AI, and what the future might look like for UK managers and business leaders worldwide who struggle to increase productivity and innovation.

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The Problem: A History of Management Struggles

From 2008 to today, the UK's output per worker has barely shifted, with the country's productivity growth 36% lower than it would have been had pre-2008 trends continued.

Why has productivity stalled?

• Outdated Practices: Many businesses still rely on manual, inefficient systems that no longer suit the complex demands of modern work.
• Leadership Gaps: Poor investment in management training and leadership development leaves many managers unequipped to lead teams effectively.
• Resistance to Innovation: A failure to adopt emerging technologies like AI, which could improve efficiency, has further slowed progress.

Citi reports a sharp reduction in high-growth UK firms, signaling a troubling lack of ambition and innovation. The UK needs to make bold changes to reverse this trend.

Enter Artificial Intelligence.

The Role of AI in Revitalizing Management

AI isn’t just a tech buzzword; it’s an effective tool capable of transforming businesses from the ground up. While human leaders are (and will remain) essential, AI is a powerful assistant that enhances productivity and decision-making. Here’s how AI could revolutionize management practices in the UK:

1. Automation of Routine Tasks

Managers spend disproportionate time on administrative tasks like scheduling, reporting, and monitoring project progress. AI can streamline these processes**. Tools like intelligent schedulers, automated KPI trackers, presentation aids, and email assistants reduce time spent on operational tasks, allowing managers to focus on strategic priorities.

Imagine a manager freed from repetitive admin work and instead focusing on leading team initiatives or solving customer challenges. Automated tools make this shift possible.

2. Smarter Decision-Making with Data Insights

Statistics show that 63% of managers admit to struggling with data analysis. AI thrives at processing vast volumes of data and generating actionable insights at scale. AI platforms can analyze team performance, market trends, customer preferences, and real-time budget allocations.

For example, AI-driven dashboards powered by tools like Tableau or Power BI generate reports that help identify inefficiencies and opportunities immediately. Managers can confidently make evidence-based decisions to optimize costs, enhance operations, and deliver more impactful results.

3. Employee Development Powered by AI

Employees drive productivity, but many managers lack the tools to nurture their teams effectively. AI systems analyze employee performance metrics to identify skill gaps, recommend tailored training programs, and even evaluate engagement levels.

Platforms like Lattice or Humu provide predictive analytics to managers, helping them understand when employees might disengage and offering solutions to re-engage them proactively. The result? A happier, more motivated, and highly skilled workforce.

4. Enhanced Team Collaboration

Miscommunication and siloed teams* are productivity killers. AI can eliminate these pain points by integrating communication tools that streamline collaboration. AI analyses interpersonal dynamics and identifies team bottlenecks while recommending solutions.

For example, platforms like Microsoft Teams use AI to suggest optimal meeting times across time zones or flag communication breakdowns within teams.

5. AI-Driven Leadership Development

Leadership is crucial to productivity, yet many UK managers lack sufficient training. AI tools go beyond assisting with tasks and actively help managers improve their skills. Platforms like Butterfly.ai or CoachHub provide personalized coaching and real-time feedback on leadership behaviors, enabling managers to learn and grow in their roles.

With AI as a leadership coach, managers can gain unbiased assessments of their strengths and identify areas for improvement, accelerating their ability to lead teams effectively.

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Why Human Judgment Can’t Be Replaced

While AI brings substantial benefits, businesses must recognize that it is a supplement to, not a replacement for, human managers. AI can process complex datasets and make recommendations but lacks the creativity, empathy, and moral judgment that human leaders bring.

For example, managing a team through a crisis, building trust, and resolving conflict are areas where human intelligence continues to outshine even the most ingenious algorithms. The key lies in striking a balance, where humans use AI as their sidekick to amplify their strengths, not substitute them.

Transparency and trust are critical ingredients in ensuring AI adoption within organizations. Managers must explain how AI tools are used, establish unbiased algorithms, and demonstrate fairness in data handling to maximize their teams’ confidence in the technology.

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Managers of the Future

The introduction of AI will inevitably transform managers' responsibilities, but not in the way many fear. Rather than eliminating managerial roles, AI will allow future managers to focus on higher-level strategic initiatives while delegating routine tasks and data-heavy analysis to machines.

Here’s what the skill set of a future manager might look like:

• Strategic Visionaries: Managers will spend more time focusing on long-term business direction and innovation. Think big-picture strategies rather than daily operational concerns.
• Data-Driven Decision-Makers: With AI tools generating actionable insights, managers must interpret, adapt, and drive outcomes based on this information.
• Collaborators and Culture Champions: Managers will continue prioritizing team cohesion and culture, leveraging AI to enhance collaboration without losing the human touch.
• Continual Learners: AI evolves rapidly, meaning managers must stay updated with advanced tools and techniques to remain effective.

The combination of empathetic leadership and AI-generated efficiency will define what it means to be a great leader in the future. Managers will require different skill sets from today and must adapt to remain successful.

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A Brighter Future for UK Productivity

The stagnation of productivity in the UK is not irreversible. AI offers the tools needed to automate inefficiencies, enhance decision-making, and develop talent—turning current management challenges into opportunities for growth. However, success will require more than just implementing technology—it will need managers willing to adapt, learn, and lead purposefully.

To remain competitive in the global economy, the UK must prioritize both AI integration and comprehensive management development. By doing so, businesses can thrive in an increasingly fast-paced world.

Now, the question is no longer whether AI can enhance productivity in management—it’s whether businesses are ready to make that leap forward.

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Artificial Intelligence: Solving the global productivity crisis

PwC estimates that by 2030, AI could increase global GDP by $15.7 trillion, with increased productivity being the most significant driver.

What are my favorite Marketing AI tools right now?

As a full-stack marketer, I must choose Jasper AI, the perfect AI marketing platform. I also love Piktochart—there is no need for heavy design teams to build my e-books anymore!

*Silos happen because of the culture - culture is created by the leadership team.  The psychology of silos in organizations runs deep, is complex, and is hard (sometimes impossible) to reverse. Therefore, though AI can help solve these problems, realistically, it requires more penetrating (human) work deep into the organization. Superficial or tech-only fixes rarely work on such ingrained issues.

**Notion is a good AI Management tool if it is appropriately configured. 

Further reading -

For Success with AI, Bring Everyone On Board

Best AI productivity tools in 2025

How can I use AI to be more innovative? 

Learning from the Jaguar rebrand campaign

Many marketers, advertisers, auto manufacturers, consumers, and the general public have criticized the Jaguar rebranding campaign.

‘It’s like murdering a British Icon. They may as well have shot Paddington Bear.’

‘That font looks like it belongs on a pink lemonade flavored condom,’ and 'the logo and color make the brand now look like a vape brand that only children buy.’

About the ad itself, one astute and funny commentator said, ‘shit looks like if Quibi made Star Trek.’

Times columnist Giles Coren rightly points out that the rebrand has alienated Jaguar’s core market—middle-class, middle-aged consumers —and replaced it with fans who probably would not even buy a car, let alone a Jaguar.

Jaguar sales have dropped significantly in recent years, with sales in 2024 being around 33,000 units compared to 180,833 in 2018. 

They used a 'Copy nothing' tagline, with a woman wielding a sledgehammer next to the line 'break moulds' - even though, ironically, many have spotted similarities with that and the iconic '1984' Apple ad of the '80s.

Iconic 1984 Apple Ad

'Copy Nothing' 2024 Jaguar Ad

Jaguar managing director Rawdon Glover said the intended message had been lost in “a blaze of intolerance” on social media and denied that the promotional video was designed as a “woke” statement. He defended Jaguar’s ‘bold’ rebrand.

But I agree with social media —it’s a terrible ad, and the old logo is way better. What’s to defend?

What I’m dying to know is -

Where were the honest, critical, informed voices at Jaguar, when this entire campaign was built? Silenced? Or not even there?

I’ve seen countless examples of management missteps in my career.

Usually, it's due to 'groupthink' and a fear of expressing opinions that diverge from those of senior leadership, which can derail things. Often, it's a failure to listen to the experts.

Just like what happened with this Jaguar rebrand campaign. 

In each case, management doubled down on the error—just as the Jaguar boss did. 

This merely compounds the problem - a glaring demonstration of the sunk cost fallacy. 

These issues could be caused by company experts not speaking up, by the leaders being 'stubborn', or by them deciding to throw good money after bad (Sunk cost fallacy).

I know it’s easy to spot problems - most of us can do that. But I’d like to offer a few solutions to myopic management thinking and the allure of biases, that can prove fatal to sound marketing strategy (to avoid the Jaguar debacle):

1. Encourage your team's contrarians, thinkers, creatives, and experts to speak up.

2. Create psychological safety. Ninety per cent of your employees will gravitate towards accepting bad decisions by senior management rather than risking the consequences of speaking out. 

You must fight against complacency and stagnation to create a dynamic workplace that rewards new ideas and people who take risks in expressing their views.

3. When you encourage people to speak up, there is a danger that they will complain without hope or even desire for problem resolution.

So, once you get your team to open up, you must keep the outlook positive, and inspiring. ‘We talk about problems to find solutions’ should be the mantra.

And above all, speak to a range of experts before you spend a fortune on a logo, website, or even campaign rebrand.

The Power of Microinfluencer marketing

             

Suppose you look at where the most significant move in influencer marketing has been in the last few years. In that case, celebrity endorsements like Kim Kardashian, Selena Gomez, Dwayne Johnson or David Beckham are passe—so 2010's

The real action these days is with micro-influencers or even nano-influencers. 

What Is a Micro-Influencer?

A micro-influencer has 1,000 to 100,000 followers who focus on a specific niche or area and is generally regarded as an industry expert or topic specialist.

Micro-influencers have stronger relationships than typical influencers. This is often driven by their perception as an opinion leader of [a] subject matter. Unlike a celebrity or regular influencer, a micro-influencer frequently has a very uniform audience. They are usually far more knowledgeable about the companies they talk about and more relatable to the regular consumer.

Everyone says that to succeed in business, you need an authentic brand. Once you can fake that, you’ve got it made. But joking aside, Consumers crave authenticity these days. 

Some large brands have even had to scrap high-quality and expensive videos because they appear too commercial. Imagine a ludicrous situation where a giant brand is paying big bucks to make its videos look like they were taken by a regular person on their Apple phone. I kid you not - this is happening right now!

Authenticity is the quality of being true to oneself and one’s beliefs. Branding means presenting an honest representation of what your business stands for and how you want customers to perceive it. This includes conveying clear values and messaging and building trust with audiences through consistent communication and interactions.

When businesses are authentic, customers feel they can trust that their products and services are genuine. This helps you, as the business owner, build authentic relationships with your audience, which can lead to increased sales and customer loyalty.

Additionally, authenticity helps brands stand out from the competition by allowing them to show their unique characteristics. When you're true to yourself, you trust your judgments and decisions, and others also trust you. They'll respect you for standing by your values and beliefs. 

And let’s face it – who do you really believe uses and loves l’Oreal shampoo, a celebrity who is paid millions of dollars for saying that and will probably be advertising another shampoo brand next year?

Or a beauty influencer who has been raving about how much she loves L’Oreal products for years without being paid for that? And whose blog or TikTok channel is devoted to that one topic (Beauty or even shampoos).

I talked about branding with Henny Frazer, the ex-head brand at Hyatt Hotels. She impressed upon me the idea that branding is not purely about a ‘logo’ or a company's image or colour palette. That is actually just a tiny part of the picture.

A brand is embedded in your employees and your culture—how they work and interact. Secondly, it is highlighted by your most passionate customers—the ones who evangelize your company and often tell others exactly why they love your brand. And if you have those types of customers, surely your company should help them get their message out?

From my experiences working in marketing, I know nothing is more potent than a delighted customer—no ad campaign, powerful celebrity endorsement, or even a mesmerising brand or silver-tongued salesperson.

But don’t just listen to me: Tech companies, including Adobe, Monday.com, SAP, and Squarespace, among many others, are well known to engage in micro-influencer marketing campaigns. 

Dunkin' Brand (Dunkin' even named a new drink, 'the Charli' after a Microinfluencer) has been doing this for years, as have many sports brands like Nike, which, for example, sponsors thousands of college athlete micro-influencers. 

Airbnb, Shopify, HelloFresh, Warby Parker & Audible are other well-known brands that are currently investing in micro-influencers.

If this strategy appeals to you, why not check out these tips on how to build an unstoppable brand community?

Below: The return on investment is almost three times higher for brands that invest in micro-influencers than those that pay for celebrity endorsements (Professor Pauwels, Northeastern University business school, ex-Chief Data Scientist at Amazon). 

Micro-influencers can help a business grow by:

> Targeting a specific audience

Micro-influencers often have a niche audience, so they can help brands reach the people most likely to be interested in their products. For example, a brand could work with a cake-decorating influencer to promote a new line of piping tips.

> Building trust

Micro-influencers often have a deeper relationship with their audience, which can lead to more effective endorsements and higher call-to-action rates. When influencers are accurate and transparent about products or services, their followers are more likely to purchase.

> Make Genuine Connections

Do you think there’s no such thing as the wrong client? If you’ve ever had a client who was a lovely person but just totally not aligned with you, you’ll know that there is! Not every client is the right client. If you’re not being authentic in your business, you’re not going to attract the people (clients, team members, partners) you’ll thrive with.

Authenticity builds strong connections with the right people who will become life-long customers and sing your praises to others. Micro-influencers can help potential customers determine if your brand is right for them.

One major issue most brands face right now is a decline in loyalty. With that comes the dreaded customer churn issue: companies lose long-term customers.

But suppose you build authentic relationships with customers who start out with shared values, goals, and aspirations. In that case, you will likely retain those customers and grow your business faster and more straightforwardly. Micro-influencers are your bridge to that end goal.

> Increasing brand visibility

Micro-influencers can help increase brand visibility by retaining followers and hooking them with their content.

> Boosting credibility

Working with popular influencers can help a brand's credibility within an industry. This can help the brand land new partnerships, attract talent, and develop meaningful industry relationships.

> Creating dynamic, and exciting new content

Influencers know how to create content that stands out on social media. Some of the hands-down best brand content I’ve seen over the last five years has come from small-time influencers (take Lauren Cella*, a schoolteacher influencer who works with Adobe and Dunkin’).

Monitoring content performance can help a brand determine what's working and what's not. This can help a brand adjust its strategy and decide whether to continue working with specific influencers or partner with new ones.

Should Your Brand Leverage Micro-Influencer Marketing?

Micro-influencers have a comparatively more minor following and don’t often boast celebrity status. Because of that, brands can bank on their followers' interest in whatever made the micro-influencer "internet famous.” 

In addition, smaller influencers tend to be more grateful for a brand's attention, produce far better results (in terms of actual sales revenue per spend), and are more cost-effective, on average, than celebrity endorsers. 

Some well-known micro-influencers include:

• Alina Gavrilov, a fashion micro-influencer with 99,800 followers

https://www.instagram.com/alinagavrilov_/

• Lauren Cella*, education micro-influencer (Millennial teacher who talks about her Gen Z and Gen Alpha students, who now partners with Adobe), 140,000 followers

https://www.instagram.com/laurencella/ 

Check out her hilarious history lesson on the French Revolution, designed to entertain and captivate Gen Z and Alphas. 

https://www.youtube.com/watch?v=CSpNZnVdsX8   

• Anndrea Celleste, 198,000 followers, travel and culture micro-influencer

https://www.tiktok.com/@anndreacelleste/video/7372243586991066401

• Francesca Newman-Young, a travel micro-influencer with 84,900 followers
• Lonni Smith, a beauty micro-influencer with 64,000 followers
• Russ Crandall, a food micro-influencer with 40,400 followers
• Francesca Newman-Young, travel micro-influencer with 120,000 followers

A tweet from travel micro influencer Francesa Newman-Young:

Micro-influencers will often cost far less than macro-influencers. “[Micro-influencers] give you the best bang for your buck. They have a following, but typically don't charge the same rate as those with a larger following.”

For further reading: how to Build a Micro-Influencer Marketing Strategy by Shopify. 

Or Bringing together our brand's micro-influencers on a one-week VIP holiday in our new resort in Thailand." (Together with Aman Hotels Group )

Want to find out more? Read the Guide to Micro-influencer Marketing