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As surprising as it may seem, brands no longer rely on an influencer’s number of followers when determining potential partnerships. The main reason? Because small influencers are making a big impact.
A while back, it was common to think that an influencer’s follower count directly correlated with a brand’s success in a partnership, measured by increased ROI and greater brand awareness. However, one KPI has changed the game: engagement.
Brands are increasingly seeking authentic voices with engaged audiences, offering unique opportunities for those influencers with smaller but dedicated audiences.
So, how to find brands looking for small influencers? In this article, we’ll share top strategies to help you discover and connect with the right brands, turning your influence into rewarding partnerships.
If you’re a small influencer worried about never having partnerships, the good news is that today, most brands don’t focus on how many followers you have.
A survey conducted by Linqia revealed that over 90% of marketers prefer working with micro-influencers. The primary reason? Impact matters more than follower count.
While follower numbers may appear impressive, they are often a vanity metric. True impact—measured by increased ROI and genuine audience engagement—is what truly determines the success of a partnership and the strength of a brand connection.
One of the top reasons brands choose micro influencers over macro influencers is their audience. As a micro influencer, you have a niche and more specialized audience that makes it easier for your followers to trust you and for brands to precisely target their ideal audience.
Research shows that 82% of consumers are more likely to listen to micro influencers’ recommendations than those with a larger number of followers.
For brands, choosing a micro-influencer rather than a macro influencer is also a cost-effective decision. Their brand can have twice the impact for half the price. Usually, a nano (1-10K followers) or a micro influencer (10-50k followers) charges between $100 to $500 per post, while a macro influencer (100-500k followers) charges between $5,000 to $10,000 per post.
As a micro influencer, you have a smaller, tight-knit community that trusts you, which for brands means higher conversion and engagement rates. While this fluctuates depending on the platform, small influencers often have higher engagement and conversion rates than macro influencers.
For example, mega influencers on Instagram tend to have engagements as low as 1.97%, while micro influencers have significantly higher rates, averaging around 6%!
Mega-influencers, often backed by management teams, simultaneously handle numerous partnerships and collaborations. Brands seek influencers who genuinely connect with their products or services and seamlessly integrate into their team.
Micro-influencers, with their authentic engagement and dedicated followings, provide this genuine connection, making them ideal brand ambassadors.
Securing brand deals as a small influencer can take your career to the next level. Here are 10 strategies that can help you attract and secure partnerships with brands:
A common mistake small influencers make when trying to secure partnerships is to aim solely for major brands right away, where competition is intense as thousands of influencers are also looking for their attention.
Starting with smaller, niche brands can be more beneficial, especially when growing your social media.
If you’re unsure where to begin, start with the basics: See how others did it. For this, it’s better to research profiles of influencers who a) have a similar niche to yours and b) have a similar following account.
Focus on influencers with follower counts within 5,000 above and below yours for a comprehensive analysis of brand partnerships in your niche. Analyzing their partnerships can help you compile a list of potential brands interested in collaborations with influencers like you.
As an influencer, it is easy to lose track of who is following you. And believe it or not, in many cases, you may already have hundreds of small brands following you.
While not all these brands may align perfectly with your brand, some could be ideal partners. And if they are already following you, it’s a great sign that they like the content you share.
Pro tip: Create an Excel spreadsheet to organize and track brands that follow you or interest you for future pitches.
If you’re wondering how to find brands looking for small influencers, one of the most effective ways is through directories.
Platforms like Creator Hero not only offer influencers the possibility of creating their own storefronts and monetizing their influence, but they also offer a unique directory with more than 150 brands so they can establish valuable and profitable partnerships.
Through the platform, you can look for brands related to your niche and start selling their products with just a few clicks. And the best part is that you can earn a 20-50% commission.
Another useful strategy for seeing what brands collaborate with small influencers is through hashtags.
By searching for #ad, #sponsored, #partnership or looking in the search bar with keywords like “sponsored post,” “ad,” etc., it’s easy to find brands that are sponsoring influencers on different platforms.
For example, on a quick TikTok search of “sponsored ad”, one of the first videos appearing is this one:
This TikTok features a renowned NY cake artist known for her hyper-realistic cakes, collaborating with LaRochePosay in a clever 'Is it cake?' video showcasing both a cake and their product.
While LaRochePosay and Inae are prominent in their fields, exploring with smaller brands and creators in your niche through hashtags and keywords can also yield valuable partnerships.
Pro tip: When researching for influencers with brand partnerships, focus on those with a similar follower count and niche to maximize your chances of working with the brand.
First impressions are key, especially when it comes to brand partnerships. For brands to take you seriously, they’ll look for specific qualities on your profile to ensure you match their values, target audience and campaign goals.
Beyond having an aesthetic or clean feed, treating your online presence as a professional commitment is essential. Consistent posting and a well-planned content calendar reassure brands of your reliability in delivering on promises.
Platforms like Buffer or Sprout Social can streamline content management, ensuring timely and organized posts that resonate with your audience and potential brand partners alike.
In other words, make yourself discoverable. When you have an optimized social media platform, it is easier for brands to find you.
Let’s make a reversed example to understand the search process for some brands. Let’s say you’re an eco-friendly brand interested in working with sustainability fashion influencers.
Among the first things you’ll look for in influencers are words like “sustainable fashion” or “eco-friendly fashion,” etc. When looking at the search bar in TikTok, the profiles that first appear are those that clearly show what they’re doing or who they are:
When you click on her profile, you’ll see that it’s optimized to ensure the algorithm understands that her page is all about sustainable fashion. It’s not only in her name but also in her description:
Pro tip: Use SEO tactics like relevant keywords on your videos and posts as well as on your social media descriptions. Use keywords that describe who you are and what you do. Consider leveraging APIs like the Google SERP API to analyze keyword performance and identify trends.
Many brands offer ambassador and/or affiliate programs, which can be a great way for them to take a peak into the benefits of working with you.
Some brands prefer these types of programs because they represent a low risk for them. For example, affiliate programs have no risks, as brands only pay commissions based on the sales you refer.
This is why there are huge programs like Target and Amazon, where you’ll often see popular influencers sharing their storefront so people can buy and they can earn commission:
By consistently delivering sales or leads through affiliate links and showcasing brand values as an ambassador, you demonstrate reliability and effectiveness in reaching the target audience.
These initial collaborations provide brands with tangible evidence of your influence and audience engagement, often leading to discussions about deeper, more integrated partnerships.
Interacting with brands is a great way for them to notice you. If you have a list of those brands you’d love to work with, start by naturally engaging with them. This can be through comments on their page or sharing your thoughts about their products.
The key here is to be authentic, so they can see that you can match their brand with your audience organically.
A great way to do this is with voluntary user-generated content (UGC) that features their products and how you incorporate them into your daily routine. UGC shows brands the quality of your work and how you can drive engagement.
If you’re looking forward to establishing a brand deal, make the first move with a convincing pitch.
Stats show that over half of brands prefer emails as a communication channel over DMs.
You can find their email addresses on their social media platforms and websites or by using tools like Hunter.io or RocketReach.
Make sure to customize this pitch. Remember that at the end of the day, brands want to see how you benefit them. In the pitch, you can explain why your audience matches the brand’s ideal demographic and how you can create high-quality content using their products.
Subject: Partnership idea: Collaboration Opportunity with [Your Name/Channel]
Hi [Brand Name] Team,
I hope this message finds you well. I'm [Your Name], [describe your role or niche] with a dedicated following who values [mention your audience's interests or values].
I'm reaching out with a specific partnership idea that I believe could be mutually beneficial for us:
I'm eager to discuss this idea further and explore how we can work together effectively. Please let me know a convenient time for us to connect.
Looking forward to your response!
Best regards,
[Your Name]
[Your Contact Information]
[Your Social Media Handles]
Brands often want to know every detail about your profile when evaluating you as a potential brand partner. They want in-depth insights into your audience, your previous partnerships and their results, your niche, etc.
Your media kit allows them to learn everything about you, specifically what value you bring to them.
If you’re just starting out and have no experience in partnerships, a good way to show brands the value you produce is through interactions with your audience. For example, how they interact with the things you post or engage with topics related to your brand.
Pro Tip: In addition to showcasing statistics and demographics in your media kit, include testimonials or screenshots of meaningful interactions with your audience. Highlight how your content resonates with them, their feedback, and any community engagement metrics.
As a micro influencer, any potential brand deal might seem tempting to accept at first, especially when it is about products you’re genuinely interested in.
However, unfortunately, there are some red flags you should keep an eye out for when considering working with a brand:
As a small influencer, you can connect with brands by focusing on strategic networking. Start by identifying and targeting brands that align with your niche and values. Engage with their content on social media by leaving thoughtful comments and sharing their posts. You can also create a compelling media kit showcasing your audience demographics and any other relevant experience. Finally, personalize your outreach emails, highlighting how your content can benefit the brand, and follow up professionally to maintain the connection.
Even mega influencers had to start somewhere, so don’t be afraid to dip your toes and start interacting with all of those brands you’d be interested in working with.
Brands are increasingly recognizing the value of micro influencers who offer high engagement rates and niche authenticity.
Start tapping into opportunities by focusing on audience alignment engagement metrics and using platforms like Creator Hero to establish valuable partnerships with brands. By leveraging these strategies, influencers can proactively position themselves to attract brands seeking authentic voices and impactful partnerships, regardless of their follower size.
