Influence isn't a new currency in marketing.  Brands have courted celebrity endorsements for decades to sell their products and services. But in a world where every person with a smartphone can be a broadcaster, a new league of influencers has emerged: micro-influencers.

These individuals might not have the widespread recognition of celebrities, but they do have highly engaged, niche audiences. They provide a dose of authenticity in a market saturated with polished brand messages, and wield a remarkable level of trust and engagement as a result.

Now, the ripple effect of this B2C trend is being felt in B2B marketing. Brands willing to venture beyond conventional marketing strategies are exploring micro-influencer partnerships and finding new ways to engage their target audiences as we’ll see when we examine Adobe’s influencer strategy.

What Are Micro-influencers?

In the world of influencer influencer marketing, the size of an influencer's following is important, but not in the way you might think. Instead of  ‘bigger is better’, it's all about finding the right types of influencers for your campaign.

• Nano-influencers. With a follower count between 1,000 and 10,000, nano-influencers often focus on niche or highly specific topics. They are valued for their high engagement rates and close-knit community interactions. Their authenticity and approachable nature make them appealing to brands as they tend to foster a higher level of trust among their followers.

• Micro-influencers. Members of this group have 10,000 to 100,000 followers, and a higher profile in their field. They’re known for their substantial engagement rates and are often seen as authorities within niches or communities. They maintain a relatable and authentic connection with their audience, which helps in driving more meaningful interactions around the brands they promote.

• Macro-influencers. These influencers’ larger followings of up to 1 million often result from years of content creation or expertise in a particular field. They have a wider reach, although often with lower engagement rates compared to micro-influencers. Brands often collaborate with macro-influencers for increased visibility and reach, capitalising on their ability to tap into a more extensive yet still somewhat targeted audience.

• Mega-influencers. These are the big shots with over 1 million followers. They are usually celebrities, athletes, entertainers, or well-established personalities. Collaborations with mega-influencers offer brands unparalleled visibility and reach, allowing them to convey their message to a broad audience. However, this comes at a higher cost and with potentially lower engagement rates as they're not personally connected with their audience.

For most B2B brands, it's often better to work with smaller, niche influencers rather than chasing after a major celebrity endorsement.

Micro-influencers hit the sweet spot between having social clout and being relatable. They're experts in their fields, known for their real passion and trustworthiness. Plus, they connect with their followers on a personal level, which is vital in today's digital world.

Micro-influencers create content that talks about the unique challenges and interests of their professional peers. For example, they might give honest reviews of products or services they use in their line of work. They also build online communities where like-minded professionals can connect, share knowledge, and have discussions. Sometimes, they even offer training or workshops related to their industry to educate their audience.

Why B2B Brands Like Working with Micro-influencers

Micro-influencers open the door for B2B brands to achieve their marketing goals through highly strategic partnerships.

Build Trust and Authenticity

Today's savvy buyers can smell a scripted sales pitch a mile off. They crave honest opinions from people they trust.

This is why micro influencers' recommendations hold a special appeal. They are known for their genuine and unfiltered content. Their personal connection with their followers and regular engagement means their endorsements and reviews carry more weight.

Tap into Niche Expertise

Micro-influencers have their finger on the pulse in their area of expertise. This allows them to provide in-depth insights and valuable information to their followers. By partnering with micro-influencers, a B2B brand can position itself as a credible source of knowledge. Whether it's discussing industry innovations or software solutions, micro-influencers can add depth and legitimacy to a brand's message.

Achieve Cost-Effective Influence

Working with micro-influencers won't cost you an arm and a leg, unlike partnering with big-name celebrities. Micro-influencers are more approachable and are often more willing to engage in long-term partnerships. This makes micro-influencers a practical choice for businesses to increase brand awareness and engagement without breaking the bank.

Access Hyper-Targeted Organic Reach

Micro-influencers have a well-defined audience niche and a deep understanding of their community's needs and preferences. Brands can harness this information to reach potential customers who are genuinely interested in their products or services. Access to this highly targeted audience (along with the influencer’s endorsement) can lead to more meaningful and qualified leads.

Generate Unique Content

Incorporating influencer generated content can breathe new life into a brand's content ecosystem. Micro-influencers come from all walks of life and create content in their own unique way. By teaming up with multiple creators, brands can tap into different storytelling techniques, visual aesthetics, and communication styles. This helps a brand have a wider range of enriched, relatable content.

Micro-Influencer Strategies: Lessons from Adobe Creative Cloud

Adobe believes everyone has creative potential, whether they are students, enthusiasts, or consumers. As a result, their vision for Creative Cloud extends to a broader audience beyond professional creatives. Accordingly, Adobe expects Creative Cloud’s total addressable market (TAM) to reach US$63 billion by 2024.

The main drivers for this expected growth are rising demands for content digitisation, expansion of non-professional creatives, and upskilling. Adobe also anticipates greater individual usage, particularly with the rise of mobile.

To reach and engage with this diverse audience, Adobe has adopted a comprehensive approach to influencer marketing. And while they work with celebrities, they also understand the power of micro-influencers.

One such relationship is with logo designer, James Barnard. Now a macro-influencer as a result of his design focused content, Barnard went viral as a micro-influencer on platforms like TikTok and Instagram. He creates content for Adobe Live and was a headline speaker at Adobe Max. The partnership brings his expertise in design to a broader audience, boosting his career profile while showcasing the versatility and power of Adobe Creative Cloud.

Another example is Liz Moseley. Based in South Wales, Moseley gained influence through her podcast and active Instagram presence. She also creates content for Adobe Live and has made appearances at Adobe Max, connecting Adobe with small businesses and design enthusiasts who resonate with her content.

The Role of Influencers at Adobe

Adobe Creative Cloud recognises that micro-influencers are vital for reaching and engaging with their ever-growing target audience. These partnerships not only demonstrate the power of Adobe's products and educate their user base, but also help build a sense of community. Micro-influencers and creators play a central role in several of Adobe's key initiatives:

• Adobe Express: Adobe Express competes with platforms like Canva. Micro-influencers and creators played a significant role in its launch by providing endorsements, tutorials, and usage insights, which helped attract new users.

• Adobe Max: Adobe Max is Adobe's flagship annual event that attracts creative people from around the world. It's a great platform for influencers at all levels to share their expert insights and take part in panel discussions.

• Adobe Live: Adobe Live is a virtual space for creative professionals and enthusiasts to learn, collaborate, and create. Micro-influencers share their expertise and insights, making the experience better for the audience across platforms like Behance, Discord, and YouTube.

• Adobe Creative Residency: Adobe actively partners with various voices through the Adobe Creative Residency program. This initiative provides emerging micro-influencers with resources and mentorship to develop their skills and explore innovative projects.

By working with micro-influencers, Adobe is well on its way to achieving its ambitious growth goals and making creativity accessible to a broader audience.

Key Takeaways from Adobe's Influencer Marketing Strategy

Adobe's approach provides valuable insights and tips for B2B brands wanting to improve their marketing efforts.

Niche Relevance

When finding micro-influencers to endorse your brand, it's important to find the right creative partners. 

Focus on relevance rather than follower count. You don’t necessarily need someone who is a household name. Instead, look for influencers whose niche aligns with your brand's values and objectives. They should have a high engagement rate and share a genuine rapport with their audience.

Adobe puts value in the authenticity of its brand partners. It makes sense, considering the goal of working with micro-influencers is to foster brand trust. 

Prioritise influencers who are known for their genuine opinions and unbiased reviews. Remember, micro-influencers succeed by being authentic. If they get a reputation for accepting any endorsement deal, regardless of product/service quality, they’ll quickly lose audience trust.

Allow them creative freedom and give them the space to craft content that resonates with their audience. This is especially true if they offer a legitimate critique of your brand. Use it as an opportunity to engage openly with the influencer (and their community) to learn how you can improve. Doing so will win you far more trust and interest from audience members than an unbroken stream of positive endorsements. 

Long-Term Partnerships

Adobe recognises that social media influencers should be treated as brand ambassadors rather than as advertising outlets. As such, they focus on establishing long-term partnerships that foster consistency and trust.

You should follow suit by seeking to build lasting relationships with micro-influencers.

True collaboration is key. For instance, Adobe works with micro-influencers to create content and engage with their audience. But it’s not a one-way relationship. They also provide access to tools, resources, and events that help micro-influencer partners grow and expand their own brands.

Ultimately, a healthy, long-term partnership will lead to more genuine and impactful endorsements.

Community Building and Engagement

A strong community can create a loyal customer base. Adobe's initiatives focus on building a community of creators around their brand or products — essentially an influencer marketing hub. They encourage discussions, knowledge sharing, and collaboration among micro-influencers and their followers. 

Adobe also focuses on the role of micro-influencers in community engagement. They realise that a lot of people would rather interact with a trusted influencer than a company rep. In other words, micro-influencers act as connectors between your brand and the wider community.

In your own strategy, work with influencers to find ways to facilitate discussions, answer questions, and share insights. More than just broadcasting your message, you want to foster a sense of belonging among their followers.

Flexibility and Agility

Adobe constantly adapts its strategy based on the evolving influencer landscape and the needs of its audience. For instance, Adobe leverages multiple platforms for influencer collaboration, from a broad range of social media platforms to live events.

You should remain agile and adjust your influencer marketing strategies to align with changing consumer preferences and trends. Don’t overly invest in any single account or channel. Instead, diversify your influencer marketing strategy to expand your brand's visibility and impact.

Employee Advocacy

Adobe has looked internally as well as externally for potential micro-influencers. Employees can be powerful brand advocates when their genuine belief in the company's mission and offerings shines through in their content.

You might very well have an existing team member with micro-influencer potential. Their industry expertise and passion for your products or services can be invaluable in crafting educational and engaging content.

However, remember that authenticity is key. Resist the urge to micromanage their channel. Instead, using some reasonable guidelines, give them space to share your brand’s story in their own way.

Data-driven Approach

Adobe doesn’t randomly pick micro-influencers in hopes things will work out. Rather, they have a data-driven approach towards selecting and working with potential influencer partners.

Likewise, arm yourself with robust metrics to measure the success of your influencer marketing campaign. Use marketing automation to track engagement rates, reach, conversions, and other key performance indicators (KPIs). This analytical insight will help to identify the most effective micro-influencers for your niche and optimise your strategies for better results.

Following these principles can enhance your micro-influencer marketing efforts and help you connect with a broader audience effectively.

Drive Results Through Targeted Influence

Micro-influencers are like your brand’s backstage pass, getting you past the noise and right in front of the audiences that matter. As we've explored, their authority, expertise, and niche focus enable impactful partnerships that lend credibility and deliver ROI.

Adobe's success leveraging authentic, knowledgeable creators demonstrates the power of aligning with the right influencer voices. Their niche perspectives resonate in a way traditional marketing can't.

There is an opportunity here for B2B marketers who are ready to think outside the box. Look beyond broad-reach campaigns and embrace a more segmented strategy. Let targeted influence drive your next marketing success story. Find strategic partners in micro-influencers who will share your brand's story authentically with those who will care most. 

For more on how to build effective B2B marketing strategies for your brand, reach out to the experts at 1827 Marketing.