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Influencers and brands have been working together for years now as platforms like Instagram, TikTok, and YouTube have become essential for influencer marketing.
However, sometimes getting noticed by brands is no piece of cake, especially if you are a micro-influencer trying to stand out. You hold an engaged community and produce high quality content, so how can you get on the brand’s radar and start receiving PR Packages to showcase specific products and interact with potential consumers?
Almost 64% of marketers have collaborated with micro-influencers, and 47% reported the most success with them. That means that brands are actively looking for creators with authentic connections, niche expertise and higher engagement rates.
In this guide we’ll explore what PR Packages are, why micro influencers are so valuable for brands, and practical tips on improving your profile, growing trust with your audience, crafting a media kit, reaching out to brands, and structuring collaborations that deliver real impact. Let’s dive in!
Brands are no longer just looking for follower count. They seek real engagement, niche audiences and creators who can truly generate a positive impact in their communities. And that’s the reason why micro-influencers are shining so much. Here are the main reasons why brands choose to partner up with them:
Micro influencers offer a rare balance of trust, content quality, reach and cost-efficiency. This is why more and more brands are deciding to partner up with the most strategic partner for making a real impact online.
Here are some game changers you’ll get if you partner with a micro influencer in your next campaign:
Micro influencers are often seen as friends by their followers, people they can truly trust. There’s a proximity that makes their recommendations feel personal and real, and not just another paid promotion.
This key difference is what makes their content more believable and relatable.
On average, micro influencers typically drive 2-5x more engagement than macro or mega influencers.
This is because their followers are truly invested in what they have to say and more eager to interact with the content they share.
Micro influencers always stick to one particular niche and become really known and trusted on that topic. Whether it is skincare, travel, finance or fashion, creators become experts voices and deliver content that feels genuine which often leads to higher conversion.
As micro influencers don’t charge high rates or flat fees, brands get to use their marketing budget to get different voices at the same time.
This flexibility opens the door to experimentation, trying different styles and tones and optimizing the strategy to spend the money on those creators that work best with your brand.
These micro creators are great at storytelling, as they truly know what their audience is craving for.
User generated content (UGC) is great for brands not only because genuine content works best with potential customers but also because that content can then be repurposed across ads, email marketing, and brand's own social media and channels.
For brands looking for real impact online, partnering up with micro influencers might just be the smartest move to make.
PR Packages are free product kits that brands send out to particular creators in exchange of social media exposure or feedback.
These packages can be part of a new product launch strategy or to build a relationship with influencers in pursuit of a bigger partnership in the future. Brands make the most money off of organic mentions of their products so sending some out in exchange of a social media mention is a good strategy for them.
PR Packages can be sent out in different strategies:
You don’t need millions of followers to start receiving PR Packages. More and more brands are choosing smaller influencers because their audiences are more engaged with the content they produce and share.
Yes micro influencers typically have a smaller follower count, but the level of engagement of these communities often leads to more authentic interactions, stronger trust, niche relevance and better conversion rates. This is the reason why over 44% of of marketers prioritize micro‑influencers for campaigns due to their impact.
So having more followers is not always the goal. If you have an engaged audience and can prove how much they trust you and your content, you can be considered a PR Package candidate.
Micro influencers are used to brand collaborations. As they are probably starting their path on social media, they take every partnership opportunity seriously, so it makes sense that brands meet them with the same level of commitment.
If you are planning on sending out PR packages or starting up a partnership, here’s how you can build a meaningful relationship and create real impact!
Micro influencers can be just starting up, but that’s exactly why they treat every brand collab with extreme care.
Micro influencers:
As micro influencers care deeply about their personal brand, they pay special attention to the value they bring to their followers. As a brand, you should ask yourself if it’s the right fit for you, if their audience is really going to be interested in what you offer. The more aligned your product is with the creator’s audience, the more chances of a successful partnership.
Whenever you are going to reach out to an influencer, your brand should always:
PR gifting can often be a first step in a potential long-term relationship between brands and influences.
Here are the best tips for brands sending PR packages:
You can also collect qualitative feedback, like sentiment, to see what resonates more with possible buyers.
Micro influencers are more likely to become true brand ambassadors. If they are picked right and they truly resonate with your brand and feel that the content they create is valuable, they won't be opposed to more collaborations in the future.
In order to establish stronger relationships with creators you must:
Sending PR Packages as a marketing strategy is not about just sending out a product, it is about creating a memorable experience that can turn the right creators into the voices of your brand.
In order to be able to manage multiple shipments at the time, coordinate with influencers and track results, brands should consider using influencer marketing platforms to make the process a lot easier.
Influencer Hero is an all in one influencer marketing platform that can help brands discover, communicate and manage influencer campaigns.
Here’s what you can do:
If you want to see it in action and take your influencer marketing strategy to the next level, don’t hesitate to book a free demo to learn everything Influencer Hero can do to power your next PR Campaign!
Here are different scenarios where brands manage to drive successful influencer marketing campaigns!
A premium pet food company launched a large micro influencer campaign program to reach all the pet-lovers out there.
The campaign gathered over 400 influencers in the pet niche. Each one of them share photos with their pets and some of the brand’s products in an organic, casual way.
The campaign had really great results:
Honest provides clean and sustainable products for families. Different micro influencers moms were sent packages with lotion, wipes, bubble bath and overnight diapers.
These creators delivered an impressive amount of branded content, helping build both awareness and interest among their communities.
The campaign results were great:
Collaborating with smaller influencers and sending them packages can be a great strategy to discover new voices and expand your brand in an organic way. However, in order to achieve the results you seek, you must count on a structure that protects your brand image.
Here are the main benefits and drawbacks of letting micro influencers request PR packages:
Micro influencers and PR Packages can symbolize valuable opportunities. Here are the main important things to consider in order to protect your brand image with a mix of staying selective and approachable:
Whenever you are including micro influencers into your marketing strategy you must be thinking about relationships over numbers. Prioritize authentic connections over follower count and long-term partnerships over one single campaign.
Instead of chasing massive reach, you need to focus on cultivating great relationships with potential brand advocates or ambassadors who are going to create genuine and organic content that will help you drive conversions and, in the long run, grow your brand.
Micro influencers typically achieve higher engagement rates compared to their macro counterparts. While macro influencers often reach larger audiences, the engagement they generate can be less personal or authentic. Micro influencers, with their niche followings and strong community trust, can generate 2-5x more engagement, making them valuable for brands looking to connect on a deeper level.
Brands can track the effectiveness of PR packages by using tools like UTM links, discount codes, and sentiment analysis. Monitoring the engagement and performance of influencer posts (likes, comments, shares) can help brands evaluate the return on investment. Additionally, feedback from influencers and their followers offers qualitative insights into the campaign's impact.
Micro influencers specialize in specific niches (e.g., beauty, fitness, tech), which helps them cultivate highly engaged audiences. This niche influence allows brands to target specific demographics, ensuring their products resonate with an interested and invested group. As a result, micro influencers can drive higher conversions and brand loyalty compared to influencers with broader audiences.
Building a lasting relationship with micro influencers involves more than just sending PR packages. Brands should prioritize consistent communication, personalized outreach, and feedback integration. Offering exclusive previews of new products and showing genuine appreciation for the content influencers create can help turn one-time partnerships into ongoing collaborations.
While micro influencers offer many benefits, working with them can present challenges such as inexperience in handling collaborations or lack of formal processes. Brands should provide clear expectations, set defined terms, and work to create a seamless workflow for tracking content and engagement. Additionally, some influencers may lack the necessary tools for professional-level campaigns, requiring brands to be more hands-on in guiding the process.
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