• Substack

Guide: How Micro-Influencers Can Land Lucrative Brand Deals on Instagram, TikTok, and YouTube


Influencer marketing has become a powerful tool for brands to connect with their target audience and achieve remarkable success. Many well-known brands have utilized influencer marketing strategies to propel themselves to new heights. In this guide, we will explore the secrets behind the success of these brands and how micro-influencers can leverage similar techniques to land lucrative brand deals.

Here are some real brands that have made a significant impact with influencer marketing:

Brand Year Started Exit/Milestone Secret Nobody Knows That Made Them Successful
Glossier 2014 Valued at $1.2B Creating a community-driven brand that empowers customers as brand ambassadors.
Fashion Nova 2006 $1B valuation Leveraging micro-influencers and user-generated content for massive reach.
Gymshark 2012 $1.3B valuation Building a passionate fitness community through authentic influencer partnerships.
Daniel Wellington 2011 $230M in revenue Mastering the art of influencer collaborations and creating aspirational lifestyle content.
ColourPop Cosmetics 2014 Acquired by Estée Lauder Collaborating with micro-influencers to create affordable, high-quality products.
MVMT 2013 Acquired by Movado Disrupting traditional marketing by leveraging influencers to build brand loyalty.

These brands have achieved immense success by implementing influencer marketing strategies that set them apart. While their specific tactics may vary, they all share a common secret: leveraging the power of influencer partnerships and community building to create authentic connections with their target audience.

Tell Your Clients What Success Looks Like

Use the Case Studies of successful brands to tell your story and how your work will help brands achieve their goals.

Brand Year Started Exit/Milestone Secret Nobody Knows That Made Them Successful How They Almost Didn’t Make It
Gymshark 2012 Valued at $1.3B Building a community-driven fitness brand through authentic influencer partnerships and fostering strong connections with customers. Faced initial challenges in manufacturing and scaling operations.
Kylie Cosmetics 2015 Acquired by Coty Leveraging Kylie Jenner’s personal brand and utilizing influencer collaborations to create hype and demand for their products. Initial product quality concerns and backlash over price points.
Fashion Nova 2006 $1B valuation Utilizing micro-influencers and user-generated content to drive brand reach, engage their target audience, and create a strong community. Overcame early supply chain and quality control issues.
Manscaped 2016 Rapid revenue growth Breaking taboos with humor and relatability, utilizing influencer marketing to reach their target market and drive brand awareness. Faced challenges in gaining market acceptance due to the sensitive nature of their products.
Curology 2014 Valued at $1.2B Creating a personalized skincare experience and utilizing influencer partnerships to drive brand awareness and customer acquisition. Initial difficulties in educating consumers about the concept of customized skincare and online consultations.
Gymshark 2012 Valued at $1.3B Building a community-driven fitness brand through authentic influencer partnerships and fostering strong connections with customers. Faced initial challenges in manufacturing and scaling operations.
Glossier 2014 Valued at $1.2B Focusing on community engagement and empowering customers as brand ambassadors, fostering a sense of belonging and loyalty. Overcame initial challenges in building brand awareness and distribution.

These brands have utilized influencer marketing effectively and achieved significant success. However, it’s important to note that their success is influenced by various factors beyond just influencer marketing. Factors such as product-market fit, branding, customer experience, and effective execution also contribute to their achievements.

Now, let’s dive into the techniques that make millions and explore the secrets behind their success.

Target SAAS Companies for Influencer Outreach

Brand Year Started Exit/Milestone Secret Nobody Knows That Made Them Successful How They Almost Didn’t Make It
Canva 2012 Valued at $40B Building a user-friendly design tool and utilizing influencer partnerships to generate brand awareness and user adoption. Faced initial challenges in gaining market traction and competing against established design software providers.
Slack 2013 Acquired by Salesforce Leveraging influencer marketing to position themselves as the go-to communication tool for teams, fostering adoption and growth. Overcame initial resistance from larger competitors and the challenge of breaking into established enterprise markets.
Zoom 2011 Valued at $130B Harnessing the power of influencer marketing to build trust, expand reach, and drive adoption of their video communication platform. Navigated intense competition in the crowded video conferencing market and addressed security concerns.
HubSpot 2006 IPO and market leadership Utilizing influencers to educate and empower marketers, positioning themselves as a thought leader in the inbound marketing space. Overcame challenges in transitioning from a freemium model to a scalable revenue-generating business.
Twilio 2008 IPO and market leadership Collaborating with influencers to drive developer adoption and establish their cloud communication platform as an industry standard. Overcame initial challenges in educating the market about the benefits of cloud communication and API integration.
Intercom 2011 Valued at $1.3B Leveraging influencers to showcase the power of their customer messaging platform, driving user acquisition and retention. Addressed early challenges in scaling customer acquisition and fine-tuning their product-market fit.

These brands have successfully utilized influencer marketing to drive adoption and growth in the SAAS industry. However, it’s important to note that their success is influenced by various factors beyond just influencer marketing. Factors such as product-market fit, user experience, customer success, and effective sales and marketing strategies contribute to their achievements.

When considering whether to enter SAAS marketing with influencers, evaluate your unique strengths, resources, and the competitive landscape. Conduct thorough market research, analyze target audience needs, and consider alternative marketing channels that align with your creative talents and abilities. Each brand’s journey is unique, and success depends on a combination of factors tailored to your specific circumstances.

Secrets to Influencer Marketing Success

1. Creating a Community-Driven Brand

Successful brands focus on building a community that becomes the driving force behind their growth. By empowering their customers as brand ambassadors, they foster loyalty and create a sense of belonging.

2. Leveraging Micro-Influencers and User-Generated Content

Rather than relying solely on macro-influencers or celebrities, brands like Fashion Nova have achieved massive reach by collaborating with micro-influencers and encouraging user-generated content.

3. Building a Passionate Community Through Authenticity

Brands like Gymshark have excelled in building a passionate fitness community by partnering with authentic influencers who align with their brand values and resonate with their target audience.

4. Mastering Influencer Collaborations and Lifestyle Content

Companies such as Daniel Wellington have perfected the art of influencer collaborations, creating aspirational lifestyle content that showcases their products seamlessly and drives engagement.

5. Collaborating with Micro-Influencers for Affordable Quality

ColourPop Cosmetics has capitalized on the power of micro-influencers, working with them to promote their affordable, high-quality cosmetics to a wide audience.

6. Disrupting Traditional Marketing and Fostering Brand Loyalty

MVMT challenged traditional marketing methods and focused on influencer partnerships to create a strong brand identity and foster loyalty among their target audience.

These secrets have helped these brands achieve remarkable success through influencer marketing. As a micro-influencer, you can learn from their techniques and apply them to your own influencer journey to land lucrative brand deals on Instagram, TikTok, and YouTube.

Remember, while these techniques have proven effective for these brands, it’s essential to adapt and tailor them to your unique style, niche, and target audience. By leveraging the power of influencer marketing and creating meaningful connections, you can pave the way for your own success as a micro-influencer.

1. Sign up for Apollo

To kickstart your journey towards landing lucrative brand deals as a micro-influencer, follow these steps to sign up for Apollo:

  1. Visit the Apollo website: Apollo Signup.
  2. Click on the signup button to create your account.
  3. Fill in the required information, including your name, email address, and desired password.
  4. Complete the verification process, if prompted, to confirm your account.
  5. Explore the features and functionalities of Apollo to identify relevant brand opportunities and connect with decision makers.

2. Target Brand Titles

How to Prospect for Influencer Brand Deals

Target these Titles on Apollo.

Job Title Job Priorities Job Problems Influencer Worst Match Influencer Research Where They Find Influencers
Influencer Manager 1. Identify and onboard relevant influencers 1. Managing influencer relationships and negotiations Influencers with low engagement and poor reputation Utilize influencer databases, social media platforms, and Google Influencer databases, social media platforms, influencer agencies
Social Media Manager 1. Develop social media strategies and campaigns 1. Maintaining consistent brand image and voice on social media Influencers who don’t align with brand values and messaging Use social media platforms, influencer databases, and referrals Social media platforms, influencer databases, referrals
Campaign Analyst 1. Analyze influencer campaign data and performance 1. Extracting insights from complex data sets Influencers with inconsistent or unreliable performance data Analyze data from social media platforms and influencer tools Social media platforms, influencer tools, campaign analytics
Content Creator 1. Create engaging and high-quality content 1. Meeting deadlines and maintaining creativity Influencers with poor content quality and limited creativity Explore social media platforms, influencer databases, and blogs Social media platforms, influencer databases, blogs
Influencer Strategist 1. Develop influencer marketing strategies and plans 1. Identifying the right influencers for specific campaigns Influencers with different target audience and values Conduct audience research and collaborate with influencer managers Audience research, collaboration with influencer managers
Brand Partnerships Manager 1. Forge strategic partnerships with influencers and brands 1. Navigating negotiations and contract agreements Influencers with conflicting brand partnerships and exclusivity Leverage influencer databases, industry events, and referrals Influencer databases, industry events, referrals

Titles to Target to Land Brand Deals as a Micro-Influencer

We’ve put together the common job titles that deal with Influencer Marketing alongside their priorities and problems they face in their roles. Our job as Influencers is to position our services to solve their problems and be their Influencer Best Match.

Our goal here will be to every day, optimize to get closer to solving their problems so we can win more deals more consistently.

Job Title Job Priorities Job Problems Influencer Best Match
Influencer Manager 1. Identify and onboard relevant influencers 1. Managing influencer relationships and negotiations Influencers with high engagement and audience alignment
2. Develop influencer marketing strategies and campaigns 2. Ensuring compliance with FTC guidelines Influencers with authentic content and brand affinity
3. Maintain relationships with influencers 3. Measuring and analyzing campaign performance Influencers with a track record of successful collaborations
4. Track and report on influencer campaign metrics 4. Handling influencer content approvals and deliverables Influencers who align with the company’s values and audience
Social Media Manager 1. Create and execute social media strategies 1. Maintaining a consistent brand image across platforms Influencers with strong social media presence and engagement
2. Curate and create engaging content 2. Managing and growing social media accounts Influencers with a similar target audience and niche
3. Monitor and engage with the online community 3. Keeping up with social media trends and algorithm changes Influencers who can provide unique and creative content
4. Analyze and optimize social media performance 4. Handling customer inquiries and feedback Influencers who resonate with the brand’s values and mission
Content Creator 1. Develop creative and compelling content 1. Meeting tight deadlines and maintaining quality standards Influencers with expertise in content creation and storytelling
2. Collaborate with influencers to create sponsored content 2. Managing multiple content formats (e.g., video, blog) Influencers with a strong personal brand and unique style
3. Stay updated on industry trends and best practices 3. Generating fresh and innovative content ideas Influencers who can seamlessly integrate brand messaging
4. Maintain a consistent brand voice and style 4. Adapting content to various platforms and audience preferences Influencers with a loyal and engaged follower base
Campaign Analyst 1. Analyze influencer campaign data and performance 1. Extracting insights from complex data sets Influencers with clear performance data and metrics
2. Identify trends and opportunities for optimization 2. Integrating data from multiple sources and platforms Influencers with a history of driving measurable results
3. Develop reports and presentations to stakeholders 3. Ensuring data accuracy and integrity Influencers with a strong track record in their niche
4. Collaborate with cross-functional teams 4. Communicating complex data findings in a clear and concise manner Influencers who align with the campaign’s goals and target audience

These job titles represent key roles within D2C companies that involve working with influencers. The priorities and problems associated with each role may vary based on the specific company’s goals and objectives. It’s important to consider the unique requirements and skills needed for each position and identify influencers who align best with the company’s brand, values, and target audience to maximize the effectiveness of influencer collaborations.

When aiming to secure brand deals, it’s crucial to understand the job titles of the individuals responsible for influencer partnerships within D2C and brand companies. Here are some job titles to target:

  • Influencer Manager
  • Social Media Manager
  • Brand Partnerships Manager
  • Campaign Analyst
  • Marketing Manager

By focusing your efforts on these roles, you can directly reach decision makers responsible for influencer collaborations.

3. Craft a Compelling Message

To capture the attention of decision makers and stand out from the competition, create compelling messages tailored to specific pain points and motivations. Here are four message ideas to consider:


“Hi [Decision Maker’s Name], I have been following [Brand] for a while and truly love what you stand for. As a micro-influencer with a highly engaged and dedicated audience in [your niche], I believe our values align perfectly. I would love to explore a potential collaboration where we can spread the love for your brand and create impactful content together.”


“Dear [Decision Maker’s Name], I noticed that [Brand] is currently missing out on a great opportunity to tap into the [your niche] audience. As a micro-influencer specializing in this space, I can help you bridge that gap and regain any potential loss. Let’s discuss how we can create compelling content that resonates with your target audience and drives impactful results.”

FOMO (Fear of Missing Out):

“Hey [Decision Maker’s Name], I recently came across [Brand]’s amazing campaign with [competitor brand], and it left me with a serious case of FOMO! As a micro-influencer with a strong presence in [your niche], I believe I can help you create an even more captivating and engaging campaign that captures the attention of our shared audience. Let’s collaborate and ensure your brand becomes the talk of the town.”


“Hello [Decision Maker’s Name], I have been following [Brand]’s growth and success, and I’m truly impressed by your achievements. As a micro-influencer specializing in [your niche], I have a unique perspective and valuable insights that can help your brand gain even more exposure, engagement, and sales. Let’s discuss how we can work together to drive significant gains and mutually benefit from this collaboration.”

4. Sell Your Services

To attract brands and sell your services effectively, consider offering different package options that cater to varying budgets and objectives. Here are some pricing suggestions for typical packages:

  1. Starter Package: $500 – $1,000 per sponsored post or video
    • Includes one dedicated post/video on your platform with content creation and promotion.
    • Suitable for brands looking to test influencer partnerships with a smaller budget.
  2. Growth Package: $1,500 – $3,000 per campaign
    • Includes a series of content (2-3 posts/videos) on your platform with a consistent theme and messaging.
    • Provides brands with an opportunity to establish a stronger presence and generate higher engagement.
  3. Premium Package: $5,000 – $10,000+ per campaign
    • Includes an extensive collaboration involving multiple content pieces (3+ posts/videos), customized campaigns, and additional promotional efforts (e.g., giveaways, live streams).
    • Targets brands seeking maximum exposure, brand integration, and long-term partnerships.

To sell your services more frequently, consider the following tips:

  • Showcase your engagement rate, audience demographics, and past successful collaborations.
  • Provide case studies or testimonials highlighting the impact of your content on brand awareness, reach, and conversions.
  • Personalize your proposals and pitches to demonstrate a genuine interest in the brand and their specific goals.
  • Offer additional value-added services such as social media takeovers, live events, or ongoing content creation to attract brands looking for comprehensive influencer partnerships.

Remember, pricing can vary depending on factors such as your audience size, engagement rate, industry, and the scope of the campaign. Be prepared to negotiate and adjust your rates based on individual brand requirements and budgets.

With these steps and strategies in place, micro-influencers can position themselves effectively, connect with decision makers, and secure lucrative brand deals on Instagram, TikTok, and YouTube.

Editorial Disclaimer: Opinions expressed here are the author’s alone, not those of any bank, credit card issuer, airlines or hotel chain, and have not been reviewed, approved or otherwise endorsed by any of these entities. Lifetailored has partnered with Creditcards.com for our coverage of credit card products. Lifetailored and Creditcards.com may receive a commission from card issuers Additional Disclosure: This site has affiliate links. We may be compensated when users make a purchase or register to a third party website. For more details read our privacy policy.

More in Creators