Smaller creators often stand to benefit more from influencer marketing partnerships—beyond just getting paid for what they post, your promotion can help them grow. That makes these relationships easier to manage and potentially more valuable for up-and-coming online brands.
Introduction
In today’s episode of Shopify Masters, you’ll learn from two sisters who leveraged micro influencers to boost their brand. Liza and Lana Mushamel started Twinkled T to sell a range of unique nail products designed to bring the nail salon directly to your home.
Building a Community on Instagram
Liza and Lana built a strong following on Instagram by posting pictures of their products and engaging with their customers. They also encouraged customers to share their own manicures using their products, creating a sense of community and authenticity.
Partnering with Micro Influencers
Instead of focusing on influencers with millions of followers, Liza and Lana chose to work with micro influencers who had smaller but more engaged audiences. They found that these influencers were more likely to have a genuine connection with their followers and were more effective at driving sales.
Using YouTube to Drive Traffic
Liza and Lana also partnered with YouTube influencers who created videos featuring their products. These influencers became affiliates for Twinkled T, earning a commission for any sales they drove to the website. This strategy helped drive traffic and increase brand awareness.
Staying on Top of Trends
To stay ahead of the competition, Liza and Lana constantly monitor social media and pay attention to new trends in the nail industry. They listen to customer feedback and requests, and use Shopify analytics to track customer behavior and preferences.
Engaging with Customers
Liza and Lana prioritize customer engagement and make an effort to respond to every email and comment. They also involve their customers in the decision-making process, asking for input on new product releases and even letting them suggest names for new products.
Continued Growth and Expansion
As Twinkled T continues to grow, Liza and Lana plan to expand their product offerings and create their own YouTube content. They also hope to hire additional employees and move into a dedicated office space to support their growing business.
Source: https://www.shopify.com/blog/twinkled-t-micro-influencers
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