How Sending Free Products To Micro-influencers Can Scale Your Ecommerce Brand — William Gasner | Why Micro Influencers Matter, How To Find Influencers, What Compensation Models Work, How To Manage Influencers, How Influencers Boost Marketplace Ranks #388 | Ecommerce Coffee Break – The Ecom Marketing & Sales Podcast | Podwise
How Sending Free Products To Micro-influencers Can Scale Your Ecommerce Brand — William Gasner | Why Micro Influencers Matter, How To Find Influencers, What Compensation Models Work, How To Manage Influencers, How Influencers Boost Marketplace Ranks #388
This episode explores the shift in influencer marketing from celebrity endorsements to collaborations with micro-influencers. Against the backdrop of declining consumer trust in paid celebrity promotions and evolving social media algorithms that prioritize engaged content, brands are increasingly turning to micro-influencers (those with under 100,000 followers). More significantly, the discussion highlights the advantages of this shift: increased authenticity, higher engagement rates, and cost-effectiveness. For instance, the guest, William Gasner, emphasizes the importance of trust and genuine engagement, contrasting the paid endorsements of celebrities with the organic connections fostered by micro-influencers. As the discussion pivoted to practical strategies, Gasner outlined methods for finding and collaborating with micro-influencers, including using hashtags and leveraging platforms like Stack Influence to streamline the process. He also detailed various compensation models, ranging from product seeding to flat fees and affiliate commissions, advocating for a combined approach to build lasting relationships. What this means for eCommerce brands is a more targeted, authentic, and scalable marketing approach, particularly effective on marketplaces like Amazon where external traffic significantly impacts product visibility and ranking.
