Growing DTC Brands through Micro-Influencers — David Morneau // inBeat Agency

David Morneau, inBeat Agency’s Co-Founder, talks about using influencers to grow your business. In a time where it’s quite difficult to stand out, brands are using influencer marketing to do just that. For a variety of reasons, it’s not always the biggest influencers that are sought after. Today, David discusses growing D2C brands through Micro-Influencers
About the speaker

David Morneau

inBeat Agency

 - inBeat Agency

David is Co-Founder at inBeat Agency

Show Notes

  • 02:00
    Micro-influencer classifications vary according to the platform. Their popularity stems from their affordability and lack of agent involvement during negotiations.
  • 03:48
    In terms of LinkedIn, its more about the engagement that they can get on their publications.
  • 04:14
    Targeting micro
    Generally, these individuals are not earning a full-time income through influencing. Theyve grown their following through a passion project or the production of engaging content.
  • 05:23
    When it comes to micro-influencers, its about scalability and finding the diamond in the rough. Macro-influencers will produce good content consistently because its their full-time job.
  • 06:50
    Its much easier to convey the unique selling proposition of a product. Software is not as easily understandable in terms of content creation and product positioning.
  • 08:09
    Youtube and Micro
    Youtube works better for more complex products like software. On YouTube, consumers are proactively looking for content while Instagram and Twitter facilitate more passive scrolling.
  • 09:48
    Active versus passive content and user engagement
    When you create content around trends, you capture peoples attention. For platforms like Tik Tok, trends are a very central part of social media.
  • 11:34
    Trends D2C brands are tapping into using Micro
    In terms of fashion, influencers are doing clothing hauls on Youtube. For skincare, theyre producing content around daytime and nighttime routines.
  • 12:30
    Measuring engagement levels and ROI
    Measuring ROI can be difficult. Look at whether businesses increase the campaigns they are running over the period of time.
  • 13:55
    Evaluating influencer campaigns
    Multiple things are taken into consideration here. But its best to measure campaigns across the board. However, direct attribution is hard to get due to platform restrictions.


  • "Micro-influencers are described as follows: Instagram, 10,000-25,000 followers, TikTok, 250,000 followers, Youtube, under 100,000 subscribers. That's what we use to guide our discovery process." -David Morneau, inBeat Agency, Co-Founder

  • "Micro-influencers prices are much lower. So it allows you to get a lot of content for cheaper. Which allows you to power different parts of your business." -David Morneau, inBeat Agency, Co-Founder

  • "If we spend $10,000 in paid media, how much do we pay back to bigger influencers for using their content? You don't get that when you deal with Micro-influencers." -David Morneau, inBeat Agency, Co-Founder

  • "Microinfluencers grew their followers through a passion project or by actively pursuing followers through posting content and engaging with people consistently." -David Morneau, inBeat Agency, Co-Founder

  • "We're before that threshold where people are making a thousand dollars a month, maybe a couple thousand dollars a month. But they're not earning a full-time living from it." -David Morneau, inBeat Agency, Co-Founder

  • "When we work with Micro-influencers and we onboard a brand, we look at it from a scalable approach. We'll work with a lot of influencers and some of them will create bad content." -David Morneau, inBeat Agency, Co-Founder

  • "You've got Micro-influencers that are absolutely creating amazing content, especially when you go into the micro niches." -David Morneau, inBeat Agency, Co-Founder

  • "It's much harder to understand what a software piece is about. its much harder to position the product and create content around it that resonates with the end-user." -David Morneau, inBeat Agency, Co-Founder

  • "Bigger influencers will typically create better content because it's their full-time business. Potentially, they have a team helping them." -David Morneau, inBeat Agency, Co-Founder

  • "What's cool about direct to consumer brands is that it's very easy to display the unique selling proposition of a product." -David Morneau, inBeat Agency, Co-Founder

  • "YouTube works really well for more complex products and software as well. People are proactively looking up the content rather than passively scrolling through it." -David Morneau, inBeat Agency, Co-Founder

  • "When you create content around something that's on trend, that's how you can captivate people into paying attention to your product." -David Morneau, inBeat Agency, Co-Founder

  • "You're going to be reusing influencer content in your paid advertising. So that's something to think about when you're thinking about ROI." -David Morneau, inBeat Agency, Co-Founder

  • "A lot of the content we create will run against Facebook ads or TikTok ads and see the results for each individual content creator. That's one of the big ROIs that we see our clients getting." -David Morneau, inBeat Agency, Co-Founder

  • "The best way to evaluate an influencer campaign is across the board and look at what is campaign push." -David Morneau, inBeat Agency, Co-Founder

  • "It's hard to just get the direct attribution, especially on Instagram where the influencer has to add a link to their bio because they can't add a link to the post." -David Morneau, inBeat Agency, Co-Founder

About the speaker

David Morneau

inBeat Agency

 - inBeat Agency

David is Co-Founder at inBeat Agency

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