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

Quotes

• "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