# How to find and recruit content creators that align with your brand, organically
Author:  Pal Sinha, Barnali 
Author URL: https://financedigest.com/author/pal-sinha-barnali
Published: 2021-07-23
Category: BUSINESS
Category URL: https://financedigest.com/category/business
Meta Title: How to Harness the Power of Micro-Influencers for Authentic
Meta Description: Find engaged content creators right under your nose! Harness authentic responses from micro influencers, boost brand trust and traffic.
URL: https://financedigest.com/how-to-find-and-recruit-content-creators-that-align-with-your-brand-organicallyhtml

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There’s little that’s more dazzling than the glamorous world of high-profile influencer marketing. When smartly executed, a simple instagram post from a celebrity can generate dizzying amounts of traffic and hype. But if there’s any sort of misstep, or the match feels inauthentic, a brand’s reputation can take a massive hit. It’s no wonder that these campaigns – for better or for worse- tend to grab all the headlines.

What if I told you that you could get the benefits of an influencer campaign, but with a fraction of both the cost and the risk? It [turns out that many brands](https://www.financedigest.com/is-the-tide-turning-for-chinese-brands-overseas.html "IS THE TIDE TURNING FOR CHINESE BRANDS OVERSEAS?"), in the rush for the glitziest influencers, have been overlooking their most cost-effective creators and influencers. Some of your most highly [engaged consumers](https://www.financedigest.com/now-im-a-believer-the-art-of-engaging-consumers.html "Now I’m a Believer: The Art of Engaging Consumers") are right under your nose, all you need to do is find them. This might sound like a lot of work, but fortunately cutting-edge community technology is on hand to make this job a cinch.

**Who are your potential content creators?**

At first, it might be unclear as to why smaller influencers and enthusiastic individuals would willingly [work with you to promote](https://www.financedigest.com/synechron-launches-social-awareness-campaign-ittakesalltypes-to-promote-diversity-and-inclusion-at-work.html "Synechron Launches Social Awareness Campaign #ItTakesAllTypes to Promote Diversity and Inclusion at Work") your brand for what seems like a small return. It’s easy to view influencers as people who are only willing to be [seen with your brand if the price](https://www.financedigest.com/wall-street-seen-opening-higher-but-u-s-recession-priced-in.html "Wall Street seen opening higher but U.S. recession priced in") is right. The key to harnessing the [power of micro influencers](https://www.financedigest.com/new-research-from-impact-com-shows-shifting-power-dynamic-that-puts-influencers-at-the-centre-of-the-brand-consumer-relationship.html "New Research from impact.com Shows Shifting Power Dynamic that Puts Influencers at the Centre of the Brand-Consumer Relationship") is in selecting the right influencers for you. If you can find people who already have an existing positive relationship with your brand you are more likely to inspire them into action and get an [authentic response that will resonate with other customers](https://www.financedigest.com/how-strong-customer-authentication-can-prevent-cart-abandonment.html "How Strong Customer Authentication can Prevent Cart Abandonment"). By engaging this particular [type of micro influencer](https://www.financedigest.com/types-of-influencers.html "Types of influencers"), it’s likely that you’ll find that they’ve been dying for you to reach out to them for a while. Indeed, [research shows that more than 50% of consumers](https://www.financedigest.com/gumgum-powers-into-europe-as-new-research-shows-consumers-reject-behavioural-ads.html "GumGum Powers into Europe as New Research Shows Consumers Reject Behavioural Ads") want a brand to tell them what type of content to create and share (Merkley & Partners). And if you hit the sweet spot, your most engaged creators will happily produce user-generated content for you organically, reviewing and showcasing your brand in an authentic way. Research from Nielsen shows that 92% of [consumers trust earned media more than traditional](https://www.financedigest.com/fintech-inertia-consumers-not-unhappy-with-traditional-banks.html "Fintech inertia: consumers not unhappy with traditional banks") media. So, what are you waiting for?

Once suitable content creators have been found, many brands have separate, integrated brand communities in which to engage them. Marketing trends indicate that brands using community marketing believe that this style of marketing is making a huge difference to their [bottom line](https://www.financedigest.com/the-severe-impact-of-downtime-on-companies-bottom-lines.html "The severe impact of downtime on companies’ bottom lines"), with 80% of marketers indicating that building brand communities has increased traffic (Hubspot). What’s more, once a community of creators has been established, many [marketers find that this kind of community flourishes with very little intervention](https://www.financedigest.com/discrete-digitization-to-drive-the-aortic-intervention-market.html "Discrete digitization to drive the Aortic Intervention Market"). To hit this magic sweet spot, community [technology is key](https://www.financedigest.com/why-low-code-technology-will-be-key-to-revolutionising-the-london-market.html "Why low-code technology will be key to revolutionising the London Market").

**How community** [technology works](https://www.financedigest.com/working-with-both-human-ai-and-graph-technology-to-combat-money-laundering.html "Working with Both ‘Human’ AI and Graph Technology to Combat Money Laundering")

Rather than relying on [consumers finding and using third party apps](https://www.financedigest.com/mindbody-uk-launches-new-consumer-app-to-help-promote-a-more-active-lifestyle-in-the-uk.html "Mindbody UK Launches New Consumer App To Help Promote A More Active Lifestyle In The UK") e.g. Facebook, cutting edge community technology allows brands to tap into the rich pool of talent that is naturally occurring on their own hashtags and @mentions. Brands can use smart AI technology to identify micro influencers and enthusiastic creators by listening in and seeking out those who are posting [positive](https://www.financedigest.com/how-a-british-brand-catered-to-hnwis-can-maintain-its-position-within-the-global-luxury-sphere-and-even-grow-in-these-current-circumstances.html "How a British brand catered to HNWIs can maintain its position within the global luxury sphere, and even grow, in these current circumstances") sentiments and meaningful statements about your brand. Once found, the seamless interface allows brands to easily invite them into an exclusive community experience, where you can establish and nurture partnerships to get great content.

Through the interface of a quality community platform, you can speak to your members one-on-one or as a group, run surveys, invite to create campaign-relevant new content, and reward them for their hard [work in ethical ways](https://www.financedigest.com/what-are-the-best-ways-to-become-more-productive-working-from-home.html "What are the best ways to become more productive working from home? "). You’ll also be able to [manage content within the platform](https://www.financedigest.com/mercury-fx-boosts-financial-crime-management-capabilities-with-trunarrative-platform-investment.html "Mercury FX boosts financial crime management capabilities with TruNarrative platform investment"), publishing it directly from the community to brand websites, social media and more, to maximise authentic creator power and drive conversions.

**Case study: Lego**

Lego Ideas is a masterclass in capturing the magic of creator communities in order to both [meet modern](https://www.financedigest.com/meet-tilak-joshi-the-fintech-ceo-building-modern-solutions-for-the-gig-economy.html "Meet Tilak Joshi: the fintech CEO building modern solutions for the gig economy") consumers’ brand needs, and create a resilient, self-powering campaign that directly feeds back into the business. This [community website allows anyone to submit new builds](https://www.financedigest.com/build-to-rent-in-the-uk-today-community-creators-not-just-property-providers.html "Build to Rent in the UK today: Community creators not just property providers ") using existing Lego bricks, which are then put up to a community vote. The [winning designs](https://www.financedigest.com/students-win-competition-to-design-sculpture-at-the-tramyard.html "Students win competition to design sculpture at the Tramyard") are turned into commercially-available Lego sets, with the creator earning 1% of royalties. By recognising that Lego’s most enthusiastic fans are eager to have a [platform to create and an opportunity to share in the success](https://www.financedigest.com/banking-on-snow-automation-platform-for-success.html "Banking on Snow Automation Platform for Success") of Lego, the brand is rewarded with both huge amounts of loyalty and endless creativity.

**Conclusion**

As you can see, the benefits to recruiting content creators and influencers organically based on what they are already saying and creating are huge, with the potential to generate impressive ROI on a budget. By recruiting this way, you will get a better, more meaningful and collaborative [relationship that lasts](https://www.financedigest.com/brand-loyal-brits-have-longer-relationships-with-their-car-than-their-last-lover.html "BRAND-LOYAL-BRITS HAVE LONGER RELATIONSHIPS WITH THEIR CAR THAN THEIR LAST LOVER"). In return, your creators feel valued and showcased, and enjoy the benefits of being in an exclusive club. And who wouldn’t want to join your club?

![](https://prod.superblogcdn.com/site_cuid_cm5qst7v3003gwirgwqtxn8i8/images/picture16-300x300-1736838147347-compressed.jpg)

**About Toby Britton, co-founder of Miappi**

Toby is the co-founder and [Chief Marketing Officer](https://www.financedigest.com/host-analytics-appoints-chris-labruna-as-chief-revenue-officer.html "Host Analytics Appoints Chris LaBruna as Chief Revenue Officer") at Miappi. Toby has been involved in the creative and communications industries since mid-nineties when he started [working for independent TV production](https://www.financedigest.com/the-psychology-of-long-term-remote-working-productivity-vs-inclusivity.html "The psychology of long-term remote working: Productivity vs. Inclusivity") companies in the production of documentary films. In 2001 he transferred his film making [skills marketing and advertising before starting to focus on digital](https://www.financedigest.com/utilising-digital-tools-to-close-the-finance-and-accounting-skills-gap.html "Utilising digital tools to close the finance and accounting skills gap") projects. It was these agency-side projects that led Toby to start the [business that would evolve](https://www.financedigest.com/the-evolving-role-of-the-cfo-from-scorekeeper-to-business-partner.html "The Evolving Role of the CFO: From Scorekeeper to Business Partner") into Miappi. Today, Toby oversees the design, [development and marketing](https://www.financedigest.com/concrete-placing-booms-market-notable-developments-geographical-outlook.html "Concrete Placing Booms Market: Notable Developments & Geographical Outlook") of Miappi.

**About Miappi**

Miappi is SaaS [marketing platform](https://www.financedigest.com/the-benefits-of-digital-marketing-platforms.html "The Benefits Of Digital Marketing Platforms") powered by consumer-generated content. Our technology helps brands to discover and harness these authentic stories in order to drive consumer [engagement and increases conversions](https://www.financedigest.com/how-conversational-commerce-can-help-banks-engage-with-millennials.html "How conversational commerce can help banks engage with Millennials").  [https://miappi.com/miappi-community/](https://miappi.com/miappi-community/)


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