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to herself and her followers creates several implications for companies looking to use micro-influencer marketing in their marketing mix. Part three: What Does a Micro-Influencer Desire From Brand Partnerships? One of the largest missing pieces in my secondary research was desires that influencers have from brand partnerships. While there are plenty of data available illustrating what influencer marketing can do for a brand, very little data are available to explain what influencers actually desire out of these partnerships. Despite influencer marketing’s growing popularity among marketers, I was unable to find substantial formal research regarding how influencers want to work with brands and companies. Through our guided conversations, themes began to emerge that described what these micro- influencers desire out of brand relationships and how the influencers wanted to work with companies. In general, influencers expressed that the number of companies they actually work with is slim compared to the number of companies that reach out. One influencer described the ratio as 10 offers to 1 accepted offer, and some other influencers were even more fastidious. Harkening a bit to answers offered in Part One, above, an influencer would much rather work with a brand if the brand is interested establishing a meaningful partnership, if the brand allows her to reflect her own brand image, and if the brand understands the expectations of the influencer. A meaningful partnership. First, influencers prefer substantial relationships with companies that last beyond just one paid Instagram post. Because an influencer invests so much of her personal vision into her account, she values a company that understands her investment by creating a meaningful partnership. A meaningful partnership often includes a company working with an influencer to plan a series of posts rather than a one- 38PDF Image | LIFESTYLES OF THE INSTAGRAM FAMOUS: WHAT FASHION MICRO- INFLUENCERS
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