The future is micro. When smaller is better
Why I’m embracing being a micro-influencer after a 25 year career as a journalist
Influencer. A name that used to make me cringe on the rare occasion I have been called one. And a name I associate with the likes of the Kardashians, Zoe Sugg and Stacey Solomon. The latter of whom follows me on Instagram (more of that later).
A micro-influencer. Something that sits with me far more comfortably. We are normal everyday people – our follower counts range from minuscule to massive – (in my case miniscule) but I know by choosing the right partnerships, we can significantly impact a brand.
How do I know this? I know this from personal experience having worked with various brands I’ve collaborated with. To name just three for example:
The clothes rental site MY WARDROBE - as an original ambassador for them I introduced numerous friends, followers and fashion stylists to the platform. I am an avid fan of using rental fashion sites, particularly as my job requires me to often dress up when interviewing celebrities and attend various functions.
I was able to inform my followers of the pure joy of dressing up in designer clothes (above and below) at a fraction of the price!
Another brand collab I did - and one I am proud to be an ambassador of - is with the fashion label Onjenu - I’ll only put my name to brands I truly believe in and because this one represents colour, fun, brightness, plus the seventies look I’m obsessed with, we make an excellent match!
As a fairly small and independent label, I was able to introduce my followers to the brand by wearing their new stock to many of the celebrity interviews I do.
On the back of this, many of my followers starting buying online because I was able to honestly tell them how good the material felt, how I loved the wear it flattered the body, went on about the way it cleverly was designed with pockets and so on!
This dress below for example, which I wore to a red carpet event, was then bought up by two friends, my sister, sister-in-law and numerous followers who I don’t know.
The brands I work with are only ones I would wear myself - or that I truly believe I want to share with you, my readers and followers.
So when I did a collaboration with a jewellery designer, I spent a long time working with them, getting to know their brand properly, before partnering up. This was the case with the beautiful Kim Joux - whose work I had admired for a long time.
Jewellery can often be expensive, it is difficult to know where to buy from, but with Kim Joux I knew her work, loved her designs and felt proud to join forces to showcase her jewels (above and below some examples from our photo shoot).
This collab worked brilliantly, with many of my followers going on to make purchases and discover you don’t need to spend huge amounts on beautiful jewellery.
As an industry influencer, I have managed to encourage my wonderful Instagram community of followers to check them out, wear their products, and see why they float my boat!
WHY AM I DOING THIS?
My research tells me that micro-influencers are defined as those with accounts of followers between 10,000-50,000 (and macro-influencers as accounts with 500,000-1 million followers) so I kind of fit in to the first category.
After 25 years working in the media, and with daily bylines throughout that time published across numerous outlets, I am stepping into the world of “micro-influencers” – thanks mainly to a loyal following on my social media – of friends, colleagues, celebrities and others who have become my “social media community” as such.
Having tuned 50 last month – and worked my arse off – I came to the decision that it was time I was paid my worth. I have always had little confidence surprisingly enough and written because it was my passion, but then a jolt out the blue came – that was when my 22-year-old son, a graduate from Birmingham University, just started his first job and I realised he was being paid more than me! Far more than me.
So how could I utilize myself, my skills, my decades of experience to finally get paid my worth? Journalism is my passion, but I knew I could use my profile to good use and become a micro - influencer on the side.
What makes me fit that role? What gives me the confidence to even call myself a micro-influencer?
AUTHENTICITY
Not many people have faith in the media and I understand why. Yet, I feel I am authentic through and through. I’d like to say I am even transparent. Nothing I write, say or do is filtered: I’ve always worn my heart on my sleeve.
As a journalist, I have sown the seeds of trust and original reporting with my readers and followers, so the ground work has already been done.
Authenticity is an essential trait of an influencer – as a micro-influencer I am confident enough to say I pride myself on being honest.
With a lawyer as a husband, and one who regularly oversees influencer contracts, I am also well versed in the rights and wrongs of working on brand partnerships. His law firm recently published an article on the legalities surrounding brand partnerships and I abide by those rules. Influencer rules
AFFORDABILITY
Micro-influencers are far more likely to be genuine advocates for your product, and not just somebody promoting it for the money.
It goes without saying that choosing to work with a micro influencer like me is a more affordable decision than using a celebrity to promote your business on social media. Most micro influencers will work for a fee. However, I work at a fraction of the cost of celebrity endorsements. I can’t even do fractions – I’m shit at Maths – but I am the real deal. I am extremely affordable. I won’t work for free though, unless it is a charity collaboration.
WORTHY CONTENT
When it comes to my content, keep in mind I only promote products and brands I truly believe in, and love. On top of all that, I am an expert in my field – lifestyle, news and beauty - and know how to create smart and original content. The best move is to enable me to use my creativity to tell the story of your brand – in a way that my followers entrust me to do so as they are my loyal audience.
Recent media research points to the fact that younger audiences value journalists who are more authentic on social media. In other words, journalists who are able to express themselves and be more than just a reporter – I have done that and continue to do so. I’ve brought my reporting and personality to my platform, the good, the bad and the ugly.
From crying on Sky News about my two sons stuck in their university accommodation with Covid (below)…………
and the loss of a best friend to suicide (a link here): Our friend …………….to marking my 50th birthday in New York and life with two dogs, I’ve shared everything with my followers. And on that note, a bit about who they are.
FOLLOWERS.
Celebrities follow me. From Stacey Solomon and Jools Oliver to Amanda Holden and Lisa Snowden, my followers include a lot of celebrities. Not because I am “famous”, or “popular” but because as a celebrity interviewer we work together and they have developed a trust in me.
Friends, family, colleagues and fellow media people follow me. And then there are thousands of “strangers” – my insta community – who I absolutely love to engage with.
A common concern with micro-influencers is that their follower count is smaller, reducing the number of eyes viewing sponsored content. However, I have learnt that the engagement and conversion of a micro-influencer’s followers are typically higher because users trust the individual and are more likely to comment and engage, and, most critically, gain an understanding of the product. I’d like to say my followers trust me. I know they do in fact.
I pride myself on being relatable, genuine and trustworthy - three things which are pretty useful when it comes to marketing. I tend to have my finger on the pulse of what's trending in my respective industries, and my audience relate to that.
As an example, when I share my love for the collagen brand Revive Collagen I have managed to convince my followers to try it out, through sharing with them the way it has helped clear my middle-aged acne up and put a spring in my step!
MY WORK
Having been a journalist for 25 years, I still get a buzz when my work gets published. I have had daily bylines throughout that time, no complaints, no misquoting. Nothing negative at all.
Agents, PR’s, celebrities, editors; the relationship I have built up with them all has been nothing short of excellent. And that is exactly why they trust me to work with their clients, interview the A-listers at home and continue to work with me time and time again. You name them, I have interviewed them. The top names in TV, sport, beauty, fashion, food, lifestyle. I have formed a relationship built on trust, friendship and honesty with them.
SMALL AND FOCUSSED CAN BE POWERFUL – THAT IS ME IN A NUTSHELL!
So, if you fancy working with me as your micro-influencer, do reach out!
For more information about me and my work, some links below:
https://kasacomms.com/meet-the-journalist-suzanne-baum/
https://muckrack.com/suzanne-baum
https://metro.co.uk/author/suzanne-baum-for-metro-co-uk/
https://www.glamourmagazine.co.uk/profile/suzanne-baum
https://www.idealhome.co.uk/author/suzanne-baum
https://womensfitness.co.uk/author/suzannebaum/
https://www.independent.co.uk/author/suzanne-baum
https://www.telegraph.co.uk/authors/s/su-sz/suzanne-baum/
https://www.techradar.com/author/suzanne-baum
https://www.standard.co.uk/author/suzanne-baum
https://www.jewishnews.co.uk/writers/suzanne-baum/
https://inews.co.uk/author/suzanne-baum