With constant changes in direction, brands and marketers are always kept on their toes, making it hard for many, when developing their holiday marketing strategy. Influencer marketing is now an established and integral part of the marketing mix for most brands. The array of options can be dizzying—from content types to creators to social platforms, just when your team gets up to speed on Vine, Twitter shuts it down.

Though the first waves of influencer marketing focused on influencers with massive followings, as influencer marketing has evolved, research revealed having a large number of followers does not necessarily lead to more sales. Finding influencers who reach the right target audience and create content in the formats your consumers want to consume creates even more challenges.

“Brands are beginning to question how valuable exposure to a wide audience is when it’s not targeted,” as Retail Week noted in a recent article. The solution? Reach out to micro-influencers, who have a smaller, highly engaged base. These influencers take the time to create real relationships with their followers and engage with them on a personal level. This builds a level of trust those with large followings cannot match, and greater trust leads to greater influence.

With everyone going after the same coveted spots in consumers’ social feeds this holiday season, influencer marketing is the most cost-effective and impactful way to go. As you gear up for holiday marketing campaigns (Black Friday, Christmas, etc), remember that less is more, and use micro-influencers to promote products and events, as the gift-giving holidays approach.

Here are three keys to effectively use micro-influencers for your holiday marketing strategy:

1. Nail Down Your Brand Objective

Ask yourself how social media can help you achieve your holiday marketing goals. Black Friday and Cyber Monday, when sales are at their peak and people are looking for advice, offer good opportunities to attract new customers and engage with current ones.

2. Choose Your Influencers Wisely

Knowing your objectives helps you identify your target audience, which social media platforms they go to for inspiration and advice, and which micro-influencers have authority, with those audiences and on those platforms. Look for micro-influencers whose tone and creative style would work best with your brand. Remember to focus more on consumer engagement and conversions than reach.

3. Crystalize Your Holiday Marketing Content Strategy

Not all social networks work well for every brand. Ask yourself what influencer platforms work best for your product or service. What type of content best communicates your message?

Your social network choice and associated media, along with your brand, will shape content guidelines for your micro-influencers. Communicate those clearly, then let influencers put their own stamp on the creative. Collaboration offers the best of both worlds, by ensuring content remains on-brand, while preserving the impact of micro-influencers’ authenticity.