Micro-influencer marketing is a social media concept. It is a concept similar to influencer marketing, but on a smaller scale. Instead of using sponsored ads, brands partner with individuals with smaller followings on social media to promote their products with authentic, visual posts. Within an industry, there are hundreds of thousands of different influencers – each influencer with his or her individual following, interests and platforms.

Micro-influencer marketing, social media influencers

Micro-influencer Marketing


You might wonder if using micro-influencers is unreasonable since they have smaller followings. However, it is believed that influencers with a smaller but more loyal following might be a better way for brand marketers to reach their target audience. Through micro-influencers, you can achieve higher engagement rates among a large enough audience. According to HelloSociety, influencers with less than 35k audience size have an average engagement rate of 5.3%, compared to those with 750k audience with 1.6% average engagement rate.

Ways micro-influencers can help your small business include:

Affordable Marketing

Compared to celebrities or profiles with million followers, micro-influencers are typically more affordable. However, you may need to work with more than one micro-influencer to maximise reach, though this would still be cheaper than using a single celebrity.

Positive Exposure

Your business can get better exposure by being featured on blogs and social media platforms. For example, if you have a visually driven campaign, an Instagram micro-influencer can be a good fit for you, while a blogger might better-suited for text-heavier campaigns to repurpose into quotes or testimonials.

Expert Guidance

Consumers often seek guidance from social media influencers. This may be good for your business because of the higher engagement rates. They can give a more trustworthy promotion of your products or services if their followers know that the influencer already loves your products.


They can tell a story about your brand which their audience can relate to. A micro-influencer with an authentic voice can create content based on their unique styles to propagate your brand products or services. Micro-influencers can also share their honest experience of using samples of your brand. This helps to get your message across to the right audience.

Running an on-going Campaign 

Through micro-influencers, you can run an on-going campaign where consumers consistently hear about your brand. Consumers are more convinced about your brand when they consistently hear about your products or services from an authentic source.

Micro-influencers can help you get your message in front the right target audience. However, you need a thoughtful strategy in place to find the right ones to help execute your brand campaign.



Categories: Entrepreneurship and Small Business


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