A young woman holds a candle in front of her smartphone. She records a product unboxing for her followers on social media.
Teaming up with a micro-influencer — a figure on social media who has 10,000 to 100,000 followers — can be a more affordable, authentic way to connect with your target customer. — Getty Images/blackCAT

Partnering with micro-influencers can be a great marketing strategy for your small business, especially if you’re working with a smaller budget. Influencer marketing is expected to grow in the coming years, with the market expected to be worth an estimated $22.2 billion by 2025 — more than doubling its value of $9.7 billion in 2020. If you’re a small business owner looking for a new marketing strategy, read on to find out more about micro-influencers and their potential to yield a higher return on investment for your business.

[Read more: Why Hot Startups Like Pura Vida and Cure Hydration Are Getting Big Results From Micro-Influencers]

Who are micro-influencers?

Micro-influencers are a subset of influencers categorized by their follower count — typically spanning anywhere between 10,000 and 100,000 followers — and can foster intimate engagement with customers due to their smaller audience. Micro-influencers thrive in niche communities by sharing compelling content on social media, including images and videos of products they endorse. This marketing strategy offers value to brands looking for interactions with the micro-influencer’s dedicated target audience.

Micro-influencers fall within a spectrum of influencers that are broken down into the following four main types:

  • Nano-influencers have 1,000 to 10,000 followers.
  • Micro-influencers have 10,000 to 100,000 followers.
  • Macro-influencers have 100,000 to 1 million followers.
  • Mega (or celebrity) influencers have more than 1 million followers.

Being niche experts, micro-influencers can offer genuine connections with your target audience.

Why should you work with micro-influencers?

Collaborating with micro-influencers can enhance your brand’s reputation and boost campaign conversions. Below are four benefits of partnering with a micro-influencer.

[Read more: Taking a Page from DTC Disruptor Pura Vida, Vera Bradley Seeks Community Connections With ‘Micro-Influencers’]


Trust lies in peer recommendations, especially in niche communities where word-of-mouth dominates. According to Nielsen’s 2021 Trust in Advertising Study, 88% of consumers follow recommendations from people they know. Being niche experts, micro-influencers can offer genuine connections with your target audience. Authenticity is an important factor in influencer marketing, so having an influencer rave about your product or service can enhance the trust between your brand and potential customers.


Another perk of micro-influencer marketing is that it typically costs less than traditional advertising, as running an ad on TV can cost thousands of dollars. This strategy is an effective way for small businesses aiming to reach their specific audience — which often falls on deaf ears if the ad is released to a broader audience — without breaking the bank. A micro-influencer’s affordability compared to larger influencers, coupled with a more engaged following, can help ensure that your business is being promoted effectively to increase brand awareness and sales.

Higher engagement rates and brand awareness

By leveraging micro-influencers, you can heighten your product launches and sales. Influencers’ campaigns boast higher engagement due to their authentic relationships with their followers. In turn, they gain trust from their followers, which converts to impressions, clicks, and interactions with your brand.


Micro-influencers excel in personalization; they understand their audience enough to foster collaboration with a brand. Giving micro-influencers creative freedom empowers them to use their unique voice, which then turns into authentic endorsements, easing the pressure on brands and ensuring that the connections they make with consumers are genuine.

How to find the right micro-influencer

Selecting the ideal micro-influencer for your business may seem like a hefty challenge, so here are some tips to get you started on your search.

Pinpoint your target audience

Prioritize understanding your target audience before your micro-influencer search. Aligning the influencer’s following with your market enhances the relevance and effectiveness of your efforts in reaching your desired demographic.

Consider their niche and alignment with your business

Manually search social media platforms using relevant keywords, filter by accounts, and check if their content aligns with your brand’s ethos. You can also sort through your followers for a potential match or collaborate with an influencer marketing agency to pair you with a suitable influencer. If your small business sells a natural skincare product, for example, you want to find an influencer passionate about wellness and natural beauty products.

Check engagement rates

Focus on the influencers who have high engagement rates with their followers. This increases the likelihood that they will engage with your desired target audience, and, ultimately, effectively engage with your brand.

Verify and review their content

Before you collaborate with an influencer, assess their content to ensure it aligns with your brand values and is relevant to their followers’ potential interest in your products or services. The last thing you want is to pair up with a micro-influencer who doesn’t provide the content — or the results — you expected.

[Read more: Insider Marketing Tips From Social Media Influencers]

CO— aims to bring you inspiration from leading respected experts. However, before making any business decision, you should consult a professional who can advise you based on your individual situation.

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