Micro-influencer

Who is a micro-influencer and what is the benefit of collaborating with one? Find answers to these questions and more below.

What does micro-influencer mean?

A micro-influencer is a social media user with a following larger than a regular user’s but smaller than that of a celebrity, typically between 10K-100K followers. Micro-influencers may not have social media presence that rivals celebrities, but they boast of tight-knit relationships with their followers and have the power to sway purchase decisions. 

Sami Udell on Instagram is a classic example of micro-influencer. CEO of a chef staffing agency, Sami has a followership of 62.5K on Instagram and advocates for healthy, wholesome, home dining on her feed. 

Example of micro-influencer Sami Udell

How to identify micro-influencers

Micro-influencers have moderate follower counts and other characteristics, such as: 

  • Authenticity: Micro-influencers often have niche audiences, and their content feels more authentic and organic than that of larger influencers. 
  • Engagement: Their engagement rates (likes, shares, comments) tend to be higher thanks to their deep follower relationships. 
  • Expertise: Micro-influencers focus on narrow topics and carry out targeted campaigns for brands keen on social media collaboration
  • Cost-effective: Micro-influencers turn out to be more budget-friendly than celebrity and macro-influencers. 
  • Localized: Some micro-influencers have regional flavor which is good for region-specific campaigns. 

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