Everything You Need To Know About Micro Influencers

It feels like everyone is an influencer nowadays. Just scroll through social media and you’ll find curated feeds, posed photos, and glowing product endorsements. 

We all have our circles of influence that guide our buying decisions.

But just because an influencer has hundreds of thousands of followers doesn’t necessarily mean they’re a great fit for your brand’s message or target audience. 

You may have heard of micro influencer marketing. These influencers have loyal, engaged followers in a niche like beauty, fashion, or food.

Their smaller communities may make them the ideal partners for niche brands — but like any partnership, it’s important to choose wisely. 

Below, we’ll give you a crash course on micro influencers: who they are, what they can do for your brand, and how to find great partnerships.

What is a micro influencer, anyway? 

If the different types of influencers make your head spin, you’re in good company! Micro influencers are the masters of their topic or industry. They all look a little different, but they share a contagious passion for their niche. 

Micro influencers are often extremely knowledgeable, relatable, and clever content creators. These traits help them build trust with their followers, who admire their opinions and insights. Compared to mega influencers, micro influencers have a more intimate group of followers and so tend to get more engagement than those giant accounts. 

It’s also worth mentioning the other larger influencers: mid-tier, macro, and celebrity influencers. Mid-tier influencers have a slightly higher follower count (50K+) than micro influencers, but not as many followers as macro influencers (500K+) or celebrity influencers. 

Here are a few real-life micro influencers you may have heard of: 

• Brooke Coffman (@brcoffman), a Dallas-based blogger who posts about recipes, healthy living, and the latest fashion and decor

• Lauren Urasek (@laurenurasek), a Colorado-based adventure seeker and travel enthusiast 

• Monster the Yorkie Terrier (@monstertheyorkieterrier), an 8-year-old Yorkshire terrier 

How many followers do micro influencers have? 

Micro influencers have between 10K and 50K followers. This may seem like a small number, but remember, these followers are devoted and more eager to engage than celebrity influencers’ audiences.

Brands that partner with micro influencers know influencer marketing isn’t a numbers game. They’re more interested in influencers who’ve created meaningful connections with their followers than those who have amassed a huge following. This is likely why 90% of marketers say they prefer building partnerships with micro influencers. 

Micro influencers have the power to drive conversions, and their followers just see them as normal people. 

Do micro influencers have a niche? 

Micro influencers often create content for a niche audience. But this isn’t always the case. Here are a few of the top niches: 

• Beauty and fashion: @doeneseya is a beauty content creator with a flair for colorful fashion and makeup. 

• Health and fitness:  @alexisdelchiaro is a fitness-loving mama who regularly posts about fostering and infertility. 

• Travel: @televisionofnomads are a budget-minded couple who have traveled to 35+ countries.   

• Food and cooking: @realadventuresofafatguy calls himself an amateur cook, craft beer geek, and connoisseur of fine spirits. 

Are micro influencers and nano influencers the same thing? 

Not exactly. One big difference between micro influencers and nano influencers is their number of followers: Nano influencers have between 1,000 and 10,000 followers on social media. 

Micro and nano influencers also have different mindsets. While a micro influencer might base their identity on being an influencer and work regularly with brands, a nano influencer is less concerned about their influencer status. Nano influencers pursue content creation because they enjoy it. As a result of their authenticity, they may see higher engagement rates. For micro influencers, what was once a passion may become a side hustle and source of income. 

Nano influencers typically gravitate toward certain types of branded partnerships. B2C and B2B2C brands have seen great results using nano influencers. Many local businesses partner with nano influencers, leveraging influencers’ connections to the community. However, even big-name brands like Stanley collaborate with nano influencers to promote their products. 

What’s the difference between micro and local influencers? 

Though they’ve been around for years, local influencers are fairly new to influencer marketing campaigns. They’re enthusiastic residents of a specific city or area who generally have between 500 and 5,000 followers. 

Unlike micro influencers, local influencers probably wouldn’t call themselves “influencers” — they just post about the restaurants they love and the businesses they support. 

Their network is made up of family, friends, and community members who know them as community champions. When they support a business, they’re likely to become lifelong customers. 

The beauty of local influencers is that they can handle practically any type of branded partnership. They make terrific brand ambassadors and can drive attendance at local events and community initiatives. Micro influencers may fall short in this area. 

What are the benefits of partnering with micro influencers? 

Let’s say you want to target a specific niche or you need some quick engagement wins on a limited budget. Micro influencers may be your best bet for brand awareness. 

Lower costs 

You’ll pay less to work with a micro influencer than with mid-tier or macro influencers. For example, an Instagram post for a micro influencer campaign costs between $100 and $500 per post on average (compared to $5,000+ for a macro influencer). 

On TikTok, you can expect to pay between $25 and $125 for video micro influencer content (compared to $1,250+ for a macro influencer). 

Higher engagement

Remember how we mentioned micro influencers have a more loyal fan base? Their authenticity often attracts high engagement rates. Engaged audiences who share their passion for a topic will more often like, comment, and share their content on social media platforms. When micro influencers discuss a brand or product, their audiences are more likely to trust their recommendations. 

Better audience targeting 

Imagine you’re a consumer looking for a weight loss solution. Are you more likely to trust a recommendation from a fitness influencer or one from a food influencer who travels the country trying new desserts? 

Micro influencers build their following around their niche. When you partner with a micro influencer, you can benefit from their expertise and clout. A brand partnership with a micro influencer is an introduction to thousands of potential customers. This can be especially valuable for brands with a wide geographic presence. 

When should you partner with a micro influencer instead of other influencer types? 

If you want to drive online behavior in a specific industry, partnering with a micro influencer is a great plan! Micro influencers have established credibility and authenticity with their follower base. They also have a captive audience to help generate the impact you’re looking for in your marketing strategy. 

Don’t let their smaller following fool you. Collaborations with micro influencers will outperform those with mid-tier or macro influencers if you’re looking for niche-specific results!

How can you find micro influencers? 

It’s okay if you don’t know where to start — a DIY approach to searching social media platforms or using an influencer search tool can get you on the right path. 

One important thing to note: Influencer search tools rarely focus on micro influencers. This means you’ll likely have to do some manual work to find your micro influencers and then reach out to discuss a partnership. 

How do you know if a micro influencer is a good fit for your brand? 

Sometimes it’s clear when there’s a natural fit between brands and social media influencers. Other times you have to dig a little deeper into the influencer’s online presence to assess whether they’re right for your brand. 

Ask yourself: 

• Does the influencer consistently produce high-quality content? 

• What types of content do they produce? Would I want this content affiliated with my brand? 

• Does their niche align with my core product offering and brand? 

• Will the influencer’s presence resonate with my target audience? 

Are micro influencers good partners for local businesses? 

Local businesses often rally the strongest support from other locals. Since micro influencers may have followers across the country and the world, they’re not a great option for local businesses. Instead, local influencers are a solid choice for local brands and brands trying to break into a new geographic market. 

If this sounds like your business, consider partnering with local influencers through Hummingbirds! Our local influencers (our “hummingbirds”) work with businesses in their area to help attract more locals or expand their brand presence to new cities. Local influencers are real, authentic individuals with engaged, close-knit communities — and their just-around-the-corner presence makes them ideal for drawing local traffic to your business! 

Ready to see how working with local influencers can elevate your local marketing? Check out our Ultimate Guide to Local Influencer Marketing!