There are millions of influencers representing a variety of niches. With influencer marketing having endless possibilities, one of the crucial things you need to identify is if you want to work with micro-influencers, macro-influencers or both.

Influencers can have a small to ginormous follower count and if you choose wisely, they can increase brand awareness, sales, loyalty, conversions, and more. These benefits are pretty appealing, right? 

Contrary to popular belief, an influencer doesn’t have to have millions of followers to bring in great results. A micro-influencer can actually be more effective than a macro-influencer while being easier on the budget.

Want to know more? In this post, we are going to thoroughly explore why we love micro-influencers so much and we are convinced that by the end of this post, you’re going to love micro-influencers too.

Since this post centers on micro-influencer marketing, if you’re wanting to learn more about influencer marketing in general, check out this post, this post and this post.

Now let’s dive in!

What Exactly is a Micro-Influencer?

To put it simply, a micro-influencer has between 10,000 and 50,000 followers on any given channel. 

They specialize in a certain niche so while their audience may be smaller, they have the power to spread word about your products or services to a targeted group of new consumers. 

That’s all there is to it. Once you understand what a micro-influencer is, you’re ready to get started.

Micro-Influencers Versus Macro-Influencers

Micro-influencers are better for the budget while yielding great results. The more followers an influencer has, the more they charge.

Our theory is that micro-influencers tend to have higher engagement rates than macro-influencers because their audience is at a manageable size for them to engage with. In fact, micro-influencers get 7X the engagement a macro-influencer gets.

Micro-influencers aren’t as in demand as macro-influencers so they can usually turn a campaign around faster. They also are loyal to the brands they partner with since they’re not as in demand.

Authenticity is another thing to keep in mind when working with influencers. If an influencer promotes too many brands, authenticity is compromised. And with so many offers macro-influencers get, they tend to promote more products which lessens their authenticity to their followers. A micro-influencer on the other hand, tends to have a good balance of sponsored and organic posts making them more authentic. 

Micro-Influencer Marketing Benefits

There are many benefits to working with micro-influencers. The most common being:

• Brand awareness
• Sales
• Power a product launch
• Earn content to repurpose
• Conversions
• New contacts/consumers

Micro-Influencer Marketing Best Practices

So we’ve convinced you that you need to work with micro-influencers. That’s all well and good, but what’s next?

If you follow the best practices we’ve outlined, your micro-influencer campaign will be a smashing success!

• Set goals before reaching out to influencers
• Determine KPIs
• Make sure someone on your team has enough bandwidth to successfully manage influencer marketing and if they don’t, find an agency or a freelancer
• Set a budget
• Determine which channel(s) your influencers need to be active on and the topics they specialize in
• Create campaign briefs
• Build strong personal relationships
• Give influencers a creative campaign theme to ensure engaging content
• Work with the top performers multiple times
• Offer rewards in addition to compensation to create some healthy competition within your campaigns 
• Track your results every month
• Repurpose influencer generated content on your website, paid social ads, email marketing, etc.

How to Find the Right Micro-Influencers For Your Brand

Now that you know that you want to work with micro-influencers and you know the best practices for shaping a powerful strategy, it’s time to locate the right influencers. Here are a few strategies to consider:



• Use an influencer marketing database, we like Fourstarzz because they have a bunch of influencers for a low cost
• Google for lists using “keywords” and “influencer list” if budget is an issue because this is a free way to find influencers
• Hire an agency with existing relationships like Rossman Media if you have the budget or lack the bandwidth to run in-house
• Run manual searches on the social channels your targeting through keywords and hashtags as another free but mildly time consuming option

Do you have any tips for working with micro-influencers? We’d love to read them in the comments below!