What is a Micro Influencer?

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What is a Micro-Influencer?

by Kayla Mueller | 1 month ago

@brandoneckroth for TOMS

Take a look at our point of view on what it means to be a micro-influencer and what that means for your brand, written by Creative Strategist, Kayla Mueller.

It’s no secret that the influencer industry isn’t short on buzzwords. Fancy terms casually dropped over an oat milk cold brew that leave us scratching our heads like, okay, but what does that actually mean?

Over time, “influence” has been broken out into segments to better describe the type of influencer. This helps to ensure the success of your campaign in using different types of influencers across a single campaign, pending your goals and objectives. Three primary categories currently exist, check out this blog for details. 

Micro-influencers consist of those with 100k social media followers or less. Typically considered hyper niche, these micro-influencers engage frequently with their audience and tout strong relationships as they can have more intimate interactions with fewer individuals.  

Now that we’ve defined micro-influencers, let’s explore what it means for your brand and how you can best maximize their unique talents. We wanted to dive into the pros and cons of micro-influencers, as well as the experience for both brands and consumers who work with this talented bunch. Based on the trends we are seeing, please consider the below themes surrounding micro-influencer campaigns.

The good news:

The not-so-wonderful news:

Micro-influencers can play a vital role in your social marketing mix. If you’ve done the work of identifying the right partners for the job, micro-influencers can tell your brand story authentically, create product or service reviews and garner engagements and high-quality and efficient leads better than their macro counterparts. The best part, it’s easy to test this strategy. 

Here at Popular Pays we’ll help you connect, collaborate and track your campaigns with all sizes of influencers within our community, especially our community of over 57,200 micro-influencers. While it’s tempting to go after the big fish, micro-influencers are where it’s at.


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