What is Micro influencer?
A micro influencer is a creator with roughly 10,000 to 100,000 followers, valued by brands for high engagement and a trusted, niche audience at affordable rates.
Micro influencers usually have stronger engagement and more authentic communities than larger accounts, which makes their campaigns more cost-effective.
Brands often run many micro-influencer partnerships at once to reach niche audiences at scale.
The practical reason micro influencers work is comment-level trust. At this size the creator still replies to people, which makes a recommendation read as advice rather than an ad. It also means a single campaign is affordable enough to test properly: for the cost of one macro partnership a brand can run eight or ten micro partnerships, learn which niche converts, and put the next budget behind the answer.
Related terms
- Nano influencer
- A nano influencer is a creator with roughly 1,000 to 10,000 followers, known for very high engagement and a close, trusting relationship with a small local or niche audience.
- Influencer marketing
- Influencer marketing is a form of marketing where brands pay social media influencers to promote products to their followers, using the influencer’s trust and reach to drive awareness and sales.
- Engagement rate
- Engagement rate is the percentage of a creator’s audience that interacts with their content, calculated as total engagements (likes, comments, shares, saves) divided by followers or reach, times 100.
More in Influencer marketing
Micro influencer sits in the influencer marketing part of the glossary. These terms come up in the same conversations and are worth reading alongside it.