Micro-influencers: better than macro-influencers?

Influencer marketing is one of the most effective forms of marketing in the digital world. It has the capability to reach audiences on a whole new level and is essentially a paid form of word-of-mouth marketing.

Micro-influencers are those who have a smaller following of around 10,000 to 100,000. These influencers typically engage more regularly with their audience which is often more dedicated and genuinely interested than the audience of celebrity influencers or macro-influencers.

Unsurprisingly, these influencers are actually more interesting to businesses than celebrity influencers with hundreds of thousands to millions of followers. Micro-influencers are more effective at selling products with their smaller audience compared to those with mass visibility.

Choosing the right micro-influencers

Micro-influencers work for every industry, but just like anything else in marketing, you have to choose the right micro-influencers for your business to have actual success. To find the right micro-influencers you need to be actively doing your research. Get onto social media to find who is out there that suits your businesses’ goals and values. It’s important to find influencers who not only engage with products like yours but who also have an audience that matches yours.

Track tour micro-influencers

Micro-influencers require the same tracking of interactions and management of relationships in order to make sure that they continue to reach the same audience and have the same success they may have had when you first started working with them. Use an effective tool to track their success. If a micro-influencer starts leaning on being a macro-influencer, it may be time to move on to another micro-influencer in order to maintain the same success and develop the same prospective leads and sales.


In essence, micro-influencers have followers that are genuinely interested in what they have to say/what they are interested in/the products they use. In comparison, macro-influencers have huge followings, typically categorised into different groups that are following for different reasons.

This means that the chance of getting actual success from using them for your influencer marketing is minimised. When it comes to influencer marketing, you need a level of authenticity and micro-influencers are simply more authentic than macro-influencers.

They are less commercial, more real with their audience and typically have worked hard for the following they do have.

If you’re looking to use influencer marketing as part of your digital marketing strategy, consider micro-influencers first to ensure maximum success with this type of marketing.