10 mins to read

What is Micro Influencer Marketing

What is Micro Influencer Marketing and how to do it.

June 11, 2024
Sarthak Ahuja

Who are Micro Influencers?

Influencers are individuals who have the power to affect the purchasing decisions of others because of their authority, knowledge, position, or relationship with their audience. They typically have a significant following on social media platforms, blogs, or other online channels. Influencers create content that resonates with their audience, often sharing insights, reviews, and recommendations about products, services, and experiences. Their influence stems from the trust and credibility they have built with their followers, making them valuable partners for brands looking to reach targeted audiences and drive engagement.


Micro-influencers are a subset of influencers characterized by a smaller but highly engaged follower base. Typically, they have between 1,000 and 100,000 followers, depending on the platform. Unlike larger influencers or celebrities, micro-influencers often focus on niche topics or specific communities, allowing them to connect more personally and authentically with their audience. This close relationship results in higher engagement rates and greater trust among their followers. Brands collaborate with micro-influencers to leverage this trust and authenticity, often finding that these partnerships lead to more meaningful interactions and better conversion rates.

The criteria for Micro-Influencer is dependent on the social media platform but according to MediaKix, micro-influencers are defined as accounts with anywhere from 10,000-50,000 followers and macro-influencers as accounts with 500,000-1 million followers. 

Why collaborate with Micro-Influencers?

Collaborating with micro-influencers offers several advantages for brands looking to engage more effectively with their target audience. Here are some key reasons to consider:

  1. Higher Engagement Rates: Micro-influencers typically have more engaged audiences compared to macro-influencers. Their followers often trust their opinions and recommendations more because they perceive them as more relatable and authentic.
  2. Cost-Effectiveness: Partnering with micro-influencers is generally more affordable than working with celebrities or larger influencers, making it a cost-effective strategy for brands, especially those with limited marketing budgets.
  3. Niche Audiences: Micro-influencers often cater to specific niches or communities, allowing brands to target more precise segments of their audience. This can lead to higher conversion rates as the content is more relevant to the followers.
  4. Authenticity and Trust: Micro-influencers tend to have a closer, more personal relationship with their followers. This authenticity helps in building trust and can result in more genuine endorsements.
  5. Diverse Content Creation: Working with multiple micro-influencers can result in a variety of content styles and perspectives, enriching the brand’s overall content strategy and reaching different segments of the audience.
  6. Flexibility and Agility: Micro-influencers are often more flexible and easier to collaborate with compared to larger influencers or celebrities. This can lead to quicker turnaround times and more adaptive campaign strategies.
  7. Grassroots Growth: Leveraging micro-influencers can help in creating grassroots awareness and organic growth for a brand. Their recommendations often feel like word-of-mouth endorsements, which can be highly effective.
  8. Better ROI: Due to their higher engagement rates and lower costs, collaborations with micro-influencers often yield a better return on investment (ROI) compared to partnerships with larger influencers.

In summary, collaborating with micro-influencers allows brands to connect with highly engaged, niche audiences in a cost-effective and authentic way, ultimately driving better results and stronger brand loyalty.

How to find Micro-Influencers?

Finding micro-influencers can be challenging, but thanks to Favikon app, finding micro-influencers was never this easy.

Step 1: Get Started with Favikon

Begin your journey by heading to Favikon's website and signing up for a free account. Once registered, log in to access the platform's powerful features.

Step 2: Discover Influencers

Navigate to Advanced Discovery

Within Favikon's intuitive interface, locate the "Advanced Discovery" feature to start your search for the perfect niche influencers.

Specify Your Criteria & Refine Your Search with Favikon's Filters

Define your search parameters by selecting relevant keywords, social media platforms, and geographic regions. To find the right niche, consider the specific industry or topic your brand operates in. Utilize Favikon's extensive filters, including follower count, region, language spoken, and content format, to narrow down your search results and target influencers who align with your brand values and target audience.

Use the right filters to refine your search further. Consider factors such as engagement rates, growth rates, and recent posts to assess an influencer's relevance and effectiveness. Look for creators who demonstrate consistent growth, high engagement with their audience, and a strong alignment with your brand's values and goals.

Step 3: Use Following Filter

In the Filters sidebar under ‘Filters for specific social medias’ you can select the social media and input the minimum and maximum value of followers for the influencer. To find micro-influencers, use the following table for reference:

Instagram: 10,000 - 50,000

YouTube: 10,000 - 100,000

TikTok: 10,000 - 100,000

Twitter: 1,000 - 50,000

LinkedIn: 1,000 - 50,000

Step 4: Explore Influencer Profiles

Browse Results

Once you've entered your search criteria, browse through the list of micro-influencers that match your exact niche.

View Complete Profiles & Check Sponsored Post Price

Click on an influencer's profile to access comprehensive details, including their bio, follower count, engagement metrics, and past collaborations. Pay attention to their content style, audience demographics, and recent posts to ensure alignment with your brand's objectives.

Evaluate collaboration opportunities by checking the estimated sponsored post price provided by Favikon for each influencer, ensuring cost-effectiveness and alignment with your budget.

Step 4: Connect with Influencers

Contact Influencers Directly

Favikon streamlines the communication process by providing contact information or social media icons, enabling you to contact influencers directly. This means you can find all the influencer information you need for your marketing campaigns on a single page. Then, once you've grouped all your creators with their contacts, you can discuss collaboration opportunities with them.

Start a conversation to discuss potential collaboration opportunities, including campaign goals, deliverables and compensation. Use Favikon's creator network to explore the influencer's past collaborations and assess their fit with your brand.

About the author

Sarthak Ahuja

Sarthak Ahuja is a marketing enthusiast currently contributing to digital marketing strategies at Favikon. An alumnus of ESCP Paris with over 2 years of professional experience, he has held multiple marketing roles across industries. Sarthak's work has been published in journals and websites. He loves to read and write about topics concerning sustainability, business, and marketing. You can find him on LinkedIn and Instagram.