What is micro-influencer?

A micro-influencer is a social media creator with a smaller but highly engaged following, usually focused on a specific topic, community or local area.

Micro-influencers often have a close relationship with their audience. Their followers tend to trust their recommendations because the creator feels like a real person, not a celebrity. For small businesses, they are also usually more affordable and easier to reach than big-name influencers.

There is no fixed follower number that defines a micro-influencer, and the range people use varies. They are found on every major network, from Instagram and TikTok to YouTube and LinkedIn. Many work for a fee, free products or a mix of both, and most networks require them to label paid partnerships clearly.

Look for creators whose audience matches your customers, not just those with the most followers. Read their comments to see if the engagement is real. Agree on clear expectations in writing, including what will be posted and how it will be labeled. Give them room to speak in their own voice.

Example

A family-owned skincare brand sends samples to a handful of micro-influencers who post honest reviews for their local followers.