Micro Influencer

Micro influencers are social media personalities with a relatively small but highly engaged community – typically between 1,000 and 100,000 followers. Unlike major influencers, their focus is not on reach, but rather on proximity to the target audience, authenticity, and credibility. Their recommendations often feel more personal and trustworthy, as they are more closely connected to their community and perceived as genuine opinion leaders.

Brands strategically use micro influencers to present products or services in an authentic way – often in niche areas such as fitness, beauty, sustainability, or technology. Due to the high engagement rates of these accounts, campaigns often achieve a greater impact than those with reach-based influencers, even though the audience is smaller.

Another advantage lies in the cost structure: collaborations with micro influencers are generally more affordable, which is especially appealing to smaller businesses or specialized brands. At the same time, campaigns can be managed decentrally across multiple influencers to scale reach and impact.

Micro influencers play an important role in modern influencer marketing, as they create genuine connections with the target audience and convey brand messages with credibility – especially in an environment that is increasingly critical of advertising.