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Micro-Influencers: How To Start Influencer Marketing For New Brands?

We’ve all heard of the terms such as mega influencers, micro-influencers, and micro-influencers in influencer marketing but today, let’s talk about micro-influencers.

Micro-influencers are creators who range from a follower base of 20,000 to 50,000 and have genuinely managed to build a community for themselves thanks to the authenticity and insight their content gives to the audience. Micro influencers have a small niche and the followers tend to be more loyal to their influencers. Generally, micro-influencers create content highlighting their expertise in a field in which they excel leading to insightful content. They are the future of Instagram Influencer Marketing as brands are increasingly demanding Micro-influencers.

Creating content with micro influencers (which can be influencers ranging from 20,000 to 50,000 followers) is great as an Influencer marketing strategy on social media. Well, since we’re talking about micro-influencers today, let’s try and understand how they can be beneficial to brands. Brands can begin their influencer marketing journey by taking the following steps -

Researching their audience for Instagram Influencer Marketing

Social media keeps changing its algorithm and with no fixed formula, cracking the code to create compelling content is a roller coaster but once cracked, can be equally rewarding.

Why is research important? Well, since trends and algorithms keep changing, content that was trending at the beginning of 2024 won’t necessarily be relevant by the end of the year either. It’s important to stay updated about what works in the market. Newer brands have the advantage of experimenting with content and collaborations regarding influencers. Micro-influencers would be great for partnerships as they can highlight the features of the product without taking all the limelight of the brand. Some brands want to work with popular macro influencers so they forget that their brand needs to reach a particular audience. Micro-influencers have more clarity on the content they want to create and the audience they want to capture. The content they will provide will be top-tier and premium in quality. Researching and staying on top of what’s working on social media helps create better influencer marketing strategies.

Searching for relevant micro-influencers 

Micro-influencers might have a lesser following but they’re the weapon that brands have avoided using for so long. You can begin by searching for relevant influencers using the major keywords related to Micro-influencers. It’s always good to use the keywords as hashtags aren’t as relevant as before. Since Instagram has been encouraging viewers to use keywords like SEO, searching using the right keywords will provide you with some results. If you aren’t satisfied with the results, all influencer marketing agencies rely on their tools to give brands perfect results and brands can rely on them as it’s giving their money’s worth with the best results. Influencer marketing has boomed and become a full-fledged industry, there are various tools available to find these creators. Since brands are beginning their Instagram influencer marketing journey, they can always form a connection with their audience by asking their customers or followers to tag or even recommend their favourite micro-influencers which will also help the brand learn more about them.

ROI for Influencer Marketing Platform

ROI stands for return on investment and it generally helps brands track the engagement of the creators. Through this, brands can evaluate their Influencer marketing strategies and understand their brand visibility, customer engagement, and even sales. Now, why have we mentioned ROI? It is hard to find Mega or Macro Influencers who have extremely high or out-of-the-world engagement as their follower base is so widely spread that it’s not reaching the targeted audience. Now, since micro-influencers connect with a targeted audience and are pretty cost-effective too, the partnership feel has more chances of being a successful venture. Finding the right creators with high ROI can be hard but it isn't impossible.

Authentic Content through Micro-Influencers

Newer brands can always form a connection with micro-influencers as they already have created a community by creating authentic content and being themselves, people trust their creator and take their word. For authentic and organic content, even Influencer Marketing Agencies have started pitching micro-influencers. You might just think about a micro-influencer rather than a mega-influencer if we think about authentic content. It’s time to create more authentic and organic content for more beneficial content.

What’s the final takeaway for brands and influencers?

For all the brands out there, Influencer marketing is a full-fledged industry that will provide you with some of the best results out there. Micro-influencers might have a lesser following base but they tend to have higher engagement and are also open to more long-term collaborations. When it comes to social media, things are always going to change, and brands, creators, and agencies will have to adapt to it. Influencer marketing agencies always have a fixed strategy regarding content and now, with the rise of micro-influencers, there’s a shift in the way things are perceived. It’s time we adapt to new influencer marketing strategies that lead to more positive changes in the future of content creation.


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