--- title: "Understanding micro-influencers » How to use smaller influencers?" description: "Learn how collaborating with micro-influencers can provide targeted reach, high engagement, and cost-effective results for your brand." url: "https://www.mickyweis.com/en/micro-influencers/" source: "https://www.mickyweis.com/en/micro-influencers/" published: "2024-06-10T14:41:06+00:00" --- ![tiktok spark ads](https://www.mickyweis.com/wp-content/uploads/2023/05/tiktok-spark-ads.png) Influencer marketing has gradually become a staple in the marketing strategies of many companies when it comes to social media, and in recent years, there have been many more opportunities to collaborate with influencers. Depending on your budget and objectives for using [influencer marketing](), there will be different categories to keep track of, namely micro-, macro-, and mega-influencers. In this article, we take a look at the so-called micro-influencers, who, in my eyes, have exciting potential for companies looking to reach a specific target audience. Jump to section [Toggle](#) ## What is a micro-influencer? As mentioned, there are three main groups of influencers that can be categorized based on their number of followers. **In Denmark, the following rough division can be made:** - Micro-influencers (>20,000 followers) - Macro-influencers (<20,000 followers) - Mega-influencers (<100,000 followers) Micro-influencers have a lower number of followers but, in return, have a high level of engagement. This naturally follows from the increased authenticity and personal relationship these influencers have with their followers. Authenticity equates to credibility, and when a micro-influencer recommends a product, there is typically a short distance from thought to action among their followers to go out and invest in the same product. In this way, micro-influencers’ recommendations and words hold great value for their followers, who consider them to be trustworthy in their statements. [Curious about the concept behind de-influencing? Learn more in my post here.](https://www.mickyweis.com/en/de-influencing/) ## Benefits of working with micro-influencers If you are aware of the potential downside that the reach is shorter and more focused for micro-influencers, there are otherwise no significant disadvantages to working with this type of influencer… … as long as you have done your research and found influencers whose followers’ characteristics align with the target audience for your brand, of course! This is extremely important for influencers who do not have a large following. Instead, it’s about targeted reach with specific segments that, with the right influencer match, can create a high engagement rate. > Since the reach is not as broad for micro-influencers, collaborations with them are often cheaper compared to other groups of influencers with more followers. [Learn more about the benefits of working with influencers in my guide here.](https://www.mickyweis.com/en/influencer-marketing-guide/) ## Who benefits from collaborating with micro-influencers? Since micro-influencers can provide targeted audiences, collaborating with them will be relevant for companies that also want to execute a targeted marketing campaign to the specific segments that can be found among the influencer’s followers. > As mentioned, it is often cheaper to collaborate with micro-influencers, making this type of collaboration relevant for smaller companies looking to build brand awareness. However, this does not mean that it’s not also a relevant collaboration for larger companies with more resources. There can be an advantage in collaborating with multiple influencers from different categories. ## How to find micro influencers? Finding the right micro-influencers for your brand involves a mix of research and strategic selection. Start by identifying your target audience and the platforms they frequent, such as Instagram, TikTok, or YouTube. Use tools like social media analytics platforms such as [Click Analytics](https://www.clickanalytic.com/), influencer marketing platforms, or even manual searches using relevant hashtags to discover creators who align with your brand’s values and aesthetics. I would personally look for influencers who have consistent engagement rates, authentic content, and a follower base that matches your desired demographic. ## How much do these influencers make? The earnings of micro-influencers can vary widely depending on their niche, engagement rate, and the specifics of the collaboration. On average, micro-influencers with 10,000 to 20,000 followers might earn anywhere from $50 to $500 per sponsored post. However, some may earn more if they have a particularly engaged audience or if the brand partnership involves additional deliverables like product reviews, giveaways, or exclusive content creation. It’s also common for micro-influencers to receive free products or services as part of their compensation, especially if they are just starting to build their influence. My advice is also that if you scout good ones, your investment in the beginning will pay off in the long run. Often you can create this personal ambassador feeling and end up with the best influencer long term. It’s all about the relationsship. We all want to feel a part of something and heard. ![Micky Weis](data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%2072%2072'%3E%3C/svg%3E) ### Micky Weis Freelance fractional CMO · 17 years in digital marketing · Copenhagen Micky Weis er en af Danmarks mest erfarne digitale marketingeksperter med næsten 17 års erfaring. Han arbejder som fractional CMO og specialiserer sig i SEO, organisk vækst, AI i marketing, affiliate og kommerciel strategi. Han har arbejdet med brands som Hummel, Matas, Tattoodo og Firtal, og driver i dag sin egen praksis, Weisio, fra København. [LinkedIn](https://www.linkedin.com/in/mickyweis/) [Get in touch](https://www.mickyweis.com/en/external-cmo/) ## Got a comment? Commenting requires a login right now. If you have a question about this, send it over and I will reply directly. 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