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Rise of Micro Influencers

The idea that bigger is better is not always true, especially when it comes to working with influencers. Nowadays, micro-influencers make up the majority of influencers on most social media platforms, and although their number of followers is small, their influence is quite big. That’s why they are turning out to be a more effective choice for many brands who are looking to use the power of influencer marketing.

INFLOW Network by INFLOW Network
October 15, 2020
in Influencer Marketing
Rise of Micro Influencers
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Micro-influencers can be described as influencers with less than 100.000 followers who focus more on the content they present. Hence, they are crucial to the marketing world. Most brands believe that micro-influencers can help them tap into specific social crowds by influencing their audience’s decision making processes.

The main reason why brands are now more eager to seek to work with Micro-Influencers is a basic communication formula: The greater the audience the influencer addresses, the less probability of passing the real message. Whereas, if an influencer addresses a smaller audience, it enables them to understand their audience needs and connect to them better. This makes their content more genuine, authentic, and persuasive.

What are the perks of working with Micro-influencers?

Higher Engagement Rates

Micro-influencers typically have a higher and more real engagement than macro- influencers. This is because they don’t have a massive fan-following and are able to connect with their followers on a personal level and in a quicker manner. Higher and more genuine interaction between the influencer and the followers mean they’re actively being an advocate for your brand, not simply posting something and letting it disappear into a pool of content.

Cost-effective

A micro-influencer is much more affordable than a celebrity influencer which tends to charge a lot higher fees for their collaborations. This is important for small businesses, with limited budgets.

Connection with Niche Markets

Unlike celebrities, micro-influencers tend to have a niche audience, meaning a smaller number of followers, which means the ability to reach a specific, more passionate audiences that broader campaigns may miss. Each of them has an area of expertise and share highly relevant content for that community. This makes them appeal to a particular kind of followers giving brands a chance to reach out to a highly-targeted audience.

Therefore, brands should pick micro influencer whose niche and followers are similar to that of their brand.

In a nutshell, micro-influencers are more aware of their circle, audience, and power. But this doesn’t mean that you should avoid working with macro-influencers. Both macro and micro influencer campaigns have their pros and cons. If you are working on a mass launch campaign and have the budget then you should definitely consider working a macro- influencer. If you’re a relatively new brand with a small budget looking for recognition, micro-influencers will help support your brands goals and grow your brand through influencer marketing.

Tags: AffordableCelebrityEngagementinflow networkInfluencer MarketinginfluencersMicro InfluencersNiche Market

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A fall-themed influencer post showing a cozy indoor setup with warm lighting, books, and a hot drink.

Autumn 2025 Influencer marketing trends: Cozy season, big shifts

October 1, 2025
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A YouTube Shorts creator filming a cozy fall outfit montage in a leaf-covered park.

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This summer’s style is being shaped not by magaz This summer’s style is being shaped not by magazines but by creators who turn micro-trends—like “Sardine Girl Summer,” French chic revivals, and Pucci nostalgia—into real-time cultural movements.
In September, online trends blend reflection, nost In September, online trends blend reflection, nostalgia, and spontaneous challenges, turning summer’s final moments into scrollable and shoppable experiences.
In 2025, the internet feels smaller and more predi In 2025, the internet feels smaller and more predictable, with the “dead internet theory” turning from fringe idea into a prevailing mood shaping how we browse and connect.
In 2025, LinkedIn has become an AI-driven echo cha In 2025, LinkedIn has become an AI-driven echo chamber where generative tools write most long-form posts, making genuine originality the rarest skill.
In August, YouTube Shorts swings between awe at AI In August, YouTube Shorts swings between awe at AI’s surreal creativity, sharp humor about politics, and endless summer celebrations that feel like the season will never end.
In August, Instagram trends capture summer’s bit In August, Instagram trends capture summer’s bittersweet finale with playful, nostalgic, and self-aware reflections that look back fondly while hinting at what’s ahead.
In August, TikTok captures summer’s final moment In August, TikTok captures summer’s final moments with playful challenges, guessing games, and nostalgic montages that blend friendship, fun, and the season’s fleeting glow.
In 2025, LinkedIn’s surge in video content marks In 2025, LinkedIn’s surge in video content marks a cultural shift, redefining professional credibility, visibility, and personal branding beyond traditional text updates.
In 2025, AI-powered browsers are transforming from In 2025, AI-powered browsers are transforming from passive tools into active partners, revolutionizing how we search, navigate, and interact with the web.
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