Micro-Influencer Marketing follows the same concept as Influencer Marketing. The only difference is that Micro-Influencer Marketing operates on a smaller scale. Businesses partner with individuals with smaller followings to promote products.
Micro-Influencers are social media users who aren’t public figures. They're individuals who work or specialize in a particular vertical and frequently share social media content about their interests. Micro-Influencers usually have between 3000 and 10000 followers, though the amount needed to generate conversion can differ from platform to platform and depends on product type.
Why would you use Micro-Influencers instead of Influencers? Numbers prove that engagement goes down significantly when follower numbers sore up. Micro-influencer usually receive a healthy amount of engagement relative to the size of their following making them the better promoter for most products. This is due to the fact that Micro-Influencers have more targeted follower bases than influencers with follower numbers in the hundreds of thousands and millions.
Micro-influencers are usually also perceived as more authentic and can be significantly more affordable.