Glossary/Micro-influencer
Who is a micro-influencer?
Short answer
A micro-influencer is a creator with an audience conventionally counted at between roughly 10,000 and 100,000 people. They usually have a clearly defined topic, a recognisable style and still-real contact with their audience. This is the most common choice for brands running product campaigns: the reach is already noticeable, and agreeing terms is simpler than with large accounts.
What characterises a micro-influencer?
They treat the channel seriously, even if it is not their only occupation. They publish regularly, stick to one niche and usually have their first paid collaborations behind them, so they know what a task and a deadline look like. They answer some comments, but not all of them. For a brand that means predictability: you can see what this creator publishes and how their audience will react.
How does a micro-influencer differ from nano and macro creators?
From a nano creator — in scale and way of working: more audience, less personal contact, but a readiness to settle up by invoice and to produce content to a task. From a macro creator — in closeness to the audience and cost of entry: engagement per follower is usually higher, and terms are easier to agree without an intermediary. Account-size thresholds stay conventional, so the boundaries can be blurry.
Why is a micro-influencer the most common choice for brands?
Because this is the point where reach and fit have not yet come apart. The account is big enough for the campaign to make sense in numbers, and narrow enough in topic that the content lands with the right people. On top of that the creator usually works without an agency, so arrangements go faster. For the creator it is the moment to have a media kit and fixed terms of collaboration.
Where to order it or find tasks
Related terms
Words that come up in the same conversations. Each has its own definition in the glossary.
- Nano-influencer
- A creator with an audience of roughly up to 10,000 people. They know their audience almost personally, so they usually have the highest engagement and the lowest rate. Read more
- Macro-influencer
- A creator with an audience above roughly 100,000 people. It gives large reach in a short time, but engagement per person is lower. Read more
- Target audience
- The people a brand wants to reach: who they are, where they live, what they are looking for. You choose the creator to fit them, not to fit the biggest follower count. Read more
- Niche
- The narrow topic a creator's audience is built around — beauty, food, cars. The narrower the niche, the more accurate the delivery at smaller reach. Read more
Frequently asked questions
What is the size range for a micro-influencer's account?
The bracket most often quoted is 10,000 to 100,000 followers, but it is a conventional split. More important than the number itself is engagement and whether the topic of the account fits the product.
How much does working with a micro-influencer cost?
It depends on the niche, the format and whether the brand wants to use the content in paid advertising. We give the rate ranges on each niche page, because the differences between industries are large.
Is it better to pick one micro-influencer or several nano creators?
One micro creator gives you a consistent message and one post to account for. Several nano creators give you more versions of the content and a broader test. For a first campaign the second approach more often works out.
