Micro influencer
What is a micro influencer?
A micro influencer is a creator with a following of roughly 10,000 to 100,000 people. The exact range varies by agency and platform, but the idea is the same: big enough to reach a meaningful audience, small enough that the audience is focused on one niche and still talks back.
Micro influencers sit between nano influencers (under about 10,000) and macro influencers (hundreds of thousands). Many are specialists: a home barista, a budget traveller, a solo developer reviewing tools.
Why a micro influencer matters
For most brands, micro influencers are the sweet spot. Their audience is narrow, which makes it easier to match to a product, and their rates are usually affordable enough to work with several at once and learn which ones drive sales.
How to find micro influencers
- Search the words your customers use, not your brand name, on YouTube, TikTok and Instagram.
- Filter for followers between 10,000 and 100,000.
- Open the shortlist and compare average views and engagement rate; drop accounts whose views are tiny next to their followers.
- Check the last post date and posting frequency: an active creator is easier to work with.
- Look for a contact email in the bio or a business email on YouTube.
Related marketing terms
A nano influencer is a creator with a small, close audience, usually under about 10,000 followers, who often posts about one personal interest.
A macro influencer is a creator with a large following, usually from about 100,000 to a million, often working with brands professionally.
A mega influencer has a very large following, usually over a million, and reaches a broad audience much like a celebrity.
Influencer marketing is paying or partnering with creators who have an engaged audience so they show your product to the people who trust them.
Engagement rate measures how much an audience interacts with posts: likes, comments and shares divided by followers or views, as a percentage.