Micro-Influencer
A micro-influencer is a creator with roughly 10,000 to 100,000 followers, prized for higher engagement and a tightly focused niche audience.
A micro-influencer is a creator with roughly 10,000 to 100,000 followers, sitting between nano creators, around 1,000 to 10,000, and macro or celebrity accounts. The exact cutoffs vary by agency, but the tier is defined by audience size, not fame.
It matters because micro-influencers typically hold a higher engagement rate than larger accounts, often in the mid single digits, since their audience is smaller and more topically focused, which makes recommendations feel personal rather than like an ad. Brands also get a lower cost per engagement than with a macro or celebrity partnership, and can run several micro-influencer partnerships in parallel to test different angles.
Find them by searching niche hashtags and checking their comment section for genuine conversation, not just like counts, since a bought follower account can look identical to a real one from the outside. Pay in cash, product, or a mix, and negotiate usage rights up front if you plan to reuse their content in your own posts.
Examples
- A micro-influencer with 40,000 followers often reaches an engagement rate of 4 to 7 percent, well above a typical macro account's 1 to 2 percent.
- A brand testing 8 micro-influencer partnerships in one month can compare which angle performs best before committing budget to one creator.
Related terms
Influencer marketing is a strategy where brands partner with creators who have trusted audiences to promote products through authentic content.
Content created by your customers, fans, or community — not by your brand directly.
Social proof is the psychological effect where people copy the actions of others to guide their own behavior, especially under uncertainty.
Percentage of followers who interact with a post (likes + comments + shares + saves divided by reach or followers).