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3 Key Perks Of Micro-Influencers

3 Key Perks Of Micro-Influencers

YouTube, Instagram, Product Ads, Millenials
25 Aug 2017
by Charlie Austen

Instrumental finds talent that drives sales. We use our TalentAI technology to identify fast growing online creators and influencers that offer high returns to our media clients and brand partners.

Micro-influencers are considered to be those with a social media audience of under 100,000.


Micro-influencers can be more effective than macro influencers as they are generally perceived as more authentic. This is because their followers tend to feel a closer personal connection to the influencer. As a result, micro-influencers are fantastic at getting their audience to take their recommendations. In fact, it is estimated that as many as 82% of consumers are highly likely to follow recommendations made by a micro-influencer.


There are far more micro-influencers whose content is specific to a certain theme or interest than macro-influencers. This allows for a more targeted campaign if the correct synergy is found between product and influencer. It may take time to find the right fit, but when a campaign with an appropriate micro-influencer is executed correctly, effective results can be had.


Micro-influencers have a highly-engaged audience who value and trust the influencer. Micro-influencers tend to be more passionate about their field of interest and this translates to their followers. Generally, the more followers an influencer has, the lower the engagement rate. Why? Well, take for example a health drink company. If they pursue a campaign with a macro-influencer, not all the influencer’s audience will be interested in the product. Whereas a micro-influencer who focuses their content on healthy living will have an audience who share the same interests and will engage with the product advertised.

Contact us at for more info on the influencers you're interested in, as well as help sourcing new, fast-growing talent.

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