Why Micro-Influencers Matter

October 8, 2019

As a brand, one of the most effective ways to connect with current and potential customers is to access your audience through Instagram. To put this process on the fast-track and instantly connect with the right people, consider partnering with micro-influencers, Instagram profiles who have around 2,000 to 50,000 followers. In 2019, 86% of businesses planned to dedicate a section of their budget to influencer marketing to help grow their brand's awareness. Despite a smaller following, these influencers can still do wonders to boost the visibility and authenticity of your brand, with some having even better results than the larger profiles. Still not convinced? We’ve outlined three key reasons why micro-influencers should be included in your campaign’s lineup.

Niche Industries

From foodies and fashionistas to fishermen and fitness fanatics, you can find a micro-influencer to fit almost any need or connect with any audience. Instagram has grown to over one billion active users worldwide, and these users are eager to connect with those who inspire and post content related to things their interests. By partnering with micro-influencers who focus on a specific topic, you can connect with a hyper-targeted and motivated audience who is more likely to respond positively to or interact with your brand.

Higher Engagement

When looking at an influencer marketing campaign's success, a post or story is only deemed worth it if the content produces likes, comments, shares or other types of meaningful engagement. Taking this into consideration, the advantage micro-influencers bring is how their smaller following allows them to be more connected with their followers on a relatable level. Having the bandwidth to respond to comments and engage in active conversations allows these influencers to know their audience on a deeper level and grow a loyal audience. As a result of having this more niche and loyal following, micro-influencers can produce engagement rates that are up to seven times higher than Instagram influencers with millions of followers.


As the influencer market becomes more saturated and brands increasingly turn to these influential accounts to promote their brand, many influencers have turned this once hobby into a career, with some signing contracts at an astronomical dollar amount. If you’re looking for an influencer to make an impact but have a smaller budget, consider micro-influencers as they are, on average, the most cost-effective partners. Additionally, these influencers most likely haven’t taken on a management team, so you’ll be able to deal with the influencer directly to discuss partnerships opportunities and next steps. If a trade partnership is ideal for you, micro-influencers tend to be friendlier to these types of relationships as they too are looking to grow their audience and provide high quality, meaningful content. If you're a brand who’s looking to start or grow your influencer marketing program, contact Bolt Public Relations and we will show you how to identify the right influencers, start the conversation and manage relationships to create partnerships that will move the needle. Let’s get people talking!

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