What is a Micro Influencer And How to Find the Right One

Did you know, in one recent study, 47% of marketers professed a belief that investing in micro influencers and small highly engaged audiences is better than trying to partner with macro-influencers or celebrities.

But why has this shift occurred, and what is it about micro-influencers that makes them such an attractive proposition?

What is a Micro Influencer?

There’s only one place to begin, and that’s by answering the all-important question: what is a micro influencer?

Micro-influencer marketing has really taken off over the last few years. While influencer marketing itself isn’t new, the growing focus on smaller creators, typically those with between 1,000 and 100,000 followers, has caught the attention of marketers across industries.

These creators might not have huge followings, but what they do have is real influence. Their audiences tend to be more engaged, more loyal, and more likely to trust what they share.

Image credit: Spiralytics

Benefits Of Micro Influencers:

1. The Power of Engagement over Reach

Whereas the traditional mindset of marketing rested deeply on reach, or getting your message in front of as many eyes as possible, the proliferation of social media has indeed shifted that focus toward engagement.

The digital landscape seems to have made a case that the sheer number does not translate into hard interaction and conversions. Quite often, micro influencers, despite having so many fewer followers, have way better engagement rates than their macro-influencer counterparts.

That is, your audience will more likely comment, like, and share but, above all, take action upon your suggestions.

After all, this converts into greater engagement and much more effective marketing campaigns. Whereas a micro-influencer shared his or her experience about a product or service, their audience is likely to listen and buy, thus leveraging a higher ROI for brands.

Fundamentally, quality over quantity is what micro influencers maintain, wherein the smaller size of their highly engaged audience becomes the perfect target for brands with a view to creating authentic engagement.

2. Authenticity Sells in the Age of Transparency

Today’s consumers are decidedly more savvy, more knowing. The consumer can smell a rat from a mile away, and the forced use of paid partnerships with larger influencers and celebrities can many times seem, well, forced.

Everything feels a little more organic with micro-influencers. Because they choose with whom they want to work, an air of integrity is built around them that in the end seems to make them trustworthy.

Since these micro influencers are closer to their following, be it literally or otherwise, their suggestions actually seem more from a trusted friend than some sort of scripted endorsement. This level of authenticity is just gold to brands trying to forge deeper bonds with their potential customers.

3. Low-Cost Solution

Another reason why 47% of marketers would bet on a microinfluencer is that they are cost-effective. Normally, the services of macro-influencers or celebrities do not come cheap on every engagement. Micro-influencers will fall cheaper for small businesses and even large brands wanting to get value for every buck.

According to Influencer Marketing hub, here are some price points you can expect working with a micro influencer:

• Instagram: $100–$500/post
• YouTube: $200–$1,000/video
• TikTok: $25–$125/video
• Twitter: $20–$100/Tweet
• Facebook: $250–$1,250/post

With top-tier influencers requiring upwards of thousands of pounds or more for a single posting, microinfluencers are much cheaper: partnerships are very often based on product exchange and very modest fees.

Since the level of engagement is high, often more value is achievable from the investment made by brands.

4. Niche Targeting: Hitting the Right Audience

The power of a microinfluencer, however, is not just in the cost but in targeting an ultra-niche market. Think about how a fitness brand might partner with a slew of micro-influencers in fitness commanding an extremely engaged audience chock-full of health and wellness enthusiasts.

Instead of casting that wide net, it can tap into a highly relevant and targeted audience-people much more likely to be interested in its product or service.

By focusing on a niche audience, a brand can really open the floodgates to even more creativity and flexibility in the campaigns they run. Brands can partner with multiple micro influencers across different niches to craft messages for very specific demographics and interests.

Whether that’s reaching eco-conscious consumers with a sustainable living influencer or tapping into millennial homeowners’ courtesy of a DIY decor enthusiast, micro influencers allow brands to focus on the audiences that matter most.

5. Long-run Relationship Building

What’s really the big difference with macro-influencers or celebrities is that sometimes it just really feels like one big transaction: a single post or campaign, and that’s it.

Micro-influencers are more likely to do a long-term collaboration with the brand, and the partnerships seem much more organic to their audience-building trust through quite some time.

Long-term relationships with the micro-influencers are nurtured by their very nature, and with their personal brand being integral to it, the brand is always out there. This type of integration works wonders in consumer behaviour and loyalty.

6. It Speaks for Itself in Numbers

Research has continued to prove that marketers realize fantastic returns with micro-influencers. For instance, recent studies have revealed:

• 82% of consumers are more likely to act on the recommendation of a micro influencer. 
• 72% take suggestions on something from a micro-influencer’s opinion just like their friends. 
• Brands collaborating with micro-influencers can achieve an ROI as high as 6.7 times more than traditional ones. 

These tend to give good barometers of how strong micro-influencers are in today’s digital marketing landscape, explaining why almost half of marketers will place a small but engaged audience ahead of the once-coveted big followings.

Micro-Influencers vs. Macro-Influencers vs. Nano-Influencers

Not all influencers are created equal, and when it comes to choosing the right one for your brand, size matters in different ways.

Here’s a quick breakdown of the three main types:

1. Nano-influencers – The smallest tier, usually with under 1,000 to 10,000 followers. They often have very tight-knit communities and extremely high engagement.
2. Micro-influencers – Typically between 10,000 and 100,000 followers. Known for niche audiences and strong trust.
3. Macro-influencers – These are the bigger names, with follower counts ranging from 100,000 up to a million or more. They often offer huge reach, but lower engagement.

Choosing the right type depends on your campaign goals. If it’s reach you’re after, macro may work. But for deeper engagement and authenticity? Micro- and nano-influencers are often the better choice.

How to Find the Right Micro Influencer for Your Brand

The process of finding a perfect micro influencer for your brand needs to be highly strategic to align goals, resonate with the target audience, and reflect brand values. The following are the key steps in identifying the right micro-influencer for your brand:

1. Define Your Goals

Clearly define what you aim to achieve from your campaign. This might be brand awareness, website traffic, or sales; whatever the objective might be, it must lead you to select the right one accordingly.

2. Understand Your Target Audience

Find out the demographics, interests, and behaviors of the target audience. Seek micro influencers whose following fits the profile of your audience for greater relevance in the engagement.

3. Niche Relevance

Choose those influencers who fall into your particular industry or niche. For instance, a beauty brand would definitely relate to a skincare enthusiast rather than a travel blogger. Their niche expertise builds credibility and fosters more trust among their audience.

4. Assess the Rate of Engagement

While important, follower count is considered a worse predictor of influence. Check engagement through likes, comments, share count, and overall engagement by the influencer with their audience. Smaller but highly engaged audiences are likely to be much more effective than their larger, less-engaged counterparts.

5. Authenticity and Credibility Check

Authenticity is the key towards any successful collaboration. Check for consistency in the content he posts, real interactions, and whether his tone fits your brand. Avoid influencers who had cases of fraud and unnatural follower increase.

6. Review Past Collaboration

Check on past collaborations with other brands in terms of professionalism and efficiency. Positive comments coming from other companies could mean one of the most predictive indicators of the right fit.

7. Leverage Influencer Discovery Tools

With the help of platforms like AspireIQ, Upfluence, and Heepsy, you will be able to filter the influencers according to your needed criteria, including audience demography, engagement rate, and niche. 

8. Have Real Communications

Begin cold outreach to potential influencers with personalised messages. Actually build the relationship-lead conversation regarding your brand values and mutual benefits of a collaboration.

Carefully choosing micro influencers that represent your brand and resonate with your audience builds authentic high-impact marketing campaigns that drive meaningful results.

Popular Micro-Influencers in 2025

These micro-influencers might not have millions of followers, but what they do have is something far more valuable: loyal, engaged communities that actually listen, interact, and buy. Whether it’s fashion, fitness, lifestyle, or creativity, the names below are connecting with audiences in a way big accounts just can’t match.

Popular Instagram Micro-Influencers UK

1. @betsiebb

Followers – 25.5K

Engagement – 3.5% (avg 14.8K Reel views)

Audience – 87% UK-based, predominantly female

Betsie’s feed is filled with minimalist outfit shots, moody tones, and everyday styling that feels effortless and achievable. She posts consistently, blends product mentions naturally into her content, and connects well with young women looking for wearable, relatable fashion inspiration. She’s approachable, and that’s what keeps her audience coming back.

2. @ryan_cauldwell

Followers – 26.7K

Engagement – 14.6% (avg 49.5K Reel views)

Audience – Even male/female split, mostly UK

Ryan’s numbers speak for themselves: a rare engagement rate that most creators only dream of. His content focuses on football culture: clips, commentary, reaction videos, and moments that feel pulled straight from a group chat. His tone is genuine, and he clearly knows his audience. Great fit for sportswear, fitness apps, or brands trying to speak to everyday fans, not just athletes.

3. @herbie.werbie

Followers – 25.5K

Engagement – 2.2% (avg 8.8K Reel views)

Audience – UK-based, lifestyle & pet lovers

Herbie isn’t just any dog: he’s a soggy spaniel with serious character. His feed is packed with charming countryside adventures, muddy walks, banana-loving moments, and hilarious captions straight from a dog’s perspective. It’s this mix of humour and heart that keeps followers hooked. For brands in pet care, outdoor gear, or anything dog-related, Herbie offers a warm, playful way to connect with highly engaged animal lovers.

4. @ayishablu (Blu The ☆)

Followers – 25K

Engagement – 7.7%

Audience – 75% UK-based, mostly female

Blu blends creative direction, vibrant visuals, and storytelling. Her aesthetic feels editorial, and she balances artistic edge with warmth. Expect bold colours, occasional poetry or voiceovers, and highly shareable visuals. She’s ideal for beauty, culture, or lifestyle brands wanting to connect with a creatively driven Gen Z audience.

5. @lola_amuah

Followers – 24.9K

Engagement – 7.0%

Audience – 75% UK-based, 18–34, female-led

Lola’s style is equal parts polished and personal. She covers beauty routines, styling tips, and casual GRWMs (get ready with me) with an honest tone that feels like advice from a mate. She also chats openly about skincare and confidence, which adds depth. Her content works particularly well for brands that value inclusivity and want trusted, community-led promotion.

6. @solvofficial

Followers – 24.9K

Engagement – 8.0% (avg 43.3K Reel views)

Audience – Mixed gender, UK majority

Sølv creates high-impact visuals around sound, design, and creativity. Whether it’s showing off music gear, sampling textures, or ambient storytelling, Sølv’s content speaks directly to creators and audio nerds. It’s arty, but not niche for niche’s sake. Great for music tech, studio gear, or brands with a focus on creative tools and culture.

7. @jamieadiyaman

Followers – 24.8K

Engagement – 4.3% (avg 16.7K Reel views)

Audience – Around 70% UK-based

Jamie’s content is focused on fitness, but with a practical, no-fuss approach. His posts range from workout tips to short-form motivation and healthy living advice, all shot with a natural tone. He isn’t about selling the dream; he’s showing the process. That makes him a great partner for fitness brands, wellness routines, and community-driven health campaigns.

8. @javabere

Followers – 24.7K

Engagement – 2.0% (avg 21.3K Reel views)

Audience – 92% female, 69% UK-based

Java brings something different: creative crafts, design, and miniature worlds. She builds dollhouses, shares step-by-step content, and has carved out a niche that’s equal parts soothing and fascinating. Her audience loves the process as much as the final result. This makes her ideal for brands in home décor, crafting, stationery, or creative hobbies.

Popular TikTok Influencers UK

1. @mollyflorenceee

Followers – 44.2K

Niche – Everyday fashion & styling

Molly shares affordable outfit ideas, GRWM (get ready with me) videos, and styling tips that feel accessible and down-to-earth. Her TikToks have a soft, casual energy that resonates with a younger female audience.

2. @kimberlygenx1970

Followers – 26.8K

Niche – Gen X lifestyle, humour, and personal insight

Kimberly shares relatable content rooted in Gen X experiences, everything from music memories to candid commentary on modern life. Her honest tone and everyday storytelling build rapport with a demographic often overlooked online, making her a strong partner for lifestyle, wellness, or heritage-focused brands.

3. @dolly.bird50

Followers – 49K

Niche – Fashion and beauty for over-50s

Dolly brings elegance and confidence to TikTok with styling tips, beauty routines, and positive life messages tailored for mature audiences. Her content feels upbeat, polished, and empowering; ideal for brands in skincare, inclusive fashion, or anything aimed at midlife women.

4. @annamariakalebic

Followers – 78.5K

Niche – Beauty, fashion, lifestyle for over-50s

Annamaria offers approachable chic with her beauty tutorials, wardrobe advice, and well-being tips. Her content connects deeply with an audience wanting authentic and stylish guidance beyond youth-focused trends, which is perfect for brands targeting mature consumers with refined tastes.

Why Micro-Influencers Are More Than Just a Trend

Micro-influencers aren’t a temporary trend. They’re changing how brands connect with people through real conversations, trusted voices, and communities that actually pay attention.

If your brand wants to reach people in a more genuine way, this is where it starts. Stop obsessing over the follower count, and start looking into the metrics that really matter!

Looking to launch a micro-influencer campaign?
Appnova can help you find the right creators and build campaigns that actually resonate. Get in touch; we’d love to chat.

Conclusion 

In the social media-driven future, this trend with micro-influencers is nowhere near slowing down. Their highly engaged, more authentic audiences, budget-friendly campaigns, and niche targeting-all sum up the reasons of marketers are now betting on these smaller yet loud voices.

To other brands needing closer, more realistic relationships with customers, a micro influencer is a much-needed prescription for authenticity, engagement, and resulting trust.