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Who Are Micro-Influencers & How to Find Them? [Complete Guide in 2024]

Who Are Micro-Influencers & How to Find Them? [Complete Guide in 2024] What differentiates one brand from another is its relationship with its customers. The stronger and better the relationship a brand has with its customers, the better it will do in the market. And the secret to building a relationship with your audience is […]

micro influencers

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Who Are Micro-Influencers & How to Find Them? [Complete Guide in 2024]

micro influencers

What differentiates one brand from another is its relationship with its customers. The stronger and better the relationship a brand has with its customers, the better it will do in the market. And the secret to building a relationship with your audience is micro-influencers.

Micro-influencers make up 47.3 per cent of all the influencers. They are influencers with a following between 1,000 to 100,000 followers and are known for their work with a niche audience segment and their connection with them.

You can find the right micro-influencers for your brand using influencer marketing, social media searches, and your followers. Select influencers with the same target audience and niche as you and then build a genuine relationship with them to form a good partnership.

It’s important to thoroughly research and vet potential micro-influencers to ensure they align with your brand’s values and messaging. Once you’ve identified potential micro-influencers, building a genuine relationship with them is key to successful collaboration and maximising the impact of their influence.

This blog is your complete guide to Who Are Micro Influencers & How to Find Them?

Who are Micro-Influencers?

Micro-influencers are small-scale social media influencers with a following of 1,000 to 100,000 followers. They are known for their niche content and better audience relationships because of their lower follower base compared to normal influencers. They can work on being an influencer in fashion, fitness, travel, beauty, or tech, and post content around that.

S. No.Types of Influencers Number of Followers
1Nano-influencers1K-10K
2Micro-influencers10K-100K
3Macro-influencers100K-1M
4Mega/Celebrity Influencers1M+

The characteristics of micro-influencers are:

Interactions: A brand’s interactions with its followers for micro-influencers are higher than their interactions with a macro influencer because micro-influencers have a small yet more close-knit audience that is interested in their content. They interact more personally with their followers and build a community.

Niche Audience: Micro-influencers work with a niche audience like fitness, beauty, travel, tech, lifestyle, or food. This helps them to create good quality content that their followers like and interact with.

Authenticity: Some influencers are seen as more real and authentic when compared with other influencers. To build a real relationship with your followers, you can share your stories, experiences, and interactive content with your followers.

Builds a Relationship: Micro-influencers have a good and close relationship with their followers. And working with micro-influencers can help you get word-of-mouth marketing and more followers.

Importance of Micro-influencers

1. High Interaction Rate

Micro-influencers have high interactions compared to other macro-influencers. This is because they have a following from 1,000 to 100,000, who are very close and have high interactions with them. They often have interaction rates of around 7% which is higher than most. And this means that their posts are liked, commented on, and shared more.

2. Targeted Marketing

Micro-influencers post content for niche audiences. Whether you’re looking for fitness, beauty, tech, or food influencers, there are micro-influencers in all of those groups. By partnering with them, you can make sure that your message is delivered to the right people at the right place. This type of targeting helps you find customers who are really interested in your brand.

3. Real Connection with Followers

Because micro-influencers have a small following, they have a special relationship with them. Their interaction with them is high and are seen as real, and relatable instead of just promoting everything. And because of this, their recommendations are trusted more, which makes their influence high.

4. Better ROI

Partnering micro-influencers can be less costly than mainstream influencers. You can work with so many micro-influencers with the same budget that it would take for you to work with one single big influencer. This lets you better your marketing strategy, target your audience in a better way and also get a better return on investment.

5. Brand Awareness

Micro-influencers with their word-of-mouth marketing, of their recommendations can help you get more brand awareness. When a micro-influencer reviews your product in a good way, their recommendations can be taken seriously by their audience. This can help you get more brand awareness and a better image.

Factors to Consider While Finding the Right Micro-influencers

1. Audience niche & Demographics

Finding out and understanding the niche and demographics of their audience like their age, gender, location, and what they like. Using tools like Instagram Insights and other analytics can help you find out more about what your audience likes. Making sure that your influencer’s followers are the same as your target audience will make targeting easier for you.

2. Interactions

Interactions tell you how connected you are with your audience. By looking at the average number of likes and comments you can find out the interactions that they’re receiving. High interactions mean stronger audience relationship Interaction Rate of 7-10 percent is really interactive.

3. Quality of content

The quality of the content that a micro-influencer posts matters. Pictures that are high quality with good editing show how an influencer is. The better the quality is, the better the content will be for your brand. Followers can tell when content is forced and insincere, so it’s better to post real content that will help build a relationship with the audience.

4. Reach

If a micro-influencer has 1,000 to 100,000 followers, they can get good audience reach and interactions with them. Influencers with smaller audiences have more close-knit relationships with their audience, so the interaction and reach they provide can be really high compared to the other influencers.

5. Social Media

On what social media site is the influencer most active and where does your target audience spend the most time? Find that out and use it to find out the right micro-influencer for your brand. Instagram as a social media is good for lifestyle and fashion brands, while YouTube and Twitch are better for tech and gaming brands. The right site will help your content reach the right audience.

Examples of Micro-influencers

Now before we move on to learn how to find micro-influencers, let’s first find out what they look like and understand this with some examples. Here is a list of some of the top Micro-influencers in India.

Ankita Arya (@ankitaarya987) – 63.2K Followers

Ankita Arya is a micro-influencer in Delhi with around 63.2K followers. She is a beauty, fashion and UGC influencer who is well-liked by her audience and is sought out by her audience for beauty and fashion tips.

She posts pictures and videos around her outfits, travel pictures, relatable reels and beauty and makeup tips on her Instagram account. Her posts are loved by the whole of her 63.2K followers.

Vivek Ghosh (@_the_beard_queen_) – 12.6K Followers

Vivek Ghosh is a micro-influencer in fashion and lifestyle who has around 12.6K followers. He is a queer influencer, who supports LGBTQ+ and has a close relationship with his followers.

He posts pictures and videos about his dance, beauty, outfits and art on his Instagram account. His posts are loved by his 12.6K audience on the app.

Rishuu (@s_ririshuu) – 12.5K Followers

Rishu is a Micro-influencer in beauty with around 12.5K followers on Instagram. She is a beauty influencer with a close relationship with her followers.

She posts pictures of her outfits, food, travel and events, and often reviews them on her Instagram with her 12.5 followers.

How to Find Micro-Influencers?

Finding the right micro-influencers for your brand can be difficult, but with these steps, you can ease your search and find out the micro-influencers can be easy for you.

1. Set Goals and Find Out your Audience

Before starting to find the right micro influencers, set goals, and find out what you want to achieve with them and your target audience. Setting goals and understanding your audience can help you target better and help your brand get awareness, sell more or promote a new product or service. Setting goals and understanding your audience can help you find the right micro-influencers.

2. Do your Research

Doing your research about the social media site and your audience can help you implement your strategy better. Using the right hashtags can help you find influencers who are active and have a good reputation in your niche. For example, if you’re a beauty brand you can use hashtags like #BeautyBlogger and #MakeupArtist to find out the influencers under these names. You can also join influencer groups on different social media sites where you can find influencers with the same target audience as you.

3. Use Analytics

You can use analytics tools like Locobuzz to find out the analytics, follower count and interactions of a micro influencer’s page. You can get the follower count, likes, retweets, and comments, save and then decide which influencer better fits with your brand and then you can approach them for partnerships.

4. Monitor your Competition

Keep an eye on the influencers your competitors are working with and find out which ones are getting good results for them. Do not partner with the same influencers though, and instead Look for influencers related to your product and services that are not tied to your competitors.

5. Reach out to them

After finishing our your potential influencers, try and reach out to them using personalised messages. Talk to them about the posts that you liked and explain to them why you think they’d be a good influencer for your brand. This shows that you’ve done your homework and are really interested in working with them.

How to Approach Micro-Influencers?

How you reach out to the micro-influencers decides how they view you and your brand and also the relationship between the influencer and your brand. So it’s important to reach out to the right micro-influencers with care and know what you’re doing before you are doing it.

1. Research and Prepare

Before reaching out, research about your influencer, understand the content that they are posting and see if it matches with your audience to some extent. Watch their videos, read their posts, and go through their content to understand how they post their content and their relationship with their followers. Does your brand’s theme match with the influencer’s content? Look for common things between your brand and the influencer and its partnerships. Mentioning these in your message to them can help you work better and show them that you’ve done your homework.

2. Write the Perfect Message

First and foremost, reach out to the influencer by their correct name and mention the content of theirs that you liked. Keep your message clear to the point, tell them about your brand, why you’re reaching out, and about the partnership that you want with them. Talk about how it can help both of you and why they would be a good fit for your brand.

3. Find the Right Channel for Reaching Out

Reaching out to the influencers through the right channel can make a lot of difference. Email is one of the oldest and the method which people are most comfortable with for reaching out to influencers. You can find their business email on their social media and websites. And if you have trouble finding their email address you can also direct message them for the same on their Instagram, Twitter, or LinkedIn accounts. Keep the message short, and friendly and ask if they would be comfortable with moving forward on email.

4. Build a Relationship

While you are reaching out to the influencer, you can also interact with their posts. Liking, commenting, and sharing their posts can help you show your support and build a relationship with them. If you don’t receive a reply from them within a week, you can ask them for an update or a follow-up. They can also have a busy work schedule, so follow up only once and try not to be too pushy.

5. Be Clear the Terms

Be clear about the terms of the partnership from the start. Clear out everything about the services, deadlines, and compensation. Being clear will help build trust and a mutual partnership. Also, be open to negotiations and understand the rates of the influencers because depending on their interactions and content, each influencer can charge different rates. Once it’s all decided, create a formal contract and add all these details in the contract and then both the brand and the micro influencer can sign after reading the terms.

6. Maintain the Relationship

Maintain a relationship with influencers by appreciating them for the work that they’ve done for you. Share and promote their content on your brand’s social media and website. Also, share the performance and feedback of the post with the influencer and stay in touch with them, even after the partnership, occasionally interacting with their content, sharing updates about your brand, and maintaining contact.

Benefits of Working with Micro-influencers

High Interactions

Micro-influencers have a more close-knit relationship with their audience compared to other influencers, which in turn leads to them having high interaction rates on their posts. And the followers of micro-influencers are more active and interactive with the influencer’s account and their posts.

Less Expensive

Micro-influencers generally charge less for their partnerships than other influencers, which is good for brands with a low influencer marketing budget. Usually, micro-influencers have high interactions, so it also at times leads to a better return on investment.

More Customer Conversions

Because micro-influencers have a close relationship with their audience, they can convince them to take action, be it by making a purchase, signing up for a newsletter, or attending an event. The content posted by them is seen as more relatable and has higher interaction rates, which leads to more customer conversions.

Target Better

Because micro-influencers work with a smaller and more specific audience, you can target your audience better by selecting an influencer that best fits your target audience. This way you can even make sure that your message reaches the right group of people, who will be interested in your brand and its services.

Conclusion

Micro-influencers are becoming more and more popular in social media because of their close-knit relationship with their followers. With followers between 1,000 to 100,000, they interact with their followers more personally and have a better relationship with them.

By working with micro-influencers, you can target a niche audience who will be interested in your products and services. This not only helps you get better returns on what you have invested but also better awareness of your brand.

When you are finding the right micro-influencers that you want to partner with, you should look into the niche of their audience, demographics, interactions with followers, quality of content, reach, and social media presence. By researching about them and preparing well in advance before reaching out to them, you can better approach them with the right attitude.

When reaching out though, you can write up a customised message for the influencer and add why you think they would be a good fit for your brand with that. Finding the right channel through which you can reach out to them, be it through email, direct message, or a social media site, can also help you send the right message.

And at last, once you’ve reached out, form a contract be clear about the terms of the partnership and maintain a relationship with the influencer even after the campaign ends. By preserving these relationships, you can better your goodwill and make a good name for yourself in the market.

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