How many times has a compelling product review on social media made you believe that you need that coffee maker? Did you ever feel that it is high time to invest in some amazing skincare, after seeing the skincare routine of your favourite creator? Or, buy those new jeans, everyone seems to be loving? Well, it is all the magic of influencer marketing. Influencers are the relatable celebrities of the digital space that have the power and ability to drive purchase decisions. 

There is a wide variety of influencers, differentiated majorly on the basis of their niche and follower base. For better classification, they can be divided into 4 types: 

  • Mega-Influencers, having a follower base of 1 million+
  • Macro-Influencers, having a follower base of 500K to 1 million.
  • Mid-tier influencers, having a follower base of 100K to 500K. 
  • Micro-Influencers having a follower base of 10k to 100K

Even though they have a lesser follower count, micro-influencers are gaining immense clout as they are perceived as much more relatable and approachable. But, if they function on a smaller scale then:

Why should a business partner with Micro-Influencers?

Marketers leverage the robust connection of micro-influencers with their target audience to strategically curate and implement marketing practices, from need recognition to promotion and even demand analysis. Some key reasons to collaborate with micro-influencers are:

  • Micro-influencers have an engaging follower base, often seen as a close-knit community which gives businesses an already established and receptive ear for brand awareness.
  • As per stats, 77% of marketers choose to work with micro-influencers as they offer better customer engagement.
  • They help businesses connect with a much more niche and targeted segment of the audience ensuring better market penetration.
  • Micro-influencers are much more cost-effective, especially for small businesses.
  • They have a specific area of expertise and are seen as thought leaders in the community. 

Now that we have covered the ‘why’ part of working with micro-influencers, it is essential to understand how to have a fruitful association. Bringing us to the next segment, which is: 

How to use Micro-Influencer Marketing for Business Growth? 

It is essential to find the right influencers that align with your campaign goals as they would be representing your brand in the online space. Keep in mind the following tips to yield maximum results from your micro-influencer collaborations.

1. Clearly define your entire campaign

Structuring out your entire campaign and specifying major variables such as the ultimate goal, targeted social platform, content plan and KPIs not only assist your business in having a direction but also help the micro-influencer to understand what expectations you have from the collaborations.

2. Publish more user-generated-content

User-generated content (UGC) is exceptionally beneficial in micro-influencer campaigns where the influencers are hyper-engaged with their follower base and viewed as peers instead of celebrities. UGC is a great way to incorporate storytelling in your promotional posts. They have a higher conversion rate as the followers view it not as an aspiration, but as an experience, everyone can have.

3. Create compelling product reviews

The online space works on customer testimonials, reviews and ratings, but with many unethical marketing gimmicks, the trust in them has plummeted. But, marketers leverage the higher credibility of micro-influencers to boost their sales through product reviews. As per stats, 82% of customers are likely to follow a recommendation from a micro-influencer. 

4. Stay in the content niche

Micro-influencers have a close-knit community of followers who keep up with their posts actively. Therefore, it is important for businesses to ensure that the content they are planning to put out through micro-influencers stays in the niche they have as a major content change can overwhelm the followers, leading to a loss of time and resources. 

5. Use a mix of hashtags

Strategic hashtag selection is crucial to ensure that your post is ending up on the feed of the pertinent audience. When working with micro-influencers, you must target a bunch of hashtags that are both extremely famous and mediocre. This would make sure that you don’t sink into the sea of online content. Creating personalized hashtags specific to your micro-influencer campaigns is also a great way in using the hyper-specific clout of micro-influencers.


Boosting sales in the online space is definitely not a cakewalk, especially when branded posts and celebrity promotions have become the norm. But, micro-influencers give that approachable and relatable essence to your promotions. This is exactly why they must be incorporated into your holistic influencer marketing campaign.

Do you find yourself lost in the world of influencer marketing? Let #ARM Worldwide be your guiding hand. Our team of creative and passionate influencer marketing strategists will bring in the best-suited collaborations for your business.