Micro-Influencers: Why Brands Should Pay Attention
This is a writing sample from Scripted writer John Becker
Never in a million years did brands foresee paying individuals to help drive sales. Yet, here we are deep in the influencer age. Today, brands allocate serious investment budgets so that well-known individuals like celebrities and social media influencers put a good word out for them. As of 2025, statistics indicate that brands pay influencers an average rate of $100 per 10,000 followers, but this can change with factors like the number of posts, duration, and platform. Because of the power of influencer marketing, the focus has mainly been on macro-influencers — individuals with over 100,000 followers. However, a new breed of influencers — micro-influencers — is now taking over, so if your brand wants to be at the forefront of its competitors, it’s best to be in the know.
What are Micro-Influencers
The simplest definition of micro-influencers is individuals on social media platforms who have less than 100,000 followers, but with more than 10,000 followers.
These individuals usually focus on specific niches, such as fashion, health and fitness, motherhood, beauty, etc. Because of this, followers see micro-influencers as experts in their specific niches, which translates to higher engagement rates and trust.
Why Use Micro-Influencers Over Other Influencer Types
Far too many marketers fall for the myth that a huge following always means better in terms of Return on Investment (ROI). This couldn’t be further from the truth.
Relatability and Engagement
Think about it: most influencers with over 100,000 followers fall in the celebrity category. Most of the time, celebrities are usually detached from real life. Their reality may not be similar to that of a common person.
Micro-influencers, on the other hand? Consumers see them as relatable and well-informed in their niches. This means that if a micro-influencer recommends a brand or product, their audience is more likely to trust them. In fact, studies indicate that micro-influencers have 60 percent more engagement rates than macro-influencers.
Cost-Effectiveness and ROI
It’s not rocket science: using a micro-influencer for your advertising needs is more budget-friendly than influencers with celebrity statuses or with millions of followers. With micro-influencers, you can use several strategies.
For instance, if you don’t have the budget to pay a micro-influencer to post about your brand, you can send them curated PR packages. This lets them give an honest review about your products or services, while still providing you with reach. Moreover, because of specific niches, you get more ROI if your brand aligns with their audience.
Final Word
It’s pretty evident that micro-influencers can offer your business a lot of value. They are low-risk, budget-friendly, and provide high returns on investment. However, before you jump into this bandwagon, ensure you do enough research to ascertain that micro-influencers are what your business needs.
Written by:
John is a gifted writer and marketer.
A Connecticut native, John studied at UPenn, Middlebury, and UMass, and has worked in both corporate and nonprofit settings. Every day, he helps businesses improve how they sell, market, and communicate. He writes about finance, sales, investments & stocks, technology, psychology, marketing, SEO, leadership among other finance and tech-related topics.
John is passionate about sustainability, education, design, and teamwork. He enjoys building furniture, baking, swimming, and traveling with his family.
