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<!DOCTYPE html><html lang="en"><head><title>How To Build a Micro-Influencer Marketing Strategy (2024) - Shopify</title><meta charSet="utf-8"/><meta name="viewport" content="width=device-width,initial-scale=1"/><meta name="description" content="Partnering with micro-influencers can help you tailor your social media marketing strategy to a niche audience, which can increase engagement and conversion."/><meta property="fb:pages" content="20409006880"/><meta property="fb:app_id" content="847460188612391"/><meta property="og:type" content="website"/><meta property="og:site_name" content="Shopify"/><meta property="og:title" content="How To Build a Micro-Influencer Marketing Strategy (2024) - Shopify"/><meta property="og:description" content="Partnering with micro-influencers can help you tailor your social media marketing strategy to a niche audience, which can increase engagement and conversion."/><meta property="og:image" 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group-hover:text-black">International sales</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/plus/solutions/b2b-ecommerce"><div class="text-base font-medium"><span class="inline-block arrow-animation">Sell wholesale & direct<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Business-to-business (B2B)</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/payments"><div class="text-base font-medium"><span class="inline-block arrow-animation">Accept online payments<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Set up forms of payment</div></a></li></ul></div><div class="col-span-3 col-start-7 pt-8 -translate-y-[30px]" data-background="white"><div class="flex items-center border-shade-30 mb-6 border-b pb-4 text-lg font-bold"><span aria-hidden="true" class="-ml-2 lg:ml-0 mr-3 md:mr-3 inline-block h-10 w-10"><svg width="40" height="40" fill="none"><g clip-path="url(#white_circle_svg__a)"><path d="m12.75 19.25 5.5-5.5m1 2.5v-3.5h-3.5m-2 14.5h.5a1 1 0 0 0 1-1v-2.5a1 1 0 0 0-1-1h-.5a1 1 0 0 0-1 1v2.5a1 1 0 0 0 1 1Zm6 0h.5a1 1 0 0 0 1-1v-5.5a1 1 0 0 0-1-1h-.5a1 1 0 0 0-1 1v5.5a1 1 0 0 0 1 1Zm6 0h.5a1 1 0 0 0 1-1v-12.5a1 1 0 0 0-1-1h-.5a1 1 0 0 0-1 1v12.5a1 1 0 0 0 1 1ZM39.25 20c0 10.631-8.619 19.25-19.25 19.25S.75 30.631.75 20 9.369.75 20 .75 39.25 9.369 39.25 20Z" stroke="url(#market_svg__a)" stroke-width="1.5" stroke-linecap="round" stroke-linejoin="round"></path></g></svg></span><span id="subNavItem-Market" class="font-bold text-t7 inline-block">Market</span></div><ul class="pb-2" aria-labelledby="subNavItem-Market"><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/marketing"><div class="text-base font-medium"><span class="inline-block arrow-animation">Market your business<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Reach & retain customers</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/facebook-instagram"><div class="text-base font-medium"><span class="inline-block arrow-animation">Market across social<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Social media integrations</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/inbox"><div class="text-base font-medium"><span class="inline-block arrow-animation">Chat with customers<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Shopify Inbox</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/email-marketing"><div class="text-base font-medium"><span class="inline-block arrow-animation">Nurture customers<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Shopify Email</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/segmentation"><div class="text-base font-medium"><span class="inline-block arrow-animation">Know your audience<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Gain customer insights</div></a></li></ul></div><div class="col-span-3 col-start-10 pt-8 -translate-y-[30px]" data-background="white"><div class="flex items-center border-shade-30 mb-6 border-b pb-4 text-lg font-bold"><span aria-hidden="true" class="-ml-2 lg:ml-0 mr-3 md:mr-3 inline-block h-10 w-10"><svg width="40" height="40" fill="none"><g clip-path="url(#white_circle_svg__a)"><path d="M12.75 15.75c0 1.243.75 2.5 2.25 2.5s2.5-1.257 2.5-2.5c0 1.243 1 2.5 2.5 2.5s2.5-1.257 2.5-2.5c0 1.243 1 2.5 2.5 2.5s2.25-1.257 2.25-2.5m-12.5 11.5h10.5a2 2 0 0 0 2-2v-9.067a2 2 0 0 0-.179-.827l-.538-1.184A2 2 0 0 0 24.713 13h-9.425a2 2 0 0 0-1.82 1.172l-.538 1.184a2 2 0 0 0-.18.827v9.067a2 2 0 0 0 2 2Zm3-3.5a2 2 0 0 1 2-2h.5a2 2 0 0 1 2 2v3.5h-4.5v-3.5ZM39.25 20c0 10.631-8.619 19.25-19.25 19.25S.75 30.631.75 20 9.369.75 20 .75 39.25 9.369 39.25 20Z" stroke="url(#manage_svg__a)" stroke-width="1.5" stroke-linecap="round"></path></g></svg></span><span id="subNavItem-Manage" class="font-bold text-t7 inline-block">Manage</span></div><ul class="pb-2" aria-labelledby="subNavItem-Manage"><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/manage"><div class="text-base font-medium"><span class="inline-block arrow-animation">Manage your business<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Track sales, orders & analytics</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/finance"><div class="text-base font-medium"><span class="inline-block arrow-animation">Manage your finances & access funding<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Shopify Finance</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/analytics"><div class="text-base font-medium"><span class="inline-block arrow-animation">Measure your performance<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Analytics and Reporting</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/shipping"><div class="text-base font-medium"><span class="inline-block arrow-animation">Ship orders faster<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Shopify Shipping</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/orders"><div class="text-base font-medium"><span class="inline-block arrow-animation">Manage your stock & orders<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Inventory & order management</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/fulfillment"><div class="text-base font-medium"><span class="inline-block arrow-animation">Outsource fulfillment & returns<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Shopify Fulfillment Network</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/flow"><div class="text-base font-medium"><span class="inline-block arrow-animation">Automate your business<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Shopify Flow</div></a></li></ul></div></div></div><div class="absolute bottom-0 inset-x-0 overflow-hidden z-20"><div class="container grid grid-cols-4 sm:grid-cols-8 md:grid-cols-12 gap-x-gutter gap-y-0"><div class="col-span-12 col-start-1 scheme-white:bg-shade-10 scheme-transparent-light:bg-shade-10 scheme-black:bg-shade-90 scheme-transparent-dark:bg-shade-90 relative after:absolute after:left-full after:top-[-1px] after:w-[100vw] after:h-[calc(100%+1px)] scheme-white:after:bg-shade-10 scheme-transparent-light:after:bg-shade-10 scheme-black:after:bg-shade-90 scheme-transparent-dark:after:bg-shade-90 scheme-black:text-white scheme-transparent-dark:text-white -ml-[var(--margin)] -mt-8 md:mt-0 pl-[var(--margin)] pt-6 before:content-[''] before:absolute before:right-full before:top-[-1px] before:w-[100vw] before:h-[calc(100%+1px)] scheme-white:before:bg-shade-10 scheme-transparent-light:before:bg-shade-10 scheme-black:before:bg-shade-90 scheme-transparent-dark:before:bg-shade-90 border-t scheme-white:border-shade-20 scheme-transparent-light:border-shade-20 scheme-black:border-shade-70 scheme-transparent-dark:border-shade-70 before:border-t scheme-white:before:border-shade-20 scheme-transparent-light:before:border-shade-20 scheme-black:before:border-shade-70 scheme-transparent-dark:before:border-shade-70 after:border-t scheme-white:after:border-shade-20 scheme-transparent-light:after:border-shade-20 scheme-black:after:border-shade-70 scheme-transparent-dark:after:border-shade-70 -translate-y-[30px]" data-background="white"><ul class="grid grid-cols-12 gap-x-gutter gap-y-0 pb-0"><li class="flex mb-6 pr-4 border-r border-shade-30 last:border-0 col-span-3"><a class="group inline-block w-full text-black hover:text-black" href="https://shopify.dev" aria-label="External source: Shopify Developers . Build with Shopify's powerful APIs"><div class="text-base font-medium"><span class="inline-block arrow-animation">Shopify Developers<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Build with Shopify's powerful APIs</div></a></li><li class="flex mb-6 pr-4 border-r border-shade-30 last:border-0 col-span-3"><a class="group inline-block w-full text-black hover:text-black" href="/plus"><div class="text-base font-medium"><span class="inline-block arrow-animation">Plus<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">A commerce solution for growing digital brands</div></a></li><li class="flex mb-6 pr-4 border-r border-shade-30 last:border-0 col-span-3"><a class="group inline-block w-full text-black hover:text-black" href="/enterprise"><div class="text-base font-medium"><span class="inline-block arrow-animation">Enterprise<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Solutions for the world's largest brands</div></a></li><li class="flex mb-6 pr-4 border-r border-shade-30 last:border-0 col-span-3"><a class="group inline-block w-full text-black hover:text-black" href="/products"><div class="text-base font-medium"><span class="inline-block arrow-animation">All Products<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Explore all Shopify products & features</div></a></li></ul></div></div></div></div></li><li class="mr-8 text-base"><div class="flex h-full"><a class="flex items-center hover:underline text-black hover:text-black" href="/pricing">Pricing</a></div></li><li class="mr-8 text-base"><div class="relative flex h-full after:content[""] after:block after:h-[3px] after:w-full after:absolute after:bottom-0 after:scale-0 after:origin-left after:transition-transform after:duration-[350ms] after:ease-[bezier(0.66, 0.66, 0.34, 1.00)] after:motion-reduce:transition-none hover:underline after:bg-black text-black"><button type="button" class="bg-transparent whitespace-nowrap" data-component-name="Resources-toggle-open" aria-controls="ResourcesDesktopMenu" aria-expanded="false" aria-haspopup="true"><span class="mr-3">Resources</span><div aria-hidden="true" class="relative inline-block h-[7px] w-3 cursor-pointer"><div class="inline-block rounded border-b-8 h-2 w-[2px] origin-center transition-all ease-[bezier(0.66, 0.66, 0.34, 1.00)] duration-[350ms] motion-reduce:transition-none border-black bg-black -translate-x-[3px] rotate-[135deg]"></div><div class="inline-block rounded border-b-8 h-2 w-[2px] origin-center transition-all ease-[bezier(0.66, 0.66, 0.34, 1.00)] duration-[350ms] motion-reduce:transition-none border-black bg-black -rotate-[135deg]"></div></div></button></div><div id="ResourcesDesktopMenu" class="absolute inset-x-0 top-global-header z-[21] transition-transform duration-[452ms] ease-[cubic-bezier(0.26,1.00,0.48,1.00)] motion-reduce:transition-none before:absolute before:inset-x-0 before:top-0 before:w-full before:h-full before:left-0 before:shadow-xl before:pointer-events-none before:z-10 bg-white text-black bg-white text-black opacity-0 pointer-events-none -translate-y-[10px]"><div class="relative no-scrollbar overflow-y-auto overflow-x-clip max-h-[calc(100vh-72px)] z-20"><div class="container grid grid-cols-4 sm:grid-cols-8 md:grid-cols-12 gap-x-gutter gap-y-0"><div class="col-span-3 col-start-1 pt-8 -translate-y-[30px]" data-background="white"><div class="flex items-center border-shade-30 mb-6 border-b pb-4 text-lg font-bold"><span aria-hidden="true" class="-ml-2 lg:ml-0 mr-3 md:mr-3 inline-block h-10 w-10"><svg width="40" height="40" fill="none"><g clip-path="url(#help-and-support_svg__a)"><circle cx="20" cy="20" r="19.25" stroke="currentColor" stroke-width="1.5"></circle><path d="M20 20v6" stroke="currentColor" stroke-width="2" stroke-linecap="round" stroke-linejoin="round"></path><path d="M20 16.5a1.5 1.5 0 1 0 0-3 1.5 1.5 0 0 0 0 3Z" fill="currentColor"></path></g></svg></span><span id="subNavItem-Help and support" class="font-bold text-t7 inline-block">Help and support</span></div><ul class="pb-2" aria-labelledby="subNavItem-Help and support"><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="https://help.shopify.com/en/" aria-label="External source: Help and support . Get 24/7 support"><div class="text-base font-medium"><span class="inline-block arrow-animation">Help and support<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Get 24/7 support</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/blog/topics/guides"><div class="text-base font-medium"><span class="inline-block arrow-animation">How-to guides<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Read in-depth business guides</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="https://academy.shopify.com" aria-label="External source: Business courses . Learn from proven experts"><div class="text-base font-medium"><span class="inline-block arrow-animation">Business courses<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Learn from proven experts</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/blog"><div class="text-base font-medium"><span class="inline-block arrow-animation">Shopify blog<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Business strategy tips</div></a></li></ul></div><div class="col-span-6 col-start-4 pt-8 -translate-y-[30px]" data-background="white"><div class="flex items-center border-shade-30 mb-6 border-b pb-4 text-lg font-bold"><span aria-hidden="true" class="-ml-2 lg:ml-0 mr-3 md:mr-3 inline-block h-10 w-10"><svg width="40" height="40" fill="none"><g clip-path="url(#white_circle_svg__a)" stroke="currentColor" stroke-width="1.5"><circle cx="20" cy="20" r="19.25"></circle><path d="m22.023 15.04 3 3M12.75 27.25l4.25-1 9.95-9.95a1 1 0 0 0 0-1.413l-1.837-1.836a1 1 0 0 0-1.414 0L13.75 23l-1 4.25Z" stroke-linecap="round" stroke-linejoin="round"></path></g></svg></span><span id="subNavItem-Popular topics" class="font-bold text-t7 inline-block">Popular topics</span></div><ul class="pb-2 columns-2" aria-labelledby="subNavItem-Popular topics"><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/blog/what-is-shopify"><div class="text-base font-medium"><span class="inline-block arrow-animation">What is Shopify?<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">How our commerce platform works</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/editions"><div class="text-base font-medium"><span class="inline-block arrow-animation">Shopify Editions<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">New, innovative Shopify products</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/blog/topics/founder-stories"><div class="text-base font-medium"><span class="inline-block arrow-animation">Founder stories<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Learn from successful merchants</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/blog/how-to-build-a-brand"><div class="text-base font-medium"><span class="inline-block arrow-animation">Branding<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Build your brand from scratch</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/blog/marketing-plan"><div class="text-base font-medium"><span class="inline-block arrow-animation">Marketing<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Build a marketing plan</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/blog/ecommerce-seo-beginners-guide"><div class="text-base font-medium"><span class="inline-block arrow-animation">Ecommerce SEO<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Improve your search ranking</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/blog/topics/social-media-optimization"><div class="text-base font-medium"><span class="inline-block arrow-animation">Social media strategy<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Turn social into sales</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/blog/how-to-scale-small-business"><div class="text-base font-medium"><span class="inline-block arrow-animation">Business growth<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Scale your business</div></a></li></ul></div><div class="col-span-3 col-start-10 pt-8 scheme-white:bg-shade-10 scheme-transparent-light:bg-shade-10 scheme-black:bg-shade-90 scheme-transparent-dark:bg-shade-90 pl-10 relative after:absolute after:left-full after:top-[-1px] after:w-[100vw] after:h-[calc(100%+1px)] scheme-white:after:bg-shade-10 scheme-transparent-light:after:bg-shade-10 scheme-black:after:bg-shade-90 scheme-transparent-dark:after:bg-shade-90 scheme-black:text-white scheme-transparent-dark:text-white border-l scheme-white:border-shade-20 scheme-transparent-light:border-shade-20 scheme-black:border-shade-70 scheme-transparent-dark:border-shade-70 -translate-y-[30px]" data-background="white"><div class="flex items-center border-shade-30 mb-6 border-b pb-4 text-lg font-bold"><span aria-hidden="true" class="-ml-2 lg:ml-0 mr-3 md:mr-3 inline-block h-10 w-10"><svg width="40" height="40" fill="none"><g clip-path="url(#white_circle_svg__a)" stroke="currentColor" stroke-width="1.5"><circle cx="20" cy="20" r="19.25"></circle><path d="M16.75 16.75v-2a2 2 0 0 1 2-2h2.5a2 2 0 0 1 2 2v2m-2 4v1.5a1 1 0 0 1-1 1h-.5a1 1 0 0 1-1-1v-1.5m2.5 0a1 1 0 0 0-1-1h-.5a1 1 0 0 0-1 1m2.5 0h6m-8.5 0h-6m2 6.5h10.5a2 2 0 0 0 2-2v-6.5a2 2 0 0 0-2-2h-10.5a2 2 0 0 0-2 2v6.5a2 2 0 0 0 2 2Z"></path></g></svg></span><span id="subNavItem-Essential tools" class="font-bold text-t7 inline-block">Essential tools</span></div><ul class="pb-2" aria-labelledby="subNavItem-Essential tools"><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/tools/logo-maker"><div class="text-base font-medium"><span class="inline-block arrow-animation">Logo maker<span class="sr-only">.</span></span></div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="https://www.shopify.com/stock-photos" aria-label="External source: Stock photography ."><div class="text-base font-medium"><span class="inline-block arrow-animation">Stock photography<span class="sr-only">.</span></span></div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/blog/business-plan-template"><div class="text-base font-medium"><span class="inline-block arrow-animation">Business plan template<span class="sr-only">.</span></span></div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="https://www.linkpop.com/" aria-label="External source: Link in bio tool ."><div class="text-base font-medium"><span class="inline-block arrow-animation">Link in bio tool<span class="sr-only">.</span></span></div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/tools/qr-code-generator"><div class="text-base font-medium"><span class="inline-block arrow-animation">QR code generator<span class="sr-only">.</span></span></div></a></li></ul></div></div></div></div></li><li class="mr-8 text-base"><div class="flex h-full"><a class="flex items-center hover:underline text-black hover:text-black" href="/enterprise">Enterprise</a></div></li><li class="mr-8 text-base"><div class="relative flex h-full after:content[""] after:block after:h-[3px] after:w-full after:absolute after:bottom-0 after:scale-0 after:origin-left after:transition-transform after:duration-[350ms] after:ease-[bezier(0.66, 0.66, 0.34, 1.00)] after:motion-reduce:transition-none hover:underline after:bg-black text-black"><button type="button" class="bg-transparent whitespace-nowrap" data-component-name="What’s new-toggle-open" aria-controls="What’s newDesktopMenu" aria-expanded="false" aria-haspopup="true"><span class="mr-3">What’s new</span><div aria-hidden="true" class="relative inline-block h-[7px] w-3 cursor-pointer"><div class="inline-block rounded border-b-8 h-2 w-[2px] origin-center transition-all ease-[bezier(0.66, 0.66, 0.34, 1.00)] duration-[350ms] motion-reduce:transition-none border-black bg-black -translate-x-[3px] rotate-[135deg]"></div><div class="inline-block rounded border-b-8 h-2 w-[2px] origin-center transition-all ease-[bezier(0.66, 0.66, 0.34, 1.00)] duration-[350ms] motion-reduce:transition-none border-black bg-black -rotate-[135deg]"></div></div></button></div><div id="What’s newDesktopMenu" class="absolute inset-x-0 top-global-header z-[21] transition-transform duration-[452ms] ease-[cubic-bezier(0.26,1.00,0.48,1.00)] motion-reduce:transition-none before:absolute before:inset-x-0 before:top-0 before:w-full before:h-full before:left-0 before:shadow-xl before:pointer-events-none before:z-10 bg-white text-black bg-white text-black opacity-0 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more</a></div></div><img class="absolute rounded-[15px] z-10 w-[90px] tablet-xl:w-[136px] desktop:w-[175px] left-[-26px] tablet-xl:left-0 bottom-[-20px] tablet-xl:bottom-[-60px]" src="https://cdn.shopify.com/b/shopify-brochure2-assets/b57973373cb5af3ba8e59f0b966065e7.webp?originalWidth=500&originalHeight=641" alt="" loading="lazy" decoding="async" width="500" height="641" srcSet="https://cdn.shopify.com/b/shopify-brochure2-assets/b57973373cb5af3ba8e59f0b966065e7.webp?originalWidth=500&originalHeight=641&width=200 200w, https://cdn.shopify.com/b/shopify-brochure2-assets/b57973373cb5af3ba8e59f0b966065e7.webp?originalWidth=500&originalHeight=641&width=400 400w"/><div class="absolute rounded-[15px] overflow-hidden z-10 w-[90px] tablet-xl:w-[136px] desktop:w-[175px] h-[85px] tablet-xl:h-[140px] desktop:h-[180px] right-0 tablet-xl:right-[-20px] desktop:right-[20px] top-[-25px] tablet-xl:top-[-30px] desktop:top-[-40px]"><img 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srcSet="https://cdn.shopify.com/b/shopify-brochure2-assets/2baeeeb3c9bab2dfbfac6428fad929e1.webp?originalWidth=500&originalHeight=641&width=200 200w, https://cdn.shopify.com/b/shopify-brochure2-assets/2baeeeb3c9bab2dfbfac6428fad929e1.webp?originalWidth=500&originalHeight=641&width=400 400w"/></div><div class="sm:inset-[auto_0_var(--space-2xl)_auto] sm:bg-transparent sm:pt-9 sm:[&>div>button]:-top-9"></div></div></div><article id="article" itemscope="" itemType="https://schema.org/Article" class="featured-blogs__section"><meta itemProp="mainEntityOfPage" content="/blog/micro-influencer"/><meta itemProp="dateModified" content="2024-09-29T05:30:00.000Z"/><div class="relative"><div class="py-10 tablet:text-center desktop:pt-16 desktop:pb-16" data-mode="light"><div class="container desktop:w-9/12 desktop:mx-auto"><div class="uppercase text-shade-100 font-aktivgroteskextended text-[12px] leading-[14px] tracking-[0.01em] font-semibold tablet-xl:font-shopifysans tablet-xl:text-[11px] tablet-xl:leading-[13px] tablet:tracking-[0.5px] tablet:font-bold pb-2"><a href="/blog" class="no-underline hover:text-link-light-hover topic-link">blog</a><span class="richtext px-2.5 text-xs">|</span><a href="/blog/topics/social-media-optimization" class="no-underline hover:text-link-light-hover topic-link">Social Media Optimization</a></div><h1 class="richtext font-medium tracking-[-0.02em] text-[28px] leading-9 tablet-xl:text-[40px] tablet-xl:leading-[48px]" itemProp="headline">How To Build a Micro-Influencer Marketing Strategy (2024)</h1><p class="richtext font-normal tracking-[-0.02em] text-[18px] leading-[26px] tablet-xl:text-[20px] tablet-xl:leading-7 desktop:text-[22px] desktop:leading-8 mt-4 desktop:mt-4">Partnering with micro-influencers can help you tailor your social media marketing strategy to a niche audience, which can increase engagement and conversion.</p><div class="lg:hidden mt-4 tablet-xl:mt-12"><div class="gap-x-1 flex flex-wrap font-bold sm:justify-center !text-lg text-legacy-gray-90 last:[&_>div]:justify-start sm:last:[&_>div]:justify-center"> by <span itemProp="author" itemscope="" itemType="https://schema.org/Person"><a href="/blog/authors/bani-kaur" class="no-underline" itemProp="url"><span itemProp="name">Bani Kaur</span></a></span></div><div class="text-body-sm text-shade-50">Last updated <time>Sep 29, 2024</time></div></div></div></div><div class="tablet:container desktop:w-9/12 desktop:mx-auto overflow-hidden flex justify-center"><img class="" src="https://cdn.shopify.com/s/files/1/0070/7032/articles/micro_20influencer_8dd3afb3-6d5d-4ec4-92bc-1c8648539a57.png?v=1727450511&originalWidth=1848&originalHeight=782" alt="a chat bubble with hearts around it: micro-influencer" loading="eager" decoding="async" width="1848" height="782" srcSet="https://cdn.shopify.com/s/files/1/0070/7032/articles/micro_20influencer_8dd3afb3-6d5d-4ec4-92bc-1c8648539a57.png?v=1727450511&originalWidth=1848&originalHeight=782&width=200 200w, 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https://cdn.shopify.com/s/files/1/0070/7032/articles/micro_20influencer_8dd3afb3-6d5d-4ec4-92bc-1c8648539a57.png?v=1727450511&originalWidth=1848&originalHeight=782&width=1400 1400w, https://cdn.shopify.com/s/files/1/0070/7032/articles/micro_20influencer_8dd3afb3-6d5d-4ec4-92bc-1c8648539a57.png?v=1727450511&originalWidth=1848&originalHeight=782&width=1600 1600w, https://cdn.shopify.com/s/files/1/0070/7032/articles/micro_20influencer_8dd3afb3-6d5d-4ec4-92bc-1c8648539a57.png?v=1727450511&originalWidth=1848&originalHeight=782&width=1800 1800w"/></div></div><div class="container grid-cols-4 sm:grid-cols-8 md:grid-cols-12 block tablet-xl:grid gap-y-0 gap-x-12"><div class="col-span-4 xs:col-span-12 md:col-span-4 lg:col-span-3 col-start-1 nav-drawer md:pb-20 pt-10 desktop:pt-16" data-component-name="blog-left-sidebar"><nav class="md:top-[calc(var(--header-height)*2)] md:max-h-[calc(100vh-var(--header-height))] md:overflow-auto md:sticky md:pb-6 pr-2"><div class="flex py-5 md:hidden border-y 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first:mt-0 last:mb-0 text-body-sm relative z-2"><a href="#4">Crafting authentic content with micro-influencers</a></li><li class="pl-2 my-2.5 first:mt-0 last:mb-0 text-body-sm relative z-2"><a href="#5">Micro-influencer FAQ</a></li></ul><div class="hidden md:block bg-blog-bannerBg"><div class="p-6"><p class="richtext text-2xl font-aktivgroteskextended leading-4 desktop:leading-7 color-black tracking-[-0.02em]">Start your online business today.</p><p class="richtext font-aktivgroteskextended desktop:leading-7 color-black tracking-[-0.02em] text-2xl mb-9 font-bold">For free.</p><a href="https://accounts.shopify.com/store-create?language=en&locale=en&signup_page=https%3A%2F%2Fwww.shopify.com%2Fblog%2Fmicro-influencer&signup_types[]=paid_trial_experience" class="flex justify-between align-middle font-aktivgroteskextended leading-6 tracking-[-0.0175rem] !no-underline border-b-[1px] border-black group">Start free trial<span class="flex justify-center items-center w-6 h-6 ml-4 my-auto 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itemProp="articleBody"><div class="hidden leadpage-container leadpage__image leadpage__content marketing-button hide--mobile block--bordered"></div><div><p>Imagine you want to make a new friend. Who would you target: the president of the United States or somebody who shares your interest in barefoot waterskiing, your love of miniature schnauzers, and your passionate opposition to vinyl flooring? </p> <p>Although the first candidate is powerful and has the media watching their every move, the second might present a more obvious and immediate choice. When it comes to making a meaningful connection, shared interests matter more than public profiles. </p> <p>Brands can apply the same logic in the influencer marketing space. While partnering with an influencer with a massive Instagram following can be an effective strategy, influencers with smaller followings whose interests align with your brand can help you increase <a href="/blog/brand-awareness">brand awareness</a>, boost sales, and reach new audiences—for a lower cost. </p><div id="text-cta" class="hidden lg:block"></div> <div class="relative aspect-video mb-8"><div data-component="youtube-facade" data-src="https://www.youtube.com/embed/PvJibnR7TN0?si=PfiI_6dwn2sOH0sm" class="absolute inset-0 w-full h-full"></div></div> <h2 id="1">What is a micro-influencer?</h2> <p>Micro-influencers are social media creators who have between 10,000 and 100,000 followers. Traditional <a href="/blog/influencer-marketing">influencer marketing</a> favors follower counts, and both brands and creators frequently evaluate an influencer’s social media presence based on their total number of followers. But compared to influencers with huge followings, micro-influencers represent a more cost-effective, targeted option for marketing partnerships. </p> <p>Here’s a breakdown of influencer categories by follower count:</p> <ul> <li> <strong>Nano-influencers:</strong> Creators with 1,000 to 9,999 followers</li> <li> <strong>Micro-influencers:</strong> Creators with 10,000 to 99,999 followers</li> <li> <strong>Macro-influencers:</strong> Creators with 100,000 to one million followers</li> <li> <strong>Mega-influencers:</strong> Creators with more than a million followers</li> </ul> <h2 id="2">How working with micro-influencers can benefit your brand</h2> <p>If you’re new to the <a href="/blog/influencer-marketing">influencer marketing</a> game, you might think the more followers an influencer has, the better your results will be—right? Not necessarily. After all, for most brands, the number of people who see a sponsored post is less important than what those people do when they see it. In other words, <a href="/blog/social-media-engagement">engagements</a> and <a href="/blog/ecommerce-conversion-rate">conversions</a> often matter more than reach.</p> <p>Micro-influencers can deliver these results—in some cases, for a lower cost than other influencer types. Here’s an overview of what makes micro-influencer marketing different, and how this type of partnership can benefit your brand:</p> <h3>1. High engagement rates</h3> <p>Micro-influencers tend to have more engaged audiences than influencers with more followers. Influencer engagement rates tend to decline as follower counts increase. Partnering with micro-influencers can help you secure more post engagements (including likes, comments, and clicks) relative to the amount you spend.</p> <h3>2. Superior audience targeting</h3> <p>Working with micro-influencers allows you to target niche audience segments. While celebrity influencers tend to serve large and diverse audiences, influencers with a smaller following typically serve audiences interested in their specific influencer niche. </p> <p>For example, a celebrity mega-influencer in the beauty space will have followers of all ages with an interest in makeup and beauty, fans with no interest in makeup and beauty trends, and folks with a general interest in keeping up-to-date with internet culture. </p> <p>A micro-influencer, on the other hand, might have an audience of social media users interested in performance makeup for gymnasts and dancers. This type of influencer type has much more tightly defined audience segments, allowing for more focused targeting. </p> <h3>3. Lower cost</h3> <p>Partnering with micro-influencers can be a cost-effective strategy. Although exact rates vary, many <a href="/blog/influencer-pricing">micro-influencers charge</a> between $100 and $500 for a sponsored post while a mega-influencer may charge $10,000 or more for the same type of content. </p> <p>Working with micro-influencers allows you to engage influencer marketing strategies with a smaller total budget and distribute available funds across multiple influencers. This has the added benefit of helping you test different types of content and measure results across different audience demographics.</p> <h2 id="3">How to build a micro-influencer marketing strategy</h2> <ol> <li><a href="#11">Determine budgets, goals, and audiences</a></li> <li><a href="#12">Identify platforms</a></li> <li><a href="#13">Find influencers</a></li> <li><a href="#14">Approach influencers</a></li> <li><a href="#15">Monitor campaign performance</a></li> </ol> <p>Micro-influencer <a href="/blog/influencer-marketing-campaigns">marketing campaigns</a> can help companies improve brand awareness, sales, and their <a href="/blog/brand-reputation">brand reputations</a>. Here’s how to build a micro-influencer marketing strategy of your own:</p> <h3 id="11">1. Determine budgets, goals, and audiences</h3> <p>The first step is identifying how much money you have to pay influencers. Review your digital marketing budgets and allocate a percentage to micro-influencer campaigns. If you’re new to influencer marketing (or if your budget is tight), start small and adjust later. Budgets between $1,000 and $2,000 are usually enough to test a strategy. </p> <p>Next, identify campaign goals and target audiences. Review your overall <a href="/blog/business-goals">business goals</a> and audience information, and then identify specific campaign goals and audiences that support your broader objectives. </p> <p>For example, say you have an ecommerce store that sells vegan protein powder. If one of your business’s goals is to increase sales by 10% and your overall target audience is women between 25 and 35 interested in healthy eating, you might aim to increase traffic to your site from social channels by 20%. You may then decide to specifically target women between 25 and 35 with an interest in vegan cooking. </p> <h3 id="12">2. Identify platforms</h3> <p>The next step is to identify <a href="/blog/micro-influencer-platform">the best platforms</a> for your influencer campaign. You can use platform <a href="/blog/social-media-apps">demographic information</a> to identify where your <a href="/blog/target-audience">target audience</a> is most active. If your target audience is women between 25 and 35, you might select Instagram because many <a href="/facebook-instagram">Instagram users</a> fall into this category. </p> <h3 id="13">3. Find influencers</h3> <p>Once you’ve chosen your social media platform, you’re ready to find the right influencers for your campaign. To find micro-influencers, search for relevant hashtags and brand mentions on social media platforms and review top posts. Use <a href="/blog/influencer-marketing-platforms-to-find-creators">influencer marketing platforms</a> like <a href="/collabs/find-influencers">Shopify Collabs</a>, which connects brands with available influencers, or contact an influencer marketing agency for help. </p> <p>Consider these factors to identify the best influencers for your brand:</p> <ul> <li> <strong>Engagement rates.</strong> Identify influencer engagement rates by using an influencer platform, analyzing their posts and crunching the numbers yourself, or asking the influencer to provide metrics. </li> <li> <strong>Personal brand.</strong> Before selecting a brand advocate, make sure their <a href="/blog/brand-values">brand values</a>, public persona, and political activities align with your company’s <a href="/blog/brand-identity">brand identity</a> and values. Set up a search engine alert for a particular partner’s name and social media handle to get updates on media coverage that mentions them.</li> <li> <strong>Content quality.</strong> Many influencers create their own content for <a href="/blog/brand-partnerships-for-influencers">paid partnerships</a>. Review recent posts to confirm that potential partners publish quality content aligned with your brand standards and voice. </li> </ul> <div class="marketing-block marketing-block--light marketing-block--padded border-t-2 px-8 py-10 my-12 [&_h2]:!mt-0 [&_h2]:mb-6 [&_h2]:text-t5 [&_h3]:!mt-0 [&_h3]:mb-6 [&_h3]:text-t7 [&_h4]:!mt-0 [&_h4]:mb-6 [&_h4]:text-t8 [&_img]:my-auto [&_p]:!mt-0 [&_p]:mb-6 [&_p]:text-body-sm [&_.heading--4]:text-t6 [&_.marketing-button]:text-white [&_.marketing-button]:no-underline border-blog-highlight" data-component-name="blog-cta-marketing"> <p class="heading--4">Find influencers to drive sales with Shopify Collabs</p> <p>Shopify Collabs makes it easy to partner with creators, promote your products, reach new customers, grow your sales, and track affiliate campaign performance all from Shopify admin.</p> <a class="marketing-button marketing-button--small" href="/collabs/find-influencers?itcat=coreblog&itterm=shopify-collabs-merchant-cta" target="_blank">Discover Shopify Collabs</a> </div> <h3 id="14">4. Approach influencers</h3> <p>If you’re using an influencer marketing platform or agency, they can help you approach influencers and determine rates. If you’ve found potential partners on your own, pitch a partnership by sending an email or a direct message on a social platform. </p> <p>Here’s what to include:</p> <ul> <li> <strong>Brand alignment.</strong> Specify why you’ve chosen the influencer for your campaign. Include your brand values, target audiences, and perceived alignment with their work.</li> <li> <strong>Campaign goals.</strong> Tell the influencer your campaign goals and the metrics you’ll use to analyze results (such as impressions, engagements, or conversions).</li> <li> <strong>Proposed activities.</strong> Specify the proposed influencer activities, such as the number of Instagram posts, reviews, or product mentions you expect to get. It’s best practice to include a proposal instead of asking the influencer to create a custom pitch, but you can invite potential influencers to amend or add to your suggestions based on their experience reaching goals like yours. </li> <li> <strong>Content creation process.</strong> Specify who will create <a href="/enterprise/blog/branded-content-marketing">branded content</a>; in most cases, this responsibility falls to the influencer. Outline your timeline for campaign activities, and specify whether you’ll require editorial review before publication. </li> <li> <strong>Compensation.</strong> Specify your proposed budget for the partnership. You can also ask the influencer to provide a rate sheet or <a href="/blog/influencer-media-kit">influencer media kit</a> if they have one.</li> <li> <strong>How to respond.</strong> Include your contact information and a deadline to respond to your proposal. </li> </ul> <h3 id="15">5. Monitor campaign performance</h3> <p>Once you’ve signed a micro-influencer, you’re ready to launch your campaign. Review their content if allowed by the terms of your contract and monitor their social media feeds. If you haven’t already set up a search engine alert, now is a good time to do so. You’ll want to be informed of any news your <a href="/blog/building-community">brand advocates</a> generate. </p> <p>Once your campaigns are up and running, use your <a href="/blog/social-media-management">social media management tool</a> or in-platform analytics features to monitor results. If you’re seeing strong results from a particular influencer or with a specific audience segment, you can use this information to inform future <a href="/blog/influencer-marketing">influencer marketing campaigns</a>.</p> <div class="marketing-block marketing-block--light marketing-block--padded border-t-2 px-8 py-10 my-12 [&_h2]:!mt-0 [&_h2]:mb-6 [&_h2]:text-t5 [&_h3]:!mt-0 [&_h3]:mb-6 [&_h3]:text-t7 [&_h4]:!mt-0 [&_h4]:mb-6 [&_h4]:text-t8 [&_img]:my-auto [&_p]:!mt-0 [&_p]:mb-6 [&_p]:text-body-sm [&_.heading--4]:text-t6 [&_.marketing-button]:text-white [&_.marketing-button]:no-underline border-blog-highlight" data-component-name="blog-cta-marketing"> <p class="heading--4">💄 TikTok Fuels Range Beauty’s Rise in the Plant-Powered Makeup Market</p> <p>Alicia Scott used determination and networking to establish Range Beauty, a plant-based makeup brand for reactive skin. She capitalizes on TikTok for influencer collaborations and customer engagement, boosting her brand’s visibility.</p> <a href="/blog/range-beauty" class="marketing-button marketing-button--small" target="_blank">Meet Alicia</a> </div> <h2 id="4">Crafting authentic content with micro-influencers</h2> <p>If you want to create content that resonates, authenticity isn’t just a nice-to-have, it’s a non-negotiable. Micro-influencers, who are more connected with their followers than their mega counterparts, ooze authenticity via personal stories, behind-the-scenes glimpses, and the <a href="/enterprise/blog/user-generated-content-examples">user-generated content</a> (UGC) they reshare. </p> <p>Their smaller, niche audiences are not only engaged but also deeply trust their recommendations, making micro-influencers the secret sauce for brands looking to build credibility.</p> <p>Here are three ways to create engagement-driving content with micro-influencers:</p> <h3>Use UGC</h3> <p>Consider working with micro-influencers to solicit UGC from their followers around your product. They could do this via sponsored contests or giveaways of your product on their platform. In this way, they’re sharing your brand’s product and asking their community to do the same. Although you’ll need to use the #ad hashtag to designate the sponsorship, the UGC created by micro-influencers’ followers will read like recommendations of your brand. This is why UGC works so well: it’s organic, real, and relatable.</p> <p>Consider Airbnb. It’s successfully leveraged UGC by encouraging hosts to share their experiences and spaces on social media. By partnering with micro-influencers, Airbnb doesn’t just tell you what staying in a place feels like—it show yous, through the eyes of someone you can relate to.</p> <p>UGC also adds a layer of trust. When a potential customer sees a micro-influencer using a product in real life, it bridges the gap between curiosity and conversion. Think about it like this: If you’re considering trying a new fitness app and see a micro-influencer you trust using it in their daily workout, you’re more likely to give it a shot. It’s not just marketing, it’s a conversation between peers.</p> <p><strong>Pro tip:</strong> “When you’re working with creators, especially those who are smaller or just starting out, it’s important to give them creative freedom within a few well-defined rules. This allows them to bring their unique style and perspective, which often leads to more authentic and engaging content. UGC thrives on that authenticity because it’s content created by real people who are genuinely invested in the brand or product, rather than something that feels overly polished or corporate,” says <a href="https://www.linkedin.com/in/francis-zierer/" rel="nofollow noopener noreferrer" target="_blank">Francis Zierier</a>, lead editor at Creator Spotlight. </p> <h3>Apply storytelling techniques</h3> <p>Effective storytelling is where micro-influencers really shine. They weave products into content about their routines, relationships, and growth journeys. </p> <p>Take, for example, the brand Patagonia. Patagonia partners with micro-influencers who are outdoor enthusiasts and care deeply about environmental sustainability. They share stories of their adventures, challenges, and environmental impact. </p> <p>Storytelling with micro-influencers is about creating moments that audiences can see themselves in. A micro-influencer sharing their journey with a sustainable clothing line doesn’t just showcase the product—they’re inviting their followers into a narrative about making conscious choices. This approach builds brand affinity and drives home the message that the product is part of something bigger.</p> <h3>Leverage multiple platforms</h3> <p>Micro-influencers aren’t confined to a single platform, and your strategy shouldn’t be either. Each platform offers unique ways to connect with different segments of your audience. </p> <p>For instance, Instagram is ideal for visual storytelling—think behind-the-scenes content or day-in-the-life posts that make followers feel like part of the influencer’s world. Meanwhile, <a href="https://h/blog/tiktok-marketing" rel="nofollow noopener noreferrer" target="_blank">TikTok is the go-to</a> for short, engaging videos that can quickly go viral—especially with Gen Z.</p> <p>Say a gourmet spice brand partners with a micro-influencer with a presence on both Instagram and TikTok. On Instagram, the influencer might share beautiful photos showcasing a recipe using the brand’s spices, complete with a heartfelt caption about family traditions. On TikTok, they might share a quick, fun video of the cooking process, adding a catchy soundtrack to make it pop. It’s the same product but two completely different approaches to amplify the brand’s reach and impact.</p> <div class="marketing-block marketing-block--light marketing-block--padded my-12 border-l-2 pl-4 [&_h2]:!mt-0 [&_h2]:mb-6 [&_h2]:text-t5 [&_h3]:!mt-0 [&_h3]:mb-6 [&_h3]:text-t7 [&_h4]:!mt-0 [&_h4]:mb-6 [&_h4]:text-t8 [&_ul]:!mt-0 [&_ul]:mb-6 [&_ul:last-child]:mb-0 [&_ol]:!mt-0 [&_ol]:mb-6 [&_ol:last-child]:mb-0 [&_p]:!mt-0 [&_p]:mb-6 [&_p:last-child]:mb-0 border-blog-highlight text-body-sm my-8 tablet:my-16 p-8 bg-marketingBg !border-l-0 border-t-2 pl-8 [&_[itemscope]]:mb-6 [&_[itemscope]:last-child]:mb-0" id="faq-section"> <div itemtype="https://schema.org/FAQPage" itemscope=""> <h2 id="5">Micro-influencer FAQ</h2> <div itemtype="https://schema.org/Question" itemprop="mainEntity" itemscope=""> <h3 itemprop="name">What is the value of a micro-influencer?</h3> <div itemtype="https://schema.org/Answer" itemprop="acceptedAnswer" itemscope=""> <div itemprop="text"> <p>The value of a micro-influencer lies in their ability to authentically engage niche audiences and build trust, which often leads to cost-effective engagement. Micro-influencers have a knack for creating relatable content that fosters genuine interactions and drives targeted traffic.</p> </div> </div> </div> <div itemtype="https://schema.org/Question" itemprop="mainEntity" itemscope=""> <h3 itemprop="name">Are micro-influencers very powerful?</h3> <div itemtype="https://schema.org/Answer" itemprop="acceptedAnswer" itemscope=""> <div itemprop="text"> <p>Absolutely. Micro-influencers’ power lies in their deep, genuine connections with niche audiences. They’re not just promoting products; they’re curating experiences and sharing them with people who trust their opinions. This trust translates into higher engagement rates and more authentic interactions, which can drive real results for brands. So, while they might not have millions of followers, the influence they wield within their community is incredibly impactful.</p> </div> </div> </div> <div itemtype="https://schema.org/Question" itemprop="mainEntity" itemscope=""> <h3 itemprop="name">How many followers does a micro-influencer typically have?</h3> <div itemtype="https://schema.org/Answer" itemprop="acceptedAnswer" itemscope=""> <div itemprop="text"> <p>Micro-influencers typically have between 10,000 and 100,000 followers.</p> </div> </div> </div> <div itemtype="https://schema.org/Question" itemprop="mainEntity" itemscope=""> <h3 itemprop="name">Are micro-influencers as effective as macro-influencers in driving engagement?</h3> <div itemtype="https://schema.org/Answer" itemprop="acceptedAnswer" itemscope=""> <div itemprop="text"> <p>Yes. Micro-influencers typically see higher engagement rates than macro-influencers, making them a cost-effective partnership option. However, the total number of interactions and impressions with a micro-influencer campaign may be fewer than one with a macro-influencer.</p> </div> </div> </div> <div itemtype="https://schema.org/Question" itemprop="mainEntity" itemscope=""> <h3 itemprop="name">What are the disadvantages of micro-influencers?</h3> <div itemtype="https://schema.org/Answer" itemprop="acceptedAnswer" itemscope=""> <div itemprop="text"> <p>While micro-influencers are great for authenticity, they do come with some trade-offs. For one, their smaller audience size means they don’t offer the same reach as a macro or mega influencer. You’ll likely need to collaborate with several micro-influencers to achieve the same level of exposure. Additionally, since many micro-influencers manage their own content creation and partnerships, the process can sometimes be slower and less polished than working with more established influencers or agencies. That said, if your goal is to build genuine connections rather than just chase numbers, micro-influencers are well worth the investment.</p> </div> </div> </div> <div itemtype="https://schema.org/Question" itemprop="mainEntity" itemscope=""> <h3 itemprop="name">Is it possible to establish long-term partnerships with micro-influencers?</h3> <div itemtype="https://schema.org/Answer" itemprop="acceptedAnswer" itemscope=""> <div itemprop="text"> <p>Yes. You can approach micro-influencers for both short-term partnerships and long-term <a href="/blog/brand-ambassadors">brand ambassadorship</a> deals.</p> </div> </div> </div> </div> </div></div></div><div class="border-t tablet-xl:border-[#d4d4d8] my-16 py-6 flex tablet-xl:flex-row justify-between flex-col"><div class="flex items-center tablet-xl:justify-start tablet-xl:flex-row flex-row-reverse justify-between"><div class="self-center flex flex-col"><div class="gap-x-1 flex flex-wrap text-lg font-aktivgroteskextended leading-[18px] font-bold mb-2"> by <span itemProp="author" itemscope="" itemType="https://schema.org/Person"><a href="/blog/authors/bani-kaur" class="no-underline" itemProp="url"><span itemProp="name">Bani Kaur</span></a></span></div><div class="text-body-sm text-shade-50">Last updated <time>Sep 29, 2024</time></div></div></div><div class="xs:border-b tablet-xl:border-0 pb-4"><div class="font-bold text-xs font-aktivgroteskextended uppercase mt-4 tablet-xl:mt-0 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latest 100+ product updates","columnSpan":3,"icon":"editions"},{"content":"All Editions","url":"/editions/all","data":{"gaEvent":"Main Nav","gaAction":"All Editions"},"description":"Archive of past Shopify Editions","columnSpan":3,"icon":"allEditions"},{"content":"Newsroom","url":"https://shopify.com/news","data":{"gaEvent":"Main Nav","gaAction":"Newsroom"},"description":"All company news and press releases","columnSpan":3,"icon":"newsroom"}]}]}]},"pages/shopify.com/($locale)/blog/$article":{"article":{"__typename":"Article","authorV2":{"__typename":"ArticleAuthor","name":"Bani Kaur","avatarUrl":"https://www.gravatar.com/avatar/93bfd807b65a85226292a62d4f2acb58?s=200\u0026d=404","isDisabledAuthor":false},"id":"gid://shopify/Article/559551545378","handle":"micro-influencer","title":"How To Build a Micro-Influencer Marketing Strategy (2024)","publishedAt":"2024-09-29T05:30:00Z","image":{"__typename":"Image","url":"https://cdn.shopify.com/s/files/1/0070/7032/articles/micro_20influencer_8dd3afb3-6d5d-4ec4-92bc-1c8648539a57.png?v=1727450511","altText":"a chat bubble with hearts around it: micro-influencer","width":1848,"height":782},"tags":["Social Media Optimization"],"contentHtml":"\u003cp\u003eImagine you want to make a new friend. Who would you target: the president of the United States or somebody who shares your interest in barefoot waterskiing, your love of miniature schnauzers, and your passionate opposition to vinyl flooring? \u003c/p\u003e\n\u003cp\u003eAlthough the first candidate is powerful and has the media watching their every move, the second might present a more obvious and immediate choice. When it comes to making a meaningful connection, shared interests matter more than public profiles. \u003c/p\u003e\n\u003cp\u003eBrands can apply the same logic in the influencer marketing space. While partnering with an influencer with a massive Instagram following can be an effective strategy, influencers with smaller followings whose interests align with your brand can help you increase \u003ca href=\"/blog/brand-awareness\"\u003ebrand awareness\u003c/a\u003e, boost sales, and reach new audiences—for a lower cost. \u003c/p\u003e\n\u003cdiv class=\"marketing-block marketing-block--light marketing-block--padded\"\u003e\n\u003cp\u003e\u003cstrong\u003eTable of contents\u003c/strong\u003e\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003e\u003ca href=\"#1\"\u003eWhat is a micro-influencer?\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#2\"\u003eHow working with micro-influencers can benefit your brand\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#3\"\u003eHow to build a micro-influencer marketing strategy\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#4\"\u003eCrafting authentic content with micro-influencers\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#5\"\u003eMicro-influencer FAQ\u003c/a\u003e\u003c/li\u003e\n\u003c/ul\u003e\n\u003c/div\u003e\n\u003ciframe title=\"YouTube video player\" src=\"https://www.youtube.com/embed/PvJibnR7TN0?si=PfiI_6dwn2sOH0sm\" height=\"315\" width=\"560\" allowfullscreen=\"\" referrerpolicy=\"strict-origin-when-cross-origin\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" frameborder=\"0\"\u003e\u003c/iframe\u003e\n\u003ch2 id=\"1\"\u003eWhat is a micro-influencer?\u003c/h2\u003e\n\u003cp\u003eMicro-influencers are social media creators who have between 10,000 and 100,000 followers. Traditional \u003ca href=\"/blog/influencer-marketing\"\u003einfluencer marketing\u003c/a\u003e favors follower counts, and both brands and creators frequently evaluate an influencer’s social media presence based on their total number of followers. But compared to influencers with huge followings, micro-influencers represent a more cost-effective, targeted option for marketing partnerships. \u003c/p\u003e\n\u003cp\u003eHere’s a breakdown of influencer categories by follower count:\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003e\n\u003cstrong\u003eNano-influencers:\u003c/strong\u003e Creators with 1,000 to 9,999 followers\u003c/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eMicro-influencers:\u003c/strong\u003e Creators with 10,000 to 99,999 followers\u003c/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eMacro-influencers:\u003c/strong\u003e Creators with 100,000 to one million followers\u003c/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eMega-influencers:\u003c/strong\u003e Creators with more than a million followers\u003c/li\u003e\n\u003c/ul\u003e\n\u003ch2 id=\"2\"\u003eHow working with micro-influencers can benefit your brand\u003c/h2\u003e\n\u003cp\u003eIf you’re new to the \u003ca href=\"/blog/influencer-marketing\"\u003einfluencer marketing\u003c/a\u003e game, you might think the more followers an influencer has, the better your results will be—right? Not necessarily. After all, for most brands, the number of people who see a sponsored post is less important than what those people do when they see it. In other words, \u003ca href=\"/blog/social-media-engagement\"\u003eengagements\u003c/a\u003e and \u003ca href=\"/blog/ecommerce-conversion-rate\"\u003econversions\u003c/a\u003e often matter more than reach.\u003c/p\u003e\n\u003cp\u003eMicro-influencers can deliver these results—in some cases, for a lower cost than other influencer types. Here’s an overview of what makes micro-influencer marketing different, and how this type of partnership can benefit your brand:\u003c/p\u003e\n\u003ch3\u003e1. High engagement rates\u003c/h3\u003e\n\u003cp\u003eMicro-influencers tend to have more engaged audiences than influencers with more followers. Influencer engagement rates tend to decline as follower counts increase. Partnering with micro-influencers can help you secure more post engagements (including likes, comments, and clicks) relative to the amount you spend.\u003c/p\u003e\n\u003ch3\u003e2. Superior audience targeting\u003c/h3\u003e\n\u003cp\u003eWorking with micro-influencers allows you to target niche audience segments. While celebrity influencers tend to serve large and diverse audiences, influencers with a smaller following typically serve audiences interested in their specific influencer niche. \u003c/p\u003e\n\u003cp\u003eFor example, a celebrity mega-influencer in the beauty space will have followers of all ages with an interest in makeup and beauty, fans with no interest in makeup and beauty trends, and folks with a general interest in keeping up-to-date with internet culture. \u003c/p\u003e\n\u003cp\u003eA micro-influencer, on the other hand, might have an audience of social media users interested in performance makeup for gymnasts and dancers. This type of influencer type has much more tightly defined audience segments, allowing for more focused targeting. \u003c/p\u003e\n\u003ch3\u003e3. Lower cost\u003c/h3\u003e\n\u003cp\u003ePartnering with micro-influencers can be a cost-effective strategy. Although exact rates vary, many \u003ca href=\"/blog/influencer-pricing\"\u003emicro-influencers charge\u003c/a\u003e between $100 and $500 for a sponsored post while a mega-influencer may charge $10,000 or more for the same type of content. \u003c/p\u003e\n\u003cp\u003eWorking with micro-influencers allows you to engage influencer marketing strategies with a smaller total budget and distribute available funds across multiple influencers. This has the added benefit of helping you test different types of content and measure results across different audience demographics.\u003c/p\u003e\n\u003ch2 id=\"3\"\u003eHow to build a micro-influencer marketing strategy\u003c/h2\u003e\n\u003col\u003e\n\u003cli\u003e\u003ca href=\"#11\"\u003eDetermine budgets, goals, and audiences\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#12\"\u003eIdentify platforms\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#13\"\u003eFind influencers\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#14\"\u003eApproach influencers\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#15\"\u003eMonitor campaign performance\u003c/a\u003e\u003c/li\u003e\n\u003c/ol\u003e\n\u003cp\u003eMicro-influencer \u003ca href=\"/blog/influencer-marketing-campaigns\"\u003emarketing campaigns\u003c/a\u003e can help companies improve brand awareness, sales, and their \u003ca href=\"/blog/brand-reputation\"\u003ebrand reputations\u003c/a\u003e. Here’s how to build a micro-influencer marketing strategy of your own:\u003c/p\u003e\n\u003ch3 id=\"11\"\u003e1. Determine budgets, goals, and audiences\u003c/h3\u003e\n\u003cp\u003eThe first step is identifying how much money you have to pay influencers. Review your digital marketing budgets and allocate a percentage to micro-influencer campaigns. If you’re new to influencer marketing (or if your budget is tight), start small and adjust later. Budgets between $1,000 and $2,000 are usually enough to test a strategy. \u003c/p\u003e\n\u003cp\u003eNext, identify campaign goals and target audiences. Review your overall \u003ca href=\"/blog/business-goals\"\u003ebusiness goals\u003c/a\u003e and audience information, and then identify specific campaign goals and audiences that support your broader objectives. \u003c/p\u003e\n\u003cp\u003eFor example, say you have an ecommerce store that sells vegan protein powder. If one of your business’s goals is to increase sales by 10% and your overall target audience is women between 25 and 35 interested in healthy eating, you might aim to increase traffic to your site from social channels by 20%. You may then decide to specifically target women between 25 and 35 with an interest in vegan cooking. \u003c/p\u003e\n\u003ch3 id=\"12\"\u003e2. Identify platforms\u003c/h3\u003e\n\u003cp\u003eThe next step is to identify \u003ca href=\"/blog/micro-influencer-platform\"\u003ethe best platforms\u003c/a\u003e for your influencer campaign. You can use platform \u003ca href=\"/blog/social-media-apps\"\u003edemographic information\u003c/a\u003e to identify where your \u003ca href=\"/blog/target-audience\"\u003etarget audience\u003c/a\u003e is most active. If your target audience is women between 25 and 35, you might select Instagram because many \u003ca href=\"https://www.shopify.com/facebook-instagram\"\u003eInstagram users\u003c/a\u003e fall into this category. \u003c/p\u003e\n\u003ch3 id=\"13\"\u003e3. Find influencers\u003c/h3\u003e\n\u003cp\u003eOnce you’ve chosen your social media platform, you’re ready to find the right influencers for your campaign. To find micro-influencers, search for relevant hashtags and brand mentions on social media platforms and review top posts. Use \u003ca href=\"/blog/influencer-marketing-platforms-to-find-creators\"\u003einfluencer marketing platforms\u003c/a\u003e like \u003ca href=\"https://www.shopify.com/collabs/find-influencers\"\u003eShopify Collabs\u003c/a\u003e, which connects brands with available influencers, or contact an influencer marketing agency for help. \u003c/p\u003e\n\u003cp\u003eConsider these factors to identify the best influencers for your brand:\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003e\n\u003cstrong\u003eEngagement rates.\u003c/strong\u003e Identify influencer engagement rates by using an influencer platform, analyzing their posts and crunching the numbers yourself, or asking the influencer to provide metrics. \u003c/li\u003e\n\u003cli\u003e\n\u003cstrong\u003ePersonal brand.\u003c/strong\u003e Before selecting a brand advocate, make sure their \u003ca href=\"/blog/brand-values\"\u003ebrand values\u003c/a\u003e, public persona, and political activities align with your company’s \u003ca href=\"/blog/brand-identity\"\u003ebrand identity\u003c/a\u003e and values. Set up a search engine alert for a particular partner’s name and social media handle to get updates on media coverage that mentions them.\u003c/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eContent quality.\u003c/strong\u003e Many influencers create their own content for \u003ca href=\"/blog/brand-partnerships-for-influencers\"\u003epaid partnerships\u003c/a\u003e. Review recent posts to confirm that potential partners publish quality content aligned with your brand standards and voice. \u003c/li\u003e\n\u003c/ul\u003e\n\u003cdiv class=\"marketing-block marketing-block--light marketing-block--padded\"\u003e\n\u003cp class=\"heading--4\"\u003eFind influencers to drive sales with Shopify Collabs\u003c/p\u003e\n\u003cp\u003eShopify Collabs makes it easy to partner with creators, promote your products, reach new customers, grow your sales, and track affiliate campaign performance all from Shopify admin.\u003c/p\u003e\n\u003ca class=\"marketing-button marketing-button--small\" href=\"https://www.shopify.com/collabs/find-influencers?itcat=coreblog\u0026amp;itterm=shopify-collabs-merchant-cta\" target=\"_blank\" rel=\"noopener noreferrer\"\u003eDiscover Shopify Collabs\u003c/a\u003e\n\u003c/div\u003e\n\u003ch3 id=\"14\"\u003e4. Approach influencers\u003c/h3\u003e\n\u003cp\u003eIf you’re using an influencer marketing platform or agency, they can help you approach influencers and determine rates. If you’ve found potential partners on your own, pitch a partnership by sending an email or a direct message on a social platform. \u003c/p\u003e\n\u003cp\u003eHere’s what to include:\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003e\n\u003cstrong\u003eBrand alignment.\u003c/strong\u003e Specify why you’ve chosen the influencer for your campaign. Include your brand values, target audiences, and perceived alignment with their work.\u003c/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eCampaign goals.\u003c/strong\u003e Tell the influencer your campaign goals and the metrics you’ll use to analyze results (such as impressions, engagements, or conversions).\u003c/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eProposed activities.\u003c/strong\u003e Specify the proposed influencer activities, such as the number of Instagram posts, reviews, or product mentions you expect to get. It’s best practice to include a proposal instead of asking the influencer to create a custom pitch, but you can invite potential influencers to amend or add to your suggestions based on their experience reaching goals like yours. \u003c/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eContent creation process.\u003c/strong\u003e Specify who will create \u003ca href=\"/enterprise/blog/branded-content-marketing\"\u003ebranded content\u003c/a\u003e; in most cases, this responsibility falls to the influencer. Outline your timeline for campaign activities, and specify whether you’ll require editorial review before publication. \u003c/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eCompensation.\u003c/strong\u003e Specify your proposed budget for the partnership. You can also ask the influencer to provide a rate sheet or \u003ca href=\"/blog/influencer-media-kit\"\u003einfluencer media kit\u003c/a\u003e if they have one.\u003c/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eHow to respond.\u003c/strong\u003e Include your contact information and a deadline to respond to your proposal. \u003c/li\u003e\n\u003c/ul\u003e\n\u003ch3 id=\"15\"\u003e5. Monitor campaign performance\u003c/h3\u003e\n\u003cp\u003eOnce you’ve signed a micro-influencer, you’re ready to launch your campaign. Review their content if allowed by the terms of your contract and monitor their social media feeds. If you haven’t already set up a search engine alert, now is a good time to do so. You’ll want to be informed of any news your \u003ca href=\"/blog/building-community\"\u003ebrand advocates\u003c/a\u003e generate. \u003c/p\u003e\n\u003cp\u003eOnce your campaigns are up and running, use your \u003ca href=\"/blog/social-media-management\"\u003esocial media management tool\u003c/a\u003e or in-platform analytics features to monitor results. If you’re seeing strong results from a particular influencer or with a specific audience segment, you can use this information to inform future \u003ca href=\"/blog/influencer-marketing\"\u003einfluencer marketing campaigns\u003c/a\u003e.\u003c/p\u003e\n\u003cdiv class=\"marketing-block marketing-block--light marketing-block--padded\"\u003e\n\u003cp class=\"heading--4\"\u003e💄 TikTok Fuels Range Beauty’s Rise in the Plant-Powered Makeup Market\u003c/p\u003e\n\u003cp\u003eAlicia Scott used determination and networking to establish Range Beauty, a plant-based makeup brand for reactive skin. She capitalizes on TikTok for influencer collaborations and customer engagement, boosting her brand’s visibility.\u003c/p\u003e\n\u003ca href=\"/blog/range-beauty\" class=\"marketing-button marketing-button--small\" target=\"_blank\"\u003eMeet Alicia\u003c/a\u003e\n\u003c/div\u003e\n\u003ch2 id=\"4\"\u003eCrafting authentic content with micro-influencers\u003c/h2\u003e\n\u003cp\u003eIf you want to create content that resonates, authenticity isn’t just a nice-to-have, it’s a non-negotiable. Micro-influencers, who are more connected with their followers than their mega counterparts, ooze authenticity via personal stories, behind-the-scenes glimpses, and the \u003ca href=\"/enterprise/blog/user-generated-content-examples\"\u003euser-generated content\u003c/a\u003e (UGC) they reshare. \u003c/p\u003e\n\u003cp\u003eTheir smaller, niche audiences are not only engaged but also deeply trust their recommendations, making micro-influencers the secret sauce for brands looking to build credibility.\u003c/p\u003e\n\u003cp\u003eHere are three ways to create engagement-driving content with micro-influencers:\u003c/p\u003e\n\u003ch3\u003eUse UGC\u003c/h3\u003e\n\u003cp\u003eConsider working with micro-influencers to solicit UGC from their followers around your product. They could do this via sponsored contests or giveaways of your product on their platform. In this way, they’re sharing your brand’s product and asking their community to do the same. Although you’ll need to use the #ad hashtag to designate the sponsorship, the UGC created by micro-influencers’ followers will read like recommendations of your brand. This is why UGC works so well: it’s organic, real, and relatable.\u003c/p\u003e\n\u003cp\u003eConsider Airbnb. It’s successfully leveraged UGC by encouraging hosts to share their experiences and spaces on social media. By partnering with micro-influencers, Airbnb doesn’t just tell you what staying in a place feels like—it show yous, through the eyes of someone you can relate to.\u003c/p\u003e\n\u003cp\u003eUGC also adds a layer of trust. When a potential customer sees a micro-influencer using a product in real life, it bridges the gap between curiosity and conversion. Think about it like this: If you’re considering trying a new fitness app and see a micro-influencer you trust using it in their daily workout, you’re more likely to give it a shot. It’s not just marketing, it’s a conversation between peers.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003ePro tip:\u003c/strong\u003e “When you’re working with creators, especially those who are smaller or just starting out, it’s important to give them creative freedom within a few well-defined rules. This allows them to bring their unique style and perspective, which often leads to more authentic and engaging content. UGC thrives on that authenticity because it’s content created by real people who are genuinely invested in the brand or product, rather than something that feels overly polished or corporate,” says \u003ca href=\"https://www.linkedin.com/in/francis-zierer/\"\u003eFrancis Zierier\u003c/a\u003e, lead editor at Creator Spotlight. \u003c/p\u003e\n\u003ch3\u003eApply storytelling techniques\u003c/h3\u003e\n\u003cp\u003eEffective storytelling is where micro-influencers really shine. They weave products into content about their routines, relationships, and growth journeys. \u003c/p\u003e\n\u003cp\u003eTake, for example, the brand Patagonia. Patagonia partners with micro-influencers who are outdoor enthusiasts and care deeply about environmental sustainability. They share stories of their adventures, challenges, and environmental impact. \u003c/p\u003e\n\u003cp\u003eStorytelling with micro-influencers is about creating moments that audiences can see themselves in. A micro-influencer sharing their journey with a sustainable clothing line doesn’t just showcase the product—they’re inviting their followers into a narrative about making conscious choices. This approach builds brand affinity and drives home the message that the product is part of something bigger.\u003c/p\u003e\n\u003ch3\u003eLeverage multiple platforms\u003c/h3\u003e\n\u003cp\u003eMicro-influencers aren’t confined to a single platform, and your strategy shouldn’t be either. Each platform offers unique ways to connect with different segments of your audience. \u003c/p\u003e\n\u003cp\u003eFor instance, Instagram is ideal for visual storytelling—think behind-the-scenes content or day-in-the-life posts that make followers feel like part of the influencer’s world. Meanwhile, \u003ca href=\"h/blog/tiktok-marketing\"\u003eTikTok is the go-to\u003c/a\u003e for short, engaging videos that can quickly go viral—especially with Gen Z.\u003c/p\u003e\n\u003cp\u003eSay a gourmet spice brand partners with a micro-influencer with a presence on both Instagram and TikTok. On Instagram, the influencer might share beautiful photos showcasing a recipe using the brand’s spices, complete with a heartfelt caption about family traditions. On TikTok, they might share a quick, fun video of the cooking process, adding a catchy soundtrack to make it pop. It’s the same product but two completely different approaches to amplify the brand’s reach and impact.\u003c/p\u003e\n\u003cdiv class=\"marketing-block marketing-block--light marketing-block--padded\"\u003e\n\u003cdiv itemtype=\"https://schema.org/FAQPage\" itemscope=\"\"\u003e\n\u003ch2 id=\"5\"\u003eMicro-influencer FAQ\u003c/h2\u003e\n\u003cdiv itemtype=\"https://schema.org/Question\" itemprop=\"mainEntity\" itemscope=\"\"\u003e\n\u003ch3 itemprop=\"name\"\u003eWhat is the value of a micro-influencer?\u003c/h3\u003e\n\u003cdiv itemtype=\"https://schema.org/Answer\" itemprop=\"acceptedAnswer\" itemscope=\"\"\u003e\n\u003cdiv itemprop=\"text\"\u003e\n\u003cp\u003eThe value of a micro-influencer lies in their ability to authentically engage niche audiences and build trust, which often leads to cost-effective engagement. Micro-influencers have a knack for creating relatable content that fosters genuine interactions and drives targeted traffic.\u003c/p\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003cdiv itemtype=\"https://schema.org/Question\" itemprop=\"mainEntity\" itemscope=\"\"\u003e\n\u003ch3 itemprop=\"name\"\u003eAre micro-influencers very powerful?\u003c/h3\u003e\n\u003cdiv itemtype=\"https://schema.org/Answer\" itemprop=\"acceptedAnswer\" itemscope=\"\"\u003e\n\u003cdiv itemprop=\"text\"\u003e\n\u003cp\u003eAbsolutely. Micro-influencers’ power lies in their deep, genuine connections with niche audiences. They’re not just promoting products; they’re curating experiences and sharing them with people who trust their opinions. This trust translates into higher engagement rates and more authentic interactions, which can drive real results for brands. So, while they might not have millions of followers, the influence they wield within their community is incredibly impactful.\u003c/p\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003cdiv itemtype=\"https://schema.org/Question\" itemprop=\"mainEntity\" itemscope=\"\"\u003e\n\u003ch3 itemprop=\"name\"\u003eHow many followers does a micro-influencer typically have?\u003c/h3\u003e\n\u003cdiv itemtype=\"https://schema.org/Answer\" itemprop=\"acceptedAnswer\" itemscope=\"\"\u003e\n\u003cdiv itemprop=\"text\"\u003e\n\u003cp\u003eMicro-influencers typically have between 10,000 and 100,000 followers.\u003c/p\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003cdiv itemtype=\"https://schema.org/Question\" itemprop=\"mainEntity\" itemscope=\"\"\u003e\n\u003ch3 itemprop=\"name\"\u003eAre micro-influencers as effective as macro-influencers in driving engagement?\u003c/h3\u003e\n\u003cdiv itemtype=\"https://schema.org/Answer\" itemprop=\"acceptedAnswer\" itemscope=\"\"\u003e\n\u003cdiv itemprop=\"text\"\u003e\n\u003cp\u003eYes. Micro-influencers typically see higher engagement rates than macro-influencers, making them a cost-effective partnership option. However, the total number of interactions and impressions with a micro-influencer campaign may be fewer than one with a macro-influencer.\u003c/p\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003cdiv itemtype=\"https://schema.org/Question\" itemprop=\"mainEntity\" itemscope=\"\"\u003e\n\u003ch3 itemprop=\"name\"\u003eWhat are the disadvantages of micro-influencers?\u003c/h3\u003e\n\u003cdiv itemtype=\"https://schema.org/Answer\" itemprop=\"acceptedAnswer\" itemscope=\"\"\u003e\n\u003cdiv itemprop=\"text\"\u003e\n\u003cp\u003eWhile micro-influencers are great for authenticity, they do come with some trade-offs. For one, their smaller audience size means they don’t offer the same reach as a macro or mega influencer. You’ll likely need to collaborate with several micro-influencers to achieve the same level of exposure. Additionally, since many micro-influencers manage their own content creation and partnerships, the process can sometimes be slower and less polished than working with more established influencers or agencies. That said, if your goal is to build genuine connections rather than just chase numbers, micro-influencers are well worth the investment.\u003c/p\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003cdiv itemtype=\"https://schema.org/Question\" itemprop=\"mainEntity\" itemscope=\"\"\u003e\n\u003ch3 itemprop=\"name\"\u003eIs it possible to establish long-term partnerships with micro-influencers?\u003c/h3\u003e\n\u003cdiv itemtype=\"https://schema.org/Answer\" itemprop=\"acceptedAnswer\" itemscope=\"\"\u003e\n\u003cdiv itemprop=\"text\"\u003e\n\u003cp\u003eYes. You can approach micro-influencers for both short-term partnerships and long-term \u003ca href=\"https://www.shopify.com/blog/brand-ambassadors\"\u003ebrand ambassadorship\u003c/a\u003e deals.\u003c/p\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e","excerpt":"Partnering with micro-influencers can help you tailor your social media marketing strategy to a niche audience, which can increase engagement and conversion.","excerptHtml":"\u003cp\u003ePartnering with micro-influencers can help you tailor your social media marketing strategy to a niche audience, which can increase engagement and conversion.\u003c/p\u003e","seo":{"__typename":"SEO","title":"How To Build a Micro-Influencer Marketing Strategy (2024)","description":"Partnering with micro-influencers can help you tailor your social media marketing strategy to a niche audience, which can increase engagement and conversion."},"metafields":[null,null,null,{"__typename":"Metafield","value":"{\"en-CA\":\"https://www.shopify.com/ca/blog/micro-influencer\",\"en-GB\":\"https://www.shopify.com/uk/blog/micro-influencer\",\"en-AU\":\"https://www.shopify.com/au/blog/micro-influencer\",\"en-ID\":\"https://www.shopify.com/id/blog/micro-influencer\",\"en-NZ\":\"https://www.shopify.com/nz/blog/micro-influencer\",\"en-ZA\":\"https://www.shopify.com/za/blog/micro-influencer\",\"en-NG\":\"https://www.shopify.com/ng/blog/micro-influencer\",\"en-PH\":\"https://www.shopify.com/ph/blog/micro-influencer\",\"en-SG\":\"https://www.shopify.com/sg/blog/micro-influencer\",\"en-HK\":\"https://www.shopify.com/hk/blog/micro-influencer\",\"en-IE\":\"https://www.shopify.com/ie/blog/micro-influencer\",\"en-MY\":\"https://www.shopify.com/my/blog/micro-influencer\",\"de\":\"https://www.shopify.com/de/blog/micro-influencer\",\"nl\":\"https://www.shopify.com/nl/blog/micro-influencers\"}","key":"hreflang_json"},null,null,{"__typename":"Metafield","value":"[{\"title\":\"How To Make Money on Instagram in 2024 (9 Actionable Ideas)\",\"tags\":[\"Social Media Optimization\"],\"handle\":\"make-money-on-instagram\",\"imageUrl\":\"https://cdn.shopify.com/s/files/1/0070/7032/files/how-to-make-money-on-instagram.png?format=webp\u0026v=1693586866\u0026\",\"imageAltText\":\"Graphic of a mobile phone with heart shapes bubbles floating around it\",\"modifiedAt\":\"2023-11-08\"},{\"title\":\"How To Start an Ecommerce Business: Guide for 2024\",\"tags\":[\"Starting Up\"],\"handle\":\"ecommerce-business-blueprint\",\"imageUrl\":\"https://cdn.shopify.com/s/files/1/0070/7032/files/Header_43a6fbaa-305a-4bda-8ef7-5e7f4e1278da.png?format=webp\u0026v=1694450194\",\"imageAltText\":\"3D models of a shopping cart and a smartphone on a turquoise background.\",\"modifiedAt\":\"2023-09-01\"},{\"title\":\"What Is Dropshipping and How Does It Work? (2024)\",\"tags\":[\"Guides\"],\"handle\":\"what-is-dropshipping\",\"imageUrl\":\"https://cdn.shopify.com/s/files/1/0070/7032/files/shopify_dropshipping_chapter_1.jpg?v=1590420594\",\"imageAltText\":\"\",\"modifiedAt\":\"2023-12-05\"},{\"title\":\"What Is Print on Demand \u0026 How To Start a Business (2024)\",\"tags\":[\"Find an Idea\"],\"handle\":\"print-on-demand\",\"imageUrl\":\"https://cdn.shopify.com/s/files/1/0070/7032/files/what-is-print-on-demand.jpg?v=1598910000\",\"imageAltText\":\"An introduction to print on demand and how to get started.\",\"modifiedAt\":\"2023-11-09\"},{\"title\":\"How To Create a Website in 9 Steps (2024)\",\"tags\":[\"Sell Online\"],\"handle\":\"build-a-website\",\"imageUrl\":\"https://cdn.shopify.com/s/files/1/0070/7032/files/1-build-a-website.jpg?v=1615422396\",\"imageAltText\":\"Placeholder\",\"modifiedAt\":\"2023-09-20\"},{\"title\":\"How To Start an Online Store in 2024 (Step-by-Step Guide)\",\"tags\":[\"Starting Up\"],\"handle\":\"start-online-store\",\"imageUrl\":\"https://cdn.shopify.com/s/files/1/0070/7032/files/store-setup-guide-hero-min.png?v=1593698881\",\"imageAltText\":\"illustration of a chef cooking up a shopify store: how to start an online store\",\"modifiedAt\":\"2023-11-23\"},{\"title\":\"How To Make and Sell Merch Your Fans Will Love (2024)\",\"tags\":[\"Find an Idea\"],\"handle\":\"make-sell-merch\",\"imageUrl\":\"https://cdn.shopify.com/s/files/1/0070/7032/files/make-sell-merch_dd3029b8-46e0-4593-abc4-ea17f12c0c2e.jpg?v=1664569520\",\"imageAltText\":\"sweatshirt and socks from MrBeast merch line\",\"modifiedAt\":\"2023-12-02\"},{\"title\":\"10 Best Ecommerce Website Builders for Your Online Store (2024)\",\"tags\":[\"Sell Online\"],\"handle\":\"best-ecommerce-website-builder\",\"imageUrl\":\"https://cdn.shopify.com/s/files/1/0070/7032/files/best-ecommerce-website-builder.jpg?v=1615833626\",\"imageAltText\":\"Illustration of a basket made out of bricks and mortar, showcasing how an ecommerce website builder can help you construct an online store\",\"modifiedAt\":\"2023-11-06\"}]","key":"popular_blog_post_json"}],"imageUrl":"https://cdn.shopify.com/s/files/1/0070/7032/articles/micro_20influencer_8dd3afb3-6d5d-4ec4-92bc-1c8648539a57.png?v=1727450511","imageAltText":"a chat bubble with hearts around it: micro-influencer","imageClass":"","modifiedAt":"Sep 29, 2024","modifiedAtRaw":"2024-09-29T05:30:00Z"},"metaDescription":"Partnering with micro-influencers can help you tailor your social media marketing strategy to a niche audience, which can increase engagement and conversion.","contentHtml":"\u003cp\u003eImagine you want to make a new friend. Who would you target: the president of the United States or somebody who shares your interest in barefoot waterskiing, your love of miniature schnauzers, and your passionate opposition to vinyl flooring?\u0026nbsp;\u003c/p\u003e\n\u003cp\u003eAlthough the first candidate is powerful and has the media watching their every move, the second might present a more obvious and immediate choice. When it comes to making a meaningful connection, shared interests matter more than public profiles.\u0026nbsp;\u003c/p\u003e\n\u003cp\u003eBrands can apply the same logic in the influencer marketing space. While partnering with an influencer with a massive Instagram following can be an effective strategy, influencers with smaller followings whose interests align with your brand can help you increase \u003ca href=\"/blog/brand-awareness\"\u003ebrand awareness\u003c/a\u003e, boost sales, and reach new audiences—for a lower cost.\u0026nbsp;\u003c/p\u003e\u003cdiv id=\"text-cta\" class=\"hidden lg:block\"\u003e\u003c/div\u003e\n\n\u003cdiv class=\"relative aspect-video mb-8\"\u003e\u003cdiv data-component=\"youtube-facade\" data-src=\"https://www.youtube.com/embed/PvJibnR7TN0?si=PfiI_6dwn2sOH0sm\" class=\"absolute inset-0 w-full h-full\"\u003e\u003c/div\u003e\u003c/div\u003e\n\u003ch2 id=\"1\"\u003eWhat is a micro-influencer?\u003c/h2\u003e\n\u003cp\u003eMicro-influencers are social media creators who have between 10,000 and 100,000 followers. Traditional \u003ca href=\"/blog/influencer-marketing\"\u003einfluencer marketing\u003c/a\u003e favors follower counts, and both brands and creators frequently evaluate an influencer’s social media presence based on their total number of followers. But compared to influencers with huge followings, micro-influencers represent a more cost-effective, targeted option for marketing partnerships.\u0026nbsp;\u003c/p\u003e\n\u003cp\u003eHere’s a breakdown of influencer categories by follower count:\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003e\n\u003cstrong\u003eNano-influencers:\u003c/strong\u003e Creators with 1,000 to 9,999 followers\u003c/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eMicro-influencers:\u003c/strong\u003e Creators with 10,000 to 99,999 followers\u003c/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eMacro-influencers:\u003c/strong\u003e Creators with 100,000 to one million followers\u003c/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eMega-influencers:\u003c/strong\u003e Creators with more than a million followers\u003c/li\u003e\n\u003c/ul\u003e\n\u003ch2 id=\"2\"\u003eHow working with micro-influencers can benefit your brand\u003c/h2\u003e\n\u003cp\u003eIf you’re new to the \u003ca href=\"/blog/influencer-marketing\"\u003einfluencer marketing\u003c/a\u003e game, you might think the more followers an influencer has, the better your results will be—right? Not necessarily. After all, for most brands, the number of people who see a sponsored post is less important than what those people do when they see it. In other words, \u003ca href=\"/blog/social-media-engagement\"\u003eengagements\u003c/a\u003e and \u003ca href=\"/blog/ecommerce-conversion-rate\"\u003econversions\u003c/a\u003e often matter more than reach.\u003c/p\u003e\n\u003cp\u003eMicro-influencers can deliver these results—in some cases, for a lower cost than other influencer types. Here’s an overview of what makes micro-influencer marketing different, and how this type of partnership can benefit your brand:\u003c/p\u003e\n\u003ch3\u003e1. High engagement rates\u003c/h3\u003e\n\u003cp\u003eMicro-influencers tend to have more engaged audiences than influencers with more followers. Influencer engagement rates tend to decline as follower counts increase. Partnering with micro-influencers can help you secure more post engagements (including likes, comments, and clicks) relative to the amount you spend.\u003c/p\u003e\n\u003ch3\u003e2. Superior audience targeting\u003c/h3\u003e\n\u003cp\u003eWorking with micro-influencers allows you to target niche audience segments. While celebrity influencers tend to serve large and diverse audiences, influencers with a smaller following typically serve audiences interested in their specific influencer niche.\u0026nbsp;\u003c/p\u003e\n\u003cp\u003eFor example, a celebrity mega-influencer in the beauty space will have followers of all ages with an interest in makeup and beauty, fans with no interest in makeup and beauty trends, and folks with a general interest in keeping up-to-date with internet culture.\u0026nbsp;\u003c/p\u003e\n\u003cp\u003eA micro-influencer, on the other hand, might have an audience of social media users interested in performance makeup for gymnasts and dancers. This type of influencer type has much more tightly defined audience segments, allowing for more focused targeting.\u0026nbsp;\u003c/p\u003e\n\u003ch3\u003e3. Lower cost\u003c/h3\u003e\n\u003cp\u003ePartnering with micro-influencers can be a cost-effective strategy. Although exact rates vary, many \u003ca href=\"/blog/influencer-pricing\"\u003emicro-influencers charge\u003c/a\u003e between $100 and $500 for a sponsored post while a mega-influencer may charge $10,000 or more for the same type of content.\u0026nbsp;\u003c/p\u003e\n\u003cp\u003eWorking with micro-influencers allows you to engage influencer marketing strategies with a smaller total budget and distribute available funds across multiple influencers. This has the added benefit of helping you test different types of content and measure results across different audience demographics.\u003c/p\u003e\n\u003ch2 id=\"3\"\u003eHow to build a micro-influencer marketing strategy\u003c/h2\u003e\n\u003col\u003e\n\u003cli\u003e\u003ca href=\"#11\"\u003eDetermine budgets, goals, and audiences\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#12\"\u003eIdentify platforms\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#13\"\u003eFind influencers\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#14\"\u003eApproach influencers\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#15\"\u003eMonitor campaign performance\u003c/a\u003e\u003c/li\u003e\n\u003c/ol\u003e\n\u003cp\u003eMicro-influencer \u003ca href=\"/blog/influencer-marketing-campaigns\"\u003emarketing campaigns\u003c/a\u003e can help companies improve brand awareness, sales, and their \u003ca href=\"/blog/brand-reputation\"\u003ebrand reputations\u003c/a\u003e. Here’s how to build a micro-influencer marketing strategy of your own:\u003c/p\u003e\n\u003ch3 id=\"11\"\u003e1. Determine budgets, goals, and audiences\u003c/h3\u003e\n\u003cp\u003eThe first step is identifying how much money you have to pay influencers. Review your digital marketing budgets and allocate a percentage to micro-influencer campaigns. If you’re new to influencer marketing (or if your budget is tight), start small and adjust later. Budgets between $1,000 and $2,000 are usually enough to test a strategy.\u0026nbsp;\u003c/p\u003e\n\u003cp\u003eNext, identify campaign goals and target audiences. Review your overall \u003ca href=\"/blog/business-goals\"\u003ebusiness goals\u003c/a\u003e and audience information, and then identify specific campaign goals and audiences that support your broader objectives.\u0026nbsp;\u003c/p\u003e\n\u003cp\u003eFor example, say you have an ecommerce store that sells vegan protein powder. If one of your business’s goals is to increase sales by 10% and your overall target audience is women between 25 and 35 interested in healthy eating, you might aim to increase traffic to your site from social channels by 20%. You may then decide to specifically target women between 25 and 35 with an interest in vegan cooking.\u0026nbsp;\u003c/p\u003e\n\u003ch3 id=\"12\"\u003e2. Identify platforms\u003c/h3\u003e\n\u003cp\u003eThe next step is to identify \u003ca href=\"/blog/micro-influencer-platform\"\u003ethe best platforms\u003c/a\u003e for your influencer campaign. You can use platform \u003ca href=\"/blog/social-media-apps\"\u003edemographic information\u003c/a\u003e to identify where your \u003ca href=\"/blog/target-audience\"\u003etarget audience\u003c/a\u003e is most active. If your target audience is women between 25 and 35, you might select Instagram because many \u003ca href=\"/facebook-instagram\"\u003eInstagram users\u003c/a\u003e fall into this category.\u0026nbsp;\u003c/p\u003e\n\u003ch3 id=\"13\"\u003e3. Find influencers\u003c/h3\u003e\n\u003cp\u003eOnce you’ve chosen your social media platform, you’re ready to find the right influencers for your campaign. To find micro-influencers, search for relevant hashtags and brand mentions on social media platforms and review top posts. Use \u003ca href=\"/blog/influencer-marketing-platforms-to-find-creators\"\u003einfluencer marketing platforms\u003c/a\u003e like \u003ca href=\"/collabs/find-influencers\"\u003eShopify Collabs\u003c/a\u003e, which connects brands with available influencers, or contact an influencer marketing agency for help.\u0026nbsp;\u003c/p\u003e\n\u003cp\u003eConsider these factors to identify the best influencers for your brand:\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003e\n\u003cstrong\u003eEngagement rates.\u003c/strong\u003e Identify influencer engagement rates by using an influencer platform, analyzing their posts and crunching the numbers yourself, or asking the influencer to provide metrics.\u0026nbsp;\u003c/li\u003e\n\u003cli\u003e\n\u003cstrong\u003ePersonal brand.\u003c/strong\u003e Before selecting a brand advocate, make sure their \u003ca href=\"/blog/brand-values\"\u003ebrand values\u003c/a\u003e, public persona, and political activities align with your company’s \u003ca href=\"/blog/brand-identity\"\u003ebrand identity\u003c/a\u003e and values. Set up a search engine alert for a particular partner’s name and social media handle to get updates on media coverage that mentions them.\u003c/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eContent quality.\u003c/strong\u003e Many influencers create their own content for \u003ca href=\"/blog/brand-partnerships-for-influencers\"\u003epaid partnerships\u003c/a\u003e. Review recent posts to confirm that potential partners publish quality content aligned with your brand standards and voice.\u0026nbsp;\u003c/li\u003e\n\u003c/ul\u003e\n\u003cdiv class=\"marketing-block marketing-block--light marketing-block--padded border-t-2 px-8 py-10 my-12 [\u0026amp;_h2]:!mt-0 [\u0026amp;_h2]:mb-6 [\u0026amp;_h2]:text-t5 [\u0026amp;_h3]:!mt-0 [\u0026amp;_h3]:mb-6 [\u0026amp;_h3]:text-t7 [\u0026amp;_h4]:!mt-0 [\u0026amp;_h4]:mb-6 [\u0026amp;_h4]:text-t8 [\u0026amp;_img]:my-auto [\u0026amp;_p]:!mt-0 [\u0026amp;_p]:mb-6 [\u0026amp;_p]:text-body-sm [\u0026amp;_.heading--4]:text-t6 [\u0026amp;_.marketing-button]:text-white [\u0026amp;_.marketing-button]:no-underline border-blog-highlight\" data-component-name=\"blog-cta-marketing\"\u003e\n\u003cp class=\"heading--4\"\u003eFind influencers to drive sales with Shopify Collabs\u003c/p\u003e\n\u003cp\u003eShopify Collabs makes it easy to partner with creators, promote your products, reach new customers, grow your sales, and track affiliate campaign performance all from Shopify admin.\u003c/p\u003e\n\u003ca class=\"marketing-button marketing-button--small\" href=\"/collabs/find-influencers?itcat=coreblog\u0026amp;itterm=shopify-collabs-merchant-cta\" target=\"_blank\"\u003eDiscover Shopify Collabs\u003c/a\u003e\n\u003c/div\u003e\n\u003ch3 id=\"14\"\u003e4. Approach influencers\u003c/h3\u003e\n\u003cp\u003eIf you’re using an influencer marketing platform or agency, they can help you approach influencers and determine rates. If you’ve found potential partners on your own, pitch a partnership by sending an email or a direct message on a social platform.\u0026nbsp;\u003c/p\u003e\n\u003cp\u003eHere’s what to include:\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003e\n\u003cstrong\u003eBrand alignment.\u003c/strong\u003e Specify why you’ve chosen the influencer for your campaign. Include your brand values, target audiences, and perceived alignment with their work.\u003c/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eCampaign goals.\u003c/strong\u003e Tell the influencer your campaign goals and the metrics you’ll use to analyze results (such as impressions, engagements, or conversions).\u003c/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eProposed activities.\u003c/strong\u003e Specify the proposed influencer activities, such as the number of Instagram posts, reviews, or product mentions you expect to get. It’s best practice to include a proposal instead of asking the influencer to create a custom pitch, but you can invite potential influencers to amend or add to your suggestions based on their experience reaching goals like yours.\u0026nbsp;\u003c/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eContent creation process.\u003c/strong\u003e Specify who will create \u003ca href=\"/enterprise/blog/branded-content-marketing\"\u003ebranded content\u003c/a\u003e; in most cases, this responsibility falls to the influencer. Outline your timeline for campaign activities, and specify whether you’ll require editorial review before publication.\u0026nbsp;\u003c/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eCompensation.\u003c/strong\u003e Specify your proposed budget for the partnership. You can also ask the influencer to provide a rate sheet or \u003ca href=\"/blog/influencer-media-kit\"\u003einfluencer media kit\u003c/a\u003e if they have one.\u003c/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eHow to respond.\u003c/strong\u003e Include your contact information and a deadline to respond to your proposal.\u0026nbsp;\u003c/li\u003e\n\u003c/ul\u003e\n\u003ch3 id=\"15\"\u003e5. Monitor campaign performance\u003c/h3\u003e\n\u003cp\u003eOnce you’ve signed a micro-influencer, you’re ready to launch your campaign. Review their content if allowed by the terms of your contract and monitor their social media feeds. If you haven’t already set up a search engine alert, now is a good time to do so. You’ll want to be informed of any news your \u003ca href=\"/blog/building-community\"\u003ebrand advocates\u003c/a\u003e generate.\u0026nbsp;\u003c/p\u003e\n\u003cp\u003eOnce your campaigns are up and running, use your \u003ca href=\"/blog/social-media-management\"\u003esocial media management tool\u003c/a\u003e or in-platform analytics features to monitor results. If you’re seeing strong results from a particular influencer or with a specific audience segment, you can use this information to inform future \u003ca href=\"/blog/influencer-marketing\"\u003einfluencer marketing campaigns\u003c/a\u003e.\u003c/p\u003e\n\u003cdiv class=\"marketing-block marketing-block--light marketing-block--padded border-t-2 px-8 py-10 my-12 [\u0026amp;_h2]:!mt-0 [\u0026amp;_h2]:mb-6 [\u0026amp;_h2]:text-t5 [\u0026amp;_h3]:!mt-0 [\u0026amp;_h3]:mb-6 [\u0026amp;_h3]:text-t7 [\u0026amp;_h4]:!mt-0 [\u0026amp;_h4]:mb-6 [\u0026amp;_h4]:text-t8 [\u0026amp;_img]:my-auto [\u0026amp;_p]:!mt-0 [\u0026amp;_p]:mb-6 [\u0026amp;_p]:text-body-sm [\u0026amp;_.heading--4]:text-t6 [\u0026amp;_.marketing-button]:text-white [\u0026amp;_.marketing-button]:no-underline border-blog-highlight\" data-component-name=\"blog-cta-marketing\"\u003e\n\u003cp class=\"heading--4\"\u003e💄 TikTok Fuels Range Beauty’s Rise in the Plant-Powered Makeup Market\u003c/p\u003e\n\u003cp\u003eAlicia Scott used determination and networking to establish Range Beauty, a plant-based makeup brand for reactive skin. She capitalizes on TikTok for influencer collaborations and customer engagement, boosting her brand’s visibility.\u003c/p\u003e\n\u003ca href=\"/blog/range-beauty\" class=\"marketing-button marketing-button--small\" target=\"_blank\"\u003eMeet Alicia\u003c/a\u003e\n\u003c/div\u003e\n\u003ch2 id=\"4\"\u003eCrafting authentic content with micro-influencers\u003c/h2\u003e\n\u003cp\u003eIf you want to create content that resonates, authenticity isn’t just a nice-to-have, it’s a non-negotiable. Micro-influencers, who are more connected with their followers than their mega counterparts, ooze authenticity via personal stories, behind-the-scenes glimpses, and the \u003ca href=\"/enterprise/blog/user-generated-content-examples\"\u003euser-generated content\u003c/a\u003e (UGC) they reshare.\u0026nbsp;\u003c/p\u003e\n\u003cp\u003eTheir smaller, niche audiences are not only engaged but also deeply trust their recommendations, making micro-influencers the secret sauce for brands looking to build credibility.\u003c/p\u003e\n\u003cp\u003eHere are three ways to create engagement-driving content with micro-influencers:\u003c/p\u003e\n\u003ch3\u003eUse UGC\u003c/h3\u003e\n\u003cp\u003eConsider working with micro-influencers to solicit UGC from their followers around your product. They could do this via sponsored contests or giveaways of your product on their platform. In this way, they’re sharing your brand’s product and asking their community to do the same. Although you’ll need to use the #ad hashtag to designate the sponsorship, the UGC created by micro-influencers’ followers will read like recommendations of your brand. This is why UGC works so well: it’s organic, real, and relatable.\u003c/p\u003e\n\u003cp\u003eConsider Airbnb. It’s successfully leveraged UGC by encouraging hosts to share their experiences and spaces on social media. By partnering with micro-influencers, Airbnb doesn’t just tell you what staying in a place feels like—it show yous, through the eyes of someone you can relate to.\u003c/p\u003e\n\u003cp\u003eUGC also adds a layer of trust. When a potential customer sees a micro-influencer using a product in real life, it bridges the gap between curiosity and conversion. Think about it like this: If you’re considering trying a new fitness app and see a micro-influencer you trust using it in their daily workout, you’re more likely to give it a shot. It’s not just marketing, it’s a conversation between peers.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003ePro tip:\u003c/strong\u003e “When you’re working with creators, especially those who are smaller or just starting out, it’s important to give them creative freedom within a few well-defined rules. This allows them to bring their unique style and perspective, which often leads to more authentic and engaging content. UGC thrives on that authenticity because it’s content created by real people who are genuinely invested in the brand or product, rather than something that feels overly polished or corporate,” says \u003ca href=\"https://www.linkedin.com/in/francis-zierer/\" rel=\"nofollow noopener noreferrer\" target=\"_blank\"\u003eFrancis Zierier\u003c/a\u003e, lead editor at Creator Spotlight.\u0026nbsp;\u003c/p\u003e\n\u003ch3\u003eApply storytelling techniques\u003c/h3\u003e\n\u003cp\u003eEffective storytelling is where micro-influencers really shine. They weave products into content about their routines, relationships, and growth journeys.\u0026nbsp;\u003c/p\u003e\n\u003cp\u003eTake, for example, the brand Patagonia. Patagonia partners with micro-influencers who are outdoor enthusiasts and care deeply about environmental sustainability. They share stories of their adventures, challenges, and environmental impact.\u0026nbsp;\u003c/p\u003e\n\u003cp\u003eStorytelling with micro-influencers is about creating moments that audiences can see themselves in. A micro-influencer sharing their journey with a sustainable clothing line doesn’t just showcase the product—they’re inviting their followers into a narrative about making conscious choices. This approach builds brand affinity and drives home the message that the product is part of something bigger.\u003c/p\u003e\n\u003ch3\u003eLeverage multiple platforms\u003c/h3\u003e\n\u003cp\u003eMicro-influencers aren’t confined to a single platform, and your strategy shouldn’t be either. Each platform offers unique ways to connect with different segments of your audience.\u0026nbsp;\u003c/p\u003e\n\u003cp\u003eFor instance, Instagram is ideal for visual storytelling—think behind-the-scenes content or day-in-the-life posts that make followers feel like part of the influencer’s world. Meanwhile, \u003ca href=\"https://h/blog/tiktok-marketing\" rel=\"nofollow noopener noreferrer\" target=\"_blank\"\u003eTikTok is the go-to\u003c/a\u003e for short, engaging videos that can quickly go viral—especially with Gen Z.\u003c/p\u003e\n\u003cp\u003eSay a gourmet spice brand partners with a micro-influencer with a presence on both Instagram and TikTok. On Instagram, the influencer might share beautiful photos showcasing a recipe using the brand’s spices, complete with a heartfelt caption about family traditions. On TikTok, they might share a quick, fun video of the cooking process, adding a catchy soundtrack to make it pop. It’s the same product but two completely different approaches to amplify the brand’s reach and impact.\u003c/p\u003e\n\u003cdiv class=\"marketing-block marketing-block--light marketing-block--padded my-12 border-l-2 pl-4 [\u0026amp;_h2]:!mt-0 [\u0026amp;_h2]:mb-6 [\u0026amp;_h2]:text-t5 [\u0026amp;_h3]:!mt-0 [\u0026amp;_h3]:mb-6 [\u0026amp;_h3]:text-t7 [\u0026amp;_h4]:!mt-0 [\u0026amp;_h4]:mb-6 [\u0026amp;_h4]:text-t8 [\u0026amp;_ul]:!mt-0 [\u0026amp;_ul]:mb-6 [\u0026amp;_ul:last-child]:mb-0 [\u0026amp;_ol]:!mt-0 [\u0026amp;_ol]:mb-6 [\u0026amp;_ol:last-child]:mb-0 [\u0026amp;_p]:!mt-0 [\u0026amp;_p]:mb-6 [\u0026amp;_p:last-child]:mb-0 border-blog-highlight text-body-sm my-8 tablet:my-16 p-8 bg-marketingBg !border-l-0 border-t-2 pl-8 [\u0026amp;_[itemscope]]:mb-6 [\u0026amp;_[itemscope]:last-child]:mb-0\" id=\"faq-section\"\u003e\n\u003cdiv itemtype=\"https://schema.org/FAQPage\" itemscope=\"\"\u003e\n\u003ch2 id=\"5\"\u003eMicro-influencer FAQ\u003c/h2\u003e\n\u003cdiv itemtype=\"https://schema.org/Question\" itemprop=\"mainEntity\" itemscope=\"\"\u003e\n\u003ch3 itemprop=\"name\"\u003eWhat is the value of a micro-influencer?\u003c/h3\u003e\n\u003cdiv itemtype=\"https://schema.org/Answer\" itemprop=\"acceptedAnswer\" itemscope=\"\"\u003e\n\u003cdiv itemprop=\"text\"\u003e\n\u003cp\u003eThe value of a micro-influencer lies in their ability to authentically engage niche audiences and build trust, which often leads to cost-effective engagement. Micro-influencers have a knack for creating relatable content that fosters genuine interactions and drives targeted traffic.\u003c/p\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003cdiv itemtype=\"https://schema.org/Question\" itemprop=\"mainEntity\" itemscope=\"\"\u003e\n\u003ch3 itemprop=\"name\"\u003eAre micro-influencers very powerful?\u003c/h3\u003e\n\u003cdiv itemtype=\"https://schema.org/Answer\" itemprop=\"acceptedAnswer\" itemscope=\"\"\u003e\n\u003cdiv itemprop=\"text\"\u003e\n\u003cp\u003eAbsolutely. Micro-influencers’ power lies in their deep, genuine connections with niche audiences. They’re not just promoting products; they’re curating experiences and sharing them with people who trust their opinions. This trust translates into higher engagement rates and more authentic interactions, which can drive real results for brands. So, while they might not have millions of followers, the influence they wield within their community is incredibly impactful.\u003c/p\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003cdiv itemtype=\"https://schema.org/Question\" itemprop=\"mainEntity\" itemscope=\"\"\u003e\n\u003ch3 itemprop=\"name\"\u003eHow many followers does a micro-influencer typically have?\u003c/h3\u003e\n\u003cdiv itemtype=\"https://schema.org/Answer\" itemprop=\"acceptedAnswer\" itemscope=\"\"\u003e\n\u003cdiv itemprop=\"text\"\u003e\n\u003cp\u003eMicro-influencers typically have between 10,000 and 100,000 followers.\u003c/p\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003cdiv itemtype=\"https://schema.org/Question\" itemprop=\"mainEntity\" itemscope=\"\"\u003e\n\u003ch3 itemprop=\"name\"\u003eAre micro-influencers as effective as macro-influencers in driving engagement?\u003c/h3\u003e\n\u003cdiv itemtype=\"https://schema.org/Answer\" itemprop=\"acceptedAnswer\" itemscope=\"\"\u003e\n\u003cdiv itemprop=\"text\"\u003e\n\u003cp\u003eYes. Micro-influencers typically see higher engagement rates than macro-influencers, making them a cost-effective partnership option. However, the total number of interactions and impressions with a micro-influencer campaign may be fewer than one with a macro-influencer.\u003c/p\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003cdiv itemtype=\"https://schema.org/Question\" itemprop=\"mainEntity\" itemscope=\"\"\u003e\n\u003ch3 itemprop=\"name\"\u003eWhat are the disadvantages of micro-influencers?\u003c/h3\u003e\n\u003cdiv itemtype=\"https://schema.org/Answer\" itemprop=\"acceptedAnswer\" itemscope=\"\"\u003e\n\u003cdiv itemprop=\"text\"\u003e\n\u003cp\u003eWhile micro-influencers are great for authenticity, they do come with some trade-offs. For one, their smaller audience size means they don’t offer the same reach as a macro or mega influencer. You’ll likely need to collaborate with several micro-influencers to achieve the same level of exposure. Additionally, since many micro-influencers manage their own content creation and partnerships, the process can sometimes be slower and less polished than working with more established influencers or agencies. That said, if your goal is to build genuine connections rather than just chase numbers, micro-influencers are well worth the investment.\u003c/p\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003cdiv itemtype=\"https://schema.org/Question\" itemprop=\"mainEntity\" itemscope=\"\"\u003e\n\u003ch3 itemprop=\"name\"\u003eIs it possible to establish long-term partnerships with micro-influencers?\u003c/h3\u003e\n\u003cdiv itemtype=\"https://schema.org/Answer\" itemprop=\"acceptedAnswer\" itemscope=\"\"\u003e\n\u003cdiv itemprop=\"text\"\u003e\n\u003cp\u003eYes. You can approach micro-influencers for both short-term partnerships and long-term \u003ca href=\"/blog/brand-ambassadors\"\u003ebrand ambassadorship\u003c/a\u003e deals.\u003c/p\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e","latestArticles":[],"contentNavigationLinks":[{"href":"#1","text":"What is a micro-influencer?"},{"href":"#2","text":"How working with micro-influencers can benefit your brand"},{"href":"#3","text":"How to build a micro-influencer marketing strategy"},{"href":"#4","text":"Crafting authentic content with micro-influencers"},{"href":"#5","text":"Micro-influencer FAQ"}],"blogHandle":"blog","settings":{"topSectionImages":[{"src":"https://cdn.shopify.com/b/shopify-brochure2-assets/b57973373cb5af3ba8e59f0b966065e7.webp?originalWidth=500\u0026originalHeight=641"},{"src":"https://cdn.shopify.com/b/shopify-brochure2-assets/05383e2e9b6568812f1ccc7bbc28ac3d.webp?originalWidth=500\u0026originalHeight=641"},{"src":"https://cdn.shopify.com/b/shopify-brochure2-assets/2baeeeb3c9bab2dfbfac6428fad929e1.webp?originalWidth=500\u0026originalHeight=641"}],"images":{"guides-modal-default":"https://cdn.shopify.com/shopifycloud/brochure/assets/content-marketing/blog/guides/default-popup-small-507879111d55acdd759b202ab869ea0b8bd0f4af9f9aaa7c540efe59b8e046db.jpg","guides-modal-photography":"https://cdn.shopify.com/b/shopify-brochure2-assets/1bd4b072dc187a774c9af650d0f16d0b.jpg","guides-modal-seo":"https://cdn.shopify.com/b/shopify-brochure2-assets/63781344c2932de6e553a54b02291692.jpg","subscription":{"image":{"en":"https://cdn.shopify.com/b/shopify-brochure2-assets/c46f986d892538f4b0a15f25692330f7.png?originalWidth=1420\u0026originalHeight=1040"}},"rightColSideBannerImg":"https://cdn.shopify.com/b/shopify-brochure2-assets/c8790c0f3c1fa91ccc845e45ce067bbe.png","rightColSideBannerGetInTouchImg":"https://cdn.shopify.com/b/shopify-brochure2-assets/e2a124c9e2e7ae76119a66cfc515535b.png","articleNavigation":{"banner":{"en":"https://cdn.shopify.com/b/shopify-brochure2-assets/e570727d45209fec56c410f802faa0fe.png"}}},"subscription":{"settings":{"subscriptionId":"DE84EF61-2A02-4778-8807-F01B108DE974"}},"citation":{"high-ticket-affiliate-programs":[{"text":"Zip Recruiter - 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[Associates Program Participation Requirements]","url":"https://affiliate-program.amazon.com/help/node/topic/G9SMD8TQHFJ7728F"},{"text":"Themenhero - [Men’s Guide For Brands \u0026 Fashion]","url":"https://themenhero.com/"},{"text":"Zip Recruiter - [Amazon Affiliate Salary]","url":"https://www.ziprecruiter.com/Salaries/Amazon-Affiliate-Salary"},{"text":"Amazon Associates - [Associates Program Participation Requirements]","url":"https://affiliate-program.amazon.com/help/operating/policies#Associates%20Program%20Participation%20Requirements"},{"text":"Amazon - [Application Review Process]","url":"https://affiliate-program.amazon.com/help/node/topic/G8TW5AE9XL2VX9VM"},{"text":"Coffee Brewing Pro - [Coffee Brewing Pro]","url":"https://coffeebrewingpro.com/"},{"text":"Sprocker Lovers - [Sprocker Lovers]","url":"https://sprockerlovers.com/"},{"text":"McKinsey \u0026 Company - [What is omnichannel marketing?]","url":"https://www.mckinsey.com/featured-insights/mckinsey-explainers/what-is-omnichannel-marketing"},{"text":"Package Free Shop - [Package Free Shop]","url":"https://packagefreeshop.com/"},{"text":"McKinsey \u0026 Company - [Five-star growth: Using online ratings to design better product]","url":"https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/five-star-growth-using-online-ratings-to-design-better-products"},{"text":"The Every Day Farmhouse - [Homesteading Gift Ideas]","url":"https://theeverydayfarmhouse.com/homesteading-gift-ideas/"},{"text":"insider Intelligence -[Over 60% of US online shoppers start their product search on Amazon]","url":"https://www.insiderintelligence.com/content/online-shoppers-search-on-amazon"}],"pinterest-affiliate-marketing":[{"text":"Pinterest- [Your audience is here]","url":"https://business.pinterest.com/audience/"},{"text":"Pinterest - [Community guidelines]","url":"https://policy.pinterest.com/en/community-guidelines"},{"text":"FTC - [Online advertising disclosure guidelines]","url":"https://www.ftc.gov/sites/default/files/attachments/press-releases/ftc-staff-revises-online-advertising-disclosure-guidelines/130312dotcomdisclosures.pdf"},{"text":"TheWaystoWealth - [R.J. 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