Why brands use them
Smaller creators often have closer relationships with their audience, more engaged followers and lower rates. Their recommendations can feel more like advice from a friend than an ad.
Finding the right ones
Look for creators whose audience matches your customers, whose comments show real conversation and whose past posts fit your brand. Local micro-influencers work well for restaurants, gyms, salons and other local businesses.
Working together
Agree on deliverables, timing, usage rights and disclosure upfront. Give creators room to speak in their own voice, since that authenticity is what makes them effective.
Why Micro-Influencer matters
Micro-influencers make influencer marketing affordable for smaller budgets and can reach exactly the right niche. Several smaller partnerships often outperform one large one.
Local creators, packed opening week
A new brunch spot invited several local food creators with modest followings to a preview tasting. Their honest posts reached nearby foodies, and the opening weekend had a waitlist.
Common mistakes
Ignoring fake followers
Some accounts buy followers or engagement. Check comment quality and audience location.
Scripts that kill authenticity
Over-controlled posts feel like ads. Share key points and let them write.
No usage rights agreement
If you want to reuse their content in ads, agree on rights in writing first.
Where we work on this