Many brands still think that mega-influencers with millions of followers are key for business impact, however, 35% report their highest ROI comes from mid-tier partnerships (100K-300K followers).
Micro-influencers (10k-100k) are key result drivers for their more targeted audiences, highly engaged communities, and greater conversion rates than larger influencers.
Influencers with smaller followings offer a cost-effective alternative to celebrity influencers, making them ideal for brands trialing an Influencer Marketing strategy that will work for them long-term or operating in niche markets.
Their genuine passion and expertise often make their branded content more trustworthy and credible compared to mega-influencers, whose promotions may feel less authentic.
Micro-influencers' versatility extends across platforms like TikTok, Instagram, and YouTube providing opportunities to connect with diverse audiences. They also produce varied, creative content, offering multiple avenues for brand exposure, unlike larger influencers who may impose stricter content guidelines.
While their smaller, niche audiences limit message reach and finding the right micro-influencers requires effort, the benefits of their authenticity, affordability, and ability to engage specific communities will increase your ROAS.
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Sabina Blair combines food and travel content with engaging snippets of her daily life. Sharing a variety of lifestyle content, including cooking, travel vlogs, and day-in-the-life videos. Her recent Vlogmas 2024 content on TikTok encouraged her audience to check in with her daily.
Her TikTok features fun recipes, such as fluffy pancakes and slow-cooked meals, as well as glimpses into her adventures with her influencer partner @theburntchip. She also has a dedicated food Instagram page @sabinasfoodblog that currently has 1700 followers.
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Molly Thompson is a travel vlogger who shares engaging content about her adventures around the world. Her posts often include stunning photography of different destinations, travel tips, cultural experiences, and interactions with the local environment that resonate well with her audience.
We have previously worked with Molly on our campaign with Adobe where she showcased how she used Adobe Express to make travel guides with ease.
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Daiki is a filmmaker and photographer who romanticizes the little moments from his travels to his audience online. Japanese, born and raised across Thailand and the UK and now living in Spain, his unique way of capturing the world has led him to work alongside the likes of Ralph Lauren, Major League Baseball, and the Jonas Brothers.
We worked with Daiki on our campaign for Ralph Lauren Fragrances Polo Blue. He produced a cinematic Instagram Reel which he titled “Tennis but Cinematic”. The style of content perfectly showcased the luxury product.
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Yaa is a UK-based natural hair care enthusiast. Posting across YouTube, TikTok, and Instagram, her channels are a hub for those seeking advice on how to look after and style textured hair. Yaa posts mostly product reviews and tutorials, but she also mixes in lifestyle content.
She showcases her personal style on Instagram and vlogs on her YouTube channel that largely center around travel. Yaa has worked with brands such as L’Oréal and Garnier and regularly speaks about brands like Shark and Coco & Eve organically.
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Ayşe is a German fashion-forward content creator whose curated and stylish feed seamlessly blends fashion, beauty, travel, and lifestyle. With an eye for seasonal trends, Ayşe’s reels provide followers with outfit inspiration and style advice, making it easy to replicate her chic aesthetic.
Her Instagram content is polished and stylish. This vibe crosses over onto her TikTok channel too, but on TikTok she shares more candid moments such as cleaning her home and hanging out with her partner. Previous brand partnerships include JD Sports, Amazon, and NAKD Fashion.
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Berlin-based Tu Minh uses TikTok and Instagram as channels to speak about East Asian culture, food, and self-care. Despite leaning into macro-influencer territory on TikTok, Tu Minh has a tight-knit community on Instagram where his truly dedicated followers go to check in on his personal updates and delicious foodie content.
We partnered with Tu Minh in collaboration with cookware brand HexClad. He showcased the brand's knives and pans in his Instagram Reel in a way that mirrored his typical content sharing his favorite East Asian recipes.
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Dazhané is the ultimate London “cool girl”. She has a passion for making everything she posts across her social channels look beautiful and cinematic. Because of her fashion for photography and design, we enjoyed working with Dazhané on a previous campaign with Adobe.
Dazhané’s day-to-day content includes sharing her favorite local food and beverage spots, her current exercise routines wellness tips, and lots of outfit checks.
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Nacho Ferrero is a Spanish influencer whose content is all about fashion – primarily streetwear. Nacho’s fashion content spans many different themes, including hauls, styling tips, and “Come shopping with me”. He incorporates high-street brands as well as more luxury names like Ralph Lauren.
We worked with Nacho on our Polo Red/Polo Blue campaign with Ralph Lauren Fragrances. His Instagram Reel content was aesthetically pleasing and showcased how the fragrance was a key part of his outfit choice.
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Leah is a US creator whose content focuses largely on her dating experiences. Despite having a larger following on her YouTube channel, Leah’s most dedicated followers are present on her Instagram and TikTok pages.
We chose to collaborate with Leah on an Instagram Reel for the dating app Bumble. Her beautifully shot and edited video was centered around Bumble’s friendship feature, Bumble BFF. Despite Instagram not being Leah’s highest-followed platform, the real amassed over 1 million views, showing how smaller audiences are often more invested.
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Chloe is a money-saving marvel, and shares all of her best tips and tricks on Instagram and TikTok. Having worked with Chloe on a previous campaign with Which?, we know that she has a strong UK millennial audience.
Chloe’s content is educational as well as entertaining and features partnerships with brands like Aldi, Primark, and IKEA.
If you’re a micro or mid-tier creator looking for tips on how to connect with brands and produce content that attracts new partners, you can check out our free service, Creator Voices.
And for brands looking to partner with a micro or mid-tier influencer to drive engagement on socials, reach out to us at hello@digitalvoices.com.
