Influencer marketing: beyond the hype

This article is part of a series of articles on influencer marketing. Read more.

This article considers best practice for working with micro-influencers as part of your overall marketing strategy, including how to identify and work with micro-influencers, why working with micro-influencers can be powerful, and top tips for ensuring successful results.


A micro-influencer or ‘nano-influencer’, are social media influencers who have a smaller online audience in comparison to well established influencers. Typically a micro-influencer will have 5,000 - 10,000 followers, whilst a nano-influencer will have 1,000 - 5,000 followers, and at first glance of their profile, their content will have a less polished and more ‘human’ look and feel to it.

Whilst established influencers (referred to in this paper as macro-influencers) are often identified as having stylised grids and structure to their posts, such as themed posts on certain days of the week, while micro-influencer content will depict the life of an ‘everyday person’ which usually revolves around a particular passion.

Where to start