Mikroinfluencers

Mikroinfluencers are social media creators who wield influence through relatively small, highly engaged audiences. They typically have between 1,000 and 100,000 followers and operate within specific niches, such as beauty, fitness, gaming, or local communities. Their strength lies in authentic, relatable content and close relationships with their followers.

They often generate genuine engagement—comments, saves, shares, and direct messages—which can translate into trust for brands seeking word-of-mouth impact. Because followers consider them peers rather than celebrities, recommendations tend to be perceived as credible and relatable.

Brands favor mikroinfluencers for cost-effectiveness and scalability. Collaborations can be cheaper per post than with larger influencers and allow campaigns to reach more diverse, niche audiences. They also enable flexible, creative content that aligns with a brand’s voice, while reducing the risk of inauthentic sponsorships often associated with bigger accounts.

Limitations and considerations include their smaller total reach, which means a single mikroinfluencer’s impact may be modest; it is common to work with several influencers to achieve broader dispersion. Measurement can be complex, and clear guidelines, disclosures, and contracts help protect brand safety. Maintaining authenticity is important to avoid oversaturation or audience fatigue from excessive sponsorship.

Collaboration models range from product gifting and flat fees to performance-based arrangements using discount codes or affiliate links. Key metrics include engagement rate, reach, impressions, click-through rate, and conversion rate. Mikroinfluencers primarily operate on platforms such as Instagram, TikTok, YouTube, Twitch, and niche blogs.