Top Brands That Work with Micro-Influencers on Instagram

Have you ever wondered why more and more brands are turning to micro-influencers on Instagram? It's a trend that's impossible to ignore, and there's a good reason for it. According to a recent report by Business Insider, a staggering 57% of surveyed brands and marketers now prioritize working with micro-influencers on Instagram.

This shift is not without merit, smaller influencers often boast higher engagement rates compared to their larger counterparts. This means that their followers are more likely to interact with their content, resulting in more meaningful connections and authentic engagement. Plus, collaborating with micro-influencers can be significantly more cost-effective for brands, making it an attractive strategy for those looking to maximize their marketing budgets.

As we delve deeper into the advantages of partnering with micro-influencers, it becomes clear that their growing popularity is reshaping influencer marketing. 

So, why exactly are these smaller influencers becoming the go-to choice for savvy brands? Let's explore the benefits and dynamics that make micro-influencers a powerful asset in the digital marketing toolkit.

What Are Micro-Influencers?

Micro-influencers are social media content creators with modest audiences of between 10,000 and 100,000 followers. They are considered "small" in comparison to macro-influencers, mega-influencers, and celebrities who often have millions of followers.

One of the main benefits experienced by brands that work with micro-influencers is their higher engagement rates compared to larger influencers. This is because their audience tends to be more niche and dedicated, resulting in a more loyal following. Additionally, smaller influencers tend to have more time to nurture their relationships and interact with their audience, which boosts authenticity and engagement.

For example, skincare brand Mario Badescu collaborates with micro-influencers to create relatable and authentic content that showcases their products in everyday skincare routines. By partnering with these influencers, Mario Badescu has successfully increased its brand awareness and built a loyal customer base that trusts the recommendations of these influencers.

Another example is the fashion brand Revolve, which works with micro-influencers to promote their latest collections. These influencers create engaging and stylish content that aligns with Revolve's brand image. As a result, Revolve has been able to reach a highly targeted audience, driving more traffic to their online store and increasing sales.

Another big benefit cited by brands that work with micro-influencers on Instagram and other social media platforms is that they can also usually offer a more targeted approach to  influencer marketing, as they often specialize in specific niches and industries. This allows brands that work with micro-influencers to reach a more invested audience that aligns with their target market, helping them increase brand awareness, achieve higher engagement rates, and generate increased sales and conversions.

Why Do Brands Want To Collaborate With Micro-Influencers?

Brands are increasingly turning to micro-influencers to boost their marketing efforts. 

Here's why brands that work with micro-influencers are so happy with this approach to marketing:

• Higher engagement rates: Micro-influencers tend to have higher engagement rates compared to macro-influencers. Their smaller, more dedicated follower base often results in more likes, comments, and shares for brands that work with micro-influencers, creating a more interactive community around the brand.
• Authenticity: Micro-influencers are perceived as more authentic and relatable. Their content feels genuine, fostering trust among their followers, which can lead to stronger brand affinity and customer loyalty.
• Cost-effectiveness: Brands that work with micro-influencers often find that it is more budget-friendly than partnering with celebrities or macro-influencers. This makes it easier for brands, especially smaller ones, to leverage influencer marketing without breaking the bank.
• Niche targeting: Micro-influencers often cater to specific niches, allowing brands that work with micro-influencers to target precise demographics and interests. This targeted approach can lead to more effective marketing campaigns and better conversion rates.
• User-Generated Content: Brands that work with micro-influencers benefit from a wealth of User-Generated Content (UGC). This content can be repurposed across various marketing channels, enhancing the brand's authenticity and reach without significant additional costs.
• Long-term relationships: Building relationships with micro-influencers can result in long-term partnerships. These ongoing collaborations can help maintain consistent brand messaging and build a loyal customer base over time.
• Enhanced local reach: Micro-influencers often have strong local followings. Brands looking to enhance their presence in specific geographic areas can benefit from these influencers' local influence and community ties.

Essentially, micro-influencers offer brands a combination of authenticity, targeted reach, and cost-efficiency, making them a valuable asset in modern marketing strategies.

Top Brands That Collaborate with Small Influencers on Instagram

As a result of all these benefits, it’s not just smaller e-commerce brands that tend to work with micro-influencers; these days we are seeing a number of top global brands that collaborate with small influencers on Instagram. The key is understanding the best ways to identify micro-influencers for your brand, developing creative content that appeals to your target market, and nurturing long-term relationships with your chosen influencers.

With this in mind, let’s take a look at 7 top brands that work with micro-influencers on Instagram. This will help you understand what a successful collaboration might look like for your own brand with the right approach. 

Airbnb

Airbnb collaborates with micro-influencers to showcase unique travel experiences and destinations. Micro-influencers often share their stays at various Airbnb properties through captivating photos and videos, highlighting the comfort, design, and local attractions. These visual posts provide followers with a genuine look at the Airbnb experience, encouraging them to book their own stays. For example, micro-influencers might post a series of Instagram Stories showing the stunning interiors of an Airbnb cabin in the mountains, complete with cozy furnishings and breathtaking views. They might also share videos exploring nearby hiking trails, local cafes, and other attractions, giving their audience a full picture of what a stay at that particular Airbnb might entail.

By leveraging the reach and authenticity of micro-influencers, Airbnb has effectively enhanced its brand image and increased bookings. Micro-influencers often engage deeply with their followers, providing personalized responses to questions about their stay, which further builds trust and credibility. This strategy has allowed Airbnb to tap into niche markets and attract travelers who seek unique and authentic experiences.

Daniel Wellington

Daniel Wellington is a popular watch brand that has worked with micro-influencers on Instagram in the past. The brand has a strong presence on social media, particularly on Instagram, where it has over 4 million followers.

Daniel Wellington has worked with many small influencers to promote its watches, often offering them a unique discount code to share with their followers. The brand has also used micro-influencer marketing campaigns to showcase its watches in lifestyle settings, such as on vacation, at brunch, or the office.

One notable campaign Daniel Wellington launched in 2018 was referred to as the "DW Model Search", During this campaign, the brand invited its followers to submit photos of themselves wearing DW watches, with the opportunity to be selected as a model for the brand's next campaign. This campaign was a huge success, generating thousands of entries and a wealth of user-generated content. As a result of working with small influencers, Daniel Wellington has been able to build a strong and loyal customer base, which has helped the brand to increase its reach and sales.

Outdoor Voices

Outdoor Voices, a recreation brand built with recreationalists in mind, has successfully worked with micro-influencers  on Instagram to build its brand and reach a wider audience. The brand's influencer program focuses on working with micro-influencers who have a strong and engaged following that aligns with the brand’s values. These influencers create authentic content that showcases the brand's products in a natural and relatable way. As a result, Outdoor Voices has managed to leverage the trust and authenticity of these small influencers, build a strong brand image, and increase its customer base. 

Lululemon

Lululemon has worked with micro-influencers  on Instagram as part of its marketing strategy to build brand awareness and engage with its audience. Lululemon has worked with micro-influencers who are passionate about fitness and wellness, and who align with its brand values of empowerment and healthy living. These small influencers create content that showcases Lululemon's products and how they fit into their active lifestyle.

Ultimately, as with the above brands that collaborate with small influencers on Instagram, Lululemon has leveraged this influencer marketing strategy to create an authentic and relatable image and build a community around its brand. This has resulted in increased engagement and loyalty and has helped Lululemon stand out in a highly competitive market.

HelloFresh

HelloFresh, a meal kit delivery service, frequently works with micro-influencers to demonstrate how easy and enjoyable it is to cook with their kits. Influencers create engaging content such as unboxing videos, cooking tutorials, and meal reviews. These posts often include step-by-step photos or videos showing the preparation and final dishes, making them appealing and relatable for their audience.

For instance, a micro-influencer might post a series of Instagram videos that start with unboxing a HelloFresh meal kit, showcasing the fresh ingredients and the recipe card. They might then film themselves cooking the meal, providing tips and personal touches along the way, and finally presenting the finished dish, often accompanied by a family dinner scene or a taste test. This content not only highlights the convenience and quality of HelloFresh kits but also shows followers how easy it is to incorporate these meals into their daily lives.

This strategy has helped HelloFresh expand its customer base and increase subscription rates by providing authentic and visually appealing content. By choosing influencers who genuinely enjoy cooking and have a loyal following, HelloFresh ensures that their promotional content resonates well with potential customers. This authentic endorsement from trusted sources has proven to be highly effective in driving new subscriptions and retaining existing customers.

ASOS

ASOS, a leading online fashion retailer, frequently collaborates with micro-influencers to promote its wide range of products. The brand's strategy involves partnering with influencers who have a unique fashion sense and a loyal follower base. These influencers create content that features ASOS clothing in everyday settings, making the brand's products more relatable and desirable.

ASOS often provides influencers with discount codes and encourages them to share their styling tips on Instagram. This not only drives sales but also generates user-generated content that ASOS can use across its social media platforms. By working with micro-influencers, ASOS has been able to maintain a strong online presence and connect with a diverse audience.

Fabletics

Finally, Fabletics, a popular activewear brand co-founded by Kate Hudson, has effectively harnessed the power of micro-influencer marketing to grow its brand. The brand collaborates with small influencers who align with its focus on fitness and an active lifestyle. These influencers share their experiences wearing Fabletics gear during workouts and daily activities, providing authentic testimonials that appeal to their followers.

Fabletics also runs an ambassador program where influencers receive exclusive products and discounts in exchange for promoting the brand. This strategy has helped Fabletics build a community of loyal customers who feel connected to the brand through the influencers they follow. By leveraging the reach and credibility of micro-influencers, Fabletics has successfully increased its market presence and customer base.