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8 min read | May 15, 2023

Top Brands That Collaborate with Small Influencers on Instagram

The number of brands that collaborate with small influencers on Instagram is growing. In fact, according to a report by Business Insider, 57% of surveyed brands and marketers now claim to prioritize working with micro-influencers on Instagram. The report also found that smaller influencers tend to have higher engagement rates and can be more cost-effective for brands than working with larger influencers. 

Today’s article will feature successful collaborations between top brands and small influencers on Instagram. Specifically, we will showcase how small influencers can help brands reach niche audiences and increase engagement.

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What Are Small Influencers?

Small influencers, also known as 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 of working with small 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.

Another big benefit cited by brands that collaborate with small 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 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.

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 small 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 4 top brands that collaborate with small influencers on Instagram. This will help you understand what a successful collaboration might look like for your own brand with the right approach. 


The Glossier beauty brand has built a reputation for working with micro-influencers to promote their products. In fact, Glossier's collaboration with small influencers on Instagram has been a significant part of its marketing strategy. The brand focuses on building relationships with customers and small influencers and often features them in their campaigns rather than traditional celebrities. 

For example, Glossier has a dedicated program called the "Rep Program" where customers can become brand ambassadors and receive discounts, exclusive products, and access to events. Glossier also encourages customers to share their own content using branded hashtags and has been known to repost user-generated content through its official social media accounts. 

By working with small influencers and real customers, Glossier has created an engaged and loyal community on Instagram that has helped the brand grow its following and increase its sales.

Daniel Wellington

Daniel Wellington is a popular watch brand that has collaborated with small 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 at 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 collaborated with small 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 has collaborated with small 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 all 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.

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