61% of brands now focus their influencer marketing budgets on nano- and micro-influencers. These smaller creators consistently deliver higher engagement rates, stronger trust, and better conversion potential than big-name influencers.
If you’re not tapping into this space, your competitors probably are, and they’re building loyal communities while you watch from the sidelines.
In this blog, we’ll cover:
P.S. Finding it hard to get measurable results from influencer marketing? Expert micro-influencer agencies like inBeat can help. They manage your entire campaign from vetting micro influencers and content creation to performance tracking. Their team ensures every collaboration is data-driven, and built to deliver real ROI.
Book your free strategy call now and see how inBeat can help you run high-impact campaigns.
Micro-influencers are everyday people with a smaller yet highly engaged following on social media. They usually have between 10,000 to 100,000 followers, but what sets them apart is their ability to connect deeply with their audience. This makes them a perfect fit for brands looking to create authentic content and boost engagement rates.
Below is an example of a micro-influencer:
Partnering with micro-influencers brings a lot of value to brands, especially when you're looking for authentic connections and impactful results. Here's why you should consider them:
Many top brands are tapping into the power of micro-influencers to improve brand awareness and increase engagement rates. These brands recognize that micro-influencers bring authentic content and a closer connection with audiences.
By partnering with influencers who have niche followings, they’re able to run impactful, budget-friendly campaigns that drive conversion rates.
As Bryanne DeGoede, Forbes Councils Member, puts it:
“Micro-influencers have typically nurtured their following over time, building trust and credibility with their audience. They have established authentic relationships with their followers, who often view them as friends or trusted advisors. This level of trust allows micro-influencers to have a significant impact on their audience’s purchasing decisions.”
Check out some famous brands making it happen:
Platform: TikTok
Industry: Entertainment
Audible has partnered with micro-influencers on TikTok to share their book recommendations through relatable and engaging content. This has helped them build awareness within specific communities, particularly book lovers and podcast listeners.
Audible teamed up with micro-influencers like @cailinvans on TikTok to create authentic content that actually gets people talking. In this short clip, the micro-influencer shares her excitement over Audible’s free adaptation of 1984 that features big names like Andrew Garfield and Tom Hardy.
With over 74K likes and strong community engagement, it’s clear that working with creators who genuinely enjoy the product leads to better engagement rates and stronger trust. It's also a great example of how user-generated content can drive curiosity and even impact conversion rates, especially when the content feels personal, not overly polished.
Platform: Instagram
Industry: Maternity Fashion
PinkBlush knows how to keep things real with their audience. They work with micro-influencers like @vanessaeveylynn on Instagram to share authentic content that connects with soon-to-be moms. In this post, Vanessa styles PinkBlush’s cozy Mocha Fuzzy Knit Front Pocket Maternity Cardigan to give her followers a real-life look that feels both stylish and comfortable.
This kind of content helps increase engagement rates and builds stronger community trust, especially when it comes from a creator who speaks directly to her niche.
Platform: Instagram
Industry: Personal Care/Skincare
Native, in collaboration with inBeat Agency, works with micro-influencers like @mama.marissa to create authentic content that feels relatable and engaging. In the Instagram reel below, she shares how Native’s SPF 30 Mineral Sunscreen fits into her sunny day routine. The natural zinc oxide formula and clean ingredients appeal to health-conscious followers, making it the perfect match for a niche audience.
Partnering with creators who already have a closer connection with audiences allows Native to build community engagement and drive conversion rates for seasonal products. It’s a great example of running impactful, budget-friendly campaigns with trusted voices.
Platform: TikTok
Industry: Eyewear/Fashion
Warby Parker works with micro-influencers like @shan_peterson to share what the in-store experience feels like. In this TikTok, Shannon brings her audience along as she tries on different frames, giving an honest look at style and fit.
The relaxed, genuine vibe creates stronger brand awareness and sparks interest from people who might be looking for new eyewear. Collaborations like this deliver genuine opinion and experiences. These connect with communities and encourage real engagement.
Platform: Instagram
Industry: Athletic Apparel
Lululemon uses influencer marketing with micro-influencers from different walks of life (athletes, creators, and lifestyle voices) to share content that inspires movement. While some posts focus on seasonal themes like “back to campus looks,” others highlight pro athletes, fitness classes, and everyday wear.
This mix keeps their feed fresh, maintains strong community engagement, and sparks potential collaborations. It’s a flexible approach that delivers authentic stories, builds brand awareness, and supports higher conversion rates over time.
Platform: Instagram
Industry: Kitchen Appliances/Wellness
Hurom works with micro-influencers to create user-generated content that shows how their juicers fit into a healthy lifestyle. In this Instagram Reel, @thenutritionguru shares her quick nutrient-packed juice routine, showing the Hurom H330P.
The brand has a flexible approach to influencer marketing. You can see its feed features a mix of recipes and product demos, giving followers plenty of fresh content to engage with. This strategy keeps community engagement high (just as in Lululemon’s case) and supports better conversion rates for its premium appliances.
Platform: TikTok
Industry: Home Improvement/Retail
Home Depot teams up with micro-influencers like @SimplyHandmade to share content that inspires creative DIY projects. In this TikTok, she celebrates Juneteenth by making family-friendly lawn games with products from Home Depot.
It’s a perfect example of influencer marketing that connects with communities, sparks potential collaborations, and drives engagement rates. The relatable, real-life approach strengthens brand awareness as well as encourages viewers to try their own at-home builds.
Platform: Instagram
Industry: Beauty/Retail
When it comes to beauty brands that work with micro influencers, Sephora stands out for how it blends expertise with authenticity. In the Instagram Reel below, @chlocamara shares her skincare routine using products from Glow Recipe, Laneige, and Biodance.
This style of user-generated content keeps engagement rates high because @chlocamara gives viewers tips they can apply right away.
But Sephora’s entire influencer marketing approach integrates tutorials, product showcases, and relatable personalities. These creative assets strengthen brand awareness, yes. More importantly, they encourage conversion rates from beauty lovers looking to refresh their routines.
Platform: LinkedIn
Industry: Project Management/SaaS
ClickUp uses a smart influencer marketing strategy by empowering employees with strong personal brands to share company news. On LinkedIn, team members like Chris Cunningham, who has over 21K followers, post updates that double as authentic content and brand promotion.
In the video below, he announces ClickUp’s presence at INBOUND. This sparks community engagement and opens potential collaborations. After all, it’s a flexible approach that combines professional networking with user-generated content. The strategy helps ClickUp grow brand awareness while keeping its message personal and relatable.
Platform: Instagram
Industry: Meal Kits/Food Delivery
HelloFresh partnered with inBeat Agency to connect with micro-influencers who can showcase their meals in a relatable way. For example, in this Instagram Reel below, @kaileyandtrav tries a prep-and-bake HelloFresh meal, showing how quick and easy it is to make dinner in under five minutes.
This kind of authentic content blends lifestyle moments with product use. Making people feel part of a creator’s life is what keeps engagement rates high in this case. The brand’s honest approach to influencer marketing builds trust on the one hand. On the other, it sparks potential collaborations with creators who fit their audience.
Platform: TikTok
Industry: Beauty/Cosmetics
Glossier keeps on collaborating with micro-influencers like @Hannah to keep their audience engaged and curious. In this TikTok short below, the micro-influencer gives a quick rundown of the Balm Dotcom collection by mixing close-up shots with casual commentary.
It’s a smart influencer marketing move that doubles as product education and light entertainment. Regular collaborations like this help Glossier maintain strong community engagement, explore potential collaborations with new beauty voices, and improve conversion rates by showing products in real use.
Platform: LinkedIn
Industry: Design/Software
Canva knows how to make influencer marketing work in the B2B world. They collaborate with internal advocates and micro-influencers to share practical tips that spark interest. In this LinkedIn post below, Rachel Pedersen, with an audience of over 37K, walks through a hack to design a year’s worth of graphics in minutes.
Posts like this deliver education by giving followers new ways to use Canva, and show its time-saving features. It’s a perfect approach that mixes product know-how with relatable storytelling, which in turn makes it easier for professionals to see its value right away.
Platform: Instagram
Industry: Beauty
ColourPop Cosmetics keeps influencer marketing authentic through collaborations with micro-influencers who already love their products. In the Instagram Reel below, creator @theprincessdiariez shows the Glitterally Obsessed Glitter Gel, which delivers intense sparkle and shine with a unique multi-dimensional combination.
The mess-free formula is suspended in an adhesive gel, so there’s no need for glitter glue. These creator-led posts mix product education with creativity. The approach helps ColourPop stand out, stays true to its bold style, and builds trust with audiences through familiar, relatable voices.
Platform: TikTok
Industry: E-commerce
Etsy knows how to spotlight its community of creators. This TikTok features Melanie Abrantes, a micro-influencer with over 30K followers, as she carves a design inspired by her favorite childhood food. The short clip blends craftsmanship, personal storytelling, and product visibility in a way that feels genuine.
Collaborations like this highlight Etsy’s unique, handmade offerings while giving sellers a platform to connect with new audiences. It’s a simple yet effective way to show that Etsy is a home for creative entrepreneurs sharing their passion with the world.
Platform: Instagram
Industry: Photography/Tech
Canon does a great job of using expert voices to help followers make informed buying choices. In this Instagram Reel, photographer Grace Torres breaks down the differences between the RF50mm F1.2L USM and the RF35mm F1.8 IS STM lenses. The video combines scenic visuals with clear explanations. That way, both beginners and seasoned photographers can easily pick the right lens for their needs.
This kind of influencer-led content positions Canon as both a trusted educator and a go-to brand for quality gear, while also creating an authentic connection with the photography community.
Platform: Instagram
Industry: Haircare
Prose taps into the power of micro-influencers to share authentic, relatable haircare tips. In the Instagram Reel below, they partner with a creator to compare curl cream and styling gel. The video shows what each product does best and why some curls may need both. The clip displays textures, application, and real results, giving followers a clear visual guide.
This approach places Prose among the standout hair brands that work with micro influencers to create content that educates and inspires. These partnerships give the brand trusted recommendations that feel personal and encourage followers to explore tailored products.
Platform: Instagram
Industry: Food & Beverage
Starbucks knows how to create buzz for new drinks through influencer collaborations. In this Instagram Reel, they team up with content creator @mrcheezyop to introduce the Brown Sugar Oatmilk Cortado. The video gives a quick breakdown of the drink, its flavor profile, and why it’s worth trying.
This style of content integrates product awareness with authentic creator personality which makes the promotion feel natural instead of forced. Partnering with relatable influencers helps Starbucks reach coffee lovers in a way that sparks curiosity and encourages them to visit a store to try the latest menu addition.
Platform: LinkedIn
Industry: SaaS / Collaboration Tools
Miro teamed up with inBeat Agency to connect with industry experts who can inspire professionals. For example, in the LinkedIn post below, David Pereira, with over 87K followers, shares a practical product vision template that helps teams align and work with purpose.
His post explains why a clear vision matters, offers actionable steps, and links to a ready-to-use Miro board. This mix of thought leadership and tool demonstration shows Miro’s value in solving real business challenges and helps teams see how the platform can fit into their daily workflow.
Platform: Instagram
Industry: Fashion / Accessories
Daniel Wellington often works with lifestyle creators to showcase its products in authentic, real-world moments. For example, in the Instagram post below, @morganschwarz_ captures the essence of a Swedish summer with a relaxed, natural vibe. The short clip mixes personal storytelling with subtle product placement.
This makes the watch feel like part of everyday life rather than a staged ad. The approach helps the brand connect with audiences who value a style that feels effortless and personal. It also positions the watch as a go-to accessory for timeless, memorable moments.
Platform: TikTok
Industry: Travel / Hospitality
Airbnb typically partners with travel creators to showcase unique stays that spark wanderlust. In the TikTok post below, Kola Travels shares a “hidden gem:” Airbnb in Madrid priced at €70 per person per night. The short video shows the cozy interiors, warm lighting, and intimate vibe, making it feel like a perfect getaway spot.
This type of content blends authentic traveler reviews with visual storytelling, giving viewers both inspiration and practical booking details. The approach makes Airbnb’s listings feel more personal and attainable and encourages audiences to imagine their own stays in these memorable spaces.
Platform: Instagram
Industry: Sportswear / Fashion
Puma partnered with inBeat Agency to collaborate with micro-influencers like @comeonfuture. In this post, the creator takes viewers inside the Gonesse outlet store and shows racks of sportswear, eye-catching discounts, and an extra 10% off with a promo code. She also models key pieces to make the deals feel even more tempting.
As one of the leading fashion brands that work with micro influencers, Puma uses this approach to connect with style-conscious shoppers who love a good bargain. It also gives them a vivid sense of the outlet experience and the value they can expect when visiting.
Platform: Instagram
Industry: Fashion / E-commerce
ASOS works regularly with micro-influencers to keep its style content fresh and relatable. In this example, influencer @laurennicolefk showcases two Summer Edit looks, one in bold checks and another in chic stripes, giving followers easy outfit inspiration. Each item is tagged with product codes, making it simple to shop the exact pieces.
This mix of authentic influencer style and direct shopping links helps ASOS stay connected with fashion-forward audiences. It also shows how the brand integrates seasonal trend promotion with content that feels personal and makes their collections more appealing and accessible to everyday shoppers.
Micro-influencers have become an essential part of modern influencer marketing. They offer authentic connections, niche targeting, and content that truly resonates. From global names to growing startups, the brands we explored prove that smaller creators can have a big impact when campaigns are planned and executed strategically.
Key takeaways
If you want to launch impactful, budget-friendly campaigns with top-performing micro-influencers, inBeat Agency can help. They handle everything from influencer selection to performance tracking to ensure your campaigns run smoothly and deliver results.
How to get brands to work with you as an influencer?
Start by building a strong personal brand and an engaged audience in your niche. Share consistent, high-quality content and interact with your followers regularly. Then reach out to brands with a personalized pitch that explains why your audience aligns with their target customers.
What brands have used AI influencers?
Several major brands have experimented with AI influencers, including Prada, Dior, and Calvin Klein. These virtual personalities are used for product launches, campaigns, and social media content to create unique digital experiences.
Does Sephora work with micro-influencers?
Yes. Sephora regularly partners with micro-influencers in the beauty space to promote products, share tutorials, and create authentic content that connects with beauty enthusiasts.
How to collab with micro-influencers?
Start by identifying influencers whose audience matches your brand. Use influencer marketing platforms or agencies like inBeat to vet creators, set campaign goals, and manage outreach. Offer clear guidelines, fair compensation, and encourage authentic storytelling.
Which brands work with micro-influencers on TikTok?
Many brands use TikTok to connect with engaged niche audiences through micro-influencers. Examples include Audible, Warby Parker, Glossier, Sephora, Airbnb, and Home Depot. These brands partner with creators to share authentic, short-form videos that highlight products in real-life scenarios, spark community conversations, and drive measurable engagement.
What are some fashion brands that work with micro-influencers?
Many fashion brands collaborate with micro-influencers, including ASOS, Daniel Wellington, Puma, Lululemon, and ColourPop Cosmetics. These partnerships often focus on authentic style inspiration and relatable content that resonates with specific audiences.
