When we think of influencers, those with millions of followers, high-profile partnerships, and lavish lifestyles–oh, to be Katie Fang sigh– mostly come to mind. But in the constantly changing world of TikTok, a new player is quietly stealing the screen: the micro-influencer. Unlike traditional celebrity collaborations, micro-influencers–with a following between 1,000 to 100,000– offer relatability and niche expertise that resonate deeply with their specific audiences.
With trends like #teamwork and #girlhood taking over the app, we’re witnessing a shift where smaller accounts are becoming the new go-to choice for hyper-engaged audiences and brands looking for authentic connections and meaningful results. If you haven’t been graced to be on that side of TikTok, I urge you to get on it. The amount of girls supporting girls and small creators rallying together for a collective success story is what I believe we’ve been missing all along🤌🏼
So, what’s the deal, how are micro-influencers winning the game right now? Currently, we’ve seen the algorithm prioritize creativity, original content and engagement over a simple follower count which is making this the perfect time for micro-influencers to shine. Studies show that micro-influencers receive 60% higher engagement rates than their macro besties AND their followers are more likely to trust their recommendations and follow through with purchases. With purchasing power like that, it’s a no-brainer that brands are gravitating towards SmallCreatorTok as this means a higher ROI and a more genuine connection with their target audience.
Brand campaigns using micro-influencers that caught our eye this year:
Hers (Skincare and Haircare Products)
By collaborating with Gen Z influencers to create relatable content, Hers launched TikTok campaigns focusing on their skincare and haircare lines which garnered over 3.4 million impressions and 11,000 visitors to their website. The campaigns made it a priority to attract a younger, engaged audience by emphasizing personal transformations and product effectiveness.
TikTok Small Business Campaign
TikTok used its own platform to educate small business owners through content created by successful business influencers. This B2B-focused campaign gained over 2 million likes and 400,000 new followers for the TikTok Small Business Page, proving how micro-influencers can drive success even for mega platforms.
HonestPaws
Now who doesn’t love a video of a dog on their fyp? With a goal of promoting their CBD products for pets, the brand collaborated with 600(!) micro-influencers (within the brand’s niche) over the period of 6 months. This campaign resulted in over 400,000 engagements, a reach of 10 million and 900 content pieces. Needless to say, this strategy brought substantial visibility for HonestPaws.
If you’ve read most of our other articles, you can tell we’re big fans of authenticity being at the height of partnerships, making them feel less like ads and more like intimate conversations. What’s the key to driving a successful campaign, you ask? Always choose collaboration over control– let influencers bring their own voice to your brand while staying true to their audience. Trust us, their audience will know, and if there is a hint of disbelief, it won’t be good news for them or for your brand.
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Written by: Giovanna Pagano
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