The Lion's Den

How to Use a Micro Influencer Agency

Influencer Marketing
How to Use a Micro Influencer Agency

In case you haven’t heard, micro influencers are the current stars of the influencer marketing world. They have fewer but typically more engaged followers than more famous influencers, making them ideal partners for brands looking to authentically promote their products or services. 

The challenge for brands that want to tap into the marketing power of micro influencers is finding and contracting the micro influencers they need for their campaigns. That’s where micro influencer agencies come into play. 

What Are Micro Influencers?

Micro influencers are people posting on social media who have more followers than the average person, but fewer than celebrities or other types of influencers. 

So what counts as a micro influencer? Exact definitions vary, but generally, micro influencers have between 1,000 and 100,000 followers on a particular social media site. Typically, micro influencers develop stronger relationships with their audiences than other influencers. 

The content that micro influencers post is often specific to a niche interest area, not broad like the content other influencers sometimes post. Because of this, micro influencers’ audiences tend to see them as experts or specialists in their particular niches.

What Are the Types of Influencers?

A common question is — What are the different types of influencers by tier?

There are several other types of influencers beyond micro influencers. They include:

  • Nano influencers- Influencers with even smaller followings than micro influencers are called nano influencers. Sometimes, the definition of a nano influencer is someone with 1,000 to 10,000 followers, making them a sub-category of micro influencers. 
  • Macro influencers- Macro influencers are influencers with somewhere between 100,000 and one million followers.
  • Mega influencers- Influencers who have more than one million followers are considered mega influencers. 

Keep in mind that these definitions are guidelines more than anything. There’s no major difference between a macro influencer with 100,001 followers and a micro influencer with only 99,999 followers, but the broad categories help contextualize discussions about influencer marketing. 

What Are Average Influencer Rates?

The labels for different types of influencers are particularly helpful for discussing the average influencer rates. 

Nano influencer rates, for example, tend to be much lower than the rates macro and mega influencers charge for sponsored posts. The size of the influencer’s following isn’t the only factor that affects what an influencer can charge, though. Other factors affecting influencer rates to keep in mind include:

  • Engagement rate
  • Their industry/niche (i.e. fashion, travel, lifestyle, automotive, etc.)
  • Exclusivity
  • Type of sponsored content 
  • Social media platform

You probably won’t pay the same amount for a sponsored Instagram post from a micro influencer as you would for a sponsored TikTok post, for example, because TikTok influencer rates are often different from Instagram influencer rates.

All these different factors make it very hard to estimate average influencer rates. A rough average for influencer rates in 2023 for Instagram posts are as follows:

  • Nano influencers- Between $10 and $100 per post
  • Micro influencers- Between $100 and $500 per post
  • Macro influencers- Between $5,000 and $10,000 per post
  • Mega influencers- $10,000 or more per post

This data suggests the answer to the question “how much do you pay micro influencers?” is a few hundred dollars for a single sponsored post. 

What Is a Micro Influencer Agency?

A micro influencer agency is a type of influencer management agency that specifically works with micro influencers. Brands can work with a micro influencer agency to help them find the right micro influencers for their influencer marketing campaigns. 

There are also micro influencer agencies that cater specifically to micro influencers, helping them grow their followings and connect with companies looking to do brand deals. People often ask, “do influencers need agencies?” The answer is no, but agencies can be helpful for influencers. 

How to Find a Micro Influencer Agency

If you’re interested in working with a micro influencer marketing agency, you have plenty of options. The first step is finding the best micro influencer agency for your brand’s needs. 

You can start with a simple online search for micro influencer agencies. Specify your company’s industry in the search to get even more specific results. After you collect a list of potential micro influencer agencies to work with, you can start weeding some out. 

Check the reviews (if available) of any micro influencer agencies you’re considering. If an agency has many positive reviews from other brands, that’s a good indication that the micro influencer agency will be able to produce strong results for your brand, too. 

You’ll also want to compare the prices that these micro influencer agencies charge brands. 

When Should You Use a Micro Influencer Agency?

As a brand considering influencer marketing, you should use a micro influencer agency whenever you want to get the most out of your influencer marketing campaign.

You don’t have to look very far, either. Lionize is a micro influencer agency that connects your brand with the best influencers for your campaign, including micro influencers. Our software quickly sorts through countless social profiles to find the perfect micro influencers for your niche, location, and brand. Book a Discovery Call  today to see the difference a great micro influencer agency can make for your brand.