Including micro-influencers in your influencer shortlist can be a wise strategy, depending on your brand’s goals and the audience you’re looking to reach.

Micro-influencers, typically characterized by a follower count ranging from 1,000 to 100,000, tend to have a higher engagement rate compared to more popular figures. This is often because micro-influencers have a close-knit community of followers, which means their recommendations can have a greater level of influence.

While driving awareness might be easier with popular influencers due to larger reach, micro-influencers can be more effective at driving engagement and conversions. Micro-influencers are usually more cost-effective and are seen as more authentic and relatable by their audience. They also tend to cater to niche markets, so they can provide beneficial partnerships for brands targeting a specific audience.

When it comes to influencer discovery, platforms like Flinque, BuzzSumo, or Klear can help you find and analyze micro-influencers in your industry.

Flinque, for example, enables brands to connect with influencers of all sizes, including micro-influencers. It offers analytics tools to measure engagement, audience match, and even predict campaign success.

In conclusion, micro-influencers can indeed be a valuable addition to your influencer marketing strategy. Their level of influence might not scale in relation to their follower count, but their high engagement rates and niche appeal can be beneficial, especially for brands looking to connect on a more personal level with a specific audience. However, the suitability of using micro-influencers will depend on your specific brand needs and campaign objectives.