What is a Micro Influencer?

Here at Shopping Beautifully, we define micro influencers as those with less than 100k followers on Instagram. With smaller, highly-engaged audiences, micro-influencers in the Shopping Beautifully network have a niche focus on haircare, skincare and makeup. Here are a few reasons why working with micro influencers makes sense for beauty brands both large and small.

Trust & Authenticity

Micro influencers are more like close friends than spokespeople. They’re real and approachable. They talk to their audiences, not at them. This intimate connection is something that’s incredibly difficult for influencers to maintain as they grow. There are simply too many comments and direct messages for many influencers to stay on top of.

Micro influencers with small, fiercely loyal followings don’t have this problem. They maintain the high level of trust and authenticity that every brand is seeking. Their genuine reviews and endorsements are taken to heart by their followers, making them incredibly powerful brand builders.


Effectively vetting influencers requires digging into their engagement. Generally, on Instagram, engagement can be observed on a sliding scale where the larger an account gets the lower engagement becomes. Instagram can’t send every post from every account someone follows to their feed, so they utilize algorithms in an attempt to deliver the most relevant content to them every time they open the app. This means micro influencer content often bubbles to the top.

Instagram’s goal is to serve people the content they love, so their algorithm favors micro-influencers whose smaller audiences always engage with their content. As their posts accrue more likes and comments than Instagram expects, its algorithm assumes the content is high-quality and serves it to even more people, pushing engagement higher and higher. This snowball effect means we often see micro influencers with engagement rates closer to 10%, rather than the industry average of 1-3%.

Click here to read our blog entry on how to quickly assess Instagram engagement.


As influencer marketing has grown over the past decade, so to has the cost of participation. Working with some of the most followed Instagram accounts can mean spending hundreds of thousands of dollars. Celebrities like Kylie Jenner are charging upwards of $1,000,000 for sponsored posts and beauty specific influencers like Huda Kattan are charging as much as $33,000 per post.

Micro influencers, on the other hand, come with price tags that won’t make you go wide-eyed. Small budgets can go further than you would imagine. This means ROI is often better when working with them as well. Here at Shopping Beautifully, beauty and fashion brands pay a flat campaign fee for access to the network. We manage the entire campaign process start to finish to make working with influencers as pain-free and cost-effective as possible.

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If you’re a brand or influencer looking to learn more about how it all works, don’t hesitate to reach out!