While it’s true that some consider influencers “celebrities of social media,” it’s important to highlight the subcategory of influencers who are becoming more and more sought after by brands big and small: micro-influencers.

But who are they exactly?

To many, an influencer is defined by the immense number of followers he or she has amid their social media platforms. And while a lot brands are attracted to sponsoring those with high follow counts, others are now investing in influencers who don’t have as many followers, but higher engagement levels. Essentially, it’s the quality of their followership over the quantity. According to Forbes, “brands and marketers are now focusing on the interaction between influencers and their audiences,” which can be measured by the likes and comments different posts receive on a daily basis. More so than standard influencers, micro-influencers often have high engagement levels that brands had a tendency to overlook in the past. (Forbes)

What identifies a micro-influencer?

There isn’t necessarily a magic number of followers that separates an influencer from a micro-influencer. Brands are focused on engagements of specific audiences and how those niche audiences can potentially lead to higher sales. In the end, their goal is to promote products in ways that appear more genuine than a #ad.

The moral of the story: little guys shouldn’t be discounted. Whether you’re promoting a book, service, or anything for that matter, don’t underestimate the power of loyal followers.

For more information on influencer outreach, check out our guide.