Content Creators come in many forms, but one of their biggest differentiators is their level of engagement. The measure of success isn’t gauged by how many followers influencers have—brands using influencer marketing need to leverage their engagement.

How much interaction does an influencer have with their audience? How involved are they? The more involved they are with their followers, the more loyal their followers will be to a brand they recommend.

One type of influencer tends to have higher engagement on their platforms: the micro-influencer. Let’s explore the power of micro-influencers together and how to leverage these voices to market to Gen Z.

Micro-Influencers Fulfill Gen Z’s Top 5 Priorities

Gen Z (born from 1996 to the mid-2000s) makes up 25 percent of the global population, with spending power estimated to reach $12 trillion by 2030. Micro-influencers—those with 1,000-100,000 followers—are poised to reach Gen Z’s hearts, minds, and wallets. But why is the connection so strong? Gen Z and micro-influencers go hand-in-hand for a few key reasons:

1. Gen Z Wants Authenticity

Marketing to Gen Z means being more transparent and authentic. Gen Z is looking for a true voice to listen to, influence their purchases, and shape their lifestyles. As modern-day digital “best friends,” micro-influencers speak directly to their followers and stay true to their niche in a relatable way—all while offering style advice and product recommendations.

Research firm, Morning Consult, found that 61 percent of Gen Zers (and millennials) trust influencers. Whether it’s a product review, a live stream, or a staged post, micro-influencers provide a trusted path from product post to purchase.

2. Micro-Influencers Interact and Engage

Micro-influencers have such dedicated audiences because they aren’t serving mass appeal; their content is tailored for specific consumers. They have more of a luxury of interacting and engaging with followers than most larger-scale Creators. An influencer with several million followers can’t keep up with the volume of messages they receive to engage on a personal level.

Micro-influencers can join conversations with their followers directly. This further fuels trust and authenticity—and these followers who feel heard become more loyal. Brands that use micro-influencers in their strategy increase the odds that consumers will engage, convert, and commit to their brand.

3. Micro-Influencers Keep Brands on the Gen Z Migration

The born-into-digital generation is always looking for new platforms to explore. But where are they right now? Look to Instagram, TikTok, and YouTube—especially to drive purchases. Gen Zers emotionally connect with visual content, so micro-influencers that use video will help your brand grow. 

Another key place to be? The LTK app. As the fastest-growing destination, it drives $4 billion in annual retail sales through LTK Shops.

4. Gen Z Values Diversity 

We’re becoming a true melting pot, as nearly half of Gen Z identifies as racially or ethnically diverse. When Gen Z browses the web, they’re looking for voices who reflect individuality and diversity the way they do—not one-size-fits-all influencers.

When brands work with micro-influencers to reach Gen Z in this way, they need to spread their spend across several micro-influencers to appeal to various niches and diverse audiences. The good news is that more influencers don’t mean exponentially more money, as micro-influencers tend to be more affordable.

5. Gen Z Gravitates Toward Local and Cause Driven Entities

Gen Z holds true to a growing set of values and causes. When a brand is aligned with positive change and values, Gen Zers are much more likely to buy from them. The same goes for influencers: When an influencer promotes good causes, small businesses, and other positive messages, Gen Z consumers are more likely to follow them and take their recommendations seriously.

Brands should work with micro-influencers because they focus on community and connection. This shows not only in their engagement levels but also in their localized appeal. Micro-influencers have a strong connection with their local communities, showing that devotion by promoting local businesses and events as well as getting involved with charities and foundations their followers will care about.

Tap New Opportunities and Grow Your ROI with Micro-Influencers

At the end of the day, micro-influencers will get your brand in front of Gen Z audiences that are more likely to convert. If you want to increase ROI, start incorporating these smaller-scale influencers into your marketing mix. They’re not just about fame; micro-influencers make a difference in the market. Think of it as getting in on the ground floor of an investment: Many micro-influencers are just starting out, offering you a golden opportunity to establish a long-term partnership with those who will continue to grow their audience and your reach.

Ready to begin your micro-influencer journey? Get started with LTK! Our premier influencer platform helps connect you with right-fit content Creators and execute omnichannel campaigns to move the needle for your brand. Discover the possibilities today.

This post was originally published in March 2021 and updated in September 2024.