Micro-Influencer Sitting on Stool in Front of Camera.

By now, everyone should be familiar with how important social media is for growing their business. For example, 83% of Instagram users now discover new products there. Part of this surge in social media’s role has increased the prominence of influencer marketing. Influencer marketing is where a brand partners with someone with a considerable social media presence. In exchange for free goods or monetary compensation, that influencer recommends and promotes the brand’s products or services. At least 61% of users say they trust an influencer’s recommendations, and their endorsement transfers that trust onto your brand. Through influencer marketing, not only do you reach more people, but they also have a positive perception of your brand and business.

For small businesses, influencer marketing is an effective tool for growth. However, it’s not just huge influencers that will give your brand reach. In fact, micro-influencers and their smaller followings can have a much bigger benefit to your business.

Why not mega-influencers?

Today, the most prominent influencers have hundreds of thousands and some even millions of followers. Some of these are celebrities, while others have entirely made their careers as prominent influencers on a variety of social media. These macro- and star- or mega-influencers have incredible reach for brand awareness, but they also can have limited availability or exclusivity agreement. Plus, that large following comes with a matching price tag. A mega-influencer typically charges a minimum of $1000 for a single piece of content. Some can even charge up to a staggering $50,000.

These larger influencers also have reduced engagement. On Instagram, macro-influencers have an average engagement rate of only 1.62%, mega-influencers 1.21%. The scale of such massive audiences prevents these influencers from being able to feasibly engage with their audience personally. Similarly, followers feel less connected to these mega-influencers because they are one among a much larger group. As a result, most followers are silent, never engaging with these larger influencers and thereby the brands they promote. 

What is a micro-influencer?

A micro-influencer is typically defined as someone with 10,000 to 100,000 followers. Since we’ve covered most of the terminology already, that last category is a nano-influencer with 10,000 or less. Micro-influencers have smaller followings than their macro and mega counterparts, but they still have considerable reach. 

The Benefits of Micro-Influencers

The dynamics of micro-influencers and their smaller followings can be tremendously beneficial for smaller businesses. Smaller followings tend to be more dedicated to that influencer, hence higher engagement rates. Micro-influencers have an average of 3.86% on Instagram, more than triple their larger counterparts. Their engagement rates are even higher on TikTok. Micro-influencers have an average engagement rate of 18%, while mega-influencers are under 5%. Those higher engagement rates mean more attention for your business whenever a micro-influencer promotes your products or services. 

Along with more engagement, users trust smaller influencers more than larger ones. They have a stronger perceived personal connection as a more prominent member of that influencer’s audience and community. Micro-influencers are more like towns or boroughs, where people are attached to the community. That same association does not typically exist for influencers whose follower numbers rival cities. Therefore, a micro-influencer’ recommendations feel less like a celebrity sponsorship and more like from a friend. Their endorsements appear more sincere to audiences than those from macro- and mega-influencers, and that transfers authenticity onto your brand by association. 

Micro-influencers’ audiences also tend to be more niche and specialized. Most businesses don’t cater their products or services to everyone. They have specific demographics and audiences, and so do micro-influencers. Choosing the right micro-influencers allows you to focus and target your brand’s niche audience turning into a much higher conversion rate. 

That increased engagement and resonating recommendation all come with less financial cost to your business. Micro-level influencers cost much less for content than bigger influencers. They may even accept free products or services instead of monetary compensation. That itself will only further contribute to recommendations that appear trustworthy to their audiences. An influencer is recommending your product or service because they use it. This all creates opportunities to create personal ties between the influencer, your business, and their audience who become yours. 

In Summary

Though their follower numbers may be small, they are fierce. Micro-influencers have smaller audiences, but they can much bigger benefits for your business. They are overall more effective at fostering trust and reaching that audience than an influencer with a following ten times bigger. Plus, that better engagement and authenticity all comes with less investment from your business.

A lot of this can also apply to the smaller, nano-influencers. They are typically even cheaper with slightly more engagement, but also significantly less followers. Overall, if you are looking to invest heavily into influencer marketing, the most effective influencer marketing strategy is to engage with multiple levels of influencers. A macro-level influencer allows you to cast a wide net, while nano- and micro-level influencers create stronger associations to your brand.

If you’re interested in getting started with influencer marketing or have more questions, Rosewood’s social media marketing team will be happy to find your next micro-influencer.

Three women smiling and looking at a phone together.
New Rosewood Logo

Rosewood is excited to announce that we have rebranded! 

We are calling this, Rosewood 2.0, as it not only includes our logo, but also our brand identity.

What started in 2015 as a solopreneur venture, offering VA (Virtual Admin) Services and WordPress Websites, quickly evolved into a full-service Digital Marketing Agency powered by an incredible team. This new logo represents a more sophisticated brand and upgraded offerings to allow us to serve a wider range of client shapes and sizes all over the world.

As part of this rebranding exercise we’ve taken the time to clarify our Core Values, Mission, and Vision as a company. 

Rosewood’s Core Values:

  • Honesty: The foundation of meaningful relationships between teams, clients, shareholders, etc.
  • Authenticity: Be true to your mission/vision. Amplify the benefits of your product/service truthfully and without gimmicks. 
  • Strategy: Build a clear strategy before you make a move.
  • Accessibility: Ensure equal access; not just concerning accessibility tools and application, but equal access to effective marketing strategies and solutions.
  • Opportunity Leveraging: Change the mindset from “problem-solving” to “opportunity-leveraging”.
  • Partnership & Collaboration: We work with you, becoming an extension of your team. We truly care about your business and mutual success! 


To support geographically-bound service businesses and nonprofits by strategically aligning their marketing efforts with their goals.


To amplify awareness and success of local businesses/organizations that contribute positively to their communities. 

Our Approach: Authentic Marketing

We believe that authenticity is key. If you have a valuable product/service that improves the overall quality of your community, we want to help you amplify your message and spread the word. 

We’ve Leveled Up All Our Services, Including:

  • Advanced WordPress Websites
  • Advanced Shopify Stores
  • AODA / WCAG Compliance (Website Accessibility)
  • Advanced PPC Ads: Google, Meta (Facebook/Instagram), LinkedIn, Reddit, etc.
  • Branding:
    • Renaming / Rebranding
    • Service Design
    • Brand Guidelines
  • Social Media Management & Content Creation
  • Photography & Videography
  • Content Writing

What’s New at Rosewood?

  • AGCO Licensed Supplier for Catch the Ace Raffles
  • COMING SOON: Customizable Fundraising Platform for Non-Profits

We are constantly evolving and expanding our services to match the needs of our clients. Rosewood has worked with over 250 businesses/organizations worldwide, and this is just the beginning! 

What do you think of our new logo? We’d love your feedback! 

A brick office.
A graphic of a man sitting on a stool taking a photo of a women. These will be used to update the website photos.

You only get one chance to make a good first impression with your customers, which is why it’s so important to put the time and effort into updating your website. If you haven’t reviewed your website photos recently, we highly recommend doing as soon as possible. Keep reading to discover the top reasons to update your website photos to keep attracting new customers to your site.

Make a Great First Impression

When someone visits your website for the first time, you only have a few seconds to make a good impression. Outdated images can completely wreck your chance of converting a browser to a customer. This is why you always need to offer high-quality and up-to date-images that are reflective of your current branding and your current products. If you haven’t replaced your images for years, it may be time to make some updates!

Your Website Photos Should Evolve With Your Business

No business should stay in the same place year after year. When you still have the same images up on your site that you did two or three years ago, it’s clear to customers that you haven’t improved your offerings or your products during this time. Your website needs to show growth and evolution, so make sure you keep updating it with images of recent events and changes within your business. Brand photography and videography services can help you to show a clear tone or message through each image on your site, which is important for consistency and to continue evolving your business.

Keep Your Clients Up to Date With Current News and Events

A picture is worth a thousand words, so it’s the best way to keep your clients informed about the changes within your company. Adding new pictures each week or month shows them the recent activity within your business, and can show off your employees’ achievements and the customer service you offer. You could even feature images of happy customers, showing how dedicated you are to offering the best service or product possible to them. A quick and easy way to do this is linking your Instagram to your website so it is seen as a gallery! 

There’s nothing worse than landing on a website which doesn’t look like you’ve spent any time or effort on it recently, so make sure you take some time out in the upcoming weeks or months to update your site as needed.

These are just a few of the top reasons to keep your website photos updated. Your website is an online storefront for your company, and you need to do all you can to stay ahead of your competition. When comparing two different businesses to purchase a product or service from, you’ll find that the images on your site could be the one thing that stops someone from choosing you in the future. If you need help updating your site this year, get in touch with our team today. We have a team of photographers and videographers with a wide range of specialties.