From Glossier to Shopify: 26 Well-Known Brands That Work With Micro Influencers
Table of Contents
- The Value of Micro-Influencer Collaborations
- High ROI (Return on Investment)
- Increased Engagement Rates
- Targeted Audiences
- Authenticity and Trust
- Creative Content
- Improved Brand Loyalty
- Cost-Effective Campaigns
- Increased Conversion Rates
- How To Choose Micro-Influencers
- Relevance to the Brand
- Audience Demographics
- Engagement Rates
- Content Quality
- Authenticity
- Platform Fit
- Past Performance
- Cost and Collaboration Terms
- Ready to Make the Most of Your Marketing Strategy?
Why are Micro-Influencers Important?
- People trust them because they feel real and relatable.
- Their content feels personal, like a friend sharing tips, not a sales pitch.
See how brands like Glossier, Airbnb, and Shopify work with micro-influencers to connect with specific groups. Plus, learn how they find the right influencers to make their campaigns work!
- Glossier
Industry: Beauty
Glossier actively partners with micro-influencers to showcase their products through authentic and engaging content.
https://www.tiktok.com/@glossier/video/7457603601238674731?q=glossier&t=1737223079959
Influencers receive PR packages featuring new launches, and they often create unboxing videos, skincare tutorials, and "everyday beauty" content on platforms like TikTok and Instagram.
- Audible
Industry: Technology and Media
How do you make audiobooks an everyday must-have? Audible's answer lies in micro-influencers. By collaborating with book bloggers, podcasters, and creators with 10,000–50,000 followers, they connect with communities of readers.
Creators share content like "monthly book picks" or show how Audible fits into their routines—whether during a workout or a morning commute.
https://www.tiktok.com/@audible/video/7223750600272530730
On TikTok, Audible thrives through #BookTok, where influencers recommend audiobooks or react to trending titles, reviewing books they have recently finished.
- Warby Parker
Industry: Eyewear
Influencers often participate in Warby Parker's Home Try-On program, sharing their unboxing, try-on sessions, and styling tips through Instagram Stories or TikTok videos.
By sharing real-life experiences with their glasses, influencers help potential customers visualize how the eyewear fits into their lives.
https://www.tiktok.com/@warbyparker/video/7449144934411586858
This focus on relatability and trust allows Warby Parker to stand out in the competitive eyewear market while connecting with consumers on a more personal level.
- Airbnb
Industry: Travel and Lodging
How does Airbnb keep its feed so relatable and fun? They team up with micro-influencers—travel bloggers and vloggers who love sharing their adventures.
By working with travel bloggers and vloggers who love sharing their adventures, Airbnb can showcase real experiences.
https://www.tiktok.com/@airbnb/video/7436763236973808938?q=Airbnb%20&t=1737223408873
Airbnb's Superhost Ambassador program also engages experienced hosts to assist newcomers, offering perks like early access to new features and monetary compensation for referrals.
- Daniel Wellington
Industry: Watches
Instead of investing in traditional ads, this global watch brand sends free watches to influencers who share photos wearing the watches, often using the hashtag #danielwellington.
But Daniel Wellington doesn't stop at gifting. The brand also runs creative campaigns to keep their collaborations exciting. For example, they provide influencers with personalized discount codes to share with followers.
- Herbivore Botanicals
Industry: Skincare
Herbivore Botanicals sends PR kits to micro-influencers who love natural skincare to show how they use products in their routine. This approach makes it easy for consumers to picture themselves doing the same. It connects the brand with people who are into natural ingredients and self-care while keeping the message real and relatable.
- ASOS
Industry: Fashion
ASOS collaborates with micro-influencers to share relatable, everyday-style content across platforms like Instagram, TikTok, and Snapchat. Influencers often post outfit inspiration, styling tips, and behind-the-scenes glimpses into their fashion choices, making the brand feel approachable and authentic.
https://www.tiktok.com/@perriesian/video/7440227254220721441?q=ASOS%20&t=1737378984659
- Shopify
Industry: eCommerce
Shopify makes it easy for influencers to collaborate with small brands through Shopify Collabs, where they get products to promote and earn commissions. Their approach is simple: support influencers who keep it real while helping small businesses grow.
Imagine watching a "How I Started My Business" video and instantly grabbing that product you loved—all without leaving the app.
- Chewy
Industry: Pet Supplies
Chewy collaborates with micro-influencers who are passionate pet owners, such as dog trainers, bloggers, and cat parents.
These influencers create personalized content showcasing their pets enjoying these products! For instance, a dog trainer might demonstrate the use of Chewy's treats during training sessions, or a cat owner might share how Chewy's auto-ship service simplifies their routine.
https://www.tiktok.com/@chewy/video/7460238949420731691?q=chewy&t=1737202514888
- HelloFresh
Industry: Meal Kit Subscription Service
HelloFresh works with micro-influencers whose followers love exploring new recipes, crave convenience, and enjoy sharing their cooking moments online.
These audiences trust relatable influencers—like busy parents or young professionals—demonstrating how HelloFresh simplifies mealtime.
Influencers share personalized discount codes through the HelloFresh Ambassador Program and earn sign-up rewards.
- Levi's
Industry: Apparel
Levi's works with influencers who love casual fashion and care about the environment. These influencers share how they wear Levi's jeans for things like hanging out with friends or attending events.
https://www.tiktok.com/@levis/video/7441650337653460254
- Blue Apron
Industry: Food
Micro-influencers share their experiences preparing Blue Apron meals, often providing step-by-step guides and personal insights, reaching busy professionals and health-conscious individuals.
https://www.tiktok.com/@lexijxhnson/video/7376700670679797034?q=blue%20apron&t=1737306902116
- Lush Cosmetics
Industry: Beauty
Collaborations focus on promoting Lush's cruelty-free and eco-friendly products, aligning with the influencers' values and loyalty among consumers who prioritize cruelty-free practices.
https://www.tiktok.com/@victoriacanavan/video/7432995470600883489?q=Lush&t=1737307153056
- Peloton
Industry: Fitness
Peloton uses its instructors as the faces of its brand, making them the influencers people trust. Instead of spending big on celebrity ads, Peloton focuses on these relatable figures who post workouts, tips, and personal stories on their social media.
https://www.tiktok.com/@onepeloton/video/7456934994947214634?q=Peloton%20&t=1737307286547
- Thinx
Industry: Apparel
Thinx, a brand specializing in period-proof underwear, actively partners with micro-influencers to foster open discussions about women's health and destigmatize menstruation. By collaborating with influencers who share personal experiences and authentic content, Thinx connects with audiences in a relatable manner.
https://www.tiktok.com/@_kellyu/video/7386707674508954926?q=Thinx&t=1737307347000
- Pura Vita Bracelets
Industry: Jewelry
Pura Vida's target audience is young individuals who value stylish accessories with a purpose. So, they partner with micro-influencers who focus on lifestyle, travel, and fashion, showcasing bracelets in everyday life and building an emotional connection with followers.
https://www.tiktok.com/@boujeebitesonly/video/7393439998277635370?q=Pura%20Vita&t=1737307442577
- Allbirds
Industry: Footwear
Allbirds partners with micro-influencers who promote sustainable and eco-friendly lifestyles, reflecting the brand's environmental mission. These influencers highlight Allbirds' products in authentic, everyday contexts, focusing on their sustainable materials and comfort.
- Fabletics
Industry: Athletic Wear
Fabletics collaborates with micro-influencers across platforms like Instagram, YouTube, and TikTok to authentically connect with diverse audiences. By partnering with creators who embody their inclusive and active lifestyle ethos, the brand effectively showcases its products in real-life contexts.
https://www.tiktok.com/@marlalarade/video/7365611337189297414?q=Fabletics%20&t=1737308560415
- Under Armour
Industry: Sports Apparel
Under Armour works with influencers who embody real-world performance and endurance, reflecting the brand's athletic mission. Their campaigns focus on personal stories and active product use, creating authentic connections with niche fitness and sports communities.
https://www.tiktok.com/@brittanyobrienn/video/7291165870540311809?q=Under%20Armour&t=1737308917903
- Birchbox
Industry: Beauty Subscription
Birchbox leverages micro-influencers to highlight the variety and customization of its beauty subscription boxes. These collaborations often involve unboxing videos, honest product reviews, and discovering new beauty products that feel personal and engaging.
https://www.tiktok.com/@birchbox/video/7366298953853275434?q=Birchbox%20&t=1737309238250
- KIND Snacks
Industry: Food
This brand promotes its nutritious snack options through partnerships with micro-influencers. How does it look? These influencers create content representing how KIND Snacks fits into a healthy lifestyle, providing relatable recommendations to consumers interested in well-being.
https://www.tiktok.com/@kindsnacks/video/7441727367405489454
- Function of Beauty
Industry: Personalized Beauty Products
They work with micro-influencers to show off their custom hair care products, and it's so satisfying to watch. These influencers share their real hair struggles and how Function of Beauty made them feel like hair royalty.
- Away
Industry: Luggage
From airport must-haves to packing hacks, influencers on TikTok showcase Away's products in action, making the brand feel relatable and aspirational at the same time. Their content often features scenic destinations, travel tips, and the convenience of Away's thoughtful design, like built-in chargers or lightweight materials.
https://www.tiktok.com/@andrewpolo_/video/7388187111846972703
- Native
Industry: Personal Care
Native partners with micro-influencers in the wellness and sustainability sectors to promote their natural deodorants and body care products. By engaging influencers who align with their brand values, Native effectively reaches niche audiences interested in clean and eco-friendly personal care options.
https://www.tiktok.com/@meliescbeauty/video/6951483691596025094?q=Native%20&t=1737373333874
- Sephora
Industry: Beauty Retail
Sephora works with micro-influencers to share honest beauty advice that feels real and down-to-earth. They talk about skincare, makeup tips, and their faves, turning everyday beauty routine into something relatable and fun.
https://www.tiktok.com/@sephora/video/7460959937015844142
- Coca-Cola
Industry: Beverage
Their content isn't about hard selling—it's about making people smile and connecting the drink with good vibes. For example, in this video, @jazephua uses humor, fast cuts, and relatable scenarios to showcase Coca-Cola in fun, everyday moments.
https://www.tiktok.com/@jazephua/video/7375054189216484626?q=cocacolabelgium&t=1737374498326
The Value of Micro-Influencer Collaborations
They bring trust, authenticity, and real connections to their followers while brands receive measurable benefits such as conversions, ROI, etc.
High ROI (Return on Investment)
This collab costs less than big-name celebrities, but it's easier to relate to them, so consumers are more likely to buy. For example, brands can spend less on partnerships but still see a big increase in sales. Therefore, brands get more value for every dollar spent.
Increased Engagement Rates
Micro-influencers usually have smaller audiences, but their followers are more active. These fans like, comment, and share posts because they feel personally connected to the influencer. Higher engagement means more people notice and talk about the brand, which helps it grow.
Targeted Audiences
Micro-influencers often focus on specific topics like fitness, beauty, or travel. Brands can choose influencers whose followers match their ideal customers. For instance, a fitness brand can work with a gym enthusiast, ensuring the audience is already interested in the product.
Authenticity and Trust
People see micro-influencers as real and relatable, not like an ad. When they talk about a product, it feels like a friend's recommendation. This trust makes people more likely to believe and try the product.
Creative Content
They produce unique photos, videos, and posts that make a brand stand out. Brands benefit from this creativity because it keeps their marketing fresh and exciting, especially on social platforms like TikTok and Instagram.
Improved Brand Loyalty
Followers who trust the influencer often become loyal customers. Over time, this loyalty turns into repeat purchases and positive word-of-mouth for the brand.
Cost-Effective Campaigns
With micro-influencers, brands can run multiple campaigns at a fraction of the cost of one celebrity endorsement. They can also experiment with different influencers and strategies, finding what works best without overspending.
Increased Conversion Rates
Trust and authenticity lead directly to higher sales. Micro-influencers can connect deeply with their audiences, turning interest into action.
How To Choose Micro-Influencers
It should be a strategic process considering various factors to ensure the collaboration aligns with your goals and profits. Here’s a list of essential factors to pay attention to:
Relevance to the Brand
Brands evaluate whether an influencer's content aligns with their product or service. For example, a fitness brand won't collaborate with a food blogger unless their content overlaps, like featuring healthy eating habits.
To ensure relevance, brands should review the influencer's recent posts, hashtags, and captions to see if their values and interests match.
So, look for influencers who naturally showcase topics related to your brand without requiring a scripted approach.
Audience Demographics
Understanding an influencer's audience is critical. You must analyze key factors like age, location, interests, and spending habits to ensure the followers align with their target customers.
Steps:
- Request audience insights directly from the influencer.
- Use influencer marketing tools to verify audience demographics.
- Compare the influencer's audience to your target market to ensure alignment.
Engagement Rates
A high follower count doesn't mean much without strong engagement. You'll need to prioritize partners whose followers actively interact with their content.
Therefore, look for a good engagement rate (typically 2-5% or higher for micro-influencers) because it indicates a loyal audience.
How do I check it?
- Check the total number of likes and comments on recent posts by the influencer's follower count, then multiply by 100.
- Look for consistent engagement, avoiding influencers with inflated numbers due to bots or purchased followers.
Content Quality
Poor-quality photos or videos can harm a brand's image, while high-quality visuals, tone, and storytelling can elevate it. For a more informative choice, follow the next steps:
- Review the influencer's feed for consistent aesthetics and effort.
- Check if their content aligns with your brand's tone—fun, formal, minimalistic, etc.
- Ensure they can create engaging and unique content that is not generic or overly promotional.
Authenticity
Followers trust influencers who genuinely use and enjoy the products they promote, so influencers who already use your product or service would be ideal candidates. But avoid influencers with a feed full of paid promotions!
Platform Fit
Choose influencers active on platforms where their target audience spends the most time. For example, TikTok is ideal for short, creative videos, while Instagram excels in visual storytelling through posts and stories.
To make better decisions, analyze your target demographic and determine their preferred platforms using analytic tools like Instagram account insights or TikTok Studio.
Past Performance
An influencer's history with similar collaborations can be a valuable indicator of their success, including engagement levels, follower growth, and content quality.
Thus, ask for case studies or examples of past partnerships and check testimonials from other brands or influencer platforms.
Look for measurable results, such as click-through rates or sales conversions tied to the influencer's promotions.
Cost and Collaboration Terms
Finally, consider the influencer's rates and how they fit into the campaign budget. However, also clarify the scope of work—how many posts, videos, or stories are expected—and set deadlines.
Tips:
- Negotiate rates based on the influencer's engagement and audience size, not just follower count.
- Use contracts to define the content's deliverables, timelines, and usage rights.
- Consider performance-based incentives, like bonuses for hitting sales targets or generating traffic.
Ready to Make the Most of Your Marketing Strategy?
Micro-influencer collaborations bring authenticity, stronger connections with niche audiences, and measurable results like increased engagement and conversions.
UGC Factory makes it easy by connecting brands with the perfect influencers and crafting campaigns tailored to your audience. Ready to boost your brand and see real results? Schedule a call today!
About Dan Ragan
Founder of UGC Factory and expert in user-generated content marketing strategies
