By: Alivia Ashcroft
April 9th, 2025
Want to stand out in a crowded market? Micro-influencers are the secret weapon your brand needs to build real connections and boost authenticity like never before. Instead of relying on celebrities, brands are turning to micro influencers social media personalities with smaller but highly engaged audiences. Seen as relatable and trustworthy, they shape consumer opinions in a way that feels natural. From beauty to travel, businesses are using micro influencers to build credible and effective PR campaigns.
TikTok’s Micro-Influencers: The New Fashion Trendsetters
With apps like Tik tok micro influencers are all over. Unlike celebrities and macro-influencers, micro-influencers form strong bonds with their audiences, making their recommendations more credible. Younger generations use social media apps as their news app and because of this shift it is important for PR professionals to keep up with the trends.
One notable example of a brand successfully utilizing micro-influencers on TikTok is Aerie, an intimate brand. With their #AerieREAL campaign, Aerie is focused on promoting body positivity and inclusivity by partnering with micro-influencers to share unfiltered and real-life experiences. This strategy had a transformative effect on the brand’s image, driving increased engagement and sales. Rather than relying on high-profile celebrities, Aerie tapped into the authenticity of micro-influencers who resonated with their audience by showcasing Aerie products without digital retouching.
Aerie. (2020, January). Aerie Real Life Summit event. American Eagle. https://www.ae.com/aerie-real-life/wp-content/uploads/2020/01/arl_events_summit.jpg
The #AerieREAL campaign was a success not only because it embraced inclusivity but also because it created genuine and relatable content. By collaborating with micro-influencers across diverse backgrounds, Aerie fostered a sense of trust and community that larger influencer campaigns may not have achieved. These influencers’ personal stories and experiences helped promote the message that Aerie’s products were designed for real, everyday women. The success of the campaign proved that authenticity and relatability could drive consumer loyalty in a way that traditional advertising cannot.
TikTok, with its algorithm designed to push viral content, has become the perfect platform for brands to collaborate with micro-influencers and watch their products go viral. Brands like Aerie have capitalized on TikTok’s viral nature by focusing on trends and hashtags that resonate with users, such as #AerieREAL. As a result, TikTok influencers have helped to shape fashion trends, from body-positive messaging to product hauls and try-on sessions, further solidifying the platform’s power in driving fashion-related PR success.
Glossier’s Rise: The Power of Everyday Influencers
Glossier is a beauty company known for its perfumes and makeup products. Glossier was founded in 2014 by Emily Weiss. They have revolutionized the beauty industry by harnessing the power of micro-influencers to foster authentic connections with consumers. By collaborating with individuals who have smaller yet highly engaged followings. Glossier likes to engage in a way that feels personal and trustworthy. Glossier runs an affiliate program that micro influencers can apply for if they choose!
At the heart of Glossier’s marketing strategy lies the idea of community-driven PR. The brand has crafted its entire business model around connecting with real people rather than relying on traditional advertising. One of Glossier’s most famous campaigns, “You Look Good,” is the perfect example. This campaign encouraged women to embrace their natural beauty and focus on skin first and makeup second. This made women feel included and seen. Glossier’s goal was to create a beauty movement. The result is a level of trust that cannot be replicated by conventional campaigns.
Image courtesy of Glossier via source.
One of Glossier’s most effective tactics is its emphasis on user-generated content (UGC). Through dedicated hashtags and social media challenges, the brand encourages its customers to post photos and reviews of their favorite products. Glossier doesn’t just ask for this content, they actively reshare it across their social media platforms. By doing so, the brand makes its customers feel seen, while also showcasing the real-life results of their product.
One of Glossier’s most effective tactics is its emphasis on user-generated content (UGC). Through dedicated hashtags and social media challenges, the brand encourages its customers to post photos and reviews of their favorite products. Glossier doesn’t just ask for this content, they actively reshare it across their social media platforms. By doing so, the brand makes its customers feel seen, while also showcasing the real-life results of their product.
The impact of Glossier’s micro-influencer strategy is clear. Not only has the brand created a loyal customer base, but it has also grown organically. Instead of pushing for hard sells, Glossier has allowed its community to do the talking for them. According to research, brands that focus on user generated content experience higher engagement levels and more trust from their audience. Glossier has capitalized on this trend and the results speak for themselves!
Micro-Influencers in the Food Industry:
Micro-influencers have also made a significant impact in the food industry. Brands like HelloFresh and Blue Apron have tapped into the power of smaller, niche influencers to showcase their meal kits. These influencers often focus on topics like cooking, healthy eating, or time saving meals, making them the perfect fit for sharing real life meal experiences!
HelloFresh. (n.d.). HelloFresh homepage. Retrieved March 10, 2025, from https://www.hellofresh.com/
By featuring how they use these meal kits in their everyday lives, micro-influencers create content that feels authentic and relatable. This approach not only boosts brand awareness but also fosters a sense of trust with their audience, something that traditional advertising methods like TV commercials or print ads can struggle to achieve.
Authenticity Sells: Why Micro-Influencers Work
Authenticity is crucial in today’s marketing landscape, and micro-influencers excel in this area. These influencers create genuine connections with their audience, making their recommendations feel more like trusted advice rather than a sales pitch. Unlike traditional celebrity endorsements, micro-influencers often share personal, relatable content, offering honest product reviews and relatable experiences. This transparency builds credibility and strengthens trust, which leads to higher conversion rates. Consumers enjoy following niche people they relate to. When followers believe an influencer’s opinion is genuine, they’re more likely to take action.
Rare Beauty is a prime example of how micro-influencers can build authentic connections with audiences. Instead of relying on big-name celebrities, Selena Gomez’s brand partners with relatable influencers who share its values of inclusivity and self-love. This strategy fosters genuine relationships and resonates deeply with consumers, who prioritize authenticity over polished ideals. Rare Beauty’s mission, “We believe in the beauty of imperfections,” reflects this approach, proving that success today is rooted in trust and real human connections.
Statistically speaking, the larger an influencer’s following, the more costly it is to work with them. Micro-influencers are typically easier to partner with, resulting in a better ROI. They also make up a larger share of the market. According to Spiralystics, 47.3% of all creators are micro-influencers, making them the largest group among all tiers. Meanwhile, celebrities, macro-, and mega-influencers account for only 0.5-6.5% of all content creators. The demand is higher as well, with 90% of surveyed marketers claiming they prefer working with micro-influencers, a 10% increase from the previous year, which boasted an impressive 80% in 2020.
Micro-Influencers: Shaping the Future of PR Through Authentic Storytelling
In conclusion, Micro-influencers are a valuable asset to PR professionals who understand the power of authenticity. Their ability to build trust, meaningful connections, and drive consumer action will continue to play a central role in shaping the future of public relations. Whether it’s through viral TikTok campaigns, everyday beauty influencers, or niche communities, the influence of these smaller voices cannot be overlooked.
Sources:
HelloFresh. (n.d.). HelloFresh homepage. Retrieved March 10, 2025, from https://www.hellofresh.com/
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How glossier became a $1.8 billion beauty empire using these marketing strategies: Brand vision. RSS. (n.d.). https://www.brandvm.com/post/glossier-marketing
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Mendicinon. (2022, January 3). Observer: How body positivity, micro-influencers, and understanding their audience made Aerie a Juggernaut. AEO.
https://www.aeo-inc.com/2022/01/03/observer-how-body-positivity-micro-influencers-and-under standing-their-audience-made-aerie-a-juggernaut/
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