How to Choose the Right Micro-Influencers for Your Brand’s Success in 2025

Here’s a blast from the past: remember the days when our social media feeds displayed content chronologically?

These days, whether you’re scrolling through Facebook, Instagram, or TikTok, you will see a feed curated according to your interests and preferences. Personalization is the name of the social media game, and it has brought about a shift in the influencer space. We are seeing an increasingly even playing field for content creators, in which micro-influencers (10,000 to 99,000 followers) are growing in prominence.

But while we’ve established that micro-influencers have great potential in promoting brands this year, you may be wondering how to approach this shift for your 2025 campaigns. Well, Near’s got you.

Three Tips for Finding the Right Micro-Influencers

1. Take notes from your audience.

No marketing campaign can be successful without an understanding of the audience you’re marketing to.

If you want to find the right micro-influencers, you can start with your audience. Who are they following? Whose content do they interact with? What kind of content do these creators have? Finding the answers to these questions will already give you an idea of the right micro-influencers to tap because the answers will tell you about their interests, their pain points, and the niches they belong in.

Tapping a micro-influencer your audience already follows is a simple way to ensure that your campaign is a match.

2. Gauge the influencer’s authenticity.

There are simple ways to check if a micro-influencer will be a reliable partner for your campaign even before you contact them.

Just go on their social media profile and take a look at the following:

• Content quality: Look at their posts. See if the content they create is well-made and executed, from the hooks and scripts to their filming and editing styles. They don’t need to have high production value, but they do need to be creative and offer something substantial to the viewer.

• Previous posts: Branded or otherwise, their posts will tell you more about their interests and the kinds of products they gravitate towards. This will also give you an idea of what their audiences care about. Their existing posts are a good way to gauge if your product is something that could resonate with their audience or address a pain point they are experiencing.

• Follower engagements: Micro-influencers tend to have more opportunities to interact with followers due to their smaller community and specific niche. You can tell if a micro-influencer has an engaged following if they respond to followers’ comments on their posts or if the followers themselves have discussions in the comments.

3. Make use of influencer discovery tools.

There is a wealth of influencer marketing platforms that can point you to different content creators in the Philippines. At Near Creative, in addition to our wide influencer database, we use these tools to enrich our influencer recommendations, as they are able to provide in-depth insights such as content niches, posting consistency and performance, average engagement rates, and even influencers in the same category. This way, we are able to refine our recommendations to ensure a brand fit for our campaigns.

These tools simplify and speed up the vetting process, while also ensuring the quality of content for the future.

Making Memorable Content with Micro-Influencers

Choosing the best micro-influencers is half the battle, but the other half is developing high-quality content that your target audience will watch.

• Collaborate. An influencer is a partner; not simply a doer. This means that the final output must be the result of collaboration with them; you can guide them on the brand’s identity, while they direct on what content works best for their platforms.

• Communicate. Be clear about what you need, when you need it, and how you need it. When everyone is on the same page, it will be a seamless experience from when you onboard an influencer to when they finally upload the content.

• Cultivate. Build and nurture a relationship with your influencer partners. Getting to know them leads you to understand them better, which will help you create even better content for your future collabs!

So remember, in 2025, micro-influencers are key to social media success! Understand your audience, get to know your influencers, and employ appropriate tools to find the best recommendations. From there, three Cs: collaborate and communicate with your micro-influencer partners, then cultivate a relationship with them to ensure you create more great content and campaigns together.

Want to build an influencer strategy that works? Sign up for our webinar today!