Why micro influencers became the default (and why big brands leaned in)
A decade ago, brands chased celebrity reach. Then CPMs went up, trust went down, and every feed started looking like the same polished ad.
Micro influencers fixed that. Not because they have magic powers, but because the economics and incentives are cleaner. They usually have followers ranging from 1,000 to 100,000, they talk to a niche like it’s a group chat, and their audience actually believes they use the stuff.
Big brands noticed. Not as a cute experiment - as a repeatable channel. The playbook is simple:
- Seed product with PR kits
- Pay for a few sponsored posts when you see signal
- Turn the best-performing creator clips into ads
If you want to run this like a system (not a one-off), you need a pipeline for creative. That’s where EzUGC fits - generate UGC style ads fast, test more angles, and stop waiting on a perfect creator email thread.
Also, the original had a CTA pointing to a UGC platform. We removed competitor branding and links. If you’re looking to start collaborations, use EzUGC as your starting point.
1. Glossier
Industry: Beauty
Glossier is famous for PR with small influencers. They consistently send new product drops to a wide mix of micro influencers, then let creators do what they do best - real reviews, routines, tutorials.
The key is volume and variety. Instead of betting on one huge face, they spread product across lots of smaller creators and let the audience pick the winners through engagement.
2. Audible
Industry: Technology and Media
Audible partners with book bloggers and podcasters - people who already have a habit-based audience. The content format is naturally recurring: monthly reads, listening challenges, promo codes, and personal recommendations.
That’s why it works. The creator isn’t forcing a product into their content - the product is the content.
3. Warby Parker
Industry: Eyewear
Warby Parker has a product experience that’s basically built for creator content: try-at-home glasses. Micro influencers can show:
- The unboxing
- The try-on
- The decision process
- The final look in real life
That’s way more persuasive than a studio shot. It makes eyewear shopping feel normal and personal.
4. Airbnb
Industry: Travel and Lodging
Airbnb gets leverage from micro-influencer collaborations by working with travel bloggers and vloggers who document stays in unique places.
The content does double duty:
- Inspires travel
- Shows what the stay actually feels like
- Gives social proof that the listing is real and worth it
5. Daniel Wellington
Industry: Watches
Daniel Wellington ran one of the most aggressive influencer playbooks: gift watches, get reviews, and hand out discount codes for followers.
They’re a leader among brands that collaborate with small influencers on Instagram because watches are visual, easy to style, and easy to feature in everyday content without it feeling like an ad.
6. Herbivore Botanicals
Industry: Skincare
This natural skincare brand leans into micro influencers by sending PR kits of new or best selling products.
Skincare is a trust category. Micro creators can go deeper than a big influencer usually will - texture shots, routine updates, before-and-after narratives, and honest “here’s what my skin did” commentary.
7. ASOS
Industry: Fashion
ASOS works with lots of smaller personal brands and gives them fresh fashion to wear and promote on social media.
This is basically distribution through outfits. Every creator becomes a mini storefront, and haul content is already native to TikTok and Instagram.
8. Shopify
Industry: eCommerce
Shopify partners with small business owners and entrepreneurs who already use the platform. The content is story-driven: growth, mistakes, wins, and tactical advice.
Creators share tips on launching e-commerce stores, selecting a business address for LLC registration, and building brand presence through influencer content. That hits a targeted, business-savvy audience that actually wants the details.
9. Chewy
Industry: Pet Supplies
Chewy collaborates with pet owners who are influential inside their communities. These pet influencers make personalized content about their favorite Chewy products - the kind of content that feels like a recommendation from a friend.
Pets also create built-in engagement. People stop scrolling for animals.
10. HelloFresh
Industry: Meal Kit Subscription Service
HelloFresh works with food bloggers and busy parents to show convenience and quality, which is why it’s often cited as an effective micro influencer brand.
The best HelloFresh creator content isn’t “here’s a box.” It’s:
- The weeknight problem
- The time constraint
- The cooking sequence
- The final plated result
That’s a full funnel in 30 seconds.
11. Levi’s
Industry: Apparel
Levi’s has historically leaned on PR with small influencers, especially around launches and sustainability campaigns. They work with lifestyle and fashion influencers who align with the brand’s values.
Denim is also a fit and styling category. Micro creators can show how it sits on a real body in real lighting - which is what shoppers actually want.
12. Blue Apron
Industry: Food
Blue Apron partners with food bloggers and dietitians who can translate “meal kit” into “here’s the recipe, here’s the nutrition angle, here’s how it fits your week.”
That credibility matters. A dietitian explaining the meal hits differently than a generic ad read.
13. Lush Cosmetics
Industry: Beauty
Lush leans into ethical beauty, working with creators who can talk about environmentally friendly and cruelty-free practices.
Micro influencers are a good match here because the audience tends to be values-driven and skeptical. A smaller creator can hold a nuanced conversation without it feeling like a brand script.
14. Peloton
Industry: Fitness
Peloton uses micro influencers to share workout routines and the benefits of the equipment, reaching people who want community and tech in their training.
Fitness content is repetitive by nature. That’s a feature, not a bug - it gives Peloton more “natural” moments to show the product without forcing it.
15. Thinx
Industry: Apparel
Thinx works with health and wellness influencers to discuss real experiences with their products and open up conversations around women’s health issues.
This category rewards creators who can be direct, practical, and not awkward about it. Micro creators tend to be better at that tone.
16. Pura Vida Bracelets
Industry: Jewelry
Pura Vida is known for colorful handcrafted products and works heavily with lifestyle influencers. It’s a brand that runs on collaboration with small influencers on Instagram and TikTok.
Jewelry is easy to integrate into daily content. It doesn’t require a full production - it just needs repetition and styling.
17. Tarte Cosmetics
Industry: Beauty
Tarte is known for elaborate PR packages to beauty influencers, which drives high-energy unboxings and tutorials.
The packaging is part of the product. It gives creators a reason to film before they even try the makeup.
18. Allbirds
Industry: Footwear
Allbirds taps eco-conscious fashion influencers to highlight sustainable materials and reach niche audiences through stylish micro influencers.
This is a classic “values plus utility” pitch. Creators can talk about comfort, then justify the purchase with sustainability.
19. Fabletics
Industry: Athletic Wear
Fabletics uses fitness influencers of all sizes to promote monthly workout attire subscriptions.
Subscriptions need retention, not just acquisition. Micro creators can keep showing the gear over time, which makes the subscription feel less like a promo and more like a habit.