Imagine working with an influencer whose followers see them as a trusted friend, not just a celebrity. This is the power of micro-influencers. With smaller but highly engaged audiences, they can drive meaningful interactions that directly benefit your supplement brand. But what exactly makes this growing trend stand out and most importantly how to find micro-influencers to collaborate with? Let’s break it down.
What is a micro-influencer
A micro-influencer is a social media personality with a following typically ranging from 10,000 to 100,000 people. Unlike macro or celebrity influencers with millions of followers, they tend to focus on a particular niche or topic. This allows them to engage more authentically with their audience, often creating a sense of community and trust around the content they share.
According to HubSpot’s 2024 State of Marketing, 47% of marketers report successful collaborations with micro-influencers. Maybe it’s because they offer a unique combination of affordability, targeted reach, authenticity, and engagement.
By partnering with influencers who have an engaged audience within a specific niche (such as health and wellness), your supplement brand can create effective marketing campaigns that resonate with your target consumers.
How much does it cost to work with a micro-influencer
The cost of working with a micro-influencer can vary based on several factors, including the country, influencer’s follower count, engagement rate, platform, niche, and the specifics of the collaboration (e.g., a single post, a series of posts, or a long-term partnership). Here are some very general cost ranges:
| Region | Instagram post | Instagram story | TikTok post | YouTube video |
| Europe | €100 – €1,500 | €50 – €500 | €100 – €1,200 | €400 – €4,000 |
| U. S. | $100 – $1,500 | $50 – $500 | $100 – $1,500 | $500 – $5,000 |
Key differences:
- Costs in Europe and the U.S. are fairly similar for micro-influencers, with minor variations depending on the platform and country.
- Instagram and TikTok posts tend to be slightly more affordable in Europe, especially in countries with less saturated influencer markets (e.g., Eastern Europe).
- YouTube videos are generally more expensive due to the production effort required, with slightly higher rates in the U.S. compared to Europe.
- Micro-influencers in larger European markets like the U.K., Germany, and France may charge rates closer to the U.S. due to the demand and maturity of the influencer market.
Both in Europe and the U.S., you can reduce costs by offering:
- Free products in exchange for posts.
- Affiliate marketing deals, i. e. paying influencers based on the sales they generate.
- Long-term partnerships (ambassadorships), which can lower per-post rates through ongoing collaborations.
What criteria will help you choose micro-influencers
When you are choosing a micro-influencer for your supplement brand, it’s important to evaluate potential creators using specific criteria. Why? Because you need to ensure the partnership will be effective and aligned with your brand’s goals. Here are the key criteria you should consider:
1. Relevance to your brand
The influencer’s content should align with your brand’s focus (e.g., fitness, wellness, nutrition, health). If your product range focuses on athletes, a fitness influencer who discusses workout supplements would be more relevant than a lifestyle influencer without any wellness focus.
2. Audience fit
The influencer’s followers should match your target customers in terms of age, gender, location, and interests. For instance, if your collagen products are intended for women who prefer a holistic approach to beauty, the influencer’s audience should reflect that group.
3. Engagement rate
Micro-influencers are known for having highly engaged audiences. When evaluating an influencer’s profile, look beyond surface-level metrics like follower count or likes and focus on the depth of interaction. Are followers leaving thoughtful comments? Are they asking questions or showing genuine interest in the content? This indicates a stronger, more loyal connection with their audience.
4. Content quality
The micro-influencer should create content that aligns with your brand’s aesthetic and messaging – look for well-composed photos, clear videos, and thoughtful captions. You need someone who can clearly explain product benefits or showcase how they use the products in their daily lives. This is especially important in the supplement space, where consumers need to trust the product’s efficacy and safety.
5. Trust and credibility
Given that supplements are related to health, trustworthiness is key. Influencers who are transparent about their sponsored content and disclose their partnerships in compliance with guidelines are more likely to be seen as credible. Micro-influencers with a background in fitness, nutrition, wellness coaching, or similar fields may hold more authority when discussing supplements.
Bonus tip
The influencer should have a history of responsible and positive content, without any controversies or scandals that could harm your brand’s reputation. Therefore, we recommend reviewing their past posts and online presence to avoid potential PR issues.
Ensure that the influencer’s personal values and public persona align with your brand values.
How to find micro-influencers
Finding the right micro-influencers for your dietary supplement brand requires a targeted approach. Micro-influencers are often scattered across various platforms, so it’s essential to know where and how to search for them. These online places can help you discover relevant micro-influencers:
1. Social media platforms
A good starting point is to open your preferred social media platform and do a little hashtag or keyword research to find influencers who are already talking about topics related to your brand:
- Instagram: Instagram is one of the most popular platforms for micro-influencers, particularly in the health, fitness, and wellness niches. You can search for influencers by using relevant hashtags (e.g., #supplements, #fitnessjourney, #wellnessblogger, #nutritiontips, #veganfitness) and exploring accounts that frequently engage with those topics.
- TikTok: TikTok has exploded in popularity, especially for short, engaging content. Search for influencers who create content around fitness routines, nutrition tips, or supplement use by using hashtags like #SupplementReview, #HealthSupplements, or #FitnessSupplements.
- YouTube: Many influencers create in-depth product reviews and fitness or wellness content on YouTube. Look for YouTubers who review supplements, share fitness or health tips, or vlog about their wellness routines. These influencers can provide long-form content that explains the benefits of your supplements.
2. Influencer marketing platforms
These platforms are specifically designed to help brands find and connect with influencers. They can be very time-saving as they allow you to filter by niche, location, follower count, and engagement metrics. Here are some of them:
- Upfluence: A comprehensive influencer database that allows you to search for influencers by keywords, follower count, and engagement. You can filter results to focus on health and wellness influencers relevant to the dietary supplement space.
- AspireIQ: A platform that specialises in influencer discovery and management. You can search for micro-influencers and manage the relationship from outreach to performance tracking.
- Heepsy: A popular tool for finding influencers, Heepsy allows you to filter by niche, engagement rate, and location. It’s beneficial for finding Instagram, TikTok, and YouTube influencers.
- Traackr: This influencer marketing platform enables you to search for micro-influencers, track campaign performance, and manage relationships in one place.
3. Competitor analysis
Look at your competitors to see which influencers they’ve worked with. Influencers who have successfully promoted similar products may be open to collaborating with your brand. Use tools like Social Blade to analyze influencer performance and followers to get a better sense of their reach and impact on the audience.
4. Blogs and online wellness communities
Bloggers who write about wellness, fitness, nutrition, or holistic health are often influencers within their niche. They can provide long-form content, product reviews, or how-to guides related to dietary supplements. Look for blogs with engaged comment sections or active social media followings.
Websites such as Well+Good or MindBodyGreen feature content from wellness influencers who could be a great fit for your brand. Similarly, you can explore niche forums that focus on wellness, supplements, or fitness.
5. Your own customer base
Your current customers can be a valuable source of micro-influencers. If you notice that customers are posting about your products on social media, they may have followings that you can tap into. These individuals are already genuine advocates for your brand, and leveraging user-generated content from them can provide authentic promotions.
Offering customers an affiliate program, where they earn commissions based on sales they generate, can turn some of your most enthusiastic users into micro-influencers.
6. Influencer agencies
Some agencies specialise in connecting brands with influencers. They often have pre-established relationships with influencers in various niches, including wellness and supplements. They can help you find influencers who fit your brand’s needs.
To sum it up
Micro-influencers, with their dedicated audiences of 10,000 to 100,000 followers, offer dietary supplement brands an ideal opportunity to build trust and drive engagement. Their ability to connect deeply with niche markets, such as health and wellness enthusiasts, makes them a powerful marketing tool.
Your brand can benefit from the affordability, authenticity, and targeted reach micro-influencers provide, creating campaigns that resonate more effectively with your customers. Whether through social media posts, in-depth product reviews, or long-term partnerships, collaborating with micro-influencers can help your brand establish credibility and increase sales.
Are you interested in additional tips to help you succeed in the online world with your brand of nutritional supplements? Read our article with 6 strategies for your marketing with actionable tips or our guide to selling supplements online.