A micro-influencer is a creator with a smaller but highly engaged audience — typically 1,000–100,000 followers. In B2B, micro-influencers are often the best choice: a 15K-follower LinkedIn creator who's specifically a CRO consultant has more concentrated influence over your ICP than a 500K-follower broad business creator. Micro-influencers typically have higher engagement rates, more authentic audience relationships, and lower cost per post.
For example, partnering with 10 micro-influencers who each have 20K LinkedIn followers in your exact ICP niche often outperforms one macro-influencer with 500K generalist followers — at comparable or lower total cost.
We default to micro-influencer strategies for B2B clients — niche + engaged beats broad + generic in professional audience reach.
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Influencer marketing is partnering with content creators who have an engaged audience in your target market to reach that audience through authentic content — as opposed to traditional ads.
Affiliate Marketing
Affiliate marketing is a performance-based partnership where affiliates (publishers, influencers, review sites) earn commissions for referring customers.
Creator Economy
The creator economy refers to the ecosystem of independent content creators who monetize their audiences through brand deals, affiliate revenue, subscriptions, and merchandise — operating as media businesses.
User-Generated Content (UGC)
UGC is content created by customers, users, or fans of a product — reviews, social posts, testimonials, case study videos — rather than the brand itself.
Macro-Influencer
A macro-influencer has a large following — typically 100,000–1M+ — and broad reach across a general or semi-niche audience.
Reach
Reach is the total number of unique accounts that saw a piece of content — distinct from impressions, which count multiple views by the same person.