Like influencers, micro-influencers can impact the opinions and behaviors of consumers, but they tend to have smaller followings on social networks. Although micro-influencers have less reach and are therefore less visible, they have significant sway with their network. They’re often seen as more authentic than celebrity influencers and can be a trusted source when it comes to recommendations for what to buy. They can be retail associates who sell your products, industry professionals who use your services to do their job, and other passionate members of your industry’s community. Studies show micro-influencers have over 22 times more buying conversations per week than the general public.