The rise of micro-influencers and the reasons brands are choosing them

In the ever-evolving world of digital marketing, the influence of social media continues to grow. Traditional celebrities and high-profile influencers were once considered the pinnacle of brand endorsements, offering reach and appeal to large audiences. However, a shift is taking place. Today, more brands are choosing to collaborate with micro-influencers, that is, creators with smaller, more niche followings. In conversation with Adgully, Raima Singh, Founder and CEO of Oak & Ivy Creative, speaks about what’s driving this trend, and why smaller audiences often yield larger impacts.

How did the idea for Oak & Ivy Creative come about? What inspired you to start your own agency?

The idea for Oak & Ivy Creative came from my passion for combining creativity with strategic business solutions. I wanted to create an agency that didn’t just offer services, but genuinely helped brands grow and communicate effectively in today’s digital world. The name “Oak & Ivy” itself holds a lot of meaning for me. “Oak” symbolises strength and resilience, while “Ivy” represents growth and adaptability. These are the values we aim to bring to our clients. After working in the industry for a few years, I saw an opportunity to build something where brands could not only stand strong but also grow sustainably. This combination of strength and steady growth is at the core of our mission, and it’s what inspired me to start Oak & Ivy.

Moving to today’s trends, why do you think we’re seeing such a shift toward micro-influencers, and what advantages do they offer over traditional celebrity endorsements?

We’re seeing this shift because brands are craving authenticity, and so are the audiences. Micro-influencers, those with anywhere from 1,000 to 100,000 followers, tend to have closer, more genuine relationships with their audiences. Unlike mega-influencers or celebrities, who can sometimes feel removed or overly commercial, micro-influencers engage with their followers in a way that feels sincere and approachable. This type of connection builds trust, which is invaluable when it comes to brand recommendations.

That authenticity sounds like a powerful tool for brands. How does the niche focus of micro-influencers play into this?

Micro-influencers often focus on specific areas, whether that’s sustainable fashion, gourmet food, fitness, or even niche hobbies. This allows brands to target a highly specific segment rather than casting a wide net. For example, a skincare brand specializing in clean beauty might find more value in working with micro-influencers known for reviewing eco-friendly products than with a general lifestyle influencer. These audiences are already interested in that content, which makes them much more likely to engage and convert.

Speaking of engagement, would you say that micro-influencers often see more interaction from their followers?

Definitely. One of the biggest advantages of micro-influencers is their high engagement rates. As follower counts rise, engagement often drops, but micro-influencers have smaller, more active communities. Followers are more likely to comment, share, and actually have conversations around their posts, creating engagement that feels authentic and amplifies the brand’s message. It’s not just about getting “likes”, it’s about fostering genuine interaction.

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