How many followers does a micro-influencer have?

Most definitions say 10,000 to 100,000, with accounts from 1,000 to 10,000 called nano-influencers. The boundaries are conventions, not rules.

Are micro-influencers worth it for events?

Often, yes, because events sell locally. A small account whose followers live in the same city can bring more guests than a large one spread across the country.

How much do micro-influencers charge?

Anything from free entry or product to a few hundred euros per post, depending on audience, niche and country. In nightlife, rewards in kind such as guest list are common.

Glossary

Micro-influencer

A micro-influencer is an account with a small but close audience, usually a few thousand to tens of thousands of followers, often local or niche.

What is a micro-influencer?

A micro-influencer is someone with a modest following who is trusted by the people in it. Definitions vary: marketing tools usually put micro-influencers between 10,000 and 100,000 followers and call accounts from about 1,000 to 10,000 nano-influencers. In practice the label means an account small enough to know its audience, and focused enough (on one city, one scene, one sound) that the audience is there for the same reason.

For nightlife, micro and nano accounts are usually the ones that matter. A club night needs a few hundred people from one city on one date. A national influencer with 300,000 followers reaches mostly people who cannot come; a DJ, a photographer or a regular with 3,000 local followers reaches exactly the crowd you want. Often they are the same people as the event promoters who have always filled clubs.

How working with micro-influencers works

Brands and organizers usually work with micro-influencers in groups rather than one at a time: ten or twenty accounts, each posting once or twice, instead of one big name. The deal is often in kind (free entry, a guest-list place, product) or a small fee, and the brief is short. What you give up in reach per post you win back in trust and in engagement rate, which tends to be higher on smaller accounts.

The hard part is scale and proof. Twenty small deals mean twenty conversations, twenty sets of screenshots and twenty chances that a story came down after an hour. That admin is why many organizers stop at three or four promoters, even when more would work.

Example: one account against twenty

Say a festival in Brandenburg has around €600 to spend on Instagram. Option one: a lifestyle influencer with 120,000 followers, one story, most of the audience nowhere near Berlin. Option two: twenty people from the Berlin scene with 2,000 to 6,000 followers each, paid with a festival ticket each, worth about the same in total. The twenty stories might reach 15,000 people between them, fewer than the one big story, but nearly all of them live within reach of the site and go to this kind of party. For an event that sells to one region, the second option usually sells more.

Tips for working with micro-influencers

Choose by audience, not by count: ask for the city split and typical story views, not just followers.
Brief everyone the same way, with one asset and clear dates, so twenty posts read as one campaign.
Let them speak in their own voice. A story that sounds like an ad loses the trust you are paying for.
Check that the stories stayed up before you hand out rewards. With twenty accounts you cannot watch them all by eye.