Why are microinfluencers the key to influencer marketing success in 2025?
The influencer marketing sector has become increasingly professionalised in recent years. Spain has established itself as one of the European countries with the highest number of influencers, and micro-influencers are gaining momentum.
According to the study Brand Growth through Influencer Marketing, carried out by IAB Spain and Nielsen, of the 10.5 million active influencers on Instagram, TikTok and YouTube in Europe, 15% are Spanish. This represents approximately 1.56 million content creators across the country.
Although many top-tier influencers in Spain, such as Xuso Jones, Dulceida or Plex, remain highly recognisable both nationally and internationally, a trend has emerged that is redefining the concept of digital influence: micro-influencers.
In recent years, micro-influencers have become a key force in the evolution of influencer marketing. With audiences ranging from 10,000 to 100,000 followers, these creators have demonstrated something many digital celebrities have lost: authentic credibility and a real connection with their audience. In a digital environment saturated with sponsored content, this has become a core priority for brands.
Their focus on specific areas, such as beauty or sport, combined with a lower volume of commercial collaborations, means their recommendations are perceived as more honest and relevant. In addition, their engagement rates are significantly higher, reinforcing both their credibility and the impact of their messages.
For many brands, working with micro-influencers means reaching highly engaged audiences, building long-term relationships and reclaiming the most important value in influencer marketing: authenticity.
CREDIBILITY IS NOT BOUGHT, IT IS BUILT
Microinfluencers don’t talk to their audience, they talk with them. Their content tends to be more authentic, more targeted and more closely aligned with specific niches, allowing for more effective segmentation and a stronger sense of genuine recommendation.
Unlike macroinfluencers, whose massive reach can dilute the message, microinfluencers generate a level of trust that makes them strategic allies for brands. According to a 2024 study by Influencer Marketing Hub, campaigns with microinfluencers generate a higher engagement rate than influencers with more than 100,000 followers.
TANGIBLE RESULTS WITH INTELLIGENT INVESTMENTS
Micro-influencer strategies can be up to five times more cost-effective than campaigns built around large-scale influencers. Conversion rates are also around 20% higher, driven by a closer and more personal relationship between creator and follower. This makes micro-influencer collaborations increasingly attractive to brands.
According to Nielsen, the average ROI obtained from marketing with microinfluencers is 11 times higher than that of traditional advertising.
THE FUTURE OF INFLUENCER MARKETING IS MORE HUMAN
In a world where authenticity has become the new currency, micro-influencers are no longer just a trend. They are a fundamental pillar of modern influencer marketing. For brands investing in this approach, understanding their value is not optional; it is a competitive advantage.
In short, at a time marked by advertising saturation and growing consumer distrust, micro-influencers offer a strategic way to reconnect with audiences through authenticity. Their role demonstrates that micro-influencer marketing is not simply about reducing budgets, but about investing more intelligently to deliver tangible results.
