Micro influencers: where and what to look for?

Perhaps you have already heard of it: micro influencers. It’s an upcoming marketing trend; more and more micro influencers successfully providing brands a platform for their audience. With micro influencers it’s not about reaching as many people as possible, but reaching the right ones. Using them for a campaign is an effective way to improve sales and the perfect tool for those who have a smaller budget. But where and what do you have to look for? We provide you a first and quick start to that.

Micro- what?!
The term micro influencers sounds nice, but what does it exactly mean? If you would ever like to start a collaboration with a micro influencer, you have to know what it is. Without knowledge of the details, you won’t be able to find the perfect fit for your brand. A micro influencer is actually a content creator. Micro influencers generally have 1.000 till 10.000 followers. The amount of followers is usually smaller compared to regular influencers, although it’s not the most important thing to look at. The big difference between a ‘regular’ influencer and a micro influencer is that the micro influencer focuses on a specific audience.

Click here for an example.

Where to find them
It’s good to know that micro influencers are easy to find. Often they are connected with agencies, specialized in micro influencing. However, you could also start with your own followers list. If someone with a relative large network follows you or your brand, the connection is already there. All you have to do is connect with them and make sure they will share and like your content. Another way of finding an influencer is by manually searching. For example, just go to Instagram and write the subject your targeting on in the search bar. You will find enough influencers who are specialized in their own specific subject.

What to look for
So, now you know what micro influencers are and where to find them. Still, you have to keep in mind what to look for. Therefore, you have to keep two important aspects in mind: relevance and engagement. Considering relevance, you have to think about the importance of the influencer for your brand. How relevant is he or she for the niche you want to target on? What is their expertise, vision and perhaps more important: what kind of content do they post? These aspects have to fit the content you are sharing. Once you have decided that the influencer is relevant, you have to take the engagement rate into account. How often are they active and in contact with their audience? The marketing tool Agora Pulse can help you with analyzing this. In the end it’s important to keep in mind that a micro influencer is easy to find and relatively cheap to use. Don’t focus on the amount of followers they have, but do concentrate on the sort of followers. Do they match your brand? Is the topic relevant and the engagement high enough? Good job, you’ve found the perfect micro influencer for your campaign!

MAA Alumni Rises to the Challenge at Advidi

Advidi affiliate managers Patrick and Marlou at a major marketing conference in Berlin


When MAA alumni Patrick Spruit was close to graduating, he felt a bit lost and wondered what was next for him.

“I kept going to MAA open house days at different companies… they were all great, but nothing really called my name,” he says.

“Then I went to Advidi. It was completely different from the rest. They were doing something new, something I’d never heard of. Everyone was enthusiastic and really proud of the company. We played a business game, had an outstanding lunch cooked by their in-house chef, chatted about work and life… I walked away wondering how much of it was real.”

It didn’t take long for him to find out. A few months later, Patrick was walking through the doors as Advidi’s newest Junior Sales Manager. Right away, he started learning all about a new kind of marketing that’s taking the online world by storm: affiliate marketing.

Affiliate marketing involves digital advertising, media buying, creative campaigns and entrepreneurship. As an affiliate network, Advidi acts as a middleman between advertisers and affiliates, helping them optimize their advertising campaigns to improve ROI and outperform competitors.

“As a sales manager at Advidi, I have to balance technical and analytical tasks with strong social and communicative skills,” says Patrick. “It’s a rare combination, but it’s really powerful in today’s rapidly transforming business climate.”

Choosing to enter this dynamic industry wasn’t easy – Patrick knew he was taking a bit of a risk. When compared to a larger corporation, the teams at Advidi are small and dependent on each individual’s contribution. He had two options: play a small but “safe” role in a big organization… or challenge himself to see what he could accomplish with the pressure on.

“I was overwhelmed at first. It’s a lot to learn. I was nervous, but I didn’t need to be. They invested a lot of time and resources in getting me up to speed. I was surprised by how quickly I was able to speak professionally about the business and make an impact. My decisions often changed the way the company worked, even as a junior.”

Advidi is a successful company, but it’s not just because of the profitable, cutting-edge industry they’re in. It’s the people and the uplifting environment they create. Everyone is challenged to build a personal portfolio while working together as a team to help each other profit.


Whether it’s during business meetings or on a company-wide trip, the people at Advidi are always in it together.

“Everyone values keeping a balance between working hard and enjoying life. Your voice is heard, which gives you a unique sense of fulfillment. I’m not sure I could have found a better place to start my career. After more than a year here, I now know for sure… the energy at Advidi is real!


Interested in joining Advidi?
Apply at advidi.com/careers – and be sure to mention that you’re an MAA alumni like Patrick!


Graduated: Yeeaah! And F***, What Now?!

Years and years of hard work all led to this moment.. I graduated!! The feeling of joy and relief slightly blends into a feeling of insecurity and fear. What now?! During the past years, working always seemed so far away, but now, there are some life changing decisions that have to be made… The world is your oyster! The sky is the limit! But is it really? Nowadays, finishing a master’s degree is not a guarantee for finding a job anymore, but it’s more the tale of a needle and a haystack. Should the university make you more ready for the labor market? Is it just your own responsibility? How can we narrow the gap between students and the working life?

University equals job?

The name scientific education already gives it away, the university educates students to be successful academics. But how many of these students are actually going to work as a scientist? If you look around in your own environment as a student, you could probably guess the answer: not a lot! The majority of all university graduates are looking for a job with a company, instead of being a scientist. So, why doesn’t the university takes more responsibility in preparing students for this?

Companies are requesting starters with practical skills. Only, the university does not think it is their task to cater for these practical skills, resulting in a “skills gap” between companies and graduates. It seems important that the universities and companies sit down with each other to come up with possibilities to try to bridge the gap between students and companies. Neglecting the importance of practical skills also brings another threat to the table.

“Farmer searches wife” becomes “nuclear physic searches wife”?

Watch video on YouTube: Pieter Derks

“Two million communication scientists, but no one who can fix a tap”. While hearing Pieter Derks words with my fresh communication science degree in my pocket I can only share his concern about our economy’s future (and my own). We are living, as Pieter Derks described, in a knowledge economy, where we get aroused when someone tells you his/her position is an investment development and research analyst. He suggests if we go on like this in a few years we will be watching nuclear physic searches wife, instead of farmer searches wife, because there are no farmers anymore! Well, okay, this is a bit exaggerated, but the point is that more degrees doesn’t mean that you are more important in our society.

Don’t get me wrong, I don’t want to convince you to drop out of college and all become plumbers. Also, as in many stories there is not one villain to blame, like the universities or the economy itself. Like most clichés this one is also true “your future is in your own hands”. The truth is: it’s freaking scary when you graduate and you have to decide what to do next. But try to see it as an opportunity and don’t choose a fancy traineeship just because all your classmates talk about it. Take the time to find out what makes you happy, and if that’s a plumber so be it (and you make Pieter Derks very happy). And if that’s working as a communication scientist, go for it! And obviously, the MAA is always there to help you with finding your career path.

And you will live happily ever after (at least until your next crisis…)