the power of niche + pico influencers
January 21, 2026
At dot + del we’ve got lots of experience working with influencers. From organising gifting treasure maps at huge UK events to creating bespoke content for brands with carefully selected social media starlets, we’ve learned a thing or two…
In 2026 a new buzzword has emerged. We're witnessing the rise of 'Pico Influencers' - social media personalities who have a smaller following but are making a big impact for brands.
So, what exactly is a ‘Pico Influencer’?
Follower Range: Typically 1K or less
Focus: Highly specific niche (e.g., sustainable DIY, vintage tech, plant-based fitness).
Vibe: Feels like advice from a trusted friend
Trust + Authenticity
According to a report by Stack Influence, they bring 60% more trust to a brand vs. macro-influencers.
Their promotions carry the weight of genuine word-of-mouth advice.
They feel relatable, not like paid ads.
The Engagement Gap
A higher percentage of their audience is actively liking, commenting, and sharing. This translates to more eyes on a promoted product and a higher likelihood to convert.
Micro / Pico Influencers (under 100k) can see up to 8% Engagement.
Macro Influencers (millions) typically see only 1-2% Engagement Rate.
Bonus Value: Quality Content
Pico Influencers produce high-quality content, such as tutorials or reviews that feel authentic.
This creative, User-Generated Content is extremely valuable for marketing and can be repurposed by brands in ads, on product pages, and on social media.
The Bottom Line for Marketers
Pico Influencers are perfect for campaigns focused on niche targeting, building authentic connections, and driving engagement and conversions.
They are ideal for brands looking for cost-effective ways to reach specific demographics in markets like beauty, fitness, or sustainability, as their highly engaged followers trust their niche expertise.
Interested in an influencer campaign?
We’ve worked with Macro + Pico Influencers on a number of campaigns for events across the UK, including Ideal Home Show Christmas, Ideal Home Show Scotland and DogFest.
We’ve also coordinated influencer collaborations for top brands in the world of Food + Drink, Pet Products, Homeware and more.
Our team can help you develop a winning influencer strategy that drives real results.
Want to work with us?
Don't by shy, get in touch with us even if it's just for a natter!
