Financial micro-influencers are people who lead social media groups and are considered to be experts in niche industries. A lot of times these influencers don’t have a million followers, instead they have a smaller audience (usually between 5000 and 20000 followers) of very engaged individuals. Influencer campaigns are more effective than traditional paid advertising because micro-influencers share their own opinions to an audience who trusts them and is explicitly interested in their area of expertise. Because their audience is close-knit, they care about what content they share. One off-the-mark post can damage the relationship with their audience.