Whiplash Team, 28 November 2025

Micro-influencers and communities: the new territory of participatory branding

Influence on social media is no longer the preserve of celebrities with millions of followers. Increasingly, it is micro-influencers and digital communities who are shaping brands, thanks to their closeness, credibility and ability to generate authentic conversation.

In the early years of influencer marketing, brands sought to maximise reach by collaborating with high-profile personalities. However, the saturation of sponsored content and the erosion of trust in overly commercial messages have shifted the spotlight towards micro-influencers: creators with smaller audiences, but ones that are highly engaged.

An analysis by Influencer Marketing Hub shows that micro-influencers achieve significantly higher engagement rates than those with large audiences: on Instagram, for example, they can generate up to 60% more interaction than macro-influencers. What matters is not the number of followers, but the quality of interaction and the bond of trust between creator and community.

Digital communities as brand ecosystems

Beyond individual figures, participatory branding is taking shape around digital communities that act as genuine spaces of belonging. From specialist forums to Discord groups or Twitch channels, these environments allow users to gather around shared interests and establish dynamics of collective creation.

One striking example is the growth of the Lego Ideas community, where fans propose and vote on new designs—many of which go on to become commercial products. This model demonstrates that a brand can grow stronger not only by speaking to its audiences, but by integrating them into its creative process.

Credibility as a central asset

The key difference between a micro-influencer and a digital celebrity lies in perceived authenticity. While major profiles often raise doubts about the sincerity of their endorsements, micro-influencers are seen as “real” users sharing their experiences honestly.

A study by Edelman reveals that 63% of consumers trust what people like them say more than what brands communicate directly. In this context, micro-influencers act as intermediaries who humanise the message and make it more persuasive.

Towards participatory and distributed branding

Working with micro-influencers and communities should not be seen as an isolated tactical move, but as part of a brand strategy grounded in co-creation. This requires a change of mindset: moving away from seeing the public as passive recipients and instead conceiving them as active partners in value creation.

Brands such as Glossier, in the cosmetics sector, have achieved exponential growth through this approach. Their strategy has been based on listening to their communities, involving them in product development and amplifying their voices rather than imposing one-way narratives.

An ecosystem built on trust and collaboration

The new terrain of participatory branding is not measured in media impressions or headline visibility, but in the strength of the bonds created. Trust, horizontality and a brand’s willingness to give part of the control back to its communities will be decisive factors in this landscape.

Ultimately, working with micro-influencers and communities is not just a marketing trend but an opportunity to redefine the role of brands in digital culture: less as protagonists and more as catalysts of shared experiences.