The advent of social networks in the last decade has significantly changed the concept of popularity and its relationship with the public, allowing a new way of managing the market. A new key figure has emerged, the influencer: someone who has the power to affect others’ purchasing decisions because of its relevance, knowledge and relationship with its audience. In an ever-widening roster, brands are looking for improved ways to identify suitable influencers; this is even more challenging with micro influencers, which are more affordable but difficult to discover. Micro influencers are not prominent figures, celebrities or world-renowned experts; they specialize in a particular topic and share content about their interests only.