Micro influencer marketing: ASOS post featuring an ASOS Insider.

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Micro influencer marketing: Product-focused Instagram post featuring a micro-influencer.

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What I appreciate about ASOS’s strategy is that the micro-influencers chosen are indistinguishable from ASOS’s actual models.

This reveals precision in the influencer selection process and a commitment to protecting and representing the brand.

Beyond this, in February 2024, ASOS relaunched its ASOS Insiders program, which had been discontinued in 2020 during the pandemic. The program includes 36 employees across various departments who were selected as brand influencers.

These ambassadors curate fashion picks, provide style inspiration, and are featured faces on ASOS’s social channels.

The fashion-forward employees were given new albania whatsapp number database social handles with which they provided insider perspectives on the brand.

While these employees, like @asseenonmini, are still growing their new accounts, they typically fall in the nano- or micro-influencer range on their personal socials.


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ASOS prioritizes amplifying existing content, as well as creating new content.

This ties into its strategy of building genuine connections with customers — ASOS capitalizes on the trust and engagement micro-influencers have built with their audiences and uses it to amplify brand messaging without a need for constant content creation.