Digital marketing firm Round has unveiled Micro.wav, a new tool designed to streamline micro-influencer campaigns for the music industry. 

Music Ally reports that the platform has completed beta testing with major labels, including Sony Music Latin, Warner Records, and Def Jam. 

It focuses on creators with a following of between 5,000 and 99,000 across TikTok, Instagram, and YouTube.

Micro.wav analyzes influencers based on content type, music usage, location, and relevant hashtags to simplify the construction of campaigns involving numerous smaller influencers with highly engaged audiences. 

“Marketers can now book creator campaigns with the same simplicity and targeting they are accustomed to with traditional social media ad platforms,” Round CEO Aaron Sayer said in a statement.

This strategy has gained traction in recent years.

According to minisocial’s Kirsten Baumberger, micro-influencers are becoming essential to modern marketing strategies. 

She pointed out that macro-influencer collaborations feel like celebrity endorsements. In contrast, micro-influencers can be more specific about the product and why they like it, making them feel more personal.

The launch of Micro.wav reflects the music industry’s ongoing efforts to optimize influencer marketing strategies and tap into niche audiences through targeted campaigns.

A recent study by Precise TV and Giraffe Insights revealed that YouTube had become the dominant platform for music consumption among American teenagers, with 79% of teens reporting they listen to music on video-sharing sites.

In response, Meta and Spotify are reportedly developing a new feature allowing continuous music sharing on Instagram.

On the other hand, TikTok recently announced it would discontinue its music-streaming application, TikTok Music, on November 28.