British startup Zyper is launching the latest platform for micro-influencer marketing, although its founder knows a thing or two about influence herself.

Amber Atherton used to star in scripted-reality TV show Made in Chelsea, but her new company is hoping to help companies identify their key 'brand fans' and run marketing campaigns with them.

TechCrunch explains its pitch: Zyper will help brands pinpoint fans who may have relatively small followings individually – 500 to 1,000 Instagram followers for example – but who as a group can wield plenty of clout when promoting a product or service.

"We helps brands identify their top one per cent of brand fans and turn them into a community of active brand advocates to create high quality UGC at scale and uplift market voice," said Atherton.

Walgreens, Coty, Godiva, McVities, and Bloom & Wild are among the brands using the platform already, while the company has signed up as a global supplier to FMCG brand Unilever.

Zyper has also raised £1.2m of seed funding, with a £750k tranche in September now boosted by Downing Ventures. TechCrunch also reports that Zyper will be joining influential Silicon Valley startup accelerator Y Combinator's next cohort.