The influencer space is always evolving, and more brands are starting to realise that bigger isn’t always better. While mega-influencers and celebrities might grab attention, it’s the smaller creators - nano and micro-influencers - who are quietly becoming the real MVPs of influencer marketing. 

Here’s how influencers are typically broken down by follower count: 

Nano-influencers: 1K–10K followers 

Micro-influencers: 10K–100K followers 

Macro-influencers: 100K–1M followers 

Mega-influencers (or celebrities): 1M+ followers 

While mega-influencers can offer massive reach, nano and micro-influencers bring something unique to the table: authenticity, trust, and tighter connections with their followers. And that’s where the magic happens. 

Why Brands Are Leaning Into Smaller Influencers 

Cost-Effective Marketing 
Working with mega-influencers often comes with a hefty price tag, which isn’t always realistic - especially for smaller brands. Nano and micro-influencers are a more budget-friendly option, letting brands collaborate with multiple creators for the cost of one big name. 

Even better, the cost per engagement is typically much lower. Smaller influencers have loyal, active audiences, so you’re getting more bang for your buck compared to working with someone who has a million followers but lower engagement. 

Highly Engaged Audiences 
The smaller the following, the more engaged the audience tends to be. Nano and micro-influencers know their followers well—they’ve often built their communities from the ground up. 

These are the creators who actually reply to DMs and engage with comments, making them feel approachable and relatable. When they recommend a product, it doesn’t feel like an ad—it feels like advice from a friend, which is why their audiences are far more likely to listen and take action. 

Reaching Niche Communities 
Smaller influencers are often experts or enthusiasts in a specific niche, whether it’s sustainable living, fitness, gaming, travel, or skincare. Their followers come to them for this specialised content, meaning they’re already primed to care about related products or services. 

For brands, this is a goldmine. Instead of going broad, you can zero in on exactly the type of audience you want to reach by partnering with influencers who match your niche. 

Building Trust and Authenticity 
Consumers are savvier than ever, and they can spot a disingenuous endorsement from a mile away. That’s where smaller influencers shine—they’re known for keeping things real. They’re selective about the brands they work with and often share products they genuinely love, which makes their recommendations carry more weight. 

When a nano or micro-influencer backs a product, it feels authentic because their audience knows they wouldn’t push something they don’t believe in. 

Fostering Long-Term Partnerships 
One of the best things about working with smaller influencers is the opportunity to build long-term relationships. These aren’t just one-off campaigns—they’re partnerships where the influencer becomes a true advocate for your brand over time. 

Long-term collaborations lead to trust, growth, and consistency on both sides. The influencer integrates your brand into their life, sharing genuine stories that resonate with their audience. And for brands, it’s an investment in a community that will grow and engage over time. 

How to Make the Most of Smaller Influencers 

Focus on alignment, not just follower count: Choose influencers who genuinely align with your brand and values. Authenticity matters more than reach. 

Give them creative freedom: Trust smaller influencers to know their audience best. Let them showcase your product in a way that feels natural and authentic. 

Prioritise engagement over vanity metrics: A smaller, highly engaged audience will always deliver more value than a massive, disengaged one. 

Think long-term: Build relationships that go beyond a single campaign. Loyal, ongoing partnerships lead to better results. 

The Bottom Line 

Nano and micro-influencers might not have millions of followers, but they’ve got something even better: trust, authenticity, and deeply connected communities. For brands looking to stand out in a crowded market, these smaller creators are the secret weapon you didn’t know you needed. 

So, as you plan your next campaign, don’t just aim for the biggest names. Sometimes, smaller really is better.