Influencer Benchmarks: Creator Trends
We analyzed Nano, Micro, Mid, and Macro creator personas — here are some noteworthy stats:
#1: Following ≠ Engagement
FYI: Nano and Micro influencers (those with up to 100K followers) garner the cheapest engagement compared to their Mid and Macro peers.
Why? Sponsored content from Nano and Micro creators feels less like an “ad” and more like a suggestion from a friend.
#2: Less Partnerships for Macro Influencers?
We have less data for Macro influencers, pointing to the trend that once an influencer hits Macro-status, they are more likely to launch their own businesses, be more strategic (and choosy) with partnerships, and come with a heftier price tag.
Take this as another sign to work with Nano and Micro creators!
#3: Fair Pay Is Key
In April 2024, we surveyed 369 US-based creators and found that 74% said fair pay was a top priority when working with brands.
While there’s currently no universal rate for sponsored posts, the CPA (cost per activations) included in our report should be used as a baseline when negotiating!
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