Creator and influencer tiers (& how to work with them) CHAPTER 2
Breaking down influencers into different tiers lets brands weigh the best options for their marketing programs.
Nano-influencers (Less than 15k followers)
Each tier involves tradeoffs between reach, engagement, and cost.
Who they are: With less than 15,000 followers, nano-influencers may look like the smallest fish in the pond. However, these small creators pack a big punch and are by far the most cost-effective to recruit. They connect with 33 percent of audiences, attracting them with a genuine passion for a niche subject. Who works with them: Smaller brands get the biggest boost per post from influencers in this tier, drawing 1.69 times more engagement than the brand’s posts. However, the combined forces of many small audiences can be a loud megaphone for your brand. Brands from Dove to Ikea work with nano-influencers and see incredible results.
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