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Why Nano-Creator Content Should Be Your Next Campaign

Gen Z wants brands to work with smaller, more relatable creators—reposting their content and featuring them in ads…

Written and Edited by the YPulse Editorial Team

Jul 14 2025
North America

KEY TAKEAWAYS

As mega-influencers lose Gen Z’s trust, brands should look to nano-creators for authentic marketing
Gen Z would love for brands to repost their content—as long as they’re properly credited
The majority of them would also be excited to see their content featured in full-on ads or brand campaigns

While mega-influencers might still dominate brand deals, when it comes to trust and relatability, their influence is starting to fade with Gen Z. Young consumers are increasingly skeptical of influencers flaunting lavish lifestyles, especially those who built their platforms on being “just like them,” leading many Gen Z to turn to people who feel more real. That’s where nano-creators come in: with followings between 1K-10K, they’re everyday people making content for fun—and for their peers. They talk about products they actually use, show their real routines, and feel genuinely relatable. YPulse’s Nano-Creators 101 trend report shows 64% of 13-17-year-olds and...