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 67% of 18-24-year-olds agree, “I prefer recommendations from small creators than big influencers.” Although nano-creators have a smaller audience, they are a powerhouse that has serious power when it comes to shaping Gen Z’s opinions and purchasing decisions—something brands shouldn’t ignore. That’s why we created our Nano-Creators 101 trend report, a starter kit on how young people make content, what they actually want from brands, and how brands can...
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