Nano-creators are better for sales than macro-influencers. For brands partnering with online creators, working with those who have the biggest audience possible has always seemed like the obvious choice. But two recent studies confirmed that creators with smaller, “devoted” followings on Instagram and TikTok were showing higher rates of both ROI and sales conversions than big influencers. In fact, one found that nano-creators on Instagram had more than double the number of engagements turning into sales than macro-influencers. And brands have obviously noticed this, as the share of the U.S. influencer marketing spend on creators with less than 10K followers has increased by 11% in the last three years—while spending on those with over 100K has decreased by 10%. The fact is that nano-creators’ more tight-knit followings interact more with their sponsored content and their trust turns into sales. (MIT Sloan Management Review)
📊 YPulse data: 65% of 13-39-year-olds prefer recommendations from small creators than big influencers
