How to Pick the Right Influencer (Not Just the Biggest One)
Why This Matters
Success isn’t about the loudest voice; it’s about the voice that moves your audience. Bigger creators often cost more and engage less. Here’s the data to prove it.
1. Tier Cheat-Sheet
Nano - under 10 k followers. Trusted-friend vibe, hyper-niche reach.
Micro - 10 k - 100 k. Loyal community, strong engagement.
Mid - 100 k - 500 k. Good reach + credibility.
Macro - 500 k+. Mass reach, culture driver.
2. Average 2025 Instagram Engagement Rates*
Nano ≈ 1.7 %
Micro ≈ 1.5 %
Mid ≈ 1.2 %
Macro ≈ 1.0 %
*Sources: HypeAuditor Q1 2025 & Sprout Social 2024 industry medians.
3. Typical Creator Fees (GBP)
Instagram single post
Nano £80-£150
Micro £200-£600
Mid £1 k-£3 k
Macro £4 k +
Instagram Reel
Nano £100-£200
Micro £300-£900
Mid £1.5 k-£4 k
Macro £6 k +
Cost per engaged user usually bottoms-out in the micro tier.
4. When Each Tier Shines
Macro works when you need:
National or global awareness fast.
A £10 k+ launch budget.
Mass-appeal products (soft-drinks, sports events, blockbuster apps).
Micro/Nano wins when you need:
Niche or regional targeting.
Authentic UGC to reuse in ads.
ROI on sub-£5 k monthly spend.
5. Five-Step Decision Flow
Set the objective - awareness, sales, content, or a mix.
Confirm total budget - creator fee + product + boosts.
Match audience fit - demographics and past sponsored posts.
Model cost per result - compare one macro post vs. a bundle of micros.
Pilot, measure, scale - double-down on the cohort that outperforms.
Bottom Line
Smaller creators often cost less per action and feel more authentic. A blended roster - one hero macro plus a squad of micro voices can give you reach and relevance without blowing the budget.
