The era of the micro-influencer: how smaller creators are delivering bigger results
Big follower counts may not always be better
There’s a shift happening in the influencer marketing playbook. Savvy marketers are learning that while working with accounts with a million or more followers looks super appealing, the real goldmine lies in creators with a smaller, more engaged audience.
Mega-influencers are expensive and sometimes the return on investment can be disappointing. Brands are taking notice and shifting their strategy because working with smaller creators is resulting in better returns with a smaller budget.
The numbers don’t lie
75.9% of Instagram influencers are nano influencers (1K to 10K followers)
1.73% average engagement rate for nano-influencers
0.68% average engagement rate for mega-influencers (1 Million or more)
Source: Influencer Marketing Hub Benchmark Report of 2025
Brands constantly ask us what their return on investment will be if they pay an influencer X amount of money.
This is where it gets interesting.
According to research shared in the Harvard Business Review, Nano-influencers deliver triple the return on every dollar invested.
| Follower Count | Investment | Average Return | ROI Ratio |
|---|---|---|---|
| Nano-Influencers (1K to 10K followers) | $50 | $1,000+ | 20:1 |
| Macro-Influencers (100K+ followers) | $1,000 | $6,000 | 6:1 |
Instagram’s changing algorithm is also helping smaller creators
Quick context, this article is written by Verde Social Media Strategist, Kelly. I’ve witnessed this first hand as someone who runs an Influencer account about my goldendoodle with 175K followers on Instagram.
It feels like Instagram’s algorithm is constantly changing. In my opinion, it changed pretty significantly this year.
Before: advantage to larger accounts
Your content was shown primarily to the people who already follow you
If your followers loved the content, the algorithm pushed it to new audiences
Now: content-first
Reels are shown to a significant amount of non-followers immediately after posting
(For me, half of my views from Reels in first few minutes are from people who don’t follow my account)Someone’s content must now appeal to people who aren’t already invested in your account
Smaller creators are gaining visibility beyond their follower count
Bottom line: Content needs to be interesting to total strangers, not just fans. This makes it easier for smaller influencers to break through, grow and be exposed to larger audiences.
How Verde is adapting to help clients get results
Verde found the perfect match between the mountain biking dog Bodhi, and ecollar client Heel.
At Verde, we help our clients look for high-performing micro-influencers who deliver results.
Our Criteria:
Niche Aligns With Brand
Followers fit target demographic
Content matches brand voice
Already a fan of the brand is a huge bonus
Saviness with Affiliate Marketing
Strong link-in-bio strategy
Deep understanding of content that converts to sales
Can they convert?
High Story Engagement
Strong click-through-rate in their Instagram stories
Audience is comfortable with product recommendations and expresses interest
Data shows the creator drives traffic to website
Ready to work with micro creators?
Don’t overlook influencers with smaller follower counts. They provide so many opportunities for brands - including genuine, strong relationships with their community and cost-effective rates.
At Verde, we are following this trend. Our team specializes in identifying and partnering with micro-influencers who create content and reach your target customer.
Reach out to our team and let’s discuss how micro-influencers can transform your social media strategy.
