Micro-influencers (broadly 10,000 to 100,000 followers) sit at the point where a creator still replies to comments but already has real reach. Engagement rates typically run several times higher than macro accounts, the cost per post is a fraction, and the recommendation still reads as a person rather than a billboard. The trade is that you need many of them, and managing many is where most brands give up.
Why the tier works
A micro creator’s audience usually formed around a specific interest, so the targeting is inherent, a 30,000-follower account about home baking is a cleaner audience for a bakeware brand than a 2,000,000-follower lifestyle account. The audience also tends to be geographically concentrated, which matters if you sell in one market. And because the creator has not yet monetised heavily, a recommendation still carries weight.
What we actually do
Discovery starts from audience composition rather than follower count: where the audience actually lives, its age split, and whether its interests overlap your buyers. We screen for authenticity (follower spikes, comment pods, engagement that does not match the follower curve) because the micro tier is where bought followers are most common and hardest to spot by eye.
Then we run the campaign at cohort scale rather than one creator at a time: standardised briefs, negotiated rate cards, a content calendar that staggers posting so the campaign has presence over weeks instead of one spike, and tracking per creator so the next round keeps the ones that performed. Whitelisting and paid amplification let the best-performing organic posts run as ads against a much larger audience, which is usually where the return improves sharply.
How we report it
Per creator: reach, engagement, click-through and, where tracked links or codes allow, attributed revenue, so the roster is rebuilt on evidence rather than on who was easiest to work with. Aggregate reporting covers cost per engagement and cost per acquisition against the campaign target.
Nano, micro, mid: the tiers we use
| Tier | Followers | Typical engagement | What they are good for |
|---|---|---|---|
| Nano | 1K to 10K | Highest of the three tiers: small, tight-knit audiences respond to nearly every post | Authentic, low-cost seeding at volume; local or niche categories; building a base of genuine advocates |
| Micro | 10K to 100K | Strong and consistent: our own campaigns have delivered 3.84 to 4.1% engagement rates | The core of most of our campaigns, enough reach to matter, still close enough to their audience to convert |
| Mid | 100K to 500K | Lower per-follower than nano or micro, but still meaningfully above large-follower accounts | Bridging reach and credibility when a campaign needs both scale and a still-personal voice |
We do not run mega or celebrity tiers as a core service. The tier table above is where the bulk of every campaign sits, because engagement, not follower count, is what drives outcomes. Where a campaign needs seeded volume rather than contracted posts, gifting runs alongside it.
What it costs
Nano-influencers (1K to 10K followers) typically start from £50 to £250 per post. Micro-influencers (10K to 100K) typically start from £250 to £1,000 per post. Rates move with the creator’s engagement rate, the content format and usage rights required rather than follower count. A nano-influencer with a genuinely engaged audience can be worth more than a micro-influencer with an inflated one.
Running 200 creators instead of two also changes the cost structure. Instead of paying a premium for one large account’s reach, the budget spreads across a cohort, which lowers the risk of any single creator underperforming and gives you a much larger pool of usable content at the end of the campaign.
Management sits on top of per-post rates as a monthly retainer, from £1,100 a month, covering discovery, engagement-rate screening against a named benchmark, bulk briefing, dispatch and cohort reporting. Book a call to scope a cohort size.
The Work
Influencer Marketing campaigns we have run
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Frequently Asked Questions
Usually 10,000 to 100,000 followers, though the boundary varies by platform and category. Below that sits the nano tier, roughly 1,000 to 10,000, which has even higher engagement and even lower reach per post. What matters more than the label is audience composition and whether the engagement is real.
Sometimes you should, for a launch that needs a single moment of mass awareness, a macro creator delivers it. But for the same budget, a cohort of micro creators typically produces more total engagement, far more content to reuse, a spread of audiences rather than one, and much less concentration risk if a single creator underperforms or has a reputational problem.
Enough that individual variance averages out. A handful is a test, not a campaign. Our campaigns typically run cohorts of dozens of creators, which is also why the management overhead is the real constraint and the reason brands outsource it.
We look for the patterns bought followers leave: sudden follower spikes without a matching content trigger, engagement that does not scale with follower growth, comments that are generic or arrive in bursts from the same cluster of accounts, and an audience geography that does not match the creator’s own market. Any of those disqualifies a creator before we brief them.
Yes, on exactly the same terms as any other creator. Under ASA and CAP rules, any payment or free product in exchange for coverage must be disclosed clearly and prominently, regardless of audience size. We brief for it and check it on publication.
Micro-influencers (10K to 100K followers) typically start from £250 to £1,000 per post, with nano-influencers (1K to 10K) starting from £50 to £250. Rate depends on engagement rate, format and usage rights rather than audience size. On top of per-post costs, a monthly management retainer covers discovery, vetting against an engagement benchmark, briefing and reporting across the whole cohort. The bigger the creator count, the more that layer matters.
Nano-influencers have 1,000 to 10,000 followers and typically post the most authentic content, because their audience is often friends, family and genuine fans. Micro-influencers have 10,000 to 100,000 followers, still maintain close audience relationships, but bring more reach per post. Our own campaigns have delivered engagement rates between 3.84% and 4.1% in this range, which is why we default to it.
Yes. Most larger campaigns blend tiers deliberately. Nano creators build volume and authenticity, micro creators bring the strongest engagement-to-cost ratio, and a smaller number of mid-tier creators add reach where the campaign needs it. Blending tiers spreads risk across the cohort rather than resting the whole campaign on a handful of accounts.
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