Why Size Matters: All Audiences Have a Role to Play

In this breakdown, our Account Manager Sarah McAleer explains why the most effective creator campaigns use every tier– from Nano to Mega – to drive both trust and reach.

In today’s digital landscape, creator marketing has become an essential tool for brands looking to connect with their audiences in authentic and impactful ways. It is important to highlight that success doesn't always come from partnering with the biggest names in the industry. To truly maximize reach, engagement, and trust, brands must embrace a diverse mix of content creators, from Nano Creators to Mega Stars. Each tier brings unique value to the table, and understanding how to leverage these different audience sizes can be the key to a more effective and well-rounded campaign.

The 5 Tiers of Content Creators:

• Nano (1k-10k followers)

• Micro (10k-100k followers)

• Mid Tier (100k-500k followers)

• Macro (500k-1m followers)

• Mega (1m+ followers)

Nano (1K–10K followers) may have the smallest audiences, but they often boast the highest engagement rates. Their followers view them as authentic, relatable, and trustworthy. They are often perceived more like friends than online creators. Because of this, their recommendations can feel like genuine word-of-mouth. Nano creators are ideal for hyper-local or niche campaigns, where authenticity and community trust matter most.

Best for: Word-of-mouth campaigns, local or regional promotions, and brands working with limited budgets.

Micro Creators (10K–100K followers) strike a valuable balance between reach and engagement. They often specialise in specific content pillars such as beauty, travel, parenting or food for example. They attract loyal audiences who trust their opinions and recommendations. Their content feels personal and authentic, which drives high interaction rates. Micro creators are excellent partners for brands seeking credibility and targeted reach within a specific community.

Best for: Engagement focused campaigns, community based events and and campaigns requiring strong trust and audience loyalty

Mid-Tier Creators (100K–500K followers) could fill stadium world tours. With a large reach and high potential for virality they are very important when building a strategy. These creators are likely to have committed full time to their career online and are known for producing high-quality, polished content. Their influence is wide enough to move the needle, yet still personal enough to drive conversions.

Best for: Campaigns where ROI, reach, and authenticity are all key goals.

Macro Creators (500K–1M followers) offer broad reach while still maintaining some relevance and relatability. They are typically seasoned content creators with strong storytelling skills and professional-quality output and are ideal for brands looking to increase reach without jumping straight to celebrity status.

Best for: Large-scale brand awareness campaigns.

Mega Creators (1M+ followers) are at the top of the spectrum, who are often household names with somewhat of a celebrity status. These are creators who will get stopped on the street by their fans. Their audience size delivers unmatched exposure, making them ideal for high-impact, awareness-driven initiatives. While engagement may be lower than smaller creators, the brand visibility is hard to beat.

Best for: Major brand launches, global campaigns, and high-visibility awareness pushes.

A Holistic Strategy Wins

The most effective marketing strategies don’t rely on a single tier. Incorporating creators across audience sizes allows brands to maximise reach, relevance, and resonance. Each tier should play a strategic role in the campaign, for example a mega creator can generate buzz and awareness at scale, macro creators can educate and inform broader audiences, while micro and nano creators offer trusted, authentic opinions that drive action.

Audience size isn’t just a number. Each tier of creator serves a unique function, and the smartest brands know how to match these roles to their objectives. Instead of chasing follower counts, they focus on aligning creators with campaign goals.

To build campaigns that truly resonate and convert, it is vital to embrace the full spectrum of audience sized content creators.

Get in touch at hello@collabagency.com for more information on creator marketing.