Question 1

What is the difference between a micro-influencer and a macro-influencer?

Tom Bogaert · Accepted Answer

Micro-influencers (1,000–100,000 followers) have a smaller but sharper audience than macro-influencers. The difference isn’t in the number but in the relationship: micro-influencers build an audience around a specific niche, leading to higher engagement and more precise relevance per recommendation.

Question 2

What is a sportfluencer?

Tom Bogaert · Accepted Answer

A sportfluencer is an amateur athlete who creates content as a by-product of their sporting life, not an influencer who uses sport as a theme. That produces a smaller but sharper audience — people who actually train and would buy the product. The sporting content needs to set the tone; the rest of t

Question 3

How much does a micro-influencer campaign cost in Belgium?

Tom Bogaert · Accepted Answer

Micro-influencer campaigns in Belgium work with cash per post (€150–€600 per Reel), product seeding (from €75–100 product value per creator), or a hybrid model. The real cost also lies in curation, briefing and follow-up — not just the fee itself.

Question 4

Does creator marketing work differently for sports brands?

Tom Bogaert · Accepted Answer

For sports brands, creator marketing is a credibility test: athletes aren’t looking for inspiration but for proof that a product works in real conditions. That proof comes from a sportfluencer who actually uses your product — not someone who poses with it.

Question 5

Does micro-influencer marketing actually work?

Tom Bogaert · Accepted Answer

Micro-influencer marketing works — but fails systematically with wrong creator selection or when content is stripped from the context that made it credible. The right benchmark isn’t reach but delivery rate: were the posts actually made, by the right people, in the right context?

Question 6

How many followers make you a nano, micro or macro influencer?

Tom Bogaert · Accepted Answer

There is no official standard, but generally: nano 1,000–10,000 followers, micro up to 100,000, macro up to 1 million, mega above that. The lines shift because they only measure reach — the relationship behind them is what changes systematically. Sunday Squad works from 500 to ±25,000 followers, whe

Question 7

What does a single nano-influencer post cost?

Tom Bogaert · Accepted Answer

Globally about $50 (~€45) per post (archive.com sector analysis, 2025) — an order of magnitude, not a rate. In Belgium a credible sports profile costs more. We rarely pay per post: product, a captain's fee, and a fee for selection, follow-up and usage rights.

Question 8

What is a realistic ROI on a nano-influencer campaign?

Tom Bogaert · Accepted Answer

A defensible benchmark is €5.44 in revenue per euro invested (Café Royal, via archive.com sector analysis 2025). Better still, do the reverse sum: what you need to break even — and count the content you'd otherwise have paid to produce.

Question 9

Do nano-influencers really get more engagement than macro-influencers?

Tom Bogaert · Accepted Answer

Yes: 4% average engagement for nano-influencers against 1.3% for macro (archive.com sector analysis, 2025). The reason is arithmetic — the numerator grows more slowly than the denominator. The return sits in the sum of a squad, not in one nano account.

Question 10

How much content does a seeding programme produce?

Tom Bogaert · Accepted Answer

Large programmes post impressive totals (Café Royal: 6,500 pieces, ~400,000 reach). More useful is the expectation per athlete: in our WOWOW pilot 25 of 25 athletes delivered, together 64 pieces and over 1,800 extra interactions — two to three pieces each.

Question 11

What share of influencers are actually nano-influencers?

Tom Bogaert · Accepted Answer

75.9% of Instagram influencers are nano, on TikTok 87.68% and on YouTube 69.4% (archive.com sector analysis, 2025). The market is overwhelmingly small. The question isn't whether to work with nano-influencers, but how to select and run thirty of them without it becoming manual work.

Question 12

What is a good engagement rate for a nano-influencer on Instagram?

Tom Bogaert · Accepted Answer

The average for nano-influencers on Instagram is 2.71% (archive.com sector analysis, 2025) — the highest of any tier. Use it as a benchmark, not a cut-off: where the engagement comes from says more than the percentage itself.

Question 13

Do nano-creators perform better on TikTok than on Instagram?

Tom Bogaert · Accepted Answer

Yes: 10.3% average engagement on TikTok against 2.71% on Instagram (archive.com sector analysis, 2025), with YouTube at 5.43%. That gap comes from platform mechanics, not better creators — so only compare within the same platform.

Question 14

Do nano-influencers convert better than macro-influencers?

Tom Bogaert · Accepted Answer

Yes: 7% conversion for nano against 3% for macro (archive.com sector analysis, 2025). But a conversion figure means little without the measurement method — which is why we use a dedicated code or link per athlete, measurable per profile.

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