What share of influencers are actually nano-influencers?

By Tom Bogaert · Reviewed on
Part of: Micro-influencer marketing
75.9% share of nano-influencers among all Instagram influencers archive.com, sectoranalyse nano-influencer performance, 2025

The large majority. 75.9% of influencers on Instagram fall into the nano category; on TikTok it's 87.68% and on YouTube 69.4%, according to a 2025 sector analysis by archive.com.

That's the opposite of what the word "influencer" suggests. The market isn't a few thousand familiar faces with management; it's hundreds of thousands of accounts with a couple of thousand followers, some of whom happen to do a sport as well. The famous names are the exception — statistically, a rounding error.

For a brand that shifts the question. Not: should we work with nano-influencers? That's the supply. But: how do we find the thirty in that crowd who fit us, and how do we keep it workable? One macro deal is negotiated in a week. Fifty nano deals only become profitable when selection, shipping, briefing and follow-up stop being manual work every time.

That's exactly where our work sits. Anyone who makes light of it hasn't tried the logistics yet.

Follower thresholds differ per source. We use the common split: nano up to 10,000, micro up to 100,000, macro above that.

Sources

  1. archive.com, sectoranalyse nano-influencer performance

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Related questions

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

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.Read why the number says less than the relationship behind it →

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

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, wheSee the four tiers — and why the number says less than you think →

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

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.Read the full answer →

What does a single nano-influencer post cost?

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.Read the full answer →

How many creators do brands typically work with?

49.6% of brands work with no more than five influencers per campaign (archive.com sector analysis, 2025), while three quarters of the supply is nano. That limit of five is a bandwidth limit: following up five creators by hand already costs half a working week. And the effect isn't linear — five sepaRead the full answer →
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