Choosing the Right Influencer Size for Your Brand

Influencer marketing isn’t one-size-fits-all. The size of the creator you work with can completely change how your campaign performs, from the kind of audience you reach to the price you pay. At Ruthless Talent, we help brands find the right balance. Here’s a breakdown of the main influencer categories, what each one offers, and when to use them.

While numbers vary slightly depending on the source, most agencies and brands recognise these follower tiers:

Nano influencers

Engagement is where nano creators shine. Their audiences often see them as peers, which makes their recommendations feel more genuine. They are also cost-effective and ideal for brands testing campaigns or focusing on local markets. The trade-off is limited reach, so you’ll often need to work with several nano influencers to scale results.

Micro influencers

Micro creators offer a good balance of reach and connection. They usually know their niche well and deliver more polished content than nano influencers, while still keeping a personal feel. Their costs vary, but they’re usually more affordable than large-scale creators, making them a solid choice for brands that want both visibility and trust.

Mid-tier and macro influencers

Once you step into mid-tier and macro levels, reach becomes the main benefit. A single post can put your brand in front of hundreds of thousands of people. These creators often have high-quality production, strong storytelling skills and a reputation as leaders in their space. Costs are higher, and engagement rates (percentage-wise) tend to drop, but for awareness-driven campaigns, this group delivers.

Mega influencers and celebrities

If your goal is mass awareness, this is where you’ll find it. Mega influencers and celebrities can push your brand into the spotlight instantly, often with cross-platform exposure and mainstream media reach. The costs are significant, and engagement tends to be lower compared to smaller influencers, but the trade-off is sheer visibility and prestige.

It depends on your objectives.

• If you want authenticity and conversions, start with nano or micro influencers.
• If you want broad awareness, mid-tier and macro are strong options.
• If you need maximum reach for a major launch, mega or celebrity influencers may be the right choice.

In many cases, the most effective campaigns use a mix. A well-known creator provides reach, while smaller influencers add credibility and community-level engagement.

The cost of using an influencer to promote your business does not depends on their follower count, this is generally just a vanity metric. Look at the influencer’s views, likes, comments and other engagement metrics. They may have over 1 million followers, but if they only get 10,000 views per YouTube video, you’re not getting the reach of a mega influencer… So why pay for it?

The costs of an ad in an influencer’s YouTube video for example are simply based off a few factors: Their average recent view counts, their engagement rates, the genre of content, and their audience demographics.

There’s no single “best” influencer size. Success comes from matching your goals and budget with the right creator mix. Smaller influencers are often underestimated, but they deliver impressive engagement and ROI. Larger influencers bring reach and visibility that can’t be ignored. Both have value, depending on the campaign.

If you’re a brand planning your next campaign, we’ll help you design the right influencer strategy and connect you with creators who fit your goals.

If you’re a creator, whether you’re just starting out or already established, Ruthless Talent is here to help you secure partnerships and grow your career. Get in touch and let’s build something together.