Why work with micro and nano influencers?

What counts as nano, micro, macro and mega?

There's no official definition, and sources draw the lines differently. A common split is:

Why do smaller creators often perform better?

Industry benchmarks keep finding that the share of followers who like, reply or click drops as accounts grow. The exact numbers vary a lot between platforms and the companies measuring them, but the direction is consistent. The reasons are simple:

• People follow a small account on purpose, because they care about its topic.
• Smaller creators tend to reply to their audience, so a recommendation feels personal.
• Niches are sharper. A few thousand followers who all work in one field can be worth more to a product in that field than a much larger general audience.

How much do smaller creators cost on Transformer?

Prices scale with audience size, so smaller creators cost less per post. That lets a brand spread a budget across many creators, test more audiences and avoid betting everything on one post. Suggested prices for one X post start from default follower tiers, beginning at the small end:

These are starting points, not flat prices. Each creator's suggested price sits within their tier's band, moving up for creators with stronger views per follower and engagement, and it's shown as a range. Brands can save their own tiers, and the brand sets the final price on each offer. Source: Transformer's sponsored post rates by follower count.

The follower count is looked up on X when an offer is drafted. See pricing and fees.

How should a brand run a micro-creator campaign?

1. Decide which audience you want, then find the creators that audience already follows.
2. Send several offers at once, priced by follower tier.
3. Give every creator the same ask and let each write their own post.
4. Give each creator their own tracked link so you can compare them (see attribution).
5. Re-book the creators whose audiences click and buy.

Transformer's guidance suggests five to twenty smaller creators for a first test, enough to compare audiences.

When do larger influencers make sense?

Large creators still help with mass-market products, launches that need reach quickly, and brand building where being seen with a well-known name matters. Many brands combine a base of smaller creators for steady, measurable results with occasional larger ones for reach.

On Transformer, accounts with 500,000 or more followers have no default price; the brand sets the payout for each one individually.

Can a small creator get brand deals?

Yes. There's no hard minimum. Brands weigh audience fit, engagement, niche credibility, a record of delivering and brand safety alongside follower count. On Transformer, offers start in the under-5,000 tier. A clear niche on your profile and a history of verified, properly disclosed posts both help. See Transformer for creators.

Brands typically look at five things: whether your followers are their customers, whether people reply and click, whether you post credibly about their category, whether you've delivered and disclosed sponsored posts properly before, and whether your content is something they're comfortable appearing next to.