Question 1

What do influencer tiers like nano and micro actually mean?

Accepted Answer

Bands of follower count used by marketers to categorise creators — with no formal standard, so the boundaries differ between agencies, and the more useful finding is that **the smaller tiers frequently perform better per follower**.

**The commonly used bands**, approximately:

**Nano** — roughly 1,000 to 10,000 followers.

**Micro** — around 10,000 to 100,000.

**Macro** — around 100,000 to 1,000,000.

**Mega or celebrity** — above a million.

**Why the smaller tiers are taken seriously:**

**Engagement rate falls as follower count rises.** This is consistently observed: a nano creator's audience is closer to an actual community, with genuine interaction, while a large account's followers are a broadcast audience. The percentage engaging declines steadily with scale.

**Higher trust and perceived authenticity.** A recommendation from someone who appears to be a person rather than a marketing channel is received differently, and audiences are now practised at recognising the difference.

**Cost efficiency.** Reaching the same total audience through many small creators frequently costs less than one large one, and the reach is less concentrated.

**Niche specificity.** A small creator in a narrow subject has an audience selected for exactly that interest.

**Why large creators are still used:** scale and speed, production quality, brand association, and the fact that one negotiation is far simpler than fifty.

**What the tier does not tell you**, and this is the point:

**Audience quality** — whether followers are real, active, and in the relevant market.

**Audience-brand fit**, which matters more than size by a wide margin.

**Whether engagement is genuine** or produced through reciprocal arrangements.

**Conversion**, which correlates with engagement far more weakly than expected.

**What should actually be assessed:** engagement rate calculated on reach rather than followers; comment quality, since generic comments indicate little; audience location and demographics from the creator's own analytics; posting consistency; and previous partnership performance where available.

**Follower growth patterns** are revealing — sudden step changes suggest purchased followers rather than organic growth.

**Disclosure obligations apply regardless of tier**, and a small creator's ad must be labelled exactly as a large one's must.

Question 2

How to create a successful influencer marketing campaign?

Accepted Answer

Creating a successful influencer marketing campaign involves defining goals, identifying the target audience, choosing the right influencers, and measuring performance.

Question 3

What is the difference between a follower, a subscriber and a member?

Accepted Answer

Increasing levels of commitment and decreasing levels of platform control — and the distinction matters enormously to anyone building an audience, because the three are worth very different amounts.

Question 4

What is an engagement pod?

Accepted Answer

A group of accounts that agree to interact with each other's posts — liking, commenting and sharing on a reciprocal basis — in order to signal popularity to a platform's ranking system. How they

Question 5

How do you spot fake followers?

Accepted Answer

Through patterns that are difficult to fake convincingly at scale — and the signals are consistent enough that auditing an account is genuinely possible without specialist tools. The most informative

Question 6

What is the difference between UGC and influencer content?

Accepted Answer

Where the content is published, and what is being bought. Influencer content is posted on the creator's own channel to their audience; user-generated content (UGC) is created for a brand to use on

Question 7

How do social platforms actually make money, and how does that shape what you see?

Accepted Answer

Almost entirely by selling attention to advertisers, which means the product being optimised is not your satisfaction but the time and engagement that can be sold — and nearly every design decision

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