Read Time:2 Minute, 2 Second

ICYMI: The creator economy is projected to reach a value of over $500B by 2030.

How can you make the most of your influencer campaigns? Download Later’s 2024 Influencer Marketing Benchmarks report to optimise your strategy and budget.

Plus, catch Later’s head of strategy, Lyle Stevens, at DMWF on September 26 at 11:30 am EDT to hear even more about the latest industry trends.

Influencer Benchmarks: Creator Trends

As a trusted social media and influencer marketing platform, we analysed over 45K posts and 2.9K campaigns, including Nano, Micro, Mid, and Macro creator personas — here are some noteworthy stats:

#1: Following ≠ Engagement

FYI: Nano and Micro influencers (those with up to 100K followers) garner the cheapest engagement compared to their Mid and Macro peers.

Why? Sponsored content from Nano and Micro creators feels less like an “ad” and more like a suggestion from a friend.

#2: Less Partnerships for Macro Influencers?

We have less data for Macro influencers, pointing to the trend that once an influencer hits Macro status, they are more likely to launch their own businesses, be more strategic (and selective) with partnerships, and come with a heftier price tag.

Take this as another sign to work with Nano and Micro creators!

#3: Fair Pay Is Key

In April 2024, we surveyed 369 US-based creators and found that 74% said fair pay was a top priority when working with brands.

While there’s currently no universal rate for sponsored posts, the CPA (cost per activation) included in our report should be used as a baseline when negotiating.