Why Brands Prefer Nano-Creators Over Macro-Influencers -Part 2

With influencer content increasingly saturating the feeds of Gen Z and Millennials, younger consumers are seeking out creators who feel more like them, people with similar homes, lifestyles, and values. 

Small creators are quickly rising to the top of the list when it comes to who they want to see reviewing or featuring products. In fact, a recent YPulse survey found that 45% of Gen Z and Millennials prefer seeing “regular people” using the products they’re interested in buying.

As we explored in Part 1 of this series, Why Brands Prefer Nano-Creators Over Macro-Influencers, engagement with beauty content is plateauing except when it comes to creators with smaller followings. These creators are driving meaningful engagement by offering a fresh, more grounded perspective that resonates with audiences.

Beyond simply offering more relatable faces, small creators can connect brand content into the entertaining moments of everyday life. They add context, personality, and emotional nuance that helps audiences connect with a brand in a way that feels personal and genuine. But in a crowded creator economy, identifying the right partners can be a challenge. Below are a few key attributes to consider when deciding which creators to collaborate with.

Influence Beyond Numbers

While macro-influencers may offer broad reach, younger consumers tend to trust smaller creators whose content feels driven by genuine experience rather than high-budget brand deals. Take Mckenna Harrison, for example. With under 20K followers, her tutorials on achieving the perfect messy bun have amassed over 20 million views. The styling isn’t groundbreaking, but it struck a chord with viewers facing the same everyday beauty challenge. For brands, partnering with creators who already have a strong organic connection to their audience, no matter the follower count, can be a powerful way to build credibility.

Talent That Feels Personal

Entertaining content with emotional resonance is what keeps audiences coming back and smaller creators with a talent for storytelling often deliver just that. Sydney Robinson captivated TikTok with her “Group Chat” video series, in which she plays all the characters in a fictional group text. The drama hit so close to home that it racked up 20 million views, more than 3x The White Lotus season finale. With a second season on the way, Sydney has proven that creators who can weave their creativity into everyday scenarios offer brands an opportunity to seamlessly integrate into content that feels relevant and engaging.

Embedded in the Culture

Whether it’s makeup, denim, or niche interests like fragrance, today’s consumers are drawn to creators who are true participants in the communities they post about. That doesn’t require formal expertise but it does mean they speak the language and show a real investment in the space. Elise Grenier, for instance, launched her fragrance TikTok, @eliselovessmells, after being inspired by a friend she met on Bumble BFF. She openly shares that she’s learning alongside her audience, inviting dialogue instead of positioning herself as an authority. Brands looking to build credibility within specific subcultures can benefit from partnering with creators who are already immersed in those worlds.