Key stat: US nano-influencers, those with fewer than 10,000 followers, boast a 34.1% impression rate—more than double that of any other tier—according to a February survey from Later.

Beyond the chart:

• 66% of social media marketers worldwide use influencer marketing to support brand awareness, per January data from Sprout Social.
• Over half (59%) of creators and influencers use AI tools for content creation or business operations, according to April data from URLgenius.

Use this chart: For brands with modest budgets or niche audiences, nano- and micro-influencers offer the best value—high engagement with real, loyal followers. Great for product trials, local campaigns, or building grassroots buzz.

Related EMARKETER reports:

• Influencer Marketing Measurement 2025 (EMARKETER subscription required)
• Gen Z Technology and Media Preferences 2025 (EMARKETER subscription required)

Methodology: Data is from the June 2025 Later report titled "Influencer Marketing Trends & Benchmarks: Data from 2,500+ Later Campaigns." Data is internal performance data from 2,500+ Later campaigns, as well as a compensation survey of 1,005 Later content creators, conducted during Feb 4-18, 2025. An additional survey of 214 US influencer marketing professionals was conducted during March 8-24, 2025.