$48 million

Creators are the new corporations. And many are making more money than the companies that pay them.

The creator below (Sophie Rain) went viral for sharing her earnings year to date. $43m is insane.

But brands doing influencer marketing should think less about 'most followed' and more about 'more influential' for their customers.

We call these nano and micro-influencers.

It's counterintuitive, but nano and micro-influencers might be more worthwhile to your business.

Why? Because their followers have higher engagement rates.

This trend signifies a shift from traditional corporate advertising to more personalized and relatable content.

How do you find nano creators? Simple:

- Influencer marketing platforms e.g. Meltwater
- Social apps Instagram, TikTok etc.
- AI tools e.g. ChatGPT
- Data tools e.g. SocialBlade

As a brand, think about your customers and the most passionate ones.

Then, pair that with creators who really tap into their need for information and products.

Leave the huge creators like MrBeast to the mega corporations.