Our newsletterVendor reportHubSpot, 2026
Micro-influencers remain marketers' most successful creator size, though their lead has narrowed
Shortlisting creators
Most successful influencer/creator size by follower count, 2025
Most successful influencer/creator size by follower count, 2025| Creator size (followers) | 2025 (%) |
|---|---|
| Nano (1K to 10K) | 8.6% |
| Micro (10K to 100K) | 36% |
| Macro (100K to 1M) | 34% |
| Mega (1M+) | 15% |
- Reader Note:
- Series labels reflect report years compared to the actual survey years they describe, per the source's own labeling.
- Evidence:
- Self-reported behaviour
- Vendor interest:
- Moderate — This comes from a company with a commercial interest in this market, so it is not a neutral source.
- Sample:
- HubSpot surveyed 1,505 marketers in September 2025 across North America, Europe, Asia and Australia, spanning seniority levels and industries; fieldwork run in collaboration with the research firm Datalily. The report does not disclose how the sample splits by region, industry or seniority, so every published figure is a single global average. It does report cuts by company size - small business, mid-market and enterprise.
Reader Note:
Evidence:
Vendor interest:
Sample:Good for
A rough sense of size and direction, and deciding what to look at first.
Not for
- Exact numbers, or saying that one thing caused another.
- This is an aggregated or average number that covers very different cases. Real results in a particular segment may differ.
- This comes from a company with a commercial interest in this market, so it is not a neutral source.
- The source never says how this number was measured.
- The source says how much it looked at, but not how any of it was chosen.
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