Why Nano-Creators Get the Best Engagement
(And How You Can Too)
From 17 Subscribers to Real Conversations
In 2003, I sent my first real newsletter to just 17 people. I remember it vividly as we were living in Glasgow and I was so excited to press 'send'.
The email was for The Copy Box, my new copywriting service. It went out to mostly friends and family, and one of them unsubscribed within an hour. 😂
I remember refreshing the screen obsessively, hoping someone—anyone—would hit reply. They didn’t.
Not even my Mum ffs!
But over time, as I kept sending newsletters sharing writing tips - my list and engagement grew steadily.
Before long I had a few hundred subscribers, hardly a huge following I know.
But the people who stuck around? They read every word, clicked on my links, and started conversations with me that turned into business opportunities.
I remember one lovely lady from Argentina emailed to say how much she enjoyed my newsletters and had read every one.
I didn't know it then, but I was seeing the early benefits of being a nano-creator...
The Small Garden Advantage
You can think of audience building like planting a garden (stick with me here!)...
Mega-influencers are the agribusinesses, with huge fields and automated watering. They're impressive—but distant and impersonal.
Nano-creators are the small back garden growers, with micro plots they personally tend and hand-water.
Every plant is known by name. Every comment and email reply is a seed, carefully nurtured.
The data backs this up too...
On Instagram, nano-influencers (under 10K followers) averaged a 1.73% engagement rate (ER) in 2024, higher than macro-influencers at 0.61% and mega-influencers at 0.68%.
On TikTok, nano-influencers achieved an average ER of 10.3% in 2024, significantly outperforming mega-influencers who averaged 7.1%.
YouTube? While the big beasts - such as Mr Beast - are beating smaller influencers with an average ER of 10.45%, the nano-creators are still holding their own with an impressive ER of 5.43%.
Why are these results so impressive? Because smaller creators build connection, not just content.
It’s Not About Reach. It’s About Resonance.
In a world of over 200 million creators—from YouTube’s 114 million+ channels to Substack’s 35+ active subscriptions — the true currency isn’t reach.
It’s resonance.
You don’t need a million fans, just 100 who care.
So why do nano-creators punch above their weight?
Their content doesn’t feel scripted or staged—it feels like a voice note from a friend.
Because they speak to someone, not everyone. Their niche isn’t a limitation—it’s a magnet.
Because they show up like peers, not polished gurus. You trust them because they’re in the trenches with you.
And because they keep showing up. One reply at a time. One email at a time. One post at a time.
That’s how real relationships are built. And that’s why their engagement is off the charts.
This Bocconi University study confirms it: nano-creators generate better ROI and deeper engagement than their macro counterparts.
And Aspire’s research shows nano-influencers outperform macro by more than double on engagement metrics.
So what’s stopping you from claiming your own high engagement small garden plot in this creator economy?
Why Consistency Outshines Popularity
If you're writing away in obscurity, know this: you don’t need virality to win.
You need depth, consistency and a personal connection.
That’s what we explore every weekday inside The Weekday Writer
—a short, punchy email that helps you grow your writing habit and build a sustainable creator business, one authentic piece of content at a time.
👻 Content Champion Ghostwriting
Need content that sounds like you & grows your business (without writing it yourself)?Want to work with a 25+ year veteran copywriter? Let’s talk.
📧 loz@contentchampion.com