The Impact of Micro-Influencers on the Creator Economy

Profile of a Creator: A Middle-Class Micro-Influencer

Who they are: A representative of the growing group of micro-influencers, with 10,000 to 100,000 followers. They belong to the so-called middle class of creators, a segment where 45.6% earn between $10,000 and $100,000 annually.

Why they matter: Micro-influencers generate engagement rates 3.2 times higher than mega-influencers, while costing 60% less. Their recommendations lead to tangible results: the average return on investment for influencer campaigns is $5.78 for every dollar spent, with the best campaigns yielding between $11 and $20.

Consumer trust is crucial, with 69% trusting creator recommendations more than direct brand messages, and 59% are likely to make a purchase following such a recommendation (22% within a day).

Significance for the creator economy: The activities of micro-influencers are part of the global influencer marketing market, valued at $32.55 billion in 2025, with forecasts exceeding $40 billion in 2026. Platforms like TikTok have generated approximately £10 billion in economic value in the UK alone over two years, supporting around 153,000 jobs and increasing small business revenues by £3.4 billion in 2025.

In the European Union, companies advertising on TikTok created €31 billion in economic value, with €13 billion attributed to small and medium enterprises.

Market signals: Brands are increasingly shifting budgets towards long-term collaborations with creators, with 74% of marketers planning to increase spending on influencer marketing by 2026, and it already accounts for an average of 23% of total marketing budgets.

There is a move away from single campaigns towards 'always-on' programs that build lasting relationships with audiences. At the same time, the role of artificial intelligence in optimizing activities is growing, from selecting creators to analyzing results.

What to watch: Virtual influencers, AI-generated characters, are gaining importance, attracting annual brand spending estimated at $1.37 billion and achieving engagement rates nearly three times higher than human creators. The so-called branding gap remains a challenge, as creator ads capture attention but often have 50% lower early brand recognition.

Designing multi-touch campaigns will also be key, as most consumers need 2 to 3 exposures before purchasing, with only 12% making a purchase after one contact.