In 2025, Instagram is still a major platform for influencer marketing. From beauty brands to fitness gear to travel experiences, if people are scrolling, brands are paying attention.
But here’s the big question most creators ask: Does my follower count really matter?
The short answer: yes, but not the way you think.
Audience size does affect brand deals, but it’s not just about having a huge following. It’s about how that size fits into a brand’s goals.
Let’s break down how your follower count impacts what kind of deals you can get.
Micro, Macro, Mega – Where Do You Fit?
Influencers are usually grouped into tiers:
- Nano influencers – Under 10,000 followers
- Micro influencers – 10,000 to 100,000 followers
- Macro influencers – 100,000 to 1 million followers
- Mega influencers – Over 1 million followers
Each tier plays a different role in brand campaigns.
Nano and micro influencers are often more connected to their audience. Their content feels real. Their comments are full of actual conversations, not just emojis.
This is why brands love working with smaller creators, especially for niche products or local campaigns.
More Followers, Bigger Reach – But Also Bigger Cost
If you have hundreds of thousands of followers, your content can reach a wider audience. That’s great for brand exposure.
But with that comes a higher price tag. Big influencers charge more. And for the brand, the risk is also bigger. What if the campaign flops?
That’s why many brands now mix their strategy. They might work with a few macro influencers and dozens of micro creators at the same time.
Engagement Rate Matters More Than Size
Here’s something brands look at closely, engagement rate.
If you have 50,000 followers but only get 100 likes per post, that’s not a good sign. But if you have 5,000 followers and consistently get 300 likes and 40 comments? That’s gold.
It tells brands your followers actually care about what you post.
So, if your audience is small but active, you can still land great deals, sometimes even better ones than bigger creators with passive followers.
Smaller Audiences, More Trust
Brands care about trust. If your audience believes you, listens to your recommendations and buys what you suggest, that’s more powerful than any number.
That’s why nano and micro influencers are getting more brand deals than ever in 2025.
You don’t need to hit 100K followers to start working with brands. You just need to build a loyal, engaged audience that matches the brand’s target.
Final Thoughts
Audience size definitely affects brand deals on Instagram. But bigger doesn’t always mean better.
Brands are smarter now. They care about fit, trust, and engagement, not just numbers on a profile.
So, whether you have 2,000 or 200,000 followers, you can still win brand partnerships. Focus on your niche. Connect with your audience. Show up consistently.
Because, in the end, brands don’t just want reach, they want results.
And a loyal audience, no matter the size, delivers exactly that.