Why Being a “Small Creator” Is Actually Your Superpower!
Micro and nano creators are proving you don’t need millions of followers to make an impact or secure the bag—so what’s stopping you?
I was chatting with a friend the other day (who shall remain nameless until SHE grants me permission to use her NIL—because we respect contracts and boundaries over here) when she hit me with a question:
“Are brands even still looking at micro influencers?”
It got me thinking—how many of you are wondering the same thing? How many of you are sitting on ideas, hesitating to create content because you’re unsure if there’s still room for you? (Spoiler: There is.)
If you’ve been following The Perspective of Influence these past few weeks, you know we’ve covered a lot:
January Recap: We broke down the top trends shaking up the creator economy—from the potential TikTok ban to NIL deals and how creators are reshaping media.
Platforms Paying Creators: We talked about how Instagram, Meta, and other platforms are finally cutting checks for content creators (even those just starting out).
Black-Owned Platforms: Last week, I highlighted platforms like Fanbase, Spill, and Why?!—spaces prioritizing underrepresented creators and offering more meaningful community engagement.
This week? We’re tying it all together.
Because while everyone’s chasing big follower counts, the real opportunity lies in being a micro (10k-100k followers) or nano (1k-10k followers) creator. And if you’re a small business owner or self-employed professional, you’re not off the hook—these strategies apply to you too.
Here’s the thing: Smaller creators are winning right now. Not because they’re louder—but because they’re building community, consistency, and credibility in ways that bigger creators (and brands) struggle to replicate.
Why Being “Small” Is Actually a Power Move
We’ve talked about how platforms are paying creators—but what’s really fueling that shift? Consumer behavior is evolving, especially among Gen Z and Millennials, who value authenticity, transparency, and community-driven content over perfectly curated posts.
And when it comes to defining creator tiers, it’s important to note that tiers aren’t one-size-fits-all across industries. We tend to adjust tiers based on verticals because they’re so different within this ecosystem. Some industries overindex on big creators (like beauty and gaming), while others are more niche—where even the largest creators may have comparatively smaller followings but highly engaged audiences.
Context matters, and so does understanding where you fit within your industry’s landscape.
Smaller creators feel more relatable: People trust creators who seem like “one of us”—not someone living on a yacht 24/7.
Brands are paying attention: Companies are realizing that micro and nano creators drive higher engagement and real influence, especially when those creators have loyal communities.
Consumers crave connection: Gen Z isn’t buying into the old “hard sell.” They’re drawn to creators and brands that create space for meaningful conversations and community.
And that’s exactly where you—yes, you—have the advantage.
So... How Do You Leverage This?
It starts with shifting your focus: Less on going viral, more on building something sustainable.
1. Community Is Currency—Invest in It
Having followers is one thing. Building a community that supports, engages, and shows up for you? That’s where the magic happens.
Take Melissa Chanel for example; she’s a micro creator (with about 40k on IG and counting) making waves in the sneaker community. Melissa focuses on uplifting women—particularly Black women—in a space traditionally dominated by men. Her platform isn’t just about showcasing sneakers; it’s about creating a community. Through her initiative “Kicks and Fros,” she’s cultivated a loyal following by hosting events, fostering genuine connections, and offering branded merchandise—turning her passion into purpose-driven opportunities beyond just social posts.
Melissa Chanel’s ‘Kicks and Fros’ shows how community-driven initiatives can elevate your brand and create lasting impact.
So what does this mean for you?
Talk with your audience, not at them: Ask questions in your captions, reply to DMs, and don’t just post and ghost. Treat your comments section like a group chat—minus the drama.
Create interactive content: Polls, Q&As, live chats—anything that invites your audience into the conversation.
Show up consistently (not just when you need something): Community isn’t built through one-off posts. It’s about showing up, sharing stories, and making your audience feel seen.
People don’t just watch — they want to be a part of something!
2. Monetize on Your Own Terms
Yes, platforms are paying creators now (like we discussed two weeks ago), but relying on platform payouts alone isn’t the move. Build revenue streams that you control:
For Creators:
Launch digital products: Guides, courses, templates, or e-books.
Offer exclusive content on platforms like Fanbase or Substack.
Use affiliate links for products you genuinely recommend.
For Small Business Owners & Self-Employed Pros:
Host workshops or consultations in your field.
Sell merch or branded products your audience connects with.
Create digital resources for clients or customers.
Start small. A $20 digital guide sold to 50 people is $1,000 in your pocket—without waiting on a brand deal.
3. Tap Into Black-Owned Platforms (and Other Under-the-Radar Spaces)
Like I covered in last week’s post, platforms like Fanbase, Spill, and Why?! aren’t just alternatives—they’re opportunities to build communities in spaces that value creators from the jump.
Fanbase pays creators immediately—no waiting for follower milestones.
Spill offers culture-first conversations without the chaos of mainstream platforms.
Why?! fosters deeper engagement, letting you connect beyond surface-level content.
Micro and nano creators thrive in these spaces because they’re designed to amplify underrepresented voices. And as brands look for authentic community connections, having a presence on platforms that prioritize you is leverage.
Translation: While everyone else is fighting the algorithm, you’re out here building genuine relationships and an engaged community.
4. Focus on Longevity, Not Just Likes
The platforms paying creators today might change their terms tomorrow (TikTok ban discussions, anyone?). Building your own ecosystem—through community, owned products, and multi-platform presence—future-proofs your influence.
Christina Westley, my friend and former colleague, is a great example of playing the long game. Through her “365 Days of Spotlighting Black Influencers” initiative on LinkedIn (which is how I first discovered Melissa Chanel), she’s:
Highlighting the work of Black creators daily, fostering year-long community engagement.
Building consistent visibility—not just for the featured influencers but for herself as a thought leader in the creator space.
Offering brands and creators alike a roadmap to intentional, sustained impact rather than one-time campaigns.
Christina Westley’s daily spotlight series proves the power of consistency and intention in building lasting influence.
Why it matters: Brands aren’t just looking for reach—they’re looking for creators who can foster community, spark meaningful conversations, and drive action. Christina’s initiative proves that longevity comes from consistency, purpose, and a commitment to lifting others as you build.
The Bottom Line:
Being a “small creator” isn’t a disadvantage—it’s an opportunity to build deeper connections, monetize in ways that work for you, and create lasting influence.
Platforms are evolving. Brand loyalty is shifting. And consumers—especially Gen Z—are choosing authenticity and community over perfectly polished content.
So listen—if you’ve been holding back or just chasing likes, that’s your business (as TB might say). But don’t let fear or hesitation keep you from opportunities that could be yours. Start small, stay consistent, and build something that lasts.
Ready to “Level Up?”
(Hold on CiCi)
What’s your biggest challenge right now—community building, monetization, or something else? Drop a comment or reply—I’m gathering responses and will share the top takeaways soon.
Because you’re not the only one navigating this. Let’s figure it out together. And as always, feel free to hit my line if we need to go deeper and strategize next steps for you and your burgeoning brand!
Biggest challenge is feeling like I have so much I’m into / passionate about that I don’t know what to share / start…. MAJOR paralysis analysis 😬
Biggest challenge right now is how to serve who I’m speaking to on social without performing. The authenticity is key to the “art” but is there something else to consider for the “science” part of content creation?