Can Influencers With Small Followings Get Brand Deals?

If you are thinking of becoming an influencer and getting deals with brands, you might be seeing articles and videos stating that you need a huge following to get a brand deal. Is this completely true? Absolutely not. The creator economy has shifted in recent years. What used to be a space dominated by celebrities and mega‑influencers is now wide open to everyday creators.

If you’ve ever wondered whether small influencers with small followings can land brand deals, the answer depends on what exactly the brand is looking for.

Are brands focusing on quantity (influencers with large followings) or on quality (influencers with small followings but strong engagement)?

Below is a deep dive into what brands really want and how it can favour influencers with small followings.

What are we calling small followings in the social media world?

Monetisation in the social media economy works when an influencer has enough active members of a community who follow their daily online activities. In this context, small followers' meanings influencers with less than 10000 active members.

 What are brands looking for in an influencer?

The primary requirement for most, if not all, brands is your numbers. Numbers here include followers, active engagement on your content, how frequently you are posting, number of likes and comments. Brands also want to know the quality of your content. If your content does not align with a brand value, there is no way you can get a deal from them.

How Small Influencers Can Start Getting Brand Deals

1. Optimise Your Profile

Make it clear who you are and what you create. Brands should instantly understand your niche.

2. Create Portfolio‑Ready Content

Even without brand deals, you can create “brand‑style” content that shows what you’re capable of.

3. Use Affiliate Programs as a Starting Point

Affiliate links help you:

• Prove your ability to drive sales
• Build relationships with brands
• Earn income while growing

Many creators land paid deals after showing strong affiliate performance.

4. Pitch Brands Directly

You don’t need to wait for brands to find you. A simple, well‑crafted pitch can open doors. Focus on:

• What you offer
• Why your audience is valuable
• How you can help the brand achieve a specific goal

5. Join Creator Marketplaces

Platforms like Aspire, Impact, and TikTok Creator Marketplace connect small creators with brands seeking partnerships.

Realistic Earnings for Small Influencers

While rates vary by niche and platform, small influencers can earn:

• £50–£200 per post for nano creators
• £200–£1,000 per post for micro creators
• More when bundling posts, stories, or usage rights

Some creators earn more from affiliate commissions than flat fees, especially in tech, beauty, and lifestyle niches.

Why Brands Want Small Influencers

1. Higher Engagement Rates

Micro‑ and nano‑influencers typically see stronger engagement than large accounts. When a creator has a tight‑knit community, followers are more likely to comment, share, and take action on recommendations.

Brands care far more about engagement than follower count.

2. Authenticity Converts Better

Smaller creators tend to feel more “real” to their audience. Their recommendations come across as genuine rather than transactional. This authenticity often leads to higher conversion rates, which brands track closely.

3. Lower Cost, Higher ROI

Working with a mega‑influencer can cost tens of thousands for a single post. Small influencers offer a more affordable entry point, allowing brands to run multiple campaigns and test different audiences.

4. Niche Audiences Are Extremely Valuable

A creator with 3,000 followers in a specific niche,  such as fitness beginners, student budgeting, skincare for sensitive skin, or tech tools for freelancers, can outperform a general lifestyle influencer with 100,000 followers.

Brands want targeted influence, not just reach.

The creator economy is no longer about who has the biggest audience; it’s about who has the most influence. Brands want creators who can spark real conversations, build trust, and drive action. That’s why small influencers are not only getting brand deals but becoming essential to modern marketing strategies.

If you’re a creator with a small following, you’re not “too small”; you’re exactly what many brands are looking for.