The follower band, and why it varies
Most agencies and platforms put micro influencers at roughly 10k to 100k followers. Definitions vary: some start at 5k, some cap at 50k, and TikTok tiers often run higher than Instagram tiers because follower counts inflate faster there. Treat the band as a convention, not a rule.
Below micro sits the nano influencer (roughly 1k to 10k) and above it the macro influencer (roughly 100k to 1M). The tiers exist mainly so buyers can set rate expectations and pick a reach level before they start outreach.
Micro influencer pricing vs UGC pricing
You pay a micro influencer for distribution. The fee covers a post to their audience, and it scales with follower count, engagement, and niche. Rates are often quoted per post or per story and rise quickly once the creator has a track record of driving sales.
You pay a UGC creator for assets. The fee covers a finished video you'll run on your own channels or in ads, and it doesn't depend on their follower count because you're not buying their audience. That's why a UGC video from a creator with 800 followers can cost the same as one from a creator with 40k.
The two stack. A common deal is one posted video plus usage rights to run it as a paid ad, priced as a base fee plus a rights fee for the term. Write both parts into the brief so nobody argues later about where the video can appear.
When to pick a micro influencer over a UGC creator
Pick micro when the audience is the point: a tight niche (climbing, sourdough, ADHD productivity) where a trusted voice moves a small but qualified group. Pick a UGC creator when you need volume for creative testing and plan to put paid spend behind the winners.
Example brief line: "Three micro influencers in the home-coffee niche, 15k to 60k followers, one Reel each plus 90 days of paid usage rights." That single sentence sets tier, niche, deliverable, and rights, which is most of what a creator needs to quote.
How it's used
We're testing five micro influencers in the running niche before we commit budget to a macro deal.
She's a micro influencer with 32k on TikTok, so quote the post fee and the usage rights separately.