Statistics · Lorenne Calder · 11 November 2026
Nano and macro engagement
Three public counts print three different ratios. I will not average them into a fee.
Nano Instagram accounts, 1,000 to 10,000 followers, sat at 1.73% when engagement was likes plus comments, divided by followers.4
The average Instagram engagement across tiers was 1.59% in 2024.4
Another table prints a nano engagement rate of 14.2% and does not show that formula.3
Dividing engagements by impressions put Instagram accounts under 10,000 at 6.23%.5
| Year | Average across tiers |
|---|---|
| 2022 | 1.91% |
| 2023 | 1.85% |
| 2024 | 1.59% |
Nano was higher than the other tiers on that followers count, and nano accounts were 75.9% of influencers. Most of the profession, on this cut, is the small room. The dollar ladder for 2024 sits on the rates page. It is a price ladder. It is not an engagement ladder. If you pay a macro fee because you believe the percent will be macro-shaped, you have changed the subject.34
I will not average 14.2% and 1.73%. One count tells me the denominator. The other prints a percent beside a rate card and does not show the same arithmetic. Those are not two measurements of one ratio until somebody shows the sum. A brand that pays a premium for “14% engagement” without asking likes-over-what is buying a word.34
On TikTok, likes, comments, and shares divided by views put nano at 10.3%.4
On TikTok, engagements divided by impressions put nano at 0.70%.5
| Shelf | Engagements over impressions |
|---|---|
| Nano | 0.70% |
| Micro, 10,000–49,999 | 0.85% |
| 1.5 million and up | 4.95% |
That impressions benchmark covers more than 5,000 organic posts, collected from 1 January 2022 through 31 December 2023. Instagram micro, 10,000 to 49,999 followers, was 3.90% on the same formula as the 6.23%. The shelves are not the same cut as the 1,000-to-10,000 nano above, and they are not the 1,000-to-9,999 nano on the rate card. I will not pretend a shared word means a shared bin.345
Mid-tier, macro, and mega TikTok, on the views-based count, sit around 7% each. Around 7% is the wording. I will not invent the three missing decimals, and I will not draw a bar at 7. A 10.3% views-ratio and a 0.70% impressions-ratio are not a quarrel about whether nano TikTok is good. They are different fractions. Put them on one chart and you have built a lie with honest ingredients. I will not.45
On my pages the order is the engagement figure printed on the card, then average views, then followers. That is a fourth ratio: whatever the card called engagement. It is none of the three formulas above. A high number can be a ceiling, a scrape, or a real room. The methodology page says how I treat the extreme. I do not import 10.3% into a row that does not have it. A creator in a small room does not owe an apology, and a brand does not get macro scale at a nano price because a percent looked large. Agree the work, and name the ratio you mean.
A marker is a reference on the sources page. The publisher, the year, and the address live there. None of these figures is a fee for a person in the directory, and nothing on this page books the work.