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Documentation Index

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Not all LinkedIn creators are the same. A creator with 2,000 followers and a 6% engagement rate can outperform one with 200,000 followers and a 0.3% rate — depending on what your campaign is trying to do. Understanding creator tiers helps you make better decisions before you spend a single rupee. This page explains how tiers are defined on anchors, what each one typically delivers, and when to pick which.

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How tiers are defined on anchors

anchors classifies creators into five tiers based on total LinkedIn followers at the time of campaign matching. Tiers are used to filter creator pools, estimate CPM ranges, and group performance data in campaign reports.
TierFollower RangeTypical ER Range
Nano1,000 — 9,9994% — 10%+
Micro10,000 — 49,9992% — 6%
Mid-tier50,000 — 99,9991% — 3%
Macro1,00,000 — 4,99,9990.5% — 2%
Macro+5,00,000+0.3% — 1%
Engagement rate (ER) ranges are indicative. Actual ER varies significantly by creator niche, content quality, and posting frequency. anchors shows the exact ER for each creator during the selection step — always check individual numbers rather than relying on tier averages alone.

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Tier by tier breakdown

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Nano — 1,000 to 9,999 followers

What Nano creators deliver

High engagement relative to audience size. Comments tend to come from people who genuinely know the creator — colleagues, peers, community members. Posts feel personal and authentic rather than polished or brand-scripted.

What to watch for

Small absolute reach. A 7% engagement rate on 3,000 followers is 210 engagements. Strong signal, but limited volume. Not the right choice when raw reach is the primary goal.
Best for: Product launches targeting a specific niche, campaigns where comment quality matters more than comment volume, testing messaging with a low-cost creator before scaling up. Typical use: SaaS brands targeting a specific role (e.g. HR tech targeting CHROs), D2C brands entering a category, early-stage companies building category awareness with limited budget.

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Micro — 10,000 to 49,999 followers

What Micro creators deliver

The most commonly used tier on anchors. Strong balance between reach and engagement. Micro creators usually have a well-defined niche — they have grown an audience around a specific topic and that audience is genuinely interested in what they say about it.

What to watch for

Quality varies widely within this range. A 10K creator who grew organically through thought leadership is very different from a 45K creator who grew through giveaways or follows. Always check audience demographics and content category fit, not just follower count.
Best for: Most B2B campaigns. The tier where audience fit data matters most — strong micro creator with the right audience beats a larger creator with the wrong one. Typical use: SaaS, Fintech, EdTech, HR tech, startup ecosystem brands. Any campaign where the goal is to reach a specific professional segment rather than a broad audience.

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Mid-tier — 50,000 to 99,999 followers

What Mid-tier creators deliver

Meaningful reach combined with reasonable engagement. Mid-tier creators on LinkedIn typically have built their following over several years through consistent content in one or two topic areas. They are often recognisable in their niche — a name people know within their professional community.

What to watch for

Higher cost than Micro. CPM is still competitive but collaboration fees increase significantly at this tier. Ensure the campaign goal justifies the spend — if you need 50K reach, four well-matched Micro creators often deliver better total engagement than one Mid-tier.
Best for: Brand awareness campaigns where credibility of the creator matters as much as reach. Categories where the creator’s reputation in the industry adds trust value to the message. Typical use: Enterprise SaaS, B2B companies targeting senior decision-makers, brands launching into a new market segment, campaigns needing a credibility anchor alongside a broader creator mix.

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Macro — 1,00,000 to 4,99,999 followers

What Macro creators deliver

High absolute reach. A single post from a Macro creator can reach six or seven figures in impressions. These creators have established brand equity on LinkedIn — their name carries weight and their posts get picked up across networks.

What to watch for

Engagement rate drops significantly at this scale. Comments may be lower in quality — more generic reactions, fewer specific professional responses. Audience demographics become more diffuse. Always verify that the creator’s audience still skews toward your target segment.
Best for: Top-of-funnel awareness where volume matters. Brand visibility plays, product launches needing mass exposure, campaigns where being seen alongside a known name has brand value in itself. Typical use: Funded startups doing visibility rounds, large B2B brands running product announcement campaigns, companies entering a new market where name recognition needs to be established quickly.

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Macro+ — 5,00,000+ followers

What Macro+ creators deliver

LinkedIn-level celebrity reach. These are the most-followed voices in their category on the platform. A single post has the potential to reach hundreds of thousands of unique professionals. The creator’s personal brand adds significant credibility to any product associated with them.

What to watch for

Lowest engagement rate of any tier. Broadest and most diverse audience — fit with a specific ICP is harder to guarantee. Highest collaboration cost. Best used as part of a mixed-tier strategy rather than as the sole creator in a campaign.
Best for: Mass awareness, category leadership plays, campaigns where association with the creator’s name is the primary goal rather than driving a specific audience response. Typical use: Established brands with large budgets running brand equity campaigns, companies targeting a broad professional audience without strict ICP constraints, product launches needing maximum day-one visibility.

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Choosing the right tier for your campaign

PriorityRecommended tier mix
Maximum reach, broad audienceMacro or Macro+
Category credibility + reachMid-tier + one Macro
Niche awareness, high intent signalNano + Micro mix
For awareness, start with the question: do you need broad visibility or targeted visibility? Broad visibility points toward larger tiers. Targeted visibility — reaching a specific professional segment — points toward Micro and Nano even if the absolute reach number is smaller.

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How tiers appear on anchors

During the influencer criteria step of campaign creation, you can filter by follower range — which maps directly to tier. Each creator card shows follower count, engagement rate, CPM, and average comments so you can compare within and across tiers before selecting. The AI Analysis Report groups performance data by creator tier in the Creator Type Analysis section, so you can see post-campaign which tier delivered the best reach, engagement, comments, and likes for your specific campaign.
Do not filter by tier alone. A Micro creator with 12K followers and strong audience fit for your ICP will almost always outperform a Macro creator with 200K followers whose audience skews toward the wrong industry or seniority level. Use tier as a starting point, then verify with audience demographics.