How Micro and Nano Influencers Are Changing the Game in 2025

In the fast-evolving influencer-marketing landscape across Southeast Asia, brands are turning their attention away from big-name creators and instead embracing micro (10K–100K followers) and nano (1K–10K followers) influencers. The reason? These smaller creators deliver cost-effective reach, stronger engagement, and increased market trust.

Why Brands Are Choosing Smaller Influencers

1. Cost-efficiency & scalability

Rather than investing heavily in one large influencer, brands can engage multiple smaller creators. This allows coverage across different segments and communities, while keeping budgets manageable.

2. Higher engagement and deeper connections

Data shows smaller-follower creators tend to have higher engagement rates:

• In Southeast Asia, nano-influencers (1K–10K followers) typically achieve engagement rates around 3.6%–5%whereas macro-tiers often fall under 2%.
• In Malaysia specifically: nano influencers (1K–5K followers) recorded an average engagement rate of 4.79%, much higher than larger tiers.
• These higher engagement rates translate into stronger interactions and potentially better conversion.

3. Many voices build trust

When a brand uses many smaller influencers, the audience sees multiple people recommending the brand/product—this multiplicity amplifies social proof. Smaller creators often feel more relatable and less “commercial,” making their endorsements more credible.

Why the Shift is Happening in SEA (Southeast Asia)

• The social-commerce boom and mobile-first behaviour mean that authenticity and peer-recommendation matter more than ever.
• Smaller creators excel in niche communities (language, culture, region, interest) where bigger influencers might be too broad.
• Brands now recognise that budget isn’t only about reach, but about trust, engagement, and conversion. If a smaller creator with 4% engagement is cheaper and reaches the right community, the ROI may be higher.

Final Thoughts

In 2025, the influencer game in Southeast Asia isn’t about who has the highest follower count. It’s about who has the most relevant, engaged, trusted audience. Micro and nano influencers are no longer “just small players”—they are becoming essential for brands that want real engagement, genuine recommendations, and cost-efficient scalability.

Brands and MCNs that embrace this paradigm—by activating many smaller creators, focusing on trust and community, and measuring meaningful metrics—will lead the way.