60-70% OF INFLUENCER BRIEFS NOW FAVOR MID-TIER CREATORS AS BRANDS QUESTION COST OF MEGA INFLUENCERS

Summary from the TLDR Marketing newsletter

Brands are favoring mid-tier creators as engagement and measurable performance matter more than follower count. Creators with 50K–500K followers can deliver lower CPVs, while historical views, watch time, and audience fit increasingly shape pricing decisions. Mega creators still command premiums when they offer mass reach or cultural relevance, but brands are pushing for fees that better reflect expected campaign performance.