With a whole industry of celebrity-level creators earning top dollar to share brand sponsorships with their millions-strong followers, influencer marketing has been experiencing rapid growth. But astute marketers have started focusing on influencers who aren’t nearly as well-known as their well-known peers, which has sparked a new interest in smaller-scale outreach.
These influencers are more relatable than macro creators and can share brand messaging with the authenticity that today’s consumers are drawn to, even though they may not have the so-called star power that influencers with large followings do. They frequently concentrate on niche subjects that appeal to audiences with similar interests, providing opportunities for in-depth targeting. MORE FOR YOU.
Brands should be aware that working with a nano influencer isn’t always the same as working with a seasoned professional influencer as nano influencer marketing continues to gain popularity. This can occasionally be a difficult adjustment for brands handling influencer work in-house rather than through an influencer agency, but the benefits are worthwhile the effort. Following are some pointers for working with nanos:
Nano influencers are significantly less expensive than, for example, paying Chrissy Teigen to promote your brand, despite prices varying. Free products in exchange for reviews are a common practice, but paying an influencer as you would any other freelancer or contractor is much preferable.
The fundamentals, such as deadlines, deliverables, language to avoid, compensation, and so forth, should be included in every influencer marketing contract. Here, brands can be very clear about what they want and when they want it while holding influencers responsible for their work. In addition to recognizing the value that influencers bring to the partnership, paying them instead of exchanging free goods for a mention creates a framework that allows brands or agencies to review content, make changes, and ensure campaign quality.
Whether an influencer has 100 or 1 million followers, the constantly altering social media algorithms can make it difficult to achieve organic reach. As not every piece of content will be seen by every follower, paid media is the best way to increase overall engagement when working with nanos.
When brands are endorsed by nano influencers, it doesn’t feel as much like an advertisement and more like a helpful tip from a reliable friend. Paid media is added to the mix, and brand messaging is shaped and shared by influencers who are regarded as reliable sources, ultimately reaching a larger, more specific audience.
• Agree on workarounds for driving action. Users can access links through Instagram’s “Swipe Up” feature in Stories without leaving the app, but this feature is only available to business profiles with more than 10,000 followers. A nano influencer will have to engage their audience more actively without the ability to direct immediate traffic from their Instagram content to specific landing pages. Options include prominently displaying the “DM me” Instagram sticker in their posts, including a unique link in their bio, or just interacting with followers to directly share links and other important brand information.
• Play the long game. Building a genuine relationship takes time, just like with any business partnership. One-off campaigns are still fairly common, but ongoing collaborations with influencers are showing to be a more effective approach. New nanos can learn a lot through meaningful brand communications, even though they might not yet have a lot of historical context for how their sponsored content performs. In turn, brands can monitor outcomes and continuously improve campaigns in light of the influencer’s audience’s preferences. Starting a business partnership with nanos when they have fewer followers and keeping it going as they gain more is a wise move.
Nano Influencers | Influencer Marketing Tips (For both Influencers & Brands!)
Role of nano influencers in marketing
One of the many marketing techniques a business could use to promote its goods and services is using nano influencers. Having said that, because of their effect on consumer psychology—the study of the causes behind consumer thoughts, feelings, and behaviors—nano influencers can be particularly effective in drawing clients to a business. Customers might feel more comfortable trusting nano influencers because they have a small, close-knit, and welcoming social media following. Because of their shared interests or because they may regard them as friends, consumers may have faith in the judgment and opinions of nano influencers.
Nano influencers are crucial in giving a company a way to spread information about itself and its mission. Brand advertising on social media can help a company increase brand awareness and visibility, which in turn increases sales. Nano influencers can develop engaging and innovative online advertising materials for businesses and even offer direct links to a business’s website so that users of social media can easily and quickly make purchases.
What are nano influencers?
An individual with a social media following who has a connection to a particular audience and makes social media posts to promote a brand to that audience is known as a “nano influencer.” Influencers are paid by brands to produce and share sponsored posts, which are social media advertisements for the brands’ goods or services. A nano influencer’s social media following may be modest in comparison to other influencers’, but it is more active, and its members are more likely to interact with its posts. Additionally, nano influencers have lower fees, making them a good marketing choice for businesses on a tight budget. Here is a breakdown of different types of influencers:
Someone who is very active on social media and has attained a low level of popularity is known as a nano influencer. Friends and people from the neighborhood who like their content and style make up the majority of a nano influencer’s followers. Nano influencers have fewer followers and a smaller audience, but they have better, more intimate connections with their fans. Users typically trust nano influencers more than strangers because they receive engagement on their profiles in the form of direct messages, likes, and comments from their followers. This is why some businesses prefer to market their brands using nanoinfluencers.
Benefits of coordinating with nano influencers
For startups, small businesses, or those with tight budgets, time, and resources, nano influencers can be a great marketing option. Some benefits of coordinating with nano influencers include:
Powerful connections with audiences
Nano influencers frequently develop close relationships with their followers and consider the majority of them to be friends. They usually want to connect customers with a brand and respond to comments and questions in a thoughtful and meaningful way. Additionally, nano influencers typically only select premium brands for sponsored posts that they genuinely love and care about. If their followers know this, they might be more likely to believe that their advertisements are genuine.
High amounts of engagement
Nano influencers have fewer followers, but their levels of engagement are higher. This indicates that followers are more likely than influencers with larger followings to like, comment on, and click links in their posts. Companies that pay nano influencers get a lower cost per impression and a higher return on their investment because they are more affordable and have a greater reach. Additionally, even though many nano influencers demand financial compensation, some accept free goods or services in exchange for their endorsement. This implies that businesses on a tight budget can still pay for advertising services while saving money.
High-quality engagement
Companies that use nano influencers can have greater effects on their audience as well as get better value for their money. Because they are smaller, consumers view nano influencers as more approachable and are more likely to ask them about products and click on links to websites. Nano influencers are more likely to receive thoughtful and personal comments on their posts than mega influencers, whose comment sections frequently contain a large number of automated responses. Higher conversion rates—the percentage of website visitors who later become paying customers—can also be a result of nano influencers.
Specific niches
Nano influencers can help businesses reach particular niche audiences or niche market segments and give customers a more trustworthy and individualized campaign. Businesses can locate nano influencers who share their values and have followers with affinities for their products. A company can inform those who are more likely to use their products and services by doing this. For instance, a small, neighborhood farm could approach bloggers who write about consuming healthily, supporting local businesses, and reducing waste to promote their goods. Here are some examples of niches:
New markets
Nano influencers provide businesses with a low-risk way to test out new markets. They can employ a variety of nanoinfluencers with various follower types, determine which demographics are most likely to make purchases, and then make investments in those groups. Its a low-risk strategy because nano influencers are less expensive. Companies can use nano influencers to find their target audiences and reach new, diverse audiences that they might not have otherwise discovered.
Large amount of high-quality content
Businesses without a marketing department, a creative team, or advertising expertise can benefit from nano influencers’ ability to produce a large volume of content at a low cost. Businesses can use nano influencers to produce distinctive and cutting-edge marketing materials for their goods and services, such as images and graphics. The majority of nano influencers have interesting aesthetics and distinct, eye-catching themes on their social media pages, which can draw customers to their sponsored posts and help a business make more money.
Competitive edge
Using nano influencers can help a business gain an advantage over its rivals. Nano influencers are a resource that is underutilized because few businesses are aware of them. While large corporations frequently use mega influencers, small businesses can use nano influencers to increase the quality of engagement and give their advertisements a more localized feel. A nano influencer typically steers clear of promoting rival brands on their profile, and occasionally a company’s sponsored post is the only advertisement they feature on their page. This implies that a business’s post can attract more customers and attention.
Scalability
Compared to influencers with larger followings, nano influencers are much more prevalent. This means that by hiring a large number of nano influencers, you can easily scale your marketing strategy and digital content. For instance, you could hire thousands of nano influencers for the same price as hiring one celebrity to create a sponsored post, and you would receive more for your money.
Tips for finding nano influencers for marketing
The following advice will help you locate the ideal nanoinfluencer for your company:
FAQ
What is a nano influencer?
Everyday social media users known as “nano-influencers” have between 100 and 10,000 followers. They aren’t in any way “influencers” in the traditional sense, and the majority of their posts consist of ordinary content like pictures of their friends and family, cat videos, and memes.
Who are some nano influencer?
- CHANTELLE COUSTOL @thechann16 (10.5 K followers)
- KALAN LAWS @senorguapo713 (9744)
- JILL SMOKLER @jillsmokler (9,587)
- TERESA VANDERVORT @happyplacecreations (9,590)
- EMERALD HILL RICE @emmyrice (9,508)
- NOELLE GRAHAM @noellegraham (9,320)
- JERIEL MELGARES @teyelito (9,094)
How much does a nano influencer make?
Influencers with 1,000–10,000 followers are considered nano influencers in the context of influencer marketing. You simply need to increase your following within the aforementioned ranges to qualify as a nano influencer. You can achieve this by interacting with your followers frequently and creating excellent content in your chosen niche.
How do I become a nano influencer?
Influencers with 1,000–10,000 followers are considered nano influencers in the context of influencer marketing. You simply need to increase your following within the aforementioned ranges to qualify as a nano influencer. You can achieve this by interacting with your followers frequently and creating excellent content in your chosen niche.
