- What is a nano-influencers and how your business can benefit from them
- Published 05/04/2023
- 7 min Read
- Written by Julia Shandrokha
Table of contents
The concept of influencers and their use in marketing is already nothing new, although influencer marketing is still considered very young compared to other marketing channels. And, in most cases, when someone is talking about influencers, they mean content creators with quite a large following on social media. In recent years, however, the idea of “nano-influencers” has been brought to the forefront – what role do these macro- and micro-influencer stars have at play in your marketing arsenal? Nano-influencers are a growing force, with promotional power that differentiates them from other influencer types.
To better understand this type of influencer, it’s important to look at their background, capabilities, tactics they use to succeed; but more importantly, how engaging nano-influencers can help you reach your desired business goals. This article will discuss who nano-influencers are, how your brand can benefit from them, and what to do to get the profit.
| Nano | Micro | Macro | Mega | |
The number of followers on at least one social media platform | 1,000-10,000 | 10,000-100,000 | 100,000-1,000,000 | >1,000,000 |
Working with nano-influencers is quite an innovative marketing approach that can help brands, marketers, and agencies reach their target audience. These nano-influencers are individuals with a passionate online following in the range of 1,000 to 10,000 that have built their audience through content creation, usually in one specific niche, and nurturing their community.
By working with these influencers, brands can more precisely target potential customers who share the same interests and demographics as the influencer’s followers.
Moreover, this is cost-effective for companies due to typically lower rates for engaging nano-influencers over those of celebrity influencers or even high-level micro-influencers. Sometimes nano-influencers don’t even charge brands for promotion, it is possible to collaborate with them by sending them brand’s products as gifts.
With nano-influencers becoming increasingly popular among brands due to their effective use to organically reach highly targeted audiences, it is beneficial to understand this marketing approach in order to capitalize on its power.
KEY INSIGHTS: WHAT IS A NANO-INFLUENCER
- Understanding the essence: At the heart of modern marketing strategies, comprehending what is a nano-influencer becomes crucial. Nano-influencers represent a unique segment within the influencer ecosystem, characterized by their relatively small but highly engaged follower base. This insight emphasizes the importance of recognizing not just the reach but the depth of influence these individuals have within their niche communities.
- Cost-effectiveness and authenticity: What is a nano-influencer if not a testament to the power of genuine marketing? Nano-influencers excel in creating authentic connections with their audience, offering brands a cost-effective avenue to foster trust and credibility among potential customers. Their smaller scale allows for more personal and impactful interactions, highlighting why understanding what is a nano-influencer is key to leveraging their promotional power.
- Strategic targeting and engagement: Asking what is a nano-influencer, you can discover a strategy for pinpointing and engaging with specific demographics. Nano-influencers allow businesses to target their marketing efforts more precisely, reaching audiences that share interests and demographics with the influencer’s followers. This level of targeted marketing is what sets nano-influencers apart, making them invaluable for campaigns aimed at niche markets.
- Finding the right fit: Understanding what is a nano-influencer also involves recognizing the importance of alignment between the influencer’s niche and the brand’s target audience. Identifying the right nano-influencer for your brand is about more than just numbers; it’s about finding a partner whose style, values, and audience align with your marketing goals. This ensures that the collaboration feels natural and authentic, enhancing the effectiveness of the campaign.
Summing up: by delving into what is a nano-influencer, brands can unlock the potential of these powerful marketing allies. Whether aiming to increase brand awareness, drive sales, or build customer loyalty, nano-influencers offer a unique blend of authenticity, engagement, and targeted reach that can significantly enhance marketing campaigns.
BENEFITS OF WORKING WITH NANO-INFLUENCERS
Working with nano-influencers provides brands, marketers and agencies with a unique opportunity for collaboration. These influencers bring their own personal style, seen in their social media posts and content, to the table. Nano-influencers are highly authentic, and social media users value them for it. For example, a user can follow some celebrity just because everyone else does and not really be interested in their content. But it’s vice versa with nano-influencers who are almost always niche. Users carefully choose small content influencers to follow, subscribe to their accounts only when they are really interested in what the creator has to say and show. This makes nano-influencers’ audiences extremely engaged.
Nano-influencers tend to have a more niche focus than larger influencers. They often specialize in certain industries or topics and have a deep understanding of the needs and interests of their followers. This makes them well-suited to partner with brands that are looking to target specific demographics or niches. For example, a brand that sells organic skincare products might partner with a nano-influencer who specializes in natural beauty and has a small but highly engaged following of individuals who are passionate about eco-friendly products.
In addition, as nano-influencers often have smaller followings than celebrity type influencers, building relationships can be easier and more intimate.
Partnering with nano-influencers has many advantages for brands, including an authentic look into the product or service being offered and wider brand awareness.
HOW TO FIND THE RIGHT NANO-INFLUENCER FOR YOUR BUSINESS
When it comes to influencer marketing, finding the right nano-influencers for your business can be a daunting task. It is important to ensure that they are relevant to your brand and product and that they are reliable in their work before you sign them on. Additionally, they should fit within an associated niche or community – so that they can authentically represent you.
By consistently vetting candidates, researching their merits and analyzing the demographics of your target audience, you can make sure to find the perfect nano-influencers to effectively work with – helping you build relationships and reach the right people.
TIPS AND TRICKS FOR SUCCESSFUL CAMPAIGNS WITH NANO-INFLUENCERS
Leveraging nano-influencers when conducting influencer-marketing campaigns can be an effective and efficient way to drive brand awareness and interest. When done correctly, these campaigns can result in increased consumer engagement, product sales, and brand loyalty.
To ensure success however, it is essential for marketers to have a thorough understanding of their target audience and a well thought out strategy prior to beginning any research process. Adopting a data-driven approach allows marketing teams to accurately assess which nano-influencers they should partner with based on the insights obtained from the analysis of demographic data, along with social media trends. With this knowledge firmly in hand, executing an effective influencer-marketing campaign that utilizes nano-influencers becomes simpler, more carefully targeted and successful.
Set clear goals and expectations: Before launching a campaign with a nano-influencer, make sure you have a clear understanding of your goals and what you want to achieve. Communicate these goals and expectations to the influencer, and work together to develop a plan for achieving them.
Here are some more tips that will help you run a successful campaign with nano-influencers:
- Set clear goals, use measurable KPIs. Before launching a campaign with a nano-influencer, make sure you have a clear understanding of what you want to achieve. Communicate these goals and expectations to the influencer, and work together to develop a plan for achieving them.
- Build a relationship. Take the time to get to know the influencer, understand their needs and values, and work together to create content that feels authentic and genuine.
- Be authentic. Authenticity is what consumers value nano-influencers for. Make sure the content the influencer creates for promoting your brand feels natural and aligns with the influencer’s personal brand and values. This will help to build trust with their followers and increase the likelihood of success and will also increase consumers’ loyalty to your brand and the influencer alike.
- Measure success. Make sure to track the success of your campaign using metrics such as engagement rates, sales, or website traffic – the metrics depend on your goals and KPIs. This will help you to understand what worked and what didn’t, and make adjustments for future campaigns.
Overall, running successful campaigns with nano-influencers requires careful planning, strong relationships, and a focus on authenticity and engagement. By following these tips and tricks, you can create campaigns that resonate with your target audience and drive results for your brand.
WRAPPING UP: HOW NANO-INFLUENCERS CAN HELP GROW YOUR BUSINESS
To summarize, nano-influencers are a valuable resource for brands looking to reach their target audience. The trust and authenticity they bring to the table are essential elements of any successful influencer campaign.
However, it is extremely important to find the right nano-influencer for your business and create campaigns accordingly. You have to know your niche and your target audience needs and preferences really well, so take your time doing the research.
With effective strategies such as engaging with relevant nano-influencers ahead of time and being creative with incentives, brands can maximize their ROI when running influencer marketing campaigns.
If you want help finding and managing the perfect micro- or nano-influencer set up for your brand, contact Famesters – an influencer marketing agency that has worked with nano-influencers around the world! Our team will provide invaluable insights on how to best approach working with nano-influencers for your ultimate success and manage your campaign from start to finish.
FAQ
Nano-influencers are those with a smaller follower base, typically between 1,000 and 10,000, in comparison to micro-influencers (10,000-100,000), macro-influencers (100,000-1,000,000), and mega-influencers (over 1,000,000 followers).
While they have fewer followers, nano-influencers often have a higher engagement rate due to the close-knit communities they nurture. They usually operate within a specific niche, providing content that is highly targeted and authentic. Their intimate audience size makes collaborations and relationship-building easier and more personalized, offering unique marketing benefits.
Nano-influencers can span various niches depending on their areas of interest and expertise. These can range from fashion, beauty, fitness, and food to more specialized areas like sustainable living, mental health advocacy, tech gadget reviews, or hobby-related content like knitting or woodworking. They are usually experts or enthusiasts in their chosen fields, which helps them create highly relevant and engaging content for their followers.
At least 1,000 subscribers on a social media platform like YouTube, Instagram, TikTok, etc. A nano-influencer typically has between 1,000 and 10,000 followers. This range allows them to maintain a close connection with their audience and offer a higher engagement rate.
Nano-influencers often receive compensation through free products or services from the brands they partner with. Sometimes, they may also receive monetary payment, but due to their smaller audience size, the rates are usually lower than those of macro- or mega-influencers. Some nano-influencers collaborate with brands in exchange for exposure or other non-monetary benefits, especially when they are building their follower base
With the continuous rise of influencer marketing and the increasing recognition of the value of highly engaged, smaller audiences, the number of nano-influencers has grown significantly since nano-influencers were recognized. According to some sources, there are over 1 billion active nano-influencers on Instagram.
