The world of influencer marketing can seem daunting to brands, especially those without a large budget or experience with social media and influencer marketing. However, mom-and-pop brands don’t have to compete with million-dollar companies or vie for a mega influencer’s attention. Identifying the types of influencers who will make good partners can lead to successful marketing campaigns.
What Are Nano and Micro Influencers?
Not all influencers have huge followings. Nano and micro influencers make up a specific demographic of overall influencers that are often overlooked by brands and sometimes even followers. These are the ones who have rather small networks. However, that doesn’t mean that they’re without value. In fact, these influencers often have a closer relationship with their fans, sometimes building actual friendships, and their voices may hold more sway because of those close relationships. You might be surprised at the high levels of engagement nano influencers see (see also page: What Is a Micro Influencer).
Furthermore, these influencers may have small followings simply because they focus on a niche. Establishing themselves as experts in this niche can garner a lot of respect. This only makes their words more powerful to people in their audiences. These fans often seek out influencers who create content about a specific niche rather than just follow celebrities and mega influencers who talk about a broader range of topics. This makes followers eager to hear what the influencer has to say and perhaps buy what the influencer recommends.
What Exactly Is the Difference?
But what, exactly, is the difference between a nano influencer and a micro influencer? The answer is a bit complicated. According to some, a nano influencer is someone whose social media network is between 1,000 and 10,000 people large, often with an emphasis on those influencers who have between 1,000 and 5,000 followers. However, others use the same definition for micro influencers! Those people who use 10,000 fans as a cutoff for nano influencers typically define a micro influencer as having between, 10,000 and 50,000 followers.
There is obviously some wiggle room with these definitions, but you can see that we’re not talking about influencers who have millions of followers. These people probably aren’t household names, unless your household is very informed about a certain niche and some nano and micro influencers create content about that niche. Fans are less likely to stumble across these influencers without seeking them out. And because nano influencers may be harder to find, many brands use social media marketing platforms like ours to make the task easier.
Why Brands Should Care
Brands should absolutely look for these types of influencers because they can benefit from relationships with influencers who have smaller networks. These people may be less experienced with influencer marketing campaigns, but they often are willing to work with brands for a smaller price than those influencers who have larger audiences. Influencers with smaller audiences may be more willing to accept compensation in the form of products or services than their counterparts with larger audiences. Just because a brand has a small marketing budget doesn’t mean it cannot find influencers to work with.
And these influencers can often spend more time with a brand’s product or service, which means that their sponsored social and blog posts really describe the item or service in-depth, answering all the questions that consumers may have. Compared with celebrities and macro influencers who may not be concerned with gaining more fans or even losing a few, mico influencers want to be sure that companies and messaging aligns with the brand and voice they’ve worked so hard to build.
When Smaller Audiences Are Better
Micro and nano influencers have more time to communicate with their fans. This is one reason why they have higher engagement rates (~8.8%*) than some Instagram influencers who have hundreds of thousands of followers (~4%*).
*InfluencerMarketingHub 2019 Benchmark Report
Nano influencers can add that personal touch to an Instagram post, even if it’s sponsored. When you combine this with the air of authenticity that a nano influencer tends to have, your marketing efforts will have far more impact than traditional advertising.
Due to the fact that every person can influence the purchase decision of his or her loved ones through a personal recommendation, it is very likely that about 1 billion possible nano influencers can be found on Instagram alone. Over half of all accounts on the social network are owned by possible nano influencers, and many of them are eager to work with brands.
This means that brands can find an influencer with the exact lifestyle, niche, and voice that matches their brand and products. And the social media influencer market isn’t quite as saturated with sponsored posts at the nano level. Many nano influencers haven’t started working with bands yet.
Brands that recognize the advantages of working with nano influencers and working with micro influencers to promote products and services can often see a higher return on investment. This makes the search for nano influencers worth it.
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