All-star celebrities used to be the go-to choice for brand sponsorships, but now, micro and nano influencers are gaining popularity in the marketing world. With smaller followings, these influencers may not have the resources of big design or marketing teams. They more than makeup for it with their authentic and personal approach to content creation and engagement with their communities.
Thanks to the democratization of social media, micro, and nano influencers have the tools to create and share their content and interact with their followers more intimately. This direct and personal interaction is something that brands are now starting to take notice of. As a result, they are increasingly turning to these smaller-scale creators for partnerships and sponsorships.
Today, we are exploring how the rise of micro and nano influencers are changing the influencer marketing landscape and what it means for your brand’s social media marketing strategy.
What is a Nano-Influencer?
A nano-influencer is a social media influencer with a relatively small following, typically between 1,000 and 10,000 followers. In contrast, micro-influencers have 10,000 to 100,000 followers, macro-influencers have 100,000 to 1,000,000 followers, and mega-influencers have over 1 million people in their immediate audience.
Despite their small audience size, nano-influencers can significantly impact their followers’ purchasing decisions and brand awareness, particularly in a niche or local markets.
Benefits of Nano- and Micro-Influencers
Did you know that nano-influencers – specifically those with 5,000 or fewer followers – have the highest engagement rate of all influencer segments? They boast an average engagement rate of 5%, a staggering number compared to the 1.6% engagement rate for celebrities and mega-influencers.
Micro- and nano-influencers can offer an impressive variety of distinct benefits, including:
- Unlike other types of influencers, especially macro influencers, nano-influencers often have a more personal and authentic relationship with their followers. They are seen as relatable and trustworthy, which can make their recommendations more influential.
- Nano-influencers often focus on a specific niche or interest and may have a strong connection to their local community.
- For brands and businesses, nano-influencers can be an effective marketing strategy, particularly for those with a limited budget. Due to their smaller audience size, nano-influencers tend to have lower fees compared to larger influencers.
- Additionally, working with nano-influencers can provide a more targeted and authentic approach to marketing and the potential to reach untapped audiences.
Overall, nano-influencers are a growing trend in the social media marketing world, and they offer a unique and effective way for brands to connect with their audience in a more personal and relatable way.
Which Campaigns are Right for Small-Scale Creators?
Like any aspect of digital marketing, nano-influencers shouldn’t be viewed as a one-size-fits-all tactic. Instead, strategizing smart, effective campaigns for nano-influencers can help your business achieve optimal results.
Some of the situations in which nano-influencers could be the perfect fit include:
- Geo-targeted campaigns
- Campaigns targeting niche audiences
- Marketing campaigns focused on “upper-funnel” objectives, including brand awareness and brand perception
Discovering Nano-Influencers to Develop Partnerships
So, exactly how do you find nano-influencers to work with your brand? Here’s a basic breakdown of the process:
- Identify your target audience: Before you begin your search, it’s essential to identify your target audience. Who are the people that you want to reach with your marketing campaign? What are their interests, demographics, and social media habits? By defining your target audience, you’ll better understand the type of nano influencers who can help you reach them.
- Search social media platforms: Social media platforms are an excellent place to find nano influencers. Start by searching for relevant hashtags and keywords related to your brand, products, or services. You can also search for niche communities and groups related to your industry, which will help you identify influencers already discussing topics related to your brand.
- Check engagement rates: Engagement rates are essential when evaluating potential nano influencers. It’s not just about the number of followers but how engaged they are with their audience. Look for influencers with high engagement rates, such as likes, comments, and shares, indicating that their audience is highly engaged and likely to be interested in your brand.
- Analyze the content: Take a closer look at the influencer’s content. Is it relevant to your brand and target audience? Is it high-quality and visually appealing? Make sure the influencer’s content aligns with your brand’s values and aesthetic. Additionally, pay attention to the type of content the influencer creates. Are they creating video content, static posts, or stories? This question and its answers will help you determine which influencers can best help you achieve your marketing goals.
Sound complex? It can be, which is why most brands and businesses partner with a nano influencer agency or experienced marketing team rather than attempt to do it themselves. A social media strategist can help you streamline the process of pinpointing ideal influencer partners and guide you through negotiations, contracts, and other crucial details.
What are the Best Criteria to Evaluate Nano-Influencers?
When evaluating the potential impact of an influencer, it’s not just about the reach and engagement rate they have. There are other important characteristics to consider to ensure the influencer is a good fit for your brand and can deliver the desired results.
Brand Safety
Before partnering with an influencer, reviewing their comments section and assessing whether the language used is negative, such as hate speech or misinformation, is important. These can signal a potentially harmful relationship with your brand. It’s essential to ensure that the influencer’s values align with your brand and that the content they create is safe for your brand to be associated with.
Audience Authenticity
Avoiding potential fraud regarding an influencer’s followers or engagement rate is crucial. Look at the creator’s audience and determine if they are likely to talk about your brand authentically. Does their audience relate to your brand, and do they engage with the influencer’s content in a meaningful way? If not, it may not be a good match.
Quality of Content
The quality of an influencer’s content can make or break a marketing campaign. Take the time to review the influencer’s content and ensure that it visually appeals to your brand. Is the quality of the copy consistent and reflective of the standards you’re looking for? The influencer’s content should align with your brand’s values and messaging.
How to Work With Nano Creators at Scale
Successfully onboarding influencers and building a long-term relationship requires an efficient process for timelines and design. With clear communication and well-defined workflows, you can create a scalable model that sets everyone up for success.
There are plenty of moving parts to consider when working with influencers, but with the right tools, people, and processes, you can build a successful partnership that brings fun and creativity to your brand.
How Do You Decide on Rates at Scale?
When working with macro and mega influencers, contracts with specifically negotiated terms are typically the norm. However, scaling that process for a larger volume of nano influencers can be nearly impossible.
That’s where setting rates for specific nano influencer programs up front can come in handy. Doing so can streamline the process and make the most of your time and resources.
Managing Influencer Communities
The influencer landscape is constantly evolving, and the potential for influencer audiences to grow. With so many influencers to manage, it can be difficult to show appreciation to each one individually. Simply asking influencers to post content on their channels may not be enough to establish a long-term relationship.
To stand out, consider offering your influencers special access, perks, and opportunities. These opportunities could include virtual invites to exclusive events, comments on their posts, or anything else that makes them feel as though they are part of something special. This thoughtful outreach can help build a stronger connection with your influencers and lay the foundation for a long-term partnership.
Say Goodbye to Static Images and Hello to Video!
Here’s a bonus tip for leveling up your influencer marketing strategy: make video a top priority! Platform algorithms, audience interests, and other factors have contributed to video’s meteoric rise as a marketing medium. So, consider looking toward video instead of investing all your time and effort into static images.
Are You Ready to Grow Your Business with Social Media Nano Influencers?
V Digital Services is a full-service digital marketing agency providing a broad range of services to help propel our clients toward their goals. Our social media management and marketing experts can help you develop, implement, and optimize an influencer marketing plan based on your brand’s unique needs and objectives.
Interested in leveraging nano-influencer marketing to grow your brand? Connect with our team to learn more now!
Photo credits: Urbanscape, Sutipond Somnam, Rawpixel.com