Meet with nano-influencers. Didn’t you hear them? Not surprisingly, the search volume on Google at the moment is zero and Google Trends is not taking it as a search term. Nano-influencers are defined as active social media users with audience sizes ranging from a few hundred followers to 5,000 on Instagram.
Their accounts are neither glamorous nor polished, the photos are neither exposed nor retouched with dozens of filters. They give you the feeling of being “the person next to you”.
Advantages of Nano-Influencer Marketing:
- Originality, Sincerity
- Low Cost, High Return on Investment
- Easy Collaboration
- Power of Impact
Leading brands have learned the value of this new trend and have already included nano-influencers in their marketing strategies. These brands include IKEA, McDonald’s and P&G.
Do not forget these sentences, in these two years, the influencer marketing industry will grow through nano-influencers. How do you expect the industry to rise from $ 1.7 billion to $ 25 billion by 2025? Of course, there are many micro and macro influencers to choose from. However, your options are much more limited when you weed out those that don’t fit your brand, have demographics that don’t match your target market, have fake followers, or just aren’t interested in your product.
There are many advantages to working with this creator group. Let’s focus on the first seven.
1. Nano Influencers have a closer relationship with their audience
The followers of nano-influencers are made up of friends, so they have stronger connections with their followers.
Nano-influencers are more likely to respond to almost any comment, and not only do they give a statement, but they also ask interactive questions to better understand their followers. They know their most loyal followers and love to interact with them.
As a result, shares of nano-influencers achieve higher access rates and inspire consumer confidence.
2. The Interaction Rates Are Higher
According to the Influencer Marketing 2019 study conducted by HypeAuditor, the interaction rate of nano-influencers is twice that of other influencer groups (micro and macro influencers.)
Engagement rate has a huge impact on reach, the higher the engagement rate, the more sponsored posts that followers of nano-influencers will see.
This means they have higher availability, so the cost per impression and engagement will be much lower.
3. People trust Nano-Influencers more
A nano-influencer is almost considered a friend by most of its followers. A recent study revealed that we tend to trust our friends more when a decision requires a fairly small investment of time, money or effort (retail, restaurants, travel services, etc.).
Since nano-influencers do not want to disappoint and lose their followers’ trust, they are more careful about choosing a product or service to promote.
This is a huge advantage – your product will gain the approval of a large audience due to the trust in the nano-influencer you decide to work with.
4. Nano-Influencers are more compatible for your brand
Most nano-influencers tend to make their content more niche and category specific.
For this reason, nano-influencer allows brands to reach specific segments and position their products better.
In addition to preparing original content, you can make your ads more unique and relevant for each of these segments by targeting the right content producers.
It is also a good way to test your product or service in a new area, as the audience is interacting and the nano-influencer can also predict potential feedback.
There’s probably a Blue Ocean out there where you can open up a new market space and create a new demand.
Vivi shares insights on how to reduce the amount of waste in our lives on her blog.
This topic is very niche and narrow, you probably won’t find a macro influencer working on this theme, especially with a lot of followers.
5. They can give you a competitive advantage
Brands tend to underestimate the power of a small audience nano-influencer. However, an advertising strategy where you work with hundreds of nano-influencers can be a real advantage for you in the competition.
Nano-influencers are of undeniable importance right now.
You cannot find any ads from your competitors on the Instagram account of a nano-influencer user. Probably your sponsored post will be the first ad in their account.
Remember, nano-influencers need more control and help from your side, they are new to advertising, so they need advice.
Instead of dealing with this whole process, give a brief to our nano-influencer marketing platform, Teamfluencer, but don’t scare them with the strict requirements regarding the way they communicate with their audience. Followers can quickly notice that their posts are fake and unnatural.
On the other hand, it’s your chance to raise an excellent army of brand ambassadors for your brand. Nano-influencers are growing faster than other content producer groups.
The nano-influencers you work with can become micro-influencers within a few months, and some can become macro-influencers within a few years.
6. Nano-Influencers are less costly
They don’t have much requests from brands and are happy to cooperate with you in exchange for products or services.
According to SocialPubli, only 44% of nano-influencers prefer paid work.
These data are confirmed by our own research. Most of the # ads we found in nano-influencer accounts were marked as successful collaborations.
You have another financial advantage, you can use content created by nano-influencers on your social media or website.
Nano-influencers are the best choice for startups, SMEs, those who want to scale their presence in the market with a limited budget, and large companies that want to gain competitive advantage in the market.
7. It’s easy to scale
In the whole influencer sector, influencers with more than 1 million followers only cover 0.3%, and influencers with 100,000-1 million followers occupy 6%.
If you only work with people with multiple followers, you cannot scale your reach unlimitedly. You can scale your content only through micro and nano influencers.
With nano-influencers, you can appeal to different segments and better personalize your campaigns.
When your time and budget is limited, nano-influencer marketing strategy is more efficient.
It also reduces the risks and losses of a failed or ineffective marketing campaign.
When you divide your target audience according to their basic characteristics and personalize your strategies based on these segments, you can create a campaign for nano-influencers and get much more return than your other advertising strategies on digital channels.
We are open to any questions and cooperation regarding influencer marketing.