Over recent years, influencer marketing has created quite a buzz within the industry and among clients, with research finding that 69 percent of respondents now rank this tactic as a key strategic priority. Originally, brands used the powerful influence of individuals with large social followings to promote their products and services. In return, these influencers often expect a large fee for a sponsored post with many celebrities, such as Kylie Jenner, charging upwards of one million pounds for sharing on Instagram.
Who are nano-influencers?
Nano-influencers are everyday people with a follower count of approximately 1,000 – 10,000, not to be confused with macro influencers who generally have 50,000 – 500,000 followers.
Nano-influencers are known for building niche, engaged online audiences, focusing on the topics they want to discuss. Often the people at the forefront of the conversations your brand wants to associate with, they work hard to innovate, finding new ways to build their audience. Their social communities may be considerably smaller than the size of a macro-influencer but what they lack in reach, they make up in passion, engagement and lower fees.
Why are brands interested in nano-influencers?
For a business who aims to boost brand awareness, it may seem counterintuitive to work with influencers with a smaller following, but there’s a reason this type of influencer is becoming a desirable option for many.
When influencer marketing came onto the scene, brands sought individuals with a large following to ensure their content was reaching as many people as possible. As the industry has evolved, brands and users alike have become aware of fake followers, spammy bots and unauthentic content. Even the accounts users choose to interact with has evolved, with Gen Z showing a preference for unfiltered, authentic and ‘real-life’ accounts over staged, ‘Insta-perfect’ shots. Various publications have even claimed, “the Instagram aesthetic is over”.
Nano-influencer’s content is considered and curated. It is more natural, relatable and trustworthy, making it a strong marketing platform for speaking directly to your audience. No matter the size of your following, product endorsements are more powerful when the person doing the promoting is a genuine fan of the brand. Nano-influencers are more in tune with their following, which are often small enough for them to directly engage with. In fact, research found that nano-influencers were able to engage 8.7 percent of their Instagram audience compared to just 1.7 percent for celebrity influencers.
This means they are easier and cheaper for brands to work with. In an influencer culture where authenticity and engagement are arguably more desirable than reach alone, these creators are quickly gaining attention from more and more brands.
How can you use nano-influencers?
To gather maximum engagement from nano-influencers, your brand must be relevant to the specific influencer and their audience. This will likely require more research and monitoring, but herein lies the value. Once the right influencer is found, the value soars even further. Not only will these influencers speak directly to your target audience, but they also won’t have the costs that macro-influencers can entail.
Using these individuals in your marketing strategy is a key consideration for 2020. The bottom line is often to improve brand awareness, boost online visibility and revenue. Whether it’s local event attendance, national giveaways or gifting opportunities, nano-influencers can help bolster your brand’s recognition in a variety of engaging and relevant ways.
It’s important to work with your agency to identify whether nano-influencers could be an effective route to achieve your objectives. In instances where clients work within niche sectors or have a specific product offering, we would look to leverage a nano-influencer with high engagement and a loyal following. For example, an eco-brand may use a nano-influencer whose primary focus is on living an eco-friendly lifestyle. We have worked alongside these influencers creating and implementing effective digital PR and outreach campaigns for a range of clients including a reputable hair and beauty brand.
While more and more brands are choosing to partner with nano-influencers, they are still a largely untapped market. Have you used nano-influencers in your marketing strategy before? Or will you be looking to use them throughout this year? Let us know by contacting the team today.