Working with nano-influencers has proven successful for several well-known companies, including Mac Cosmetics, Clinique, Dyson, Dove, and Gett.
That’s why marketers and advertisers care less about a blogger’s follower count and more about their engagement rate, story and video views, link swipe-ups, link clicks (if any), and the manner an influencer communicates with their audience.
So, if the number of followers is becoming less of an indicator of influence, does this herald the advent of the nano influencers?
As compared to micro-influencers, who are nano-influencers and what sets them apart?
There are a lot of new terms to learn: influencers, unfluencers, micro-influencers, nano-influencers, and so on. In contrast to the previous two occurrences, the distinction between micro- and nano-influencers may at first seem obscure.
Nano-influencers, in a nutshell, are those with a following of less than 5,000 highly-engaged people. Friends, acquaintances, relatives, and fans that genuinely like their material tend to be among their most engaged fans.
What’s the Big Deal About Nano-Influencers?
This is no longer a numbers game thanks to nano-influencers. Without their audience is actively participating, an influencer has no real power. The level of participation is one indicator, but there are others.
While it’s easy to buy likes and comments, savvy marketers are instead paying attention to how an influencer interacts with their audience, or lack thereof.
Nano-influencers outperform all other influencers thanks to their superior ER, reach, and return on investment.
You should start collaborating with nano-influencers because…
In fact, nano-influencers may make a significant difference to their followers
As a result of the limited size of their fan base, their followers are more likely to actively engage with and consume the material an influencer produces. When people follow such blogs, it’s not because they’re famous or have a large following, but because they find the blogger’s content intriguing. Their constituency tends to be a devoted one.
Bloggers and their readers develop intimate ties. Bloggers typically react to every comment and direct message (DM), and they do so in their own unique voice rather than using a catchphrase or emoji.
Their participation rate is much greater
Also, it’s natural. The audience is primed for participation because it is interested. This is how participation in contests, prizes, viewing of articles and videos, etc., is generated.
A blogger with such an audience seldom needs to resort to buying likes or comments because their readership is already quite engaged. Because of the greater ER, we should expect a greater number of impressions and a larger audience. As a marketer, this implies a cheaper cost per impression.
Trust in nano-influencers is stronger among their followers
Nano-influencers want to appear like regular people and are selective about the marketing they engage in. As a result of their concern for alienating their fan base, they exercise great care in selecting the brands they wish to endorse.
Moreover, unlike their more renowned counterparts, nano-influencers’ feeds are not flooded with #advertising, lending them a modicum of extra legitimacy.
You may save money by using them for your advertising needs
To advertise on such blogs might save you money, or even be done for free. In order to promote your business with minimal outlay, consider giving out free samples or sponsoring a giveaway hosted by a local influencer.
The obvious explanation for this is because their rates are so low: they aren’t swimming in cash or brand offers.
Your influencer marketing effort can be broken up into sub-campaigns
Choose several micro-influencers with audiences that are appropriate for your business and products/services, much like you would with targeted advertisements.
You may rest certain that the bloggers’ readerships are engaged and responsive, saving you money. Of course, this assumes that your choice of influencers is sound.
Mentions of your brands by nano-influencers might be used as UGC
User-generated content (UGC) is undeniably successful in any content strategy. Sharing user-generated content (UGC) on your site demonstrates to visitors that your product is in demand.
On top of that, there is a good probability that the followers of a nano-influencer who tags you in a post will also follow your account. Assuming, of course, that they find your content to their liking.
You may find enthusiastic advocates for your company
In a short amount of time, nano-influencers can expand their reach to the level of a micro- or macro-influencer. So, while enticing a blogger with a modest readership to represent your business, think long-term: as the blogger improves, his or her readership expands, and the number of dedicated readers (their audience) increases.
It would seem that nano-influencers can be a great new marketing tool. Hold on a second.
Guidelines for Dealing with Nano-Influencers
They live up to their moniker by being too little to make themselves heard by a sizable crowd. Hence, can we say that they are really leaders? A blogger with 3,500 followers is perhaps not the best option if you’re hoping to generate a lot of sales quickly. For this reason, the influencer marketing push might become arduous.
They have no background in advertising and have likely never collaborated with a company before.
Consequently, you’ll need to keep an eye on their progress and maybe even provide a hand by providing them with a detailed brief outlining your expectations and priorities. Yet, you should avoid being overly insistent when bringing up your product in conversation.
Keep in mind that nano-influencers are appealing since they provide the impression of a friend’s recommendation when they advocate anything. This is why so many mainstream companies want nano-influencers: they have a more organic and genuine approach. No need to spoil it.
Another piece of advice I have is to make sure the blogger you want to work with is familiar with measuring the success of promotions. You’ll want to plan ahead for how you’ll measure return on investment.