Assets in Social Media Marketing: Nano & Micro-Influencers

Influencer marketing is becoming mainstream worldwide, but the predominant idea that „the bigger…, the better…”, isn’t necessarily true.

What is a micro influencer?

Compared to celebrities, micro-influencers have a smaller following and usually don’t boast social media status. This is why, brands can rely on their followers being interested in whatever made that persona digitally famous.

If a micro-influencer gained a sizeable following through posting health and fitness lifestyle, that’s the ideal option for a sport apparel brand or supplement company.

Micro influencers also allow you to better target a specific audience or type of customer, whereas some celebrities will have a larger and broader appeal. Micro influencers are almost always connected to a specific market niche which makes it easier to identify a micro influencer that would be beneficial to your advertising campaign. It is worth mentioning, however, that several celebrities also are identified with certain market niches.

What is a Nano-Influencer?

There is quite some buzz around nano-influencers at the moment, as they are a new type of influencer. 

We define a nano-influencer as an Instagram user with between 1,000 and 10,000 followers. Compared to larger influencers, a nano-influencer will usually have a more niched-down following that’s interested in something specific. Believe it or not though, despite their low follower count, nano-influencers are very powerful, due to their high level of engagement. Most of their connections are family, friends, and acquaintances.

As it has been already stated before, nano influencers are more beneficial for incredibly niche campaigns because of their small following. However, they can be great for start-ups or small businesses that want to leverage influencers but have a very small marketing budget; using nano-influencers would allow those brands to test influencer marketing ideas before investing too heavily.

Because influencers are the connection between your brand and consumers, finding one whose voice and audience fits perfectly with your brand expectations is critical in social media marketing.Finding the right influencers for your brand is not easy job. It all comes down to what you are trying to achieve and what resources your business has access to.

Essentially, a nano-influencer is just starting to accrue a following around a particular topic.

Nano-influencers are actually the “friend” persona with some highlighted  characteristics.

  • Less than 10,000 followers on social media and represent a typical “friend” persona.
  • Most probably they have very few sponsored posts or they haven’t worked with brands at all, but they have a great connection with their community and are really good at creating engagement.

Nano-influencers are usually focused on a particular subject area that has a personal interest for them.

Nano-Influencers Can Be Very Important Assets

One of the benefits of utilizing nano-influencers is that they have the highest level of engagement. Because of this, many brands have started to place a larger focus on nano-influencers.

“Brands represented by nano-influencers are often deemed more authentic, given the higher likelihood that the nano-influencer has a real-life relationship with the majority of his or her followers,” shared Mike Lu, CEO of Triller.

If a brand is selling a product or service for a specific target market they should consider partnering with either micro- or nano-influencers due to their more “narrow” audience.

Although at first sight, marketers may think it’s counter-intuitive to approach an individual with a small following, nano-influencers can be important assets that help boost your brand’s social engagement strategy.

According to some consumer researches, only 30% follow big-name influencers, compared to 70% who purchase online due to the influence their family and friends have.

Here are some notable benefits of using nano-influencers:

A survey by Digiday reported that nano-influencers are able to engage up to 8.7 percent of their following while the engagement percentage of celebrity influencers, who have more than a million followers, is only 1.7 percent.

Consumers are becoming “smarter” and can identify paid promotional content, which is often found in a well-established influencer’s feed.

“Nano-influencer’s feeds aren’t packed with paid promotions, [so] they provide a level of authenticity that you might not get with seasoned influencers. A brand or product recommendation from a friend will convert better than an ad, and [nano-influencers] provide that level of friendly intimacy,” said Shlensky.

As nano-influencers have previously never worked with brands before, they will likely demonstrate high-levels of commitment to ensure your brand’s product is well-represented.

“Nano-influencers are also really enthusiastic! They’re typically excited to work with a brand for the first time and may over-deliver and give you more content options in exchange for the opportunity for their content to be shared,” Shlensky said.

The cost is the primary “theoretical benefit” when utilizing nano-influencers.

They don’t charge excessively high fees for sharing a promoted post in comparison to mainstream influencers. Along with the low cost,  brands could theoretically tap into a higher quantity of nano-influencers, each of whom can create and share their own content about the brand.

In reaching out to more nano-influencers, brands stand a higher chance of increasing their engagement.

Jess Watts co-author of “The Identity Shifters: A Gen Z Exploration,” said it appears the next generation tends to lean towards the opinion of online peers instead of “traditional” authority figures.

“The next generation puts a premium on the opinions of their online peers, even more so than traditional authority figures, or people they have real-world relationships with. In our Generation Z research, we found social media outranked both news outlets and actual people they knew, like friends and family, when it comes to finding information and news they trust,” Watts explained.