Are nano-influencer worth working with?

Are nano-influencers worth working with?

The Answer is Yes

But you have to know what nano-influencer is all about.

What is nano-influencer?

Nano-influencers are your everyday social media users, with anywhere from 100 to 10,000 followers. They aren't professional “influencers” in any way – and the majority of their posts feature typical content like photos of their family, friends, cat videos, and memes.

(“nanos”) are very effective, their word seems as genuine as advice from a friend, and they are approachable. The same article states that hiring several nano-influencers allows you to spread your risk instead of counting only on one expensive macro-influencer like Kim Kardashian. It further states that many nano-influencers just receive free products or a small commission instead of money from a business to endorse a product. (Other nano-influencers expect to be paid.) 

Successful influencers have established a strong presence on social media platforms like Instagram. Other social network platforms used for influencer marketing include TikTok (which offers very short videos), Facebook, Twitter, YouTube, and LinkedIn. On Instagram, effective social influencer tools include sponsored posts and Instagram Stories.

Sponsored posts (which can be sponsored by businesses are directed to be paid either to specific influencers or to Instagram) are a source of income for influencers. Instagram Stories, which are one or more 15-second videos or photos that appear on the Instagram mobile app feed for only 24 hours, then disappear, are a type of content that can attract followers to a brand. Every day, new Instagram Stories can be created to maximize follower engagement through variety. Your brand can be featured and recommended by the influencer.

The benefits of nano-influencer marketing 

Nano-influencers are Instagram users who have between 1,000 and 5,000 followers. Their accounts are neither glamorous nor polished, photos are neither posed nor retouched with dozens of filters.

It’s commonly thought that the more followers an influencer has, the better. But this isn’t always the case, as a small influencer or nano-influencer can have a more significant impact on their audience.

So, what exactly is a nano-influencer?

Nano-influencers are Instagram users who have between 1,000 and 5,000 followers. Their accounts are neither glamorous nor polished, photos are neither posed nor retouched with dozens of filters.

They give the feeling of being a “guy next door” (Mention). And, this means followers are likely more engaged, as a recent Digiday survey found that nano-influencers on Instagram were able to engage up to 8.7% of their audience compared to just 1.7% for celebrity influencers.

Why you should work with smaller influencers

Collaborating with these creators and adjusting your social selling strategy has many benefits, such as:

(1) Nano-influencers are more engaged with their audience

Their smaller following means it’s easier to establish meaningful communication and connection. Nano-influencers are more likely to answer almost every comment and provide real answers or ask a question in return to understand their followers better.

(2)More genuine interaction leads to higher engagement and trust from the audience.

Their engagement rate is higher

As mentioned earlier, nano-influencer engagement and therefore reach, is better than other groups of influencers and this means their followers are more likely to see a sponsored post.

They have higher reachability and so the cost per impression and engagement is lower.

(3)Followers trust them more

Nano-influencers are more relatable because of their smaller following and the type of content they post, so followers perceive them almost like a friend. This instils trust and in turn, these creators are more careful about what they endorse because they don’t want to disappoint and lose the audience’s trust.

(4)They are more relevant for your brand

Nano-influencers tend to make their content more niche which is useful for brands that are industry-specific. It’s also a good way to test your products and services within a new niche and gain influencer and follower feedback.

(5)They can give you a competitive advantage

Smaller influencers are trying to establish themselves and you might find they haven’t posted much, if any, sponsored content before. They will likely need some advice but using them in your social selling strategy is an opportunity to grow a base of brand ambassadors.

In a few months, they can become your loyal micro-influencers, and some of them macro-influencers within a few years, so you’re effectively helping each other.