Influencer marketing is a new form of traditional word-of-mouth marketing. It is how you engage social media influencers to promote your brand or product. We have witnessed the incredible growth of the influencer marketing industry in the last few years, especially in the post-pandemic period. Regardless of small or big, thousands of businesses have taken advantage of influencer marketing in the last decade. Given its advantages, the influencer marketing industry is expected to hit $16.4 billion by the end of this year.
Different Types of Influencers
There is no denying the fact that influencer marketing is a powerful approach for brands to grow. But it’s not true that all influencers are the same and give equal results. Choosing the apt influencers is crucial to reap the benefits of influencer marketing.
There are majorly four categories of influencers – mega-influencers, macro-influencers, micro-influencers, and nano-influencers. Mega influencers are influencers with more than one million followers; macro-influencers will have between 250,000 to one million followers; micro-influencers are people with 10,000 and 100,000 followers and nano-influencers are those with fewer than 10,000 followers.
A significant shift happening in the influencer marketing industry is the affinity of brands towards nano-influencers. Rather than big celebrities, many brands prefer to work with micro-influencers and nano-influencers these days. In fact, a recent study shows that 91% of influencer marketing in 2021 was done by them and not big-time celebrities. In this blog, let’s understand nano-influencer marketing in detail and how it is beneficial for brands.
What is Nano-Influencer Marketing?
To put it in simple words, nano-influencer marketing is the practice of using nano-influencers for promoting a brand. As mentioned above, nano-influencers are social media influencers who have less than 10,000 followers. They are not very ‘professional’ influencers, but your next-door neighbor or co-worker with followers anywhere between 1000 and 10,000. They have a strong degree of credibility compared to macro or celebrity influencers.
The Benefits of Nano-Influencer Marketing
Nano-influencers bring more value to brands than traditional marketing activities. There are various reasons why brands are inclined towards nano-influencers these days even though they don’t have the star power. It allows brands to stretch their marketing budgets and work with social media influencers who have deep connections with their followers. Here are some of the other advantages of working with nano-influencers.
An Authentic Appeal
Authenticity is one of the crucial factors that consumers look for when making a buying decision. Today’s consumers want to buy products from brands that are accountable, authentic, and transparent.
Nano-influencers help to bring authenticity to the table. In other words, they can share the brand message with authenticity. Since their follower strength is small, they will have a set of loyal and active followers. A unique thing about nano-influencers is that they are ordinary people without any glamorous appeal. Hence the followers are more likely to trust nano-influencers when they recommend a product. Businesses can reach their marketing goals by tapping into this consumer psychology.
A Cost-Effective Approach
It is very common for nano-influencers to do a recommendation or review in exchange for your brand’s products. However, it’s always best to agree on the payments, timelines, and deliverables even when you work with nano-influencers too. Generally, their payments will be much lesser compared to influencers with more followers. Therefore, it makes it easy to marketers to achieve the ROI they are aiming for.
If you are in the initial stages of your business or want to reach your target market on a shoestring budget, working with a nano-influencer is the best bet. You can get maximum value for the money you spent. Furthermore, you can work with several nano-influencers that cater to your target market at the same budget as hiring a macro-influencer.
Higher Engagement Rate
The posts by nano-influencers tend to generate more engagement than other celebrity influencers. They have reported an engagement rate that is 10X higher than the rest. They will have a small set of followers who perceive them as a friend.
Since the group is small, it is easy to establish a genuine connection with each of them. The nano-influencers will most likely respond to each comment or answer all queries of the followers. In short, there will be an authentic connection between the influencer and the follower. As a result, they will have a very high engagement rate.
Moreover, this type of influencer will more likely create niche content that is quite relevant for their followers. The quality of content is yet another reason for the high engagement rate of nano-influencers. Mostly, they will endorse products that do not disappoint their followers. People will feel more trustworthy when they recommend a product. Brands can aim for a significant impact by hiring nano-influencers for promotions.
Quick and Effective Content Creation
No matter the medium you are using, content is still the crux of marketing. If the brand message is not conveyed properly, you will hardly reap the benefits of influencer marketing. When it comes to content creation, hiring nano-influencers is one of the most cost-effective methods.
Nano-influencers create content for their small group of followers only. They generally create niche content that is relevant and engaging to their small category of followers. By hiring them, brands will be able to get high-quality content without spending much. The content creator will take care of the ideation, creation, and execution of content. It is an ideal option for small businesses that don’t have a strong content creation team. Also, brands who want to get feedback from customers on a particular product can work with nano-influencers and get genuine reviews.
Let’s Help You with Your Influencer Marketing Strategy!
Nano-influencer marketing is garnering attention from brand marketers across the globe now. Wondering whether hiring nano-influencers is right for your brand? Our team at FCS can help you reach a wise decision. We help you develop an excellent influencer marketing strategy that gives a competitive advantage to your brand. For further discussion, get in touch with our team today!