The first time you heard the term ‘Nano influencer,’ you probably screwed up your nose and asked the golden question:
”What are nano influencers?”
It is natural to assume that an individual/celebrity with hundreds of thousands of followers on social media will have more influence on people. But that is not always the case; in fact, a small influencer with a few thousand followers can have a much more significant impact. That is surprising. The high impact nano influencers have on their followers is the primary reason behind their collaboration with brands and industry innovators.
How powerful can nano influencers be and what impact can they have on your business? This is what you are about to find out.
What are nano influencers?
These influencers are everyday people or industry experts with up to 5.000 followers on Instagram, including YouTube. In most cases, their accounts are not polished or glamorous, and many of them don’t even have photos or images touched and retouched with several unique filters.
At first glance, such accounts don’t look successful enough for businesses or brands to collaborate with and create profitable influencer marketing campaigns. However, leading businesses and brands – such as Gillette Venus, Always, Remington, etc. – have started learning the tremendous value of this new, remarkable trend and using it as well.
Research has shown that having up to 1,000 followers is the starting point for most brands to initiate a collaboration with a trustworthy influencer. However, in some small countries like Estonia, Latvia, and others, having as few as 600 followers are enough for agencies and brands to collaborate with such individuals.
Types of Nano influencers
There are two distinct types: a native nano influencer and a non-native nano influencer.
Native nano influencers
Those in this category are individuals that grew their social channels from scratch. They are not too popular on most social media platforms at first. But hard work, sharing high-quality content, and consistency enables them to build a stable community of ardent followers.
Non-native nano influencers
People in this category already have an external community which keeps growing every day, thanks to their previous popularity as well as the type of content they share regularly.
What are the pros and cons of working with nano influencers?
Working with nano influencers has profound benefits – that may not be obvious to you – and a few disadvantages as well. Here they are in no particular order:
Excellent connection with the public
Social media users connect much better with accounts or profiles that are less popular than those with millions of followers. This is because, in most cases, these users see themselves perfectly reflected in these small influencers.
Nano influencers are highly credible as they focus more on sharing quality content and not just for profit.
Better results are achieved
Nano influencers are excellent allies, especially for geo-located actions. Most of these influencers have regional or local areas of influence. You can rely heavily on them when launching a special event or business within a locality in order to attract people in that zone.
Working with these less popular influencers is highly cost-effective with an appreciable ROI.
The only major disadvantage of working with less popular influencers is that they lack resources to improve their profiles. This is mostly because they do not invest in paid apps or better cameras compared to top or macro-influencers.
Therefore, you should focus on working with only those that have the best connection with your target market.
Collaborating with nano influencers is a cost-effective way for brands to reach prospective customers. This is due to the significantly high level of engagement, authenticity, and enthusiasm, which can only be experienced among passionate followers of nano influencers.
And no matter the state of the economy, you can always work with nano influencers and enjoy an appreciable ROI in the long run.