The rise of nano-influencers. How the smallest voices make the biggest impact

The opinions expressed by the entrepreneurs are their own.

Social media influencers have become a powerful force shaping consumer behavior and driving sales. With their large followings and engaging content, influencers are often seen as a source of product recommendations and lifestyle inspiration. However, a new type of influencer is gaining increasing popularity: the nano-influencer.

We’ve been following influencers for a decade, and early on it was accepted that the bigger the influencer, the more profitable a brand’s partnership with them. But eventually it became apparent that mega and macro influencers couldn’t reach every audience. Also, they are out of reach for small businesses with limited marketing budgets.

Another reason for the growing influence of nano-influencers is that social media users have begun to trust large influencers less as people become more aware of how influencer marketing works. In addition, there have been cases where mega and macro influencers have compromised the trust of their audience with false advertising promises, so their followers have been more cautious about the information they share.

Related: 5 things you need to know before partnering with an influencer

Who are nano influencers?

There are different definitions of a nano-influencer. However, the difference mainly lies in how many followers a nano influencer should have. The threshold usually starts at 100 to 1,000 followers, with a maximum of 5,000 to 10,000 followers.

Nano influencers are everyday people who have built a small but dedicated following around a particular passion or interest. Unlike traditional influencers, nano influencers are not celebrities or industry experts. Rather, they are relatable and authentic, with a strong sense of community and trust among their followers.

Why are they so influential?

In 2017, Stackla surveyed 2,000 adults in the US, UK and Australia to find that 86% of them said authenticity was very important to a brand. At the same time, it found that consumers can distinguish between authentic user content and brand-generated content, and 57% of them do not consider brand content to be authentic.

Thus, it appears that consumer-generated content will be better received than brand-generated content. That’s one reason why nano-influencers have an impact.

Nano influencers are also considered more authentic and real than other types of influencers. They are not seen as only motivated by money or fame, but rather their passion for their niche and their desire to share their knowledge and experience with others. This authenticity and authenticity is highly valued by their followers and makes them trust their recommendations.

Also, by having a small following, nano influencers are able to build better and stronger connections with the community around them. They may even be friends, family members, or acquaintances with their followers who share a common interest or passion.

Nano-influencers are highly engaged with their followers and respond to comments and messages and ask for feedback. Because of this, they are seen as relatable and trustworthy. They are not seen as celebrities or influencers who are paid to promote products. Research shows that while nano-influencers’ posts have less reach than micro-influencers, their content has higher engagement rates.

Another reason nano-influencers are so powerful is that they have a niche audience. They often focus on a specific topic or interest, and their followers are also interested in that niche. This means that when a nano influencer offers a product or service, it is more likely to be relevant and useful to their followers.

Related: The Unexpected Rise of Micro-Influencers and Their Impact on Marketing

Why partner with them?

Because nano-influencers have a more engaged following and are able to reach narrow niches and narrow audiences, they are a great asset to any business. By being seen as more authentic, their engagement with any product will be perceived more positively by their followers.

Furthermore, they are more cost-effective as they are often willing to post in exchange for free products or charge less than macro, mega and mid-level influencers while having higher engagement. Thus, nano influencers are a great marketing opportunity for small businesses that rely on modest marketing budgets. Especially if they partner with local nano-influencers to save money on shipping their products.

Nano influencers are a must for brands that work in a narrow niche or want to reach a narrow audience. They help get branded content to people who aren’t interested in celebrity influence or aren’t ready to trust these social media stars.

Furthermore, nano influencers are very effective when mass advertising is needed, as a group of nano influencers are able to deliver stronger results than a large influencer can produce for the same amount of money. Social media celebrities are better when it comes to boosting brand image, but they don’t perform as well as nano-influencers when it comes to conversion.

As a marketing opportunity, nano-influencers may become the new black among marketers. Especially now that the world is going through an economic recession that is mixed with people reevaluating many aspects of their lives and becoming more conscious of what celebrities have to say. Brands can find many advantages when working with nano influencers, as they are more cost-effective and are seen as more trustworthy by users.

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