Influencers can be anywhere and anyone. What makes them influential is their devoted
followings on the web and social media. An influencer can be a stay-at-home mum on
Instagram, a well-read true crime blogger, or a respected financial executive on LinkedIn. Within any industry, there are influential people— you just have to find them.
On the surface, it may seem as though an influencer’s total following matters more than
anything else. While the overall following numbers do attract attention, engagement is the key factor in an influencer’s ultimate success when it comes to campaign viability. Often, the most sustainable influencer partnerships are those that utilize these niche communities to their benefit.
Influencer marketing is a form of marketing in which focus is placed on influential people rather than the target market as a whole. It identifies the individuals that have influence over potential buyers, and orients marketing activities around these influencers.
These close-knit and personalized communities have given way to an entirely new segment of influencer: the nano-influencer. These individuals, while maintaining the smallest communities, often have the highest engagement rates and best relationships with their audience.
Who’s considered a nano-influencer?
Nano-influencers can be anyone with a follower number in the 1,000 to 5,000 range. In many scenarios, nano-influencers have never worked with brands before, they’re just simply great at social media and are willing to post sponsored content.
What are the benefits of working with nano-influencers?
Many nano-influencers are willing to work for free product or a small fee. They don’t mandate the thousand-dollar deals that social media celebrities do. Because they’re not professionals, there’s no need for complicated contracts, working with managers or publicists, or even a formalized meeting. You can usually reach out to nano-influencers through a short direct message on their social platform of choice. It’s a relatively simple process that doesn’t involve much coordination on your end.
From social media user’s perspective, nano-influencers are likely someone they already know, which makes them relatable and approachable. When they recommend a product, their advice is more genuine as if from a close friend. As nano-influencer Kelsey Rosenberg tells the New York Times, “It’s like one of your friends telling you a new skin care product is amazing, but instead of me telling my friends at happy hour, it’s me telling them on Instagram.” For this reason, nano-influencers generate the greatest engagement rates among their micro and macro influencer cohorts. In fact, Digiday recently reported that nano-influencers are able to engage up to 8.7 percent of their following, while celebrity influencers only engage about 1.7 percent.
What are the drawbacks of working with nano-influencers?
Most nano-influencers have never worked with brands before, so they’ll likely need some supervision and guidance from your end. As Carolyn Shlensky, social media manager at Pelicon Iconic Creative states, “Larger influencers understand the process of working with brands, from contract negotiations to brand content review. Nano-influencers may require some education in these areas.” At the same time, nano-influencers aren’t dedicated full time to their social media craft. They’re probably students or hold careers, which means that working with your brand might not be their complete priority.
Where can I find nano-influencers?
In order to find a set of nano-influencers for your brand, you might have to do a little digging on social media. Think about your target demographic and the types of social media accounts they might follow— you might even be able to find the best nano-influencers for your brand within your own audience. Those who are already following you on social media will be the best advocates for your brand, will understand your products’ value and will be able to best replicate your brand’s tone of voice.
The bottom line is that nano-influencers can provide a massive opportunity for your brand. While they’re still relatively new to the world of marketing, nano-influencers can serve as low-cost and high performing advocates for your business. Is your brand ready for the rise of nano-influencers?
To keep up with all things #Influencer #Marketing, including #tips, #tricks and interesting #articles, head over to to the Ritual Blog. You may even find yourself inspired to start crafting your influencer campaigns.
Influencer discovery can be a long and tiring process if you have to manually search for the right talent. You can use a company like us to help you with the correct software to find the right talent and ensure your campaign goals are achieved.