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Bigger isn’t always better. Although we’re all for bringing a mega influencer on board in the right circumstances, choosing influencers with smaller followings can have substantial benefits. In influencer marketing’s infancy, it seemed like that size of an influencer’s following was one of the most important factors in choosing the right influencer. But we all know now that the size of an influencer’s audience isn’t always a good predictor of success. 

Nano influencer marketing is a secret weapon for many marketers and a game changer for businesses of all industries and sizes. How do you know if it’s right for your brand? Start by considering the pros and cons, and then figure out if the benefits align with your goals. 

What Is Nano Influencer Marketing?

There are many different types of influencers out there. By now, everyone knows about mega influencers, which include celebs and big names with huge social media followings that exceed one million. But how much do you know about those with smaller followings?

  • Mega-Influencers have over 1 million followers
  • Macro influencers have between 500,000 and one million followers
  • Mid-tier influencers have between 50,000 and 500,000 followers
  • Micro influencers have between 10,000 and 50,000 followers
  • Nano influencers have between 1,000 and 10,000 followers 

Nano influencers are a relatively newer category in influencer marketing that’s evolved over the past few years. These influencers are often relatable because they’re not household names with millions of followers. They’re much more like your family and friends, which lends an air of authenticity and trustworthiness to what they share. 

Nano Influencer Marketing Pros 

Brands are increasingly embracing nano influencer marketing. And for good reason. There are plenty of benefits to including this in your marketing arsenal, including the following: 

  • Strong Relationships, High Engagement Rates: Nano influencers have a much higher average engagement rate than other types of influencers, which attests to the close relationships they form with followers. These influencers are more likely than any other to respond to comments and answer questions. Nano influencers have an Instagram engagement rate of 7.2 percent. Micro influencers engage with around 3.7 percent of their followers, according to Smart Insight. 
  • Higher Levels of Trust: Because they form closer relationships and they’re more like everyday people, nano influencers and their followers are more like friends. When we’re looking for advice on what to buy or where to go, we all trust our friends more than commercials. Additionally, nano influencers value the trust they cultivate with their followers, so they’re careful with how they choose the services and products they endorse.
  • Increased Relevance: Nano influencers typically have a niche following. When you choose the right influencers, you’ll have a captive audience that’s eager to try what you’re offering.
  • Less Competition, More Winning: If you’re looking for a competitive edge, choosing nano influencers to work with is a good way to get a leg up. You’ll likely have fewer competitors vying for their attention. Many of these influencers are still up and coming. You’ll have a chance to add them to your arsenal of brand ambassadors now and continue reaping the benefits as they continue growing. 
  • Lower Costs: Marketers working on a tight budget do well with nano influencers, who charge substantially lower amounts than their counterparts. Smart Insights estimates that nano influencers charge an average of $100 per Instagram post. Other influencers charge an average of $100 for every 10,000 followers for the same, as noted by Hootsuite.

Nano Influencer Marketing Cons

One of the biggest challenges you’re likely to face stems from a lack of experience on the part of the nano influencer. You might need to walk them through the finer points of the contract. You might also be tasked with checking their content to make sure it stays on brand since they’re not as seasoned as other influencers. Many of these influencers are savvy, but they may need a little more guidance than other categories.

How to Leverage the Power of Nano Influencers

Clearly, there are some serious benefits to working with these influencers. In today’s climate, authenticity is arguably one of the most important elements in a successful influencer marketing campaign. And nano influencers typically have authenticity to spare. If you decide that nano influencer marketing is right for your brand, how can you get the most out of it? 

You need to connect with the right nano influencers. To do that, start by following prospective candidates. Get familiar with the content they share on social media and make sure it aligns with your brand. Then, research the other brands they work with. If they work with a brand that contradicts your brand values, move on to another option. 

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