Working with influencers is an effective way to boost your brand identity, so it makes sense that most brands are looking for bigger-name influencers when they’re ready to launch a campaign. After all, the bigger the audience reach, the better — right?
Yes and no. There’s much more to an effective marketing campaign than exposure. While hitting a large audience can yield impressive numbers in terms of impressions and shares, using smaller influencers has its advantages, too. Finding smaller influencers with a niche following can even end up bringing better results for your brand. And that’s why nano influencers are becoming increasingly popular.
Going Big by Going Small
As the influencer marketing trend has exploded, influencers have splintered into different subsets based on the number of followers they have. Nano influencers have a smaller social media following; they have between 1,000 and 10,000 followers and are known for their expertise in a specific area.
Other types of influencers are:
- Micro influencers (between 10,000 and 50,000 followers)
- Mid-tier (50,000 to 500,000 followers)
- Macro (500,000 to 1 million)
- Mega (1 to 5 million)
In exchange for the big numbers of a mega-influencer, nano influencers tend to reach a more active, loyal audience. So, if you’re trying to get a very specific, local demographic, a nano influencer could be the way to go.
Although their reach is smaller, the engagement rate of nano influencers is higher than any other influencer group. Research shows they have an engagement rate of 7% compared to an engagement rate of about 1.6% for larger influencers. That’s partly because the smaller numbers allow them to engage with followers in ways that macro and mega influencers can’t. Those close relationships can pay off for brands, because the nano influencer’s followers see them as more authentic and relatable — and have more trust in their recommendations.
Nano influencers are also more likely to work only with brands they love, research shows. That not only reinforces the trust of their followers, but it also means they’ll be more protective of your brand. When you find the right influencer to work with, it can add new energy to your brand and they’ll provide exposure in ways you might not have considered.
One additional advantage of working with nano influencers is that they’re more cost-effective than larger influencers. In some cases, you’ll find influencers who will work in exchange for a product, and even those looking for cash payment will be easier on your marketing budget than bigger names.
Getting Started with Nano Influencers
There are many types of nano influencers, so working with a platform for influencers, such as Shake, can help you locate the right influencer for your brand faster and more efficiently. It allows you to see what different influencers align with your brand and compare what each one has to offer.
Here are some tips for finding the nano influencer that’s right for you:
- Think local. If you’re a smaller brand with primarily a local audience, search for influencers geographically. Working with someone in your own city can have many advantages, as it lets you develop a relationship with them and benefit from the local community connections they have in place.
- Don’t limit your options. Because nano influencers are easier on your marketing budget, you can work with more than one influencer. For example, if you have a food brand, you could work with an influencer who focuses on the health and wellness aspect of food and work with a chef who has an entirely different reach.
- Keep diversity and inclusion in mind. Today’s influencers come in all shapes and sizes and making sure you’re reflecting diversity in your influencer selection can broaden your reach. Minority markets have a tremendous amount of buying power, so including diversity as one of your objectives in your influencer marketing campaign is essential. What’s more, today’s consumers have come to expect more diversity and inclusion from brands.
- Have a long-term strategy. A lasting relationship with an influencer will have more benefits than a one-time campaign, so keep that in mind as you look for influencers to work with. A nano influencer that can continue promoting your product or service with relatable content is more likely to move the needle for you. Another benefit of such a long-term strategy is that, as the nano influencer’s reach grows, so will the value they bring to your marketing campaign.