While some brands are trying to decide if influencer marketing is relevant for their long-term strategy, early adopters have moved to the next thing: partnering with nano-influencers. Is collaborating with nano-influencers a new trend in social media marketing or the latest fad?
In this article, we go through the advantages of such collaborations and how brands or marketing agencies can ensure results.
Generally speaking, nano-influencers are social media content creators who have between 1,000 and 5,000 followers. Micro-influencers on the other hand have somewhere between 100,000 and 1 million followers.
How else can you identify nano-influencers? The appearance of their social media profiles might have some clues. Generally, the photos in their accounts don't look 'perfect' or professionally commissioned photoshoots. With minimal touch-up, their profile images look "genuine", making them relatable and closer to their audience.
Due to their smaller number of followers, nano-influencers manage to maintain a high-quality dialogue with their audience. They engage in tags, reply to private messages, and react to all comments. Each follower receives a meaningful and personal answer. Moreover, nano-influencers often ask questions that help them know their audience better.
Such interaction allows nano-influencers to establish close and trusting relationships. Communication becomes fun and intimate. As a result, the audience's level of trust increases.
Research shows that this figure is twice as high for nano-influencers when compared to other influencers. This is extremely important for reach. The higher the audience engagement rate, the more followers will see the post. Including sponsored content. It's a simple and effective way to lower your cost per impression.
Intimate communication allows you to form and maintain a direct relationship with followers. Many consider nano-influencers to be almost friends. This provides several benefits:
Therefore, if you get the endorsement of a nano-influencer for your products or services, there's a high chance that their audience will approve too.
One of the main advantages that nano-influencers have is their niche. They can talk about ethical cosmetics, sorting out clutter, choosing the right noise-canceling headphones, you name it, giving a personal and detailed account. They bring their unique take and passion about a specific topic.
Many companies continue to be suspicious of nano-influencers. Therefore, by collaborating with them, you will not be competing with many other brands. Your sponsored post will probably be the first.
The flip side of this is the little experience of influencers in advertising. Help them by providing information about your product. Create a brief. Also, many companies practice preparing a package of branded material that an influencer can use to create various content, including, stories, posts, videos. Such a package can take up a lot of space. Make it easy to download using your own or 3rd party solutions, but make sure you're protected from phishing attacks.
Such influencers are not very well-known, which complicates finding them, but it's well worth the effort. Find nano-influencers in the following ways:
Nano-influencers value audience trust. Therefore, they do not advertise products and services they're unsure of. This makes for a great opportunity to start a long-term partnership. Find an influencer who fits your brand positioning and campaign goals, and invite them to try your product and give their unique opinion.
Partnering with nano-influencers allows you to attract new customers who are located to you by default. The solution can be implemented in the following ways:
Buyers want to save money. Data shows that 93% of people use a coupon or discount code at least once a year. By promoting your offer with a nano-influencer, you make the offer as exclusive as possible. Combined with a high level of trust, this can be an effective purchase incentive.
Another advantage of such a solution is the simplicity of tracking the results of cooperation. Come up with a unique promo code. Every time a person uses it to make a purchase, you will know where it came from. Accordingly, you will be able to assess your ROI.
Everyone loves gifts, and users on social networks are no exception. Running competitions remains an effective way to interact with your audience. Also, giveaways increase user engagement. The latter works so well that Nano-influencers are using competitions as a way to start chatting with followers.
As s influencers do not have a large budget, sponsorship is an interesting option for collaboration. Brands are gaining awareness. Nano-influencers are gaining resources to grow their following.
Users consider such content to be 2,4 times more authentic than branded content. It's user-generated content where you have a say and it makes a huge difference to your audience. It serves as social proof of the quality of the product.
Key metrics depend on the goal of your campaign. If sales are such, then the nano-influencer should be singled out as a separate source. The use of personal promo codes will help in this.
However, often the main goal is to increase brand awareness. This makes it harder to measure campaign performance. In this case, pay attention to social media reach and engagement. Take into account the impressions of their audience: likes, mentions, reposts, and comments. Pay also attention to moods. What does the audience think of the content?
If you're partnering with a nano-influencer as a brand ambassador, then it makes sense to take site visits into account.
Nano-influencers are the underrated category of influencers. Brands tend to prioritize reach, therefore overlooking the great opportunity nano-influencers present. It is partnering with such small influencers that will bring high conversions with minimal investment in advertising. Our main advice is to find the right nano-influencer in your niche and establish an effective, long-term collaboration.