In today, I am going to talk about nano influencer. Influencer marketing is trending now and considered as one of the most effective forms of promoting a business.
While many brands tend to go for the big names in the industry, work with macro and micro influencers. In 2020 companies started paying attention to nano influencers and getting better return on their investments.
What is a nano influencer?
Nano influencer is an individual who has a follower count between 500-5000 on a specific social media channel. Who curates content around a certain niche topic or market. That can be a mom who is passionate about cooking and share her recipes on Instagram with friends or a teenager who posts about the experiments with his favorite gear on YouTube.
They usually have a community of friends or other like-minded people. Think about it as a word-of-mouth marketing when someone talks about your business with their friends.
No matter how popular social media and technologies are people still like to work with people.
These nano influencers have kind of personal interaction comparing with unreachable celebrities so sponsored posts look more like a friendly recommendation.
Why would brand pay attention to nano influencers?
1. They have more loyal followers:
If you’ve noticed with the constant changes of the social media algorithms accounts with large followings have less and less engagements. It’s more difficult to connect with all followers when you have millions or even a hundred thousand followers.
At the same time for smaller accounts the owner has more abilities to communicate with people to connect and influence their opinions.
The number of followers for nano influencer seems very low, however he or she may have more loyal following than bigger accounts.
2. They are easy to work with:
It is much easier to work with ordinary people. Maybe they even have never worked with the brands before so it will be new and exciting thing for them to get a product or some money from a brand.
3. It is cost effective:
They don’t usually have high prices and will be satisfied with some free product or a small commission.
If you want to work with those people here is what you can do.
Select a nano influencer: With a niche audience that you try to reach. Has a genuine interest in your niche. Have a good level of engagement on his or her account. One of the easiest ways to find nano influencers is look through your own followers. Look at their follower counts and see who of them are nano influencers.
Also, check your social media analytics to find out who is engaging most with your posts. People who already fans of your brand, or work, or product, will be more willing to work with you and their posts will be more authentic.
You can also search through your competitors’ followers to find nano influencers with a relevant audience. Reach out many profiles and arrange them posting about you during the specific period of time to create kind of a buzz around your product or service.
Your message to a nano influencer can be as simples as: We like your page and what you share there.
Would you be interested in testing out our products to see if they work for you?
As nano influencers are often not very experienced in marketing you can also give them some ideas and directions but at the same time leave freedom to be themselves, to be authentic in their posts.
Now, if you’re a business, to create an effective marketing campaign working with nano influencers you need to do it at scale and reach many of them to see the results. You can do it by yourself or work with the agencies who will do that for you.
I hope I answered your questions What is a nano influencer? You got new ideas on how to work with them.
What is your main social media network where you grow your influence?
Let me know in the comments below.