The Rise of Nano-Influencers
We live in a world where endorsements from influencers can hold as much weight as recommendations from family and friends. Given the prominence and reach of social media, the influencer market is booming. As consumers look for new resources to authenticate credibility, they’re quickly turning their attention toward nano-influencers. Companies occupying many industries, including recruitment, healthcare, travel, and education, can utilize nano-influencers and make them a crucial component of their marketing strategies. Here, MassLive Media Group discusses the advantages of this approach.
What Is a Nano-Influencer?
A nano-influencer is a social media personality with a following between 100 and 10,000 active users. Their feeds typically contain posts of loved ones and other common uploads. The less polished nature of their feeds makes nano-influencers very relatable. In essence, they’re just like everyday users on social media platforms.
While their reach is small compared to micro or macro influencers, nano-influencers are known for their authenticity. Their high level of engagement gives them credibility amongst their followers. They are seen as trustworthy and relatable. Therefore, their recommendations carry weight. As a result, a nano-influencer’s influence is highly impactful.
What’s more, nano-influencers tend to make it a point to produce high-quality content for their followers. The content that nano-influencers create is intended to speak directly to a niche audience. Because they don’t want to disappoint their followers or tarnish their reputations, nano-influencers may be more careful about their online presence.
The Benefits of Working with Nano-Influencers
Working with a nano-influencer allows companies and brands to tap into a wide range of desirable benefits. The advantages of this partnership include:
Increased Meaningful Connections
A nano-influencer’s following is typically comprised of close friends, family, and acquaintances. The size of their following allows them to easily read and respond to messages and comments and provide real, personalized answers. Therefore, their interactions are often more meaningful. Brands can build upon that to create trust with a nano-influencer’s audience.
Higher Engagement Rates
You may think that the larger the following, the higher the user engagement. However, the engagement rate of influencers begins to decrease once they’re following becomes too large. Studies show that nano-influencers have an average engagement rate of 3.69%. That’s over twice the engagement that macro-influencers have.
Gain a Competitive Advantage
Operating in highly competitive markets, companies do themselves a disservice by not considering all options to gain an edge over their competition. Because of the value they provide, many brands are shifting their focus to small-scale content creators. This move helps businesses stand out in oversaturated markets.
Many companies have already begun to realize the power of working with nano-influencers. One study found that 70% of brands are already partnering with small creators. This means that your competitors have most likely already begun tapping into the advantages. It’s essential to do the same to not fall behind.
Cost-Effective
One of the biggest appeals of working with nano-influencers is that they charge less for their services than peers with a larger following. Additionally, unlike influencers who’ve established a much bigger following, small-scale creators most likely aren’t bombarded with collaboration requests. Thus, they may be willing to take the opportunity for a lower rate or free products. This advantage allows businesses to reduce their marketing costs while still meeting their goals.
Still, some nano-influencers may expect monetary compensation. The exact cost of partnering with a nano-influencer varies. Several factors contribute to this number, including the number of followers, the level of work expected, and the social media platform being used to promote. Studies indicate that businesses will typically spend between $500-$2,000 working with a nano-influencer.
Established Niche-Oriented Audience
Working with an influencer can be highly beneficial for brands, provided their followers align with the company’s target audience. To maximize reach and effectiveness, companies must partner with the right creator.
Nano-influencers who focus on category-specific content make this process easier because they have established a niche-oriented following. This allows businesses to better position their brands in front of their ideal audience.
Discover More at MassLive Media Group
In today’s technology-driven world, collaborating with nano-influencers is a powerful and cost-effective marketing strategy for businesses wishing to gain a competitive edge. Partnering with the right influencer can help your business broaden its reach, increase brand awareness, and establish new, meaningful connections with consumers.
At MassLive Media Group, we provide businesses with marketing solutions that meet their needs. Our expertise spans a wide range of effective marketing tactics, including social media. For more information about nano-influencers and their benefits, contact us today.
References
https://www.linkedin.com/pulse/6-fantastic-benefits-working-nano-influencers-monica-garrett
https://www.getambassador.com/blog/survey-says-referral-practices-of-todays-consumers
https://www.aspire.io/blog/influencer-marketing-statistics
https://impact.com/influencer/how-much-do-influencers-charge-per-post/