When you think of an influencer, you probably envision a creator with hundreds of thousands of followers across many social media platforms supporting a brand’s goods.
Every day, brands ranging from the world’s largest to emerging startups collaborate with influencers because it provides a unique opportunity to interact with new audiences. Influencers have developed relationships with their followers, they have a real voice that brands can’t always imitate, and their suggestions are worth their weight in gold.
However, not all influencers are the same. Influencers are often classified into five types based on the magnitude of their following.
The Different Kinds of Influencers and Their Fans
- Nanoinfluencers (followers ranging from 1000 to 10,000)
- Microinfluencers (followers ranging from 10,000 to 50,000)
- Influencers in the middle (50,000 – 500,000 followers)
- Macroinfluencers (followers ranging from 500,000 to 1,000,000)
- Influencers with 1,000,000 or more followers
Do you want to know how much it costs to collaborate with them?
- Nano influencers earn between $10 and $100 per post.
- Micro influencers are paid between $100 and $500 each post.
- Influencers in the middle earn between $500 and $5,000 each post.
- Macro influencers: $500,000 to $10,000 per post.
- Mega-influencers: $10,000 or more per post.
Traditional Influencers’ Boundaries are Being Broken
With millions of followers, mega influencers are often designated for large-scale marketing. As a result, they are not always affordable to those on a tighter budget.
Macro and mid-tier influencers, who have smaller but still considerable followings, may be more suited to campaigns that target a more specific audience.
Micro influencers have smaller audiences, but they are often more passionate and engaged.
These classic forms of influencers, however, have limitations. Mega and macro influencers can be costly to deal with, and their vast followings may result in poor engagement rates. This is correct. Even if your product is being seen by more people, not everyone will notice it since as an influencer’s follower count grows, the average engagement rate decreases.
Micro influencers are less expensive, but their reach may be limited due to their smaller following. This is why, for a narrow audience, I propose working with micro influencers. Here’s an example of Toyota marketing to an outdoor audience.
What about micro-influencers?
Nano influencers, although having the smallest following, are becoming increasingly relevant for marketing objectives.
Brands may be hesitant to collaborate with persons with fewer than 10,000 followers because they may not obtain the optimal ROI owing to reach.
However, there has been a shift in recent years toward nano influencers since they are more economical and accessible. Despite their modest following, nano influencers can act as a catalyst for brands trying to enhance brand loyalty and revenue.
Even larger businesses, such as DoorDash, IKEA, Sephora, Dyson, and Starbucks, regularly collaborate with nano influencers.
Four Reasons Why Working with Nano Influencers Can Be Beneficial
Budget-friendly: Working with nano influencers can be less expensive than working with larger influencers, especially if you’re a tiny firm or startup on a low budget. They may be eager to collaborate in exchange for free items or services because they are just starting out.
Nano influencers may have a more niche audience because they have a smaller following.
This might be advantageous for businesses wanting to promote a specific product or service to a specific demographic.
Consider this example from blogger Read With Sav. She recently collaborated on a post with the book-reading app Reckit to promote some of her most recent readings to her 3,500+ followers. If you check at her Instagram account, you’ll notice that her recommendations have received a lot of comments and engagement.
High engagement: When it comes to engagement, nano influencers frequently have a high rate, indicating that their followers are more willing to interact with their content.
Remember how I said before that the larger the follower count, the lesser the engagement?
Look at this statistic Nano influencers have the greatest average engagement rate (4% across all feed and sponsored articles). In comparison, Macro influencers have an average engagement rate of 1.3%, which is three times lower than Nano influencers.
This might be advantageous for businesses trying to expand their reach and exposure.
Authenticity: engaging with nano influencers has the potential to be more authentic and trustworthy than engaging with larger influencers.
Unlike larger influencers, who may have a more polished or curated image, nano influencers frequently create material in a genuine and relatable manner. They are viewed as ordinary people with a love for a certain area or topic, and their content represents their personal experiences and viewpoints (see the Read With Sav example above).
Consider a nano influencer in the fitness niche who shares their weight loss journey as well as the impact of a certain brand’s fitness program on their life. The influencer builds a true relationship with their audience by honestly expressing their problems, efforts, and results.
When they advocate the brand’s program as a useful tool, their followers are more inclined to believe them because it comes from a comparable individual with similar tastes and preferences as you — and who saw visible benefits.
It reminds me of the study where 70% of consumers trust recommendations from friends and family more than online reviews.
How Do You Track Down Nano Influencers?
All this talk about the advantages of working with nano influencers, but how do you discover one who fits your vision and goals?
In my perspective, one of the most difficult aspects of executing a successful influencer marketing campaign is identifying influencers that are relevant to your company and fit your target audience. There are numerous services that assist in locating influencers. Grin.co is one of my favorites since it lets you to browse their influencer network by demographics and key performance criteria until you discover the appropriate fit.
Nano Influencers Provide a More Genuine Way to Market Your Brand
The growth of nano influencers is a trend worth noticing for businesses aiming to boost their bottom line, brand recognition, and KPIs (quite a trifecta of advantages).
Don’t be discouraged by your little following; nano influencers can offer unique benefits like as increased engagement and more honest connections with their followers.
When a nano influencer expresses their actual ideas, recommendations, or experiences with a brand or product, their followers interpret it as a genuine endorsement rather than a paid advertisement. This natural bond between the influencer and their audience fosters a degree of trust that is often impossible to reproduce with larger influencers or traditional advertising approaches.
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