The rise in influencer marketing isn’t a passing fancy and we’ve discussed at length how content partners (including social media and influencers) are really pushing the needle for so many brands who are eager to tap into an influencer’s dialed-in audience. Yet while mega influencers and celebrity sponsorship large-follower bases can undoubtedly provide brands with substantial reach to their products or services, many brands are missing the mark by discounting the power of micro and nano influencers. For reference, a micro influencer can be classified as having a follower base of between 10K and 50K while a nano influencer has an even smaller follower base of anywhere between 1K and 10K followers.
Unlike their larger, more heavily followed macro influencers (500K-1M followers) and mega influencers (1M+ followers), nano and micro influencers actually make up a considerable percentage of overall influencers. For example, more than 50% of Instagram users are classified as nano influencers with less than 1K followers. So, it’s no surprise that many brands are turning to them to broaden and strengthen their influencer marketing campaigns. In fact, nano or micro influencers actually provide much better engagement and authenticity with their audiences which can ultimately result in sales. If this powerful segment of influencers is not on your radar, then perhaps it’s time to reconsider.
Download our eBook, Why Micro & Nano Influencers Deserve More of Your Time to learn what constitutes a nano and micro influencer, why they’re worth your time and investment as well as considerations for working with this type of influencer.