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.
What Are Micro & Nano Influencers?
A micro influencer typically has between 1K-100K followers and is some of the most common type of influencer brands will work with.
While they don’t hold ‘celebrity’ or mega influencer status, they are a highly desirable influencer segment thanks to their hyper-engaged audiences, high engagement, and ability to specialize on a specific niche or vertical.
A nano influencer is even smaller than a micro influencer and has less than 1K followers.
Nano influencers are typically someone who has influence within their local community or neighborhood. A café or boutique may employ a nano influencer instead of a micro influencer who may have a more international following.
Why Micro & Nano Influencers Are Worth Considering.
- Greater Trust and Authority With Your Influencers and Their Audience
While nano and micro influencers might have a smaller following, they do have engaged and passionate followers who rely loyally on the influencer recommendation.
- Higher Levels of Engagement
Micro and nano influencers have much higher levels of engagement than macro and mega influencers. In fact, they have 22.2 times more conversations weekly with their audience about what to buy when compared with an average consumer. They look to build a trusted community, not just a following.
- Higher Conversion Rates.
As we mentioned a staggering 82% of consumers are likely to follow a micro influencer’s purchase recommendation – this is enormous purchasing influence!
- Serve Various Different Niches and Very Specific Audiences.
With nano and micro influencers covering just about every conceivable category, you can easily tap into niche markets with very dedicated audiences.
- Cost-effective and Better Roi.
This of course does not mean you can pay your influencer partners unfairly! When it comes to micro influencers, the engagement they drive can be much more cost-effective than a large sum flat fee for a mega or celebrity influencer.
This of course does not mean you can pay your influencer partners unfairly!
Get the Full E-book
When it comes to micro influencers, the engagement they drive can be much more cost-effective than a large sum flat fee for a mega or celebrity influencer.
Download our full 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.
- The Definitive Guide to Influencer Marketing
- The Complete Affiliate Program Management Checklist
- New Byline: How To Make Retail Influencers More Accountable
- 7 Tips To Make Influencer Partnerships Successful
- Unlocking Influencer Growth Through Your Partner Marketing Program
- How to Protect Influencer Marketing Programs from Affiliate Fraud
- Maximizing the Benefits of Influencers by Platform