5 Reasons Why Nano-Influencers Are Worth Trying

By on August 13, 2019

The concept of influencer marketing isn’t new on the market. Today, customers don’t trust branded ads; they seek out peer recommendations before making purchase decisions, so influencers have a great impact on customers’ purchasing behavior.

Image source: Unsplash

With the rise of influencer marketing, many big brands collaborate with popular celebrities like Kendall Jenner and Cristiano Ronaldo to promote their products online. But if you’re not a large company, it can be difficult to partner with world-known celebrities. What is more, there’s no need to pay much for the collaboration to get results. Since modern users are savvy and they clearly identify paid posts on social media, it’s no wonder that marketers cautious about influencers’ authenticity. As a result, the popularity of nano-influencers is growing.

Nano-influencers are regular social media users with a small following (up to 1000 people) who have a deep connection with their followers as they communicate with the majority of them in-person. With a small fan base of engaged users, nano-influencers generate higher engagement rates.

Big brands also turn to nano-influencers when they want to get more authentic online endorsements. For example, Dunkin’ Donuts wanted to target a digitally-centric generation, so the company worked with nano-influencers to promote its coffee beverages in an authentic way. As a result, the company achieved an engagement rate of 26.1%.

Want to know why nano-influencers help to deliver great business results? Here are five reasons why they are worth trying:

  1. Save influencer marketing budget: Working with nano-influencers is a perfect choice for businesses that don’t have much budget to pay opinion leaders for promoting their products. Unlike mega influencers who seek out long-term contracts with brands, people with smaller followings are happy to share their thoughts about your product in exchange for free products.
  2. Get more exposure: The more followers influencers have, the more they charge for brand endorsement. Working with nano-influencers, it’s easier to reach a wider audience as they are open to getting branded freebies instead of commissions. As a result, the company can work with more influencers, and therefore reach more people and gain more exposure.
  3. Improve social media engagement: Wouldn’t it be great if you could get more social media engagement? With nano-influencers, it’s no longer a problem. As their followers are highly-engaged, they check out every tag and brand mention. For brands, this means more interactions: likes, comments, and followers.
  4. Attract loyal customers: Most people follow their dearest and nearest first on social media, so nano-influencers have a smaller but engaged following. Their followers pay close attention to the posts and recommendations, so they are more likely to trust these influencers and become more loyal to advertised brands.
  5. Increase ecommerce sales: When it comes to making the right purchase decisions, 74% of people trust opinions from their friends and families they find on social media. With a loyal following, nano-influences help brands boost sales when they share their positive experience about the product they have tried as followers find these recommendations helpful, so they don’t doubt to give this product a try.

In Short

In the era of brand authenticity, it’s important to find genuine ways to spread the word about your product, and nano-influencers are the future of marketing. Since people care about the people they know and respect, followers pay close attention to recommendations from nano-influencers. As a result, brands get better business results without spending much money. Thus, it’s high time to jump on the bandwagon and make the most out of this trend.

About Val Razo

Val Razo is a freelance SMM consultant with 5+ years of experience who helps small and medium businesses. She believes in the power of social media, so Val keeps up with digital trends to make the most out of campaigns. Follow her on Twitter to stay tuned for more.
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