Nano influencer (‘nanos’ for short) is just like you and me — our friends, neighbors, and family members who are perfectly ordinary digital citizens. Their follower counts are as low as 1000. Despite such a low follower count, they are being courted for their influence. It is because they aren’t famous.
Since they don’t have huge followers, they quickly become powerful within their respective communities and that allows them to outperform larger content creators who actually do this as a full-time job. In other words, they are just everyday people who are not only influential in their own sphere but also their opinions are seen as honest and noteworthy.
The nano influencer segment is the newest inductee to have hit the influencer marketing economy. According to a survey conducted by Sprinkle, almost 75% of brands are ready to incorporate nano influencers into their influencer marketing plans in a year’s time.
Nanos may dream of 100,000 followers, but the truth is their 1,000 or 10,000 followers can be big enough to prove a stronger return on investment for the brand than the macro-influencers (more than 1 Lack followers) or celebrities (more than 1 million followers) they envy. That is a powerful position for the brand.
Many experts think that brands work with nano influencers because of cost-effective approaches. But the biggest factor behind the nano’s greatest demand for brand collaboration is the essence of the authentic bond between the influencer and their audience.
Other reasons comprise here:
- Nanos’ are easily approachable compared to partnerships with other influencers or celebrity influencers
- Their lack of professional experience can be appealing and make them easier to work with
- Collaborations with them enable brands to engage more directly with their (brand) target audience
- They are more authentic and transparent and can offer a more genuine mouthpiece for the brand
- They are easily convincible for long term partnerships when brands work on campaign-specific contract
- Brands have a desire to work with a large volume of influencers rather than a one-off ambassador; hence the nano influencers as the primary choice
- They can restore a level of trust among customers because of the lack of professional touch in their content
- There must be an authentic bond between the influencer and the audience
- They must possess high engaged audience
- They must have a deeper emotional engagement with their audience
- They must be accommodating to the brand’s requirement
- They must have a proven ability to sway opinion on a particular topic
- They must portray a look and style that fits with the brand
- They must have strong ethics with a good record of vouching for good cause
- Their follower demography must be relevant to the brand
Yes, they do lack in the reach of content pieces; but they offer much higher levels of engagement with their audience. When they recommend a brand to their followers, the way they talk to their audience seems as genuine as advice from a close friend. Since they are not so famous, rather they are ordinary digital citizens who are very good at social media, with a natural propensity to influence, the size of their audience and reach and impression of their content pieces don’t matter to the brand.
- If the influencers have fake and bot-driven followers
- If the ad disclosure adheres to the brand and if they are able to play by the rules of governing bodies
- If the individual is trusted with brand reputation
- If they require additional guidance from the brand with regards to the community guideline
- If the creator can maintain a happy balance between brand brief and content freedom
- If they drop off the long-term agreement since they are paid little
When it comes to identifying nanos to collaborate with, the process is almost the same as it would be for any influencer. Sometimes brand custodians prefer to check the style of influence and audience engagement at a granular level.
Brands keep experimenting with new ways to select influencers to get them onboard. Sometimes they openly invite nano talents to get in touch directly. They also annually search for nanos on social media platforms.
Some brands also prefer to use third-party apps and self-service platforms, which provide nanos with access to live brand campaign opportunities that they can put themselves forward for directly. In most cases, the individuals then get paid for the content they create. Brand people can be approachable in industry-specific events and conferences also. There are many marketing agencies that dedicatedly offer influencer marketing services. In that case, nano talents can submit their documented portfolio through the agency’s website.
Are nano influencers a fad, or here to stay? A lot of market research and surveys suggest that the industry’s interest in nano influencers is set to continue to rise. Brand marketers think that follower count is not a credible metric for judging influence. They just want to check if the influencers can command the attention of that their audience. In most of the cases mega or, ‘A’ categories influencers fail to create a heart-to-heart connection with their followers when they become famous.
Furthermore, the influencer marketing sector has been desperately looking for authenticity and transparency from the influencers. Since the nanos are not much professional, they can genuinely help the brands to redress the problem — by offering a more sincere mouthpiece for brands and by being less driven by commercial objectives. So, in a nutshell, nanos have the capability to clean up the industry.
This article sought to explore the reason behind the popularity of nano influencers in some depth, how well it is working, and consider what the future holds for them. Feel free to comment below if you have any general queries. If you are an influencer or a brand owner, you can catch me up for any professional help.