January 10, 2020

The Rise of Nano-Influencers

News Article

For a while, brands have been using reach as a major criterion in their influencer search. Yet this doesn’t always pay off for every type of brand or campaign, as massive reach doesn’t guarantee that you’ll reach the right people. That’s where nano-influencers come in.

Read this post to learn all about nano-influencers – from nano-influencers definition to the benefits and challenges of nano-influencer marketing.

Nano-Influencers Definition

For a better understanding of who nano-influencers are, you should first understand their place among the different types of influencers:

  • Celebrity/mega influencers – Famous people with mainstream influence and millions of followers. Example: Selena Gomez, Kylie Jenner, etc.
  • Macro-influencers – Between 100,000 and 1 million followers.
  • Micro-influencers – Between 10,000 and 100,000 followers.
  • Nano-influencers – <10,000 followers
Influencer going to vote

Benefits of Nano-Influencer Marketing

So if nano-influencers can’t reach more than 10,000 people, why should you work with them?

In spite of their smaller reach, nano-influencers have a very specific niche audience. Their following could comprise of people from a specific location and/or who share the same niche interest. So they have:

  • Better engagement. The Bear Paws nano-influencer marketing campaign had a 5.32% average engagement rate.
  • More authenticity
  • Higher levels of trust from their followers
  • More affordable rates. The One Earth One Vote initiative ran a nano-influencer marketing campaign for as little as $0.28 cost per engagement.
  • Ability to reach a highly-specific audience

Challenges of Working with Nano-Influencers

With that said, nano-influencer marketing isn’t necessarily viable for everyone. Since they have a smaller, highly specific reach, it may be difficult to get mainstream popularity. So if your campaign goal involves reaching a massive audience, nano-influencers may not be the right choice.

Conclusion

Nano-influencers are the solution to the declining trust in influencers, as they are authentic and highly engaging. And even though they have limited reach, you can still work with multiple nano-influencers to get bigger results.

More Influencer Content

Everything Brands & Influencers Need to Know About Engagement Rates

For an influencer to be successful, they must have engagement. In this article, we'll & explain engagement, and why it's so crucial in today's online marketing.

December 6, 2022

What is a Micro-Influencer & Why Are They Important?

The influencer makes the campaign. After successfully managing 500+ campaigns across Canada and the USA, we cannot overstate how important your choice of influencer is to your performance online.

November 16, 2022

The Fundamentals of Influencer Marketing

If you are new to influencer marketing strategies, this article will help you understand the basics so that you can feel empowered to launch your first influencer campaign.

November 1, 2022

Last Minute Toronto Curbside Pickup Gift Guide

Have you made a list? And are you checking it twice? With Christmas arriving in less than ten days, will all of your gifts arrive before Christmas day?

December 17, 2020