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.
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
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.
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.