The benefits of nano-influencer marketing

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It’s commonly thought that the more followers an influencer has, the better. But this isn’t always the case, as a small influencer or nano-influencer can have a more significant impact on their audience.

So, what exactly is a nano-influencer?

Nano-influencers are Instagram users who have between 1,000 and 5,000 followers. Their accounts are neither glamorous nor polished, photos are neither posed nor retouched with dozens of filters.

They give the feeling of being a “guy next door” (Mention). And, this means followers are likely more engaged, as a recent Digiday survey found that nano-influencers on Instagram were able to engage up to 8.7% of their audience compared to just 1.7% for celebrity influencers.

Why you should work with smaller influencers

Collaborating with these creators and adjusting your social selling strategy has many benefits, such as:

1. Nano-influencers are more engaged with their audience
   Their smaller following means it’s easier to establish meaningful communication and connection. Nano-influencers are more likely to answer almost every comment and provide real answers or ask a question in return to understand their followers better.
   More genuine interaction leads to higher engagement and trust from the audience.
2. Their engagement rate is higher
   As mentioned earlier, nano-influencer engagement and therefore reach, is better than other groups of influencers and this means their followers are more likely to see a sponsored post.
   They have higher reachability and so the cost per impression and engagement is lower.
3. Followers trust them more
   Nano-influencers are more relatable because of their smaller following and the type of content they post, so followers perceive them almost like a friend. This instils trust and in turn, these creators are more careful about what they endorse because they don’t want to disappoint and lose the audience’s trust.
4. They are more relevant for your brand
   Nano-influencers tend to make their content more niche which is useful for brands that are industry-specific. It’s also a good way to test your products and services within a new niche and gain influencer and follower feedback.
5. They can give you a competitive advantage
   Smaller influencers are trying to establish themselves and you might find they haven’t posted much, if any, sponsored content before. They will likely need some advice but using them in your social selling strategy is an opportunity to grow a base of brand ambassadors.

In a few months, they can become your loyal micro-influencers, and some of them macro-influencers within a few years, so you’re effectively helping each other.

If you would like to find out more about using influencers or anything else related to social selling, please call 01926 422002 to speak with a member of the team.