Because of the growing indifference of consumers to both traditional and social media advertising, social media influencers have come to the fore. Many brands are now collaborating with influencers, particularly on Instagram for increasing their brand awareness and engagement among their target audiences. According to a report published in Forbes, as many as 93% of marketers use influencers in some way or the other. The main reason why influencers are so popular is that consumers trust the content published by them far more than they believe in advertising.
The Case for Using Nano-Influencers
Most of the brands, especially the large ones, tend to think in terms of macro-influencers who may have followers running into several million. As attractive as they may be, it is important to understand that your brand has to be big enough to benefit from the humongous follower count. Additionally, you should be able to afford their usually stratospheric fees. What many marketers don’t appreciate is that most of the macro-influencers do not have a very high rate of engagement, especially when compared to nano-influencers who may have a follower count of just a few thousand, typically between 1,000 and 5,000.
If you are intent more on raising the level of engagement with your followers, it can be better to collaborate with one or several nano-influencers as their engagement is higher. Typically, the posts by nano-influencers come across as more credible because they are not finely polished or made glamorous with the help of filters and photo-editing software. This feeling of authenticity is appreciated by discerning users who are aware that the larger influencers tend to be very commercial in their approach and will endorse anything and everything for money. Some of the top benefits of working with nano-influencers:
Better Connected with Their Followers
The relationship of nano-influencers with their followers tends to be stronger. Since their follower count is smaller, it allows them to establish better communication on a one-on-one level and results in a relationship that is more engaging and intimate. Since they interact with fewer followers, nano-influencers are more likely to respond to almost every follower’s comment with authentic and detailed comments or even take the trouble of asking for clarifications if they need any. Nano-influencers are typically more passionate about what they do and love to interact with their followers for building a community of engaged followers.
Higher Rate of Engagement
According to research, nano-influencers have a rate of engagement that is twice that of other influencer categories. The higher the engagement rate, the more likely it is that the followers will view a sponsored post, and it is evident that there is a huge impact on the reach of the brand. Therefore, by using nano-influencers, brands can reduce the cost of engagement. You can further reduce the cost of engagement if you buy likes on Instagram because typically, they cost very little.
Because nano-influencers are not typical celebrities who cannot be accessed by their followers, they are generally considered to be more of a friend who can be depended on for good advice. It is well established that people in a buying mode look to many sources of information but place higher credibility on what their friends tell them. Since most nano-influencers have very strong connections with their followers, they also tend to be more circumspect about choosing the brands for endorsement. They do not want to seem incongruous or lose the trust of their followers by seeming to be commercial. For brands, this is a big advantage because followers of a nano-influencer have intrinsic trust in them.
More Brand Relevance
Since nano-influencers typically are more focused on their niches, they tend to make their post more finely focused and specific to their category. This comes in very handy for marketers who want to create brand awareness and boost engagement among smaller market segments that are otherwise inaccessible without the right influencer intervention. To create more impact, the brands can create more relevant and unique content that can be posted by the nano-influencers. Additionally, by using nano-influencers, marketers can also easily test how their products are being received by a new segment of the target audience. Marketers can get an idea of how to adapt their products to appeal to a much larger audience in this way.
Since the use of nano-influencers is relatively low at this time, marketers are not likely to face much competition from other brands that tend to drive up their charges. Also, since the number of followers is less, other competitive brands are less likely to advertise on the influencer’s account. If selected carefully, your post may well be the only sponsored post in the account. The other big advantage of using nano-influencers is that they are far more cost-effective because not only is their engagement far superior but also their cost is much lower than the larger influencers.