Why Nano Influencers are Gaining Popularity and How They Impact Brands
Social media influencers have been a major driving force in shaping consumer behavior and driving sales. With large followings and engaging content, influencers are often considered the go-to source for product recommendations and lifestyle inspiration. However, a new type of influencer is gaining more and more popularity: the nano influencer.
Who are Nano Influencers?
Nano influencers are everyday people who have built a small but dedicated following around a particular passion or interest. Unlike traditional influencers, nano influencers are not celebrities or industry insiders. Rather, they are relatable and authentic with a strong sense of community and trust among their followers. There are various definitions of a nano influencer, but the difference lies mainly in the number of followers a nano influencer must have. The lower threshold typically starts with 100-1,000 followers, and the maximum number reaches 5,000-10,000 followers.
Why are they so Impressive?
Nano influencers are seen as more authentic and genuine than other types of influencers. They are not seen as motivated solely by money or fame, but rather by their passion for their niche and their desire to share their knowledge and experiences with others. This authenticity and genuineness is highly valued by their followers and makes them more likely to trust their recommendations.
Another reason why nano influencers are so influential is that they have a niche audience. They often focus on a specific topic or interest, and their followers are also interested in that niche. This means that when a nano influencer recommends a product or service, it is more likely to be relevant and useful to their followers.
Nano influencers get very involved with their followers and respond to comments and messages and ask for feedback. Because of this, they are seen as relatable and trustworthy. They are not seen as celebrities or influencers who are paid to endorse products. An investigation shows that although nano influencers’ posts have less reach than micro-influencers’, their content has a higher engagement rate.
Why Collaborate with Nano Influencers?
Since nano influencers have a more engaged following and can reach narrow niches and audiences, they are a great asset to any business. By being seen as more authentic, your involvement with any product will be perceived more positively by your followers. Also, they are more profitable as they are often ready to make a post in exchange for free products or charge less than macro, mega and mid-level influencers while having higher engagement rates. Therefore, nano influencers are an excellent marketing opportunity for small businesses that rely on moderate marketing budgets. Especially if they collaborate with local nano-influencers to save money on shipping their products.
Nano influencers are a must for brands that work in a narrow niche or want to reach a narrow audience. They help bring branded content to people who aren’t interested in famous influencers or ready to trust these social media stars. Also, nano influencers are very efficient when mass advertising is needed because a group of nano influencers is able to deliver stronger results than a large influencer can produce for the same amount of money. Social media celebrities are better when the task is to boost a brand image, but they don’t perform as well as nano influencers when it comes to conversion.
Additional Piece: Beyond Nano influencers – Why Brands Need to Build Trust with their Audience
Nano influencers have found a niche in today’s marketing, which centers around authenticity, relatability, and trust. However, this shift towards small influencers also reflects a larger trend in how consumers perceive and engage with brands. In a world where fake news and information inundate our daily lives, consumers have become more cautious and critical about whom they trust.
According to the 2020 Edelman Trust Barometer, only 38% of consumers expressed trust in businesses, with even fewer trusting social media platforms (30%). It is no longer enough for brands to simply create a flashy logo, smart slogans, or “made-up” customer reviews to win over customers. Consumers crave authenticity, transparency, and meaningful engagement.
Brand Engagement and Trust
One way to build trust with consumers is to increase brand engagement through meaningful interactions. This could include responding to customer feedback, sharing behind-the-scenes glimpses, or featuring real-life customers in marketing campaigns. By doing so, brands can humanize their image and build connections with their audience. Moreover, by incorporating user-generated content into campaigns, brands can enhance authenticity and increase engagement.
Social and Environmental Responsibility
Another way to build trust is through social and environmental responsibility. In 2021, consumers are more aware of the impact their purchasing decisions have on the environment and community. Brands that can demonstrate their commitment to ethical and sustainable practices set themselves apart from those that do not. Moreover, high-storytelling may help in quick-wins and establishing a long-standing relationship with the audience.
Transparency
Transparency is another crucial element in building trust. Brands that are open about their processes, values, and practices can establish a sense of transparency. This could include openly sharing pricing, revealing the sources of materials, or being honest about product limitations. By doing so, brands can establish themselves as honest and trustworthy, which in turn, builds loyalty among customers.
In summary, nano influencers have emerged as a force in today’s marketing landscape, owing to their authenticity and connection to their niche audience. However, the broader trend that is emerging focuses on the importance of trust, which brands must build through meaningful engagement, social responsibility, environmental accountability, and transparency. By doing so, brands can create meaningful relationships that go beyond a mere transaction and establish themselves as an integral part of their customers’ lives.
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Opinions expressed by Entrepreneur contributors are their own.
Social Media Influencers they have become a powerful force shaping consumer behavior and driving sales. With their large following and engaging content, influencers are often considered the go-to source for product recommendations and lifestyle inspiration. However, a new type of influencer is gaining more and more popularity: the nano influencer.
We’ve been following influencers for a decade and early on, it was a common belief that the bigger an influencer is, the more beneficial it is for a brand to collaborate with them. Eventually, however, it became clear that mega and macro-influencers can’t reach every single audience out there. Furthermore, they are inaccessible to small businesses with limited marketing budgets.
One more reason behind the growing impact of nano-influencers is that social media users have started to trust big influencers less as people have become more aware of the ways influencer marketing plays. In addition, there have been some cases where mega and macro influencers have compromised the trust of their audiences with false promotional promises, so their followers have become more cautious with the information they spread.
Related: 5 things you should know before collaborating with an influencer
Who are the nanoinfluencers?
There are various definitions of a nano-influencer. However, the difference lies mainly in the number of followers a nano-influencer must have. The lower threshold typically starts with 100-1,000 followers and the maximum number reaches 5,000-10,000 followers.
Nano-influencers are everyday people who have built a small but dedicated following around a particular passion or interest. Unlike traditional influencers, nano-influencers are not celebrities or industry insiders. Rather, they are relatable and authenticwith a strong sense of community and trust among his followers.
Why are they so impressive?
In 2017, Stackla respondent 2,000 adults in the US, UK and Australia to find that 86% of them considered authenticity very important to a brand. At the same time, it turned out that consumers can distinguish authentic user content from brand-created content, and 57% of them do not view branded content as authentic.
So it seems that consumer-created content is going to be better received than brand-created content. It’s one of the reasons why nano-influencers are impactful.
Nano-influencers are also seen as more authentic and genuine than other types of influencers. They are not seen as motivated solely by money or fame, but rather by their passion for their niche and their desire to share their knowledge and experiences with others. This authenticity and authenticity are highly valued by your followers and make them more likely to trust your recommendations.
Also, because they have fewer followers, nano-influencers are able to build better and stronger connections with the community around them. They can even be friends, family, or acquaintances of your followers who share a common interest or passion.
Nano influencers get very involved with their followers and respond to comments and messages and ask for feedback. Because of this, they are seen as relatable and trustworthy. They are not seen as celebrities or influencers who are paid to endorse products. Investigation shows that although nano-influencers’ posts have less reach than micro-influencers’, their content has a higher engagement rate.
Another reason why nano-influencers are so influential is that they have a niche audience. They often focus on a specific topic or interest, and their followers are also interested in that niche. This means that when a nano-influencer recommends a product or service, it is more likely to be relevant and useful to their followers.
Related: The unexpected rise of micro-influencers and their impact on marketing
Why collaborate with them?
Since nano influencers have a more engaged following and can reach narrow niches and audiences, they are a great asset to any business. By being seen as more authentic, your involvement with any product will be perceived more positively by your followers.
Also, they are more profitable as they are often ready to make a post in exchange for free products or charge less than macro, mega and mid-level influencers while having higher engagement rate. Therefore, nanoinfluencers are an excellent marketing opportunity for small businesses that rely on moderate marketing budgets. Especially if they collaborate with local nano-influencers to save money on shipping their products.
Nano influencers are a must for brands that work in a narrow niche or want to reach a narrow audience. They help bring branded content to people who aren’t interested in famous influencers or ready to trust these social media stars.
Also, nanoinfluencers are very efficient when mass advertising is needed because a group of nanoinfluencers is able to deliver stronger results than a large influencer can produce for the same amount of money. Social media celebrities are better when the task is to boost a brand image, but they don’t perform as well as nano-influencers when it comes to conversion.
As a marketing opportunity, nano-influencers may become the new black among marketing professionals. Especially now, when the world is going through an economic downturn mixed with people reevaluating many aspects of their lives and becoming more aware of what celebrities have to say. Brands can find many advantages in working with nano-influencers, as they are more profitable and are considered more trustworthy by users.
https://www.entrepreneur.com/growing-a-business/the-rise-of-nano-influencers-how-the-smallest-voices-are/450761
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