WHO ARE NANO-INFLUENCERS?

NANO-INFLUENCER DEFINITION

A nano-influencer is defined as an Instagram influencer with between 1,000 and 10,000 followers. Nano-influencers’ audiences are small, niche, and highly engaged. Nano-influencers have the smallest following of all tiers of influencers (with tiers defined based on the total number of Instagram followers).

“Everyone who’s on Instagram has that friend who is just really popular and is racking up ‘likes’ and comments and has great content,” as explained in a recent New York Times story. These Instagram power users are prime candidates for becoming nano-influencers.

 

 

netalie-nano-profile-instagram

HOW MANY FOLLOWERS DOES A NANO-INFLUENCER HAVE?

While follower counts may vary, a nano-influencer typically has between 1,000 and 10,000 Instagram followers.

Compared to everyday Instagram users, nano-influencers may not seem too different. Nano-influencers are oftentimes everyday users who have cultivated a highly engaged following and post sponsored Instagram posts by partnering with brands.

Nano-influencers and their followers share common and usually niche interests. In contrast to their larger counterparts (i.e. mid-tier, macro or mega influencers who wield broad, general or mainstream appeal), nano-influencers appeal to very specific groups oftentimes niche categories or sub-categories.

 

 

WHY ARE BRANDS WORKING WITH NANO-INFLUENCERS?

 

 

emilydiscovers - nano-influencer

 

 

 

For a quick look at how brands are working with nano-influencers, please visit the section “A Look At Nano-Influencer Campaigns” below.

There are a number of reasons why brands are now working with nano-influencers (in addition to micro-influencers and larger influencers) in spite of their smaller following. Oftentimes nano-influencers’ smaller follower count or lack of fame is, in fact, part of their appeal.

Other major reasons why brands are working nano-influencers include:

  • Authenticity – Nano-influencers are essentially “normal” people who don’t use influencer marketing as their main source of income, which makes them more relatable and approachable. It’s easy for many Instagram users to put themselves in the shoes of a nano-influencer.
  • Higher Engagement Rates – Nano-influencers have a much smaller following which includes many people they may personally know. This first-hand relationship between a nano-influencer and their followers oftentimes leads to a higher social engagement rate per Instagram follower. Additionally, because of their smaller follower count, nanos are better able to respond to every comment or DM (direct message) fostering a deeper level of engagement.
  • Word-Of-Mouth Effect – Nano-influencers know many of their followers personally, meaning their endorsement or promotion acts as a direct word-of-mouth recommendation. Word-of-mouth holds great weight in dictating consumer purchasing decisions, which can help drive conversions for brands.
  • Less Expensive = More Return-On-Investment – for the most part, nano-influencers are not “professional” influencers treating social media as a passion project or side gig. As such, many nano-influencers are willing to create branded content in exchange for product or a nominal fee. This low upfront investment means that even a moderately successful nano-influencer campaign can provide a solid return-on-investment (ROI).
  • Easier To Work With – Nano-influencers tend to be much more agreeable to the terms set forth by a brand. In other words, they are easier to work with compared to more established influencers who may have their own set of demands and terms.
  • Easier To Recruit – some nano-influencers proactively reach out to brands they love to secure sponsorship deals. Brands can also attract/enlist nano-influencers by promoting their nano-influencer program via Instagram, social media, or their website. There’s no shortage of willing and able nano-influencers which can allow brands to quickly launch and scale their influencer programs.

 

 

HOW MUCH DO NANO-INFLUENCERS MAKE?

Nano-influencers on Instagram can make on average $100 per Post, $114 per Video Post and $43 for an Instagram Story according to a 2019 study that surveyed over 2,500 social media influencers.

In contrast, macro-influencers (500K+ followers) from the same study averaged $2,085/Instagram Post, $3,138/Instagram Video Post and $721/Instagram Story — a difference of nearly 200X, 265X and 158X more, respectively.

Micro-influencers averaged $172/Instagram Post, $219/Instagram Video Post and $73/Instagram Story — nearly double what a nano-influencer could make from equivalent sponsored posts.

While it’s unclear whether the study accounts for non-monetary compensation, nano-influencers oftentimes accept the sponsoring brand’s product, service, or event invitation in direct exchange for their promotion and endorsement. Additionally, nano-influencers may also be compensated in part or entirely from affiliate commissions — i.e. they receive a percentage of sales from what they are able to generate for a brand (usually accounted for by customers using the nano-influencer’s specific promo or discount code).

For most nano-influencers, compensation is not top of mind when posting to their Instagram. Any sort of compensation will likely be a first for most nano-influencers and occuring on an irregular basis.

 

 

NANO-INFLUENCERS VS. MICRO-INFLUENCERS

nano-vs-macro-influencer
Comparing Nano- & Micro-Influencer Differences & Similarities

Micro-influencers (10K to 50K Instagram followers) sit between nano-influencers (1K to 10K followers) and their mid-tier counterparts (50K to 500K). Numbers aside, there are a number of differences and similarities between nano-influencers vs. micro-influencers.

At 10K to 50K Instagram followers, micro-influencers have definitely hit their stride with engaging content discovering what types of posts resonate best with their audience(s) and have begun to amass a critical follower base. Their posts carry an elevated level of quality (i.e. perhaps better camera quality and editing capabilities) and are posted on a fairly regular schedule (e.g. once every other day or every day, Monday through Friday).

Many micro-influencers at this stage have done several sponsored Instagram posts, may be contracted for recurring sponsorships and/or be a brand ambassador for companies they’ve worked for — sponsorships may be consistent or sizable enough to count towards a viable income stream.

In contrast, nano-influencers may not have the fit and finish of a micro-influencer nor the recurring content engine and posting schedule however because of their niche or hyper-focused content and smaller avid followings, nano-influencers may have higher and more meaningful levels of engagement.

 

 

HOW TO FIND NANO-INFLUENCERS

Aside from leveraging existing lists (e.g. see below for a look at some top nano-influencers), searching and subscribing to specific hashtags on Instagram can be a good way to surface up-and-coming nano-influencers.

In recent years, Instagram enabled users to “follow” hashtags. From there, users can also explore related hashtags in addition to toggling between “Top” and “Recent” photos posted with the hashtag. Search both and related hashtags to find nano-influencers. One hashtag example is #discoverunder10k which many nano-influencers use on their posts. Refer to our guide on detecting fake influencers for tips on how to spot inauthentic engagement.

In addition to searching and subscribing to specific hashtags, users can also find nano-influencers through related accounts. Oftentimes nano-influencers follow and engage with similar nano-influencers. When following an account, note how Instagram will serve other related accounts — take notice of these when finding nano-influencers. Additionally, users can also search which other accounts nano-influencers follow to find related nano-influencers.

Other telltale signs on an Instagram user’s profile page that make it clear they’re a nano-influencer (or aspiring to become one) include:

  • Interests & Specialties In Instagram Bio
    Nano-influencers usually include a summary of interests and/or areas of specialty within their bio to help brands understand how they may partner or collaborate.
  • Photography

    While this may vary depending on the nano-influencer niche, aspiring nano-influencers may have an elevated, consistent photography aesthetic with higher-quality editing.
  • Highlights
    nano-influencer-highlight-reel-instagram
    Currently appearing in the bio section below the website URL option and before the profile posts/feed, Story Highlights can be used by nano-influencers to further define/share their interests or showcase past collaborations with brands.
  • Contact Information
    Nano-influencers oftentimes are explicit when displaying contact information and asking brands to contact them direct.

For marketers or teams who don’t have the bandwidth or knowledge to find nano-influencers, there may be influencer marketing platforms or agencies that specialize in nano-influencers. As with all influencer marketing platforms, nano-influencers would either have to opt into the platform (in order to be discoverable or searchable) or the software would need to be sophisticated enough to pull public search data (via APIs) from Instagram or other socials.

When working with influencer marketing platforms or agencies, request case studies that show how the agency specifically strategized and leveraged nano-influencers for brand marketing campaigns.

Source website:https://mediakix.com/blog/what-are-nano-influencers/

Are Nano Influencers the Future of Influencer Marketing?

A few years ago we first heard of the term micro influencer. And now nano influencers are all the rage. Are nano influencers the new future of influencer marketing?

There’s no question that influencer marketing has been a gold rush, both for brands and influencers. Go onto Instagram, Twitter, or YouTube, and you’ll quickly see a plethora of advertisements for different products and services. Although some are traditional “paid social” advertisements or banner ads, many more are made by ordinary people. Referred to as influencers, they’re part of a growing trend.

However, what is surprising is the extent to which brands are looking for people with smaller and smaller numbers of followers. While it was once a given that brands waited for someone’s following to reach into the tens of thousands, the number needed to do sponsored posts is getting ever smaller. With the COVID-19 pandemic going on, the push for value is getting even greater. After all, there’s nothing like falling sales numbers to reduce those marketing budgets. So, brands are turning to people with tiny numbers of followers. The catch? They need to have high engagement rates, because that’s what sells things. Now, people are finding it’s never been easier to monetize influence. In this post, we’ll talk about this rising trend: the nano influencer. Who are they, and why should we marketers work with them? Most importantly, how do you manage multiple influencers with tiny follower numbers?

Who and What are Nano Influencers

At the end of the day, nano influencers are everyday people.

Maybe the work as a secretary during the day but enjoy playing with makeup. Perhaps they are a businessman who loves to drive cool cars on the weekend. Others might be students that can’t wait to tell you about those super comfortable lounge pants they’re wearing. Because they have what the influencer marketing industry generally defines as having between 1,000 and 10,000 followers, they haven’t had time to get famous yet. When you think about it, this is quite valuable, because their advice is not unlike what you’d get from your best friend. Even when they start getting sponsorships, these nano influencers aren’t the “advertising gurus” that you think of with macro influencers and beyond.

Another way to think about nano influencers is that they’re the social butterflies.

Social media is where they love to be, and their followers enjoy looking at the content they produce. For instance, some of them are really passionate about showing off their vacation photos. Being a social butterfly can also involve talking about hobbies, such as sewing or making models, and reacting to the posts of other people. Pinterest is a great gathering place for this particular niche. Right now our country is involved in an election campaign, and we have a lot of social issues being discussed. A nano influencer might talk about politics or which businesses support their causes. All of these angles can be monetized.

Finally, nano influencers are great at networking.

Think about it this way: at some point, influencers with more followers will get more just because other people are recommending their content. However, nano influencers have done at least a large part of their network building the old-fashioned way. Followers are often friends or relatives, and their friends. By the time you get to 1,000 followers, you’re just moving beyond that tight knit community. As a result, nano influencers tend not to be people who can grow their accounts just by being awesome. They have to work at networking more intentionally.

The Benefits of Working with Nano Influencers

Once upon a time, nano influencers were largely ignored by brands, and that was especially true of big ones. Influencers started at the bottom, working for free and trying to grow enough to get brand’s attention. While everyone needs a network and a niche to become an influencer at all, getting on the sponsorship ladder isn’t as hard as it used to be. In fact, there are even some apps and influencer marketplaces out there to help brands and influencers find each other. However, the explosive growth of influencer marketing leads us to ask a simple question: why work with the little guys?

First, you should consider that nano influencers often have very high engagement rates.

One reason for this, of course, is that a higher percentage of followers tend to be people that they’re connected to personally. However, there’s another reason: the social butterfly effect. Because they don’t have as many people to keep track of, nano influencers are better at responding to their fan’s posts. This creates a feedback loop that encourages engagement.

Another consideration is that nano influencers are cost effective.

It’s well known in our industry that some influencers are very expensive to work with, and that’s largely due to their huge following. Only big brands can afford to work with people like Kylie Jenner. However, nano influencers will often work for free product or proceeds from an affiliate link. In both cases, this is a low-risk way to compensate the influencer. Giving away free product lets the influencer work with it, and in turn, produce the kind of content you need. This is especially true with things like software, beauty products, or sports equipment: experiencing the product first-hand helps people describe it. Affiliate links are cheap for nano influencers, too. That’s because there aren’t very many people who are likely to click on the link and make a purchase. At the same time, you’re only paying for results.

With nano influencers, there’s a lot more authenticity.

After all, they’re used to sharing their passions in a relaxed sort of way. Nano influencer profiles haven’t become a hugely commercial concern. They aren’t used to using marketing jargon yet, either. Most people who pay attention to nano influencers take what they say more seriously than they might with the bigger name, as well. Who do you trust more: a big shot or someone who’s more of a passionate amateur? In commercial situations, it’s likely to be the passionate amateur. As the following of an influencer grows, they tend to be less like an amateur.

Finally, nano influencers have a lot more enthusiasm.

At this point in their “career” as an influencer, most of them are enjoying the job of simply…promoting something. Even if they aren’t getting paid yet, the attention is highly rewarding. Remember how enthusiastic you were at your first job? It didn’t matter if you were sitting on the lifeguard’s crow’s nest or flipping hamburgers. You were doing something and getting rewarded for it, right? Nano influencers are similar: they’ll work hard for the “customer.” When customers…er…brands start competing for their endorsements, it becomes more of a business arrangement. At that point, influencers aren’t as enthusiastic.

How to Find the Right Nano Influencer

Ready to try working with nano influencers? Your first step is to find the right one. Since there are so many nano influencers out there, it may seem overwhelming to even look: the choices seem endless if you don’t know where to start. In fact, 40% of social media influencers have followings in this size range, and the people who want to become influencers all start here. Fortunately, hunting down the right nano influencer isn’t as hard as you think. That is, if you know where to look.

Who already knows, likes, and trusts you?

For those of you who have read The Age of Influence, you know that the first place to look for nano influencers is to look around you for people that already like, know and trust you and have reached the threshold of being a nano influencer: Your employees, partners, customers, email subscribers, and social media followers.

It should be noted that employees and their families are often awesome nano influencers. Why? Often friends and family know where they work, and if your employee brags about your company it does a lot of good. In this case, of course, you’ll want to handle any compensation somewhat differently than you would with an outsider. However, nothing beats an enthusiastic employee talking about the products they make or the services they provide.

Look for published authors in your industry.

Many of them have professional websites where they talk about their lives and books. In addition, they’ll often start to promote their work on Instagram and other social media channels. Better yet, they have a certain amount of marketing experience, because they’re learning how to sell their books. Especially for B2B brands and professional services, published authors are a gold mine of subject matter authority that you shouldn’t overlook.

Follow related hashtags on Instagram or Twitter.

You do know what those are for your industry, right? If not, you should do some hashtag research right away. By following hashtags, you’ll get the chance to see who is producing content that is relevant to your industry or brand. For instance, you might find a superfan of your brand who has been posting regularly about how awesome your products are. If this person has decent engagement rates, you have a potential winner. Alternately, they might be casting themselves as a subject matter expert who can pivot into an influencer role.

Conferences, seminars, and trade shows can be another way to find nano influencers.

While top conference speakers often have larger than nano followings, that may not be the case for their assistants. Or understudies and admirers. Industry gatherings are a great way to meet and greet, and you never know when someone has a social media account where they have some influence. As an added plus, they know you personally and will treat your company accordingly.

Don’t be afraid to check out influencer marketplaces

Still having a problem finding nano influencers? Check out influencer market places. These companies make it their job to find people who are willing to leverage their influence for compensation. Generally speaking, you can find influencers with many different sized accounts, from nano up to macro. While it’s certainly true that at some point the account will get big enough that an influencer doesn’t need to list themselves in a marketplace, it can still be convenient to use one.

How to Leverage Nano Influencers for Influencer Marketing

Once you’ve found the right nano influencers, it’s important to know how to make the most of their capabilities. Among the challenges you may face is a reduced amount of experience, but their main job is to produce quality content that sells. Chances are that they’re already doing that, with the exception that they might not have monetized their talent yet. Here are some tips to make the most of your nano influencer campaigns.

Treat them to your products.

While we’ve touched on this before as a method of compensation, it’s also an effective way to help them help you. Why? Because getting to work with a product or experience a service helps influencers describe it. Furthermore, for visual mediums like Instagram, it’s essential to use the product: how can you take a picture of something, or illustrate its use, without having it in your hands? Asking an influencer to recommend your product without compensating them in either product or cash isn’t going to get you anywhere. In fact, it might get you put on blast.

Have them offer promotions to their followers.

This can be a coupon, an affiliate link with discount attached, or even just a sale announcement. Here, the idea is to encourage their audience to experience your products and services for less money. Alternatively, you could offer a gift with purchase while making the sale itself at full price.

Encourage them to market to family and friends.

This is a great one for local brands in particular, because people are always asking their social circle where to buy something. For instance, car owners need a mechanic, and everyone likes to get their hair cut. Alternatively, you can have a parent promote the local franchise of a kid’s restaurant.

Turn them into brand ambassadors.

In many ways, this is easy with nano influencers. They haven’t gotten a lot of offers yet, so they’re excited to monetize their influence. Plus, with the higher level of authenticity, their followers will be more trusting. Finally, since brand ambassadors grow their brand along with yours, it’s a bigger win-win for nano influencers.

Conclusion

At the end of the day, nano influencers are an important way for brands to reach potential customers. With their high level of engagement, enthusiasm, and authenticity, these everyday people are well equipped to help your brand grow. Best of all, they’re easy and economical to work with during a down economy.

Source website: https://nealschaffer.com/nano-influencers/

Why should you work with Nano influencers?

Meet with nano-influencers. Didn’t you hear them? Not surprisingly, the search volume on Google at the moment is zero and Google Trends is not taking it as a search term. Nano-influencers are defined as active social media users with audience sizes ranging from a few hundred followers to 5,000 on Instagram.

Their accounts are neither glamorous nor polished, the photos are neither exposed nor retouched with dozens of filters. They give you the feeling of being “the person next to you”.

Advantages of Nano-Influencer Marketing:

  • Originality, Sincerity
  • Low Cost, High Return on Investment
  • Easy Collaboration
  • Power of Impact

Bu resim için metin sağlanmadıLeading brands have learned the value of this new trend and have already included nano-influencers in their marketing strategies. These brands include IKEA, McDonald’s and P&G.

Do not forget these sentences, in these two years, the influencer marketing industry will grow through nano-influencers. How do you expect the industry to rise from $ 1.7 billion to $ 25 billion by 2025? Of course, there are many micro and macro influencers to choose from. However, your options are much more limited when you weed out those that don’t fit your brand, have demographics that don’t match your target market, have fake followers, or just aren’t interested in your product.

 

There are many advantages to working with this creator group. Let’s focus on the first seven.

1. Nano Influencers have a closer relationship with their audience

The followers of nano-influencers are made up of friends, so they have stronger connections with their followers.

Nano-influencers are more likely to respond to almost any comment, and not only do they give a statement, but they also ask interactive questions to better understand their followers. They know their most loyal followers and love to interact with them.

Bu resim için metin sağlanmadıAs a result, shares of nano-influencers achieve higher access rates and inspire consumer confidence.

 

2.The Interaction Rates Are Higher

Bu resim için metin sağlanmadıAccording to the Influencer Marketing 2019 study conducted by HypeAuditor, the interaction rate of nano-influencers is twice that of other influencer groups (micro and macro influencers.)

Engagement rate has a huge impact on reach, the higher the engagement rate, the more sponsored posts that followers of nano-influencers will see.

This means they have higher availability, so the cost per impression and engagement will be much lower.

 

3.People trust Nano-Influencers more

A nano-influencer is almost considered a friend by most of its followers. A recent study revealed that we tend to trust our friends more when a decision requires a fairly small investment of time, money or effort (retail, restaurants, travel services, etc.).

Since nano-influencers do not want to disappoint and lose their followers’ trust, they are more careful about choosing a product or service to promote.

This is a huge advantage – your product will gain the approval of a large audience due to the trust in the nano-influencer you decide to work with.

 

4. Nano-Influencers are more compatible for your brand

Most nano-influencers tend to make their content more niche and category specific.

For this reason, nano-influencer allows brands to reach specific segments and position their products better.

In addition to preparing original content, you can make your ads more unique and relevant for each of these segments by targeting the right content producers.

It is also a good way to test your product or service in a new area, as the audience is interacting and the nano-influencer can also predict potential feedback.

There’s probably a Blue Ocean out there where you can open up a new market space and create a new demand.

Bu resim için metin sağlanmadıVivi shares insights on how to reduce the amount of waste in our lives on her blog.

This topic is very niche and narrow, you probably won’t find a macro influencer working on this theme, especially with a lot of followers.

5.They can give you a competitive advantage

Brands tend to underestimate the power of a small audience nano-influencer. However, an advertising strategy where you work with hundreds of nano-influencers can be a real advantage for you in the competition.

Nano-influencers are of undeniable importance right now.

You cannot find any ads from your competitors on the Instagram account of a nano-influencer user. Probably your sponsored post will be the first ad in their account.

Remember, nano-influencers need more control and help from your side, they are new to advertising, so they need advice.

Instead of dealing with this whole process, give a brief to our nano-influencer marketing platform, Teamfluencer, but don’t scare them with the strict requirements regarding the way they communicate with their audience. Followers can quickly notice that their posts are fake and unnatural.

On the other hand, it’s your chance to raise an excellent army of brand ambassadors for your brand. Nano-influencers are growing faster than other content producer groups.

The nano-influencers you work with can become micro-influencers within a few months, and some can become macro-influencers within a few years.

 

6. Nano-Influencers are less costly

They don’t have much requests from brands and are happy to cooperate with you in exchange for products or services.

According to SocialPubli, only 44% of nano-influencers prefer paid work.

These data are confirmed by our own research. Most of the # ads we found in nano-influencer accounts were marked as successful collaborations.

Bu resim için metin sağlanmadıSource: Instagram account @hxrrietday

You have another financial advantage, you can use content created by nano-influencers on your social media or website.

Nano-influencers are the best choice for startups, SMEs, those who want to scale their presence in the market with a limited budget, and large companies that want to gain competitive advantage in the market.

 

7.It’s easy to scale

Bu resim için metin sağlanmadıIn the whole influencer sector, influencers with more than 1 million followers only cover 0.3%, and influencers with 100,000-1 million followers occupy 6%.

If you only work with people with multiple followers, you cannot scale your reach unlimitedly. You can scale your content only through micro and nano influencers.

With nano-influencers, you can appeal to different segments and better personalize your campaigns.

When your time and budget is limited, nano-influencer marketing strategy is more efficient.

It also reduces the risks and losses of a failed or ineffective marketing campaign.

When you divide your target audience according to their basic characteristics and personalize your strategies based on these segments, you can create a campaign for nano-influencers and get much more return than your other advertising strategies on digital channels.

We are open to any questions and cooperation regarding influencer marketing.

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