Why choose nano influencers for your marketing strategy?
It may be tempting to go for influencers with impressive numbers, but there are several reasons that a nano influencer may align better with your overall marketing strategy. Here are some benefits that you should consider.
Higher engagement and consumer trust
Smaller audiences often equate to tighter, more close-knit communities. Nano influencers often have much higher engagement rates than larger influencers because their followers are more likely to feel heard. When fewer users compete for the creator’s attention, they are more likely to feel seen and receive responses from the influencer. This makes the engagement more intimate and authentic.
Because the small audience feels more connected to a nano influencer, the influencer’s recommendations carry more weight. While your product may not reach millions of potential buyers, a genuine recommendation from a nano influencer can create hundreds of potential customers. Using tools like ’s influencer analytics tool can help you track how these high engagement rates turn into leads and conversions.
Targeted reach in niche communities
A mega influencer in the fitness space may have a broad appeal for products relating to general fitness, nutrition, and living a healthy lifestyle. However, if your brand specializes in comfortable yoga leggings and tank tops, choosing this mega influencer may not be worth the cost.
Instead, focusing on a creator with 2,000 loyal followers who teaches yoga tips on TikTok to a targeted community of women would result in more sales. Selecting a nano influencer with an active and engaged community in the same niche as your brand can lead to a successful partnership.
Increased trustworthiness and influence
Because it’s easier to form a relationship with a creator with a smaller platform, followers feel an increased sense of trust. Large creators may feel distant and hard to reach. In some instances, these creators may have social media teams running their accounts, so fans can’t communicate with them directly.
In addition to the trustworthiness that nano influencers have, most aren’t showering their audience with brand deals in every video, so the suggestions that they do give are more meaningful. Partnering with a nano influencer can help you persuade their audience to give your product or service a chance.
Cost-effectiveness
Another significant benefit of choosing nano influencers is that you’ll pay less overall. Mega creators command costly payments and often have large brands and companies competing for sponsorships. If you have a small business or startup, you can dedicate less of your budget to influencer marketing by choosing one or multiple nano influencers to promote your brand.
Nano influencers have a much lower cost per post or engagement than other tiers of creators with larger followings. This also means high ROI potential, as your low influencer marketing budget could translate to conversions and lifelong customers.
Flexibility and creativity
Another plus to partnering with small creators is their flexibility. Established influencers with multiple brand deals may prefer to stick to a rigid script and read out your offer as a routine advertisement. Nano influencers, on the other hand, are more likely to be open to trying new things.
You can collaborate with the influencer to discover creative and unique ways to integrate your brand, product, or service into their content. For example, they could post a content challenge that centers around your brand, or an unboxing video of your soon-to-be-released product.
Higher conversion rates
The authenticity of a nano influencer often leads to more conversions and leads than others. When followers see the creator as trustworthy, they’re likelier to try out the products and services or support the brand. With a genuine request, nano influencers can get their audience to click a link, sign up for a trial, or join a newsletter.
Easier collaboration and communication
Due to their small followings, nano influencers often lack a dedicated social media team. This makes clear and direct communication much easier. Self-managed influencers tend to be more responsive and open to collaborating with brands. Using an influencer outreach tool makes it even easier for brands and businesses to find the right nano influencers to collaborate with and communicate with ease.
Greater authenticity and relatability
Nano influencers generally appear genuine and on the same level as their audience. Because they’re easily approachable, their fans tend to see them as more authentic and reliable. Nano influencers are real people to their followers instead of distant celebrities. This makes them more relatable, and it’s easier for them to use real-life events as stories for their content. Users are also more likely to share and create content that inspires them, which can lead to tagging your brand or reviewing products on their own channels.
Long-term partnership potential
Just because an influencer has a small audience doesn’t mean it’ll always stay that way for them. Serious influencers can suddenly blow up and grow their audience considerably. Working with an influencer from the beginning is a great way to build a potential long-term partnership and maintain their trust as their audience grows. Over time, your brand may have a strong personal relationship with the hottest influencer that other companies are clamoring to work with.
Access to untapped audiences
Small influencers can be the key to reaching untapped audiences that aren’t on your competition’s radar yet. A macro influencer in the beauty sector might focus on mainstream trends and big brands that have already saturated the market. However, a nano influencer in a tropical region may be better for promoting your new sweat-proof makeup to their local audience. Taking advantage of the audiences of small creators is a great way to position your brand to connect with specialized groups and local communities.
