Nano Influencer – “small” but mighty!
Influencer marketing is by no means new and already accounts for a significant portion of online marketing activity. According to a recent survey by Aspire, 76% of brands are looking to increase their influencer advertising budget. Influencer marketing is not only becoming even more significant, but also more expensive. The cost per engagement value has risen to $0.54 in 2022. A year ago, it was $0.32. So companies want to make their influencer marketing more efficient. How can this be accomplished? Nano influencers are the answer.
Who and what are Nano Influencers?
Influencers are categorized based on their reach. Nano Influencer is the “smallest” category. They have a reach between 1,000 and 10,000 followers, and theoretically anyone in that spectrum can be one. Often, they are just “normal people” who have a passion and share it on social media for friends and interested parties. This can be the local car mechanic who films his projects, to the sports fanatic who takes the followers with her into her daily training routine.
There are plenty of benefits in this description of Nano Influencers!
Nano influencers combine many things that companies have always dreamed of.
They have few followers. Few followers = little reach. At first, that’s anything but an advantage. But with that comes many characteristics that predestine them as advertising personalities.
Influencers with a small community have a closer, more personal relationship with it than stars with several million followers. This is also shown by the engagement rate: according to Aspire, this is twice as high for Nano Influencers compared to Macro Influencers! Because nano influencers are “people next door,” they are approachable and appear trustworthy. Consequently, their word carries significantly more weight. In addition, they are often particularly committed, since they do not act exclusively for commercial reasons, but out of passion for the topic. If this passion is in the subject area of your own brand, you have a direct partner with a perfect brand fit. Nano influencers can be found in every age group and every subject area and are ideally suited to specifically addressing a target group. Thus, they can minimize wastage and place the products where they should be seen. This is especially true in the context of niche topics.
All in all, through – optimally several different – Nano Influencers, you have the chance to build a network of several Brand Lovers, who convince their communities through authenticity and trust and optimally stage your own products.
Many needles in a haystack
Nano influencers have to be found first. With the mass of Creator, which there is, one looks for the needle in the haystack, so to speak. Better said, many needles in the haystack, because there are also a lot of people with follower numbers in the area of nano influencers. It makes sense to proceed systematically.
The free way is the hashtag search. You search for special hashtags that fit your own subject area (e.g. #schrauber for the car lover:in) and look at the profiles of the posts that appear. Since there are countless posts, this search is tedious and unpredictable. Therefore, it is worthwhile to resort to influencer tools, such as influData or Traackr. These are databases where different influencers can be found. One can filter by follower count, place of residence, topic area, etc., and thus find the nano influencer that perfectly fits one’s own company. Alternatively, influencer marketing agencies can be used to help. They have a network of influencers, find the right one and often also take over large parts of the communication.
Important: You should analyze potential nano influencers absolutely, if that no service provider takes over. Both quantitatively (follower growth, engagement, etc.) and qualitatively. Fake followers must be excluded and the content should be carefully considered. Thus, it can be estimated how high-quality the work of the influencer will be in the end.
And already nothing stands in the way of a maximally efficient influencer marketing campaign – thanks to Nano Influencers.