The Rise of Nano Influencers in Influencer Marketing

Influencer marketing has risen in importance over the years, owing to increased sales, quality content development, and third-party legitimacy. However, as the sector has evolved, various concerns have arisen; one of the big ones being how businesses deal with influencers. Brands want authenticity, analytics, and engagement, and the biggest challenge for brands is selecting the correct influencer for the right campaign.

As influencer marketing has grown, macro-influencers have become a problematic group for brands to employ for their marketing strategy; lack of genuine content and promising standards has paved the way for poor engagement. What brands are most concerned with is the demographic that the influencer covers, how they cover it, the engagement ratio that the influencer provides, and how professional and reliable the influencer is in branding their content.

Who are Nano Influencers?

Influencers with as little as 1,000 and no more than 5,000 followers are the newest additions to the influencer marketing industry, termed nano influencers. They are not famous; instead, they are ordinary digital citizens who are highly adept at social media and have a natural proclivity to influence. Therefore, the size of their audience is irrelevant.

Instead, it is precisely their lack of 'celebrity' status and more intimate reach that makes them desirable to brands. Nanos have a reputation for being more authentic than many macro-influencers because they are more approachable, less monetarily oriented, and, in some situations, simpler to deal with than their social siblings.

There are four main reasons for brands to employ Nano Influencers:

1. With the increased use of digital media, one consumes social media more than news channels; hence, audience-targeted can be engaged through social media and strategies upheld through its use.
2. Nano-influencers have a specific audience which helps them focus on their niche with creativity and originality.
3. Nano-influencers have a close circle of individuals with whom they communicate regularly, working hard to build relationships based on admiration and trust.
4. Nano-influencers are incredibly affordable and do not cost the same as celebrities or well-known influencers.

How can Nano Influencers help brands achieve their goals?

As a brand, one could ask why it would be advantageous to collaborate with nano influencers when they do not have large followings. In comparison to established influencers with more than 10,000 followers, nano-influencers are not always rewarded for promoting a product or service. Most nano influencers start by investing in products and services and providing genuine feedback. Nano influencers have a niche following consisting mostly of individuals dedicated to and interested in the speciality they cater to.

Why do brands require Nano influencers right now?

As influencer marketing has evolved, and several influencers have carved out their niches. The number of quality nano influencers has risen over time, resulting in significant growth in their number, giving brands additional alternatives to consider. Nano influencers stick to their expertise, adding value to their credibility from a brand perspective.

One crucial factor for brands to note is that influencers compete with one another, so there is a need for a brand to connect with nano influencers because other brands will be collaborating with the same group of influencers. Because nano influencers are new to the influencer marketing industry, brands who have employed them will profit from a distinct content presentation approach—having a large audience and having a potential audience is not the same thing. While mega and micro-influencers can reach a larger audience, it is unknown whether their audience has the potential to purchase your product. The brand has the assurance that the issue is fixed with nano influencers because their followers have a genuine interest in their specific niche.

Atul Chaudhary is Indian based professional blog writer.