Who the hell are nano and micro influencers?
They are the way to go, let me tell you that first. Nano and micro influencers have a quite small following, especially compared to their gigantic influencer colleagues with their multi million followers. Nano influencers usually have a following of around one thousand people, while micro influencers have between 10,000 to 100,000 followers. Even though 100,000 followers seems and is an equivalent of a city following you, what’s special about micro influencers is the fact that they attract their followers with relatable, creative and engaging content.
Maintaining the relationship between them and their audience is the main focus of the channel. This involves starting the conversation in their posts, responding to their comments, asking them for opinions, featuring their quotes, opinions and even their own content. This kind of approach allows building more personal relationships, creating trust between the creator and the audience, being more up to date with the community and truly having a relationship with your followers rather than simply being a medium between the next cool thing or a brand and the audience.
Nano and micro influencers work in a way that their following knows that they care. Not all brands have yet fully discovered the advantages of working with micro influencers, so we will now go over a few of the successful collaborations of that kind.
Jesse Driftwood (@jessedriftwood) is Instagram and YouTube micro influencer and content creator. His campaign with Audible for whom he has posted a picture of himself enjoying the feature in Central Park, New York, has gathered much greater success for the brand than collaborations with many other much more followed influencers. Audible has realized that his fans are particularly loyal and engaged. “His simple anecdote makes followers feel as if they’re receiving an authentic suggestion from a friend,” says Harley Schachter, president and founder of Travel Mindset.
Banana Republic worked with Instagram micro-influencers who modeled its clothing in a variety of settings. Their posts included the #itsbanana hashtag, a common hashtag in Banana Republic campaigns. Influencers also included seasonal and campaign-specific hashtags like #brmovesyou, #brmakeitmatter and #brholiday, notes Mediakix. By seeking fashion and lifestyle influencers known for their sense of style, Banana Republic reached a large and targeted audience.
Nano influencers are an amazing alternative to micro-influencers as they have in-person relationships with the majority of their community. Utilizing nano-influencers has two main benefits:
1. Higher engagement rates
2. Low costs
Nano-influencers can help brands of all sizes and shapes promote their products effectively.
To announce a rebranding, Dunkin’ Donuts worked with different influencers, each with 50,000 followers and below. The results showed that nano-influencers generated higher engagement rates. For example, one lifestyle blogger Vanessa achieved an engagement rate of 26.1%, a performance more than five times the campaign average.
Nano influencers are especially great when it comes to niche brands; such as interior design, wild animals, subculture fashion, tech enthusiasts and similar because their audience is with them for a specific reason and if your brand provides something to compliment their interest, the collaboration is a match made in heaven.
Before working with a nano-influencer, you can discuss an opportunity to use images that feature your product as user-generated content. Once a brand ambassador has featured your product on Instagram, you can use this image on your business profile.
Plus, with the growing popularity of video content on social media, you can also team up with a brand ambassador to create animated content, featuring real people instead of models. Animation helps to tell stories about your company effectively, and it grabs the attention of your target audience, so you can attract more potential customers.
Do you know that customers find user-generated content (UGC) to be 9.8x more impactful than branded content when making a purchase decision?
The popularity of user-generated content is on its rise. Modern customers want to get social proof that your product is worth buying, so they pay close attention to the number of real customers who have bought your product.
Unless you have an army of loyal customers who create UGC for you, collaborate with nano-influencers to generate this content. Simply put, if you want to encourage high customer engagement and provide followers with social proof, learn from Primal Coffee how to create user-generated content with the help of nano-influencers. This is an example of such Instagram post:
Perhaps, if you run a local business, you can ask your customers to take a picture of your product for a chance to get it for free or offer them a discount in exchange for user-generated content.
All in all,
Celebrities are still here and are going nowhere. But instead of them saying “We’re just like you” brands now have much more relatable, efficient and positive brand ambassadors at their disposal, and you, the internet reader, you have so much more choice in the content that you want to explore.
