Influencer marketing has become a buzzword in the world of marketing, and there are plenty of good reasons for that. Take one look at a few influencer statistics and you’ll quickly understand why brands are clamoring to incorporate it into their own strategies. For starters, it’s no secret that the majority of today’s consumers trust reviews and recommendations from people that they know. But in today’s media-centric industry, influencers have become people they know and trust, too.
You may have heard of microinfluencers. Inc. Magazine dubbed 2018 the “year of the microinfluencer,” noting that 83% of consumers were more likely to purchase a product recommended by a microinfluencer. But what you may not realize is that there’s a new category on the horizon—nanoinfluencers. As you begin crafting your own campaign, understanding the role of nanoinfluencers in influencer marketing best practices will allow you to spend less, grow quicker, and build partnerships with influencers before they become profitable.
Microinfluencers vs. Nanoinfluencers
By the end of 2018—year of the microinfluencer—the New York Times published an article titled, “Are you ready for the nano influencer?” In it, they spoke to various nanoinfluencers and the agencies and brands who worked with them. Though the follower count that aligns with different influencer groups is subjective, generally speaking, nanoinfluencers have small followings of anywhere between 500 to 5,000.
Nanoinfluencers usually don’t have experience working with brands, and are naturally great at producing solid, original concept and connecting with their followers. Because of their low following, they’re much more approachable than their influencer counterparts, and tend to have higher engagement rates.
On the other hand, microinfluencers typically have between 5,000 to 20,000 followers. Some have followings a bit smaller, others larger. Though microinfluencers also tend to have better engagement rates than macroinfluencers, because of the follower volume, they aren’t often as active as nanoinfluencers.
Naturally, annual profits differ between the groups, too. According to Joe Gagliese, co-founder of Viral Nation, nanoinfluencers could make anywhere between $30,000 and $60,000, while microinfluencers typically see between $40,000 to $100,000.
Higher Engagement Rates
Nanoinfluencers have authentic voices and strong brand advocacy. Think of a nano as your next-door neighbor. They are close enough to reach, see, and speak to. Not only do they tend to be fans of the brands they post about, but a chunk of their followings are people they actually know or have interacted with at some point. This creates a strong influential factor.
Furthermore, statistically speaking, influencers with lower followings tend to have higher engagement rates. One study conducted by Markerly analyzed the ratio of followers to likes for different Instagram accounts and found that there was a direct correlation between following and engagement. The results found that the sweet spot tended to be around the 1,000-follower mark. The more followers an account had, the flatter the engagement rate was.
Nanoinfluencers are not celebrities, and nor are they accustomed to partnering with brands the way that microinfluencers do. They are able to build such an authentic foundation of trust with their followers because their followers tend to be just like them. And when followers can relate to an account, they’re more likely to be influenced to make a purchase. Furthermore, the content they create is more likely to register with your target market. A celebrity recommending a $15 cruelty-free makeup product, for example, isn’t going to be as strong as a relatable nanoinfluencer recommending the same thing.
One of the best aspects of working with nanoinfluencers is that they’re easy to work with. The last thing you want as you craft the perfect influencer campaign is to run into hurdles during execution. First and foremost, their lack of popularity makes them much more approachable. They are simple to handle, and flexible with their terms. If you’re on a tight budget, this is also ideal for you. Even brands with bigger budgets can spread their dollars further by honing in on a nano campaign. Many times, they’re willing to post for free product, and there are no profits involved.
Klean Plate is a good example of how nanoinfluencers can be highly beneficial. The company produces a healthy line of protein pancake and waffle batter, and offered free products to “fitness foodies” in the local area. Within just four months, Klean Plate sales increased by 14x, and influencers became genuine fans of the product too, going on to play the role of brand ambassador long after the influencer campaign was complete.