What is a nano-influencer?

Influencer marketing emerged when brands recognised the potential of partnering with sports stars and celebrities to interact with millions of followers in their influencer network. However, nowadays keen-eyed marketers have identified a far more efficient pathway to a target market – the nano-influencer.

What is a nano-influencer?

Generally, a nano-influencer is considered a content creator with between 5,000 to 20,000 followers. Nano-influencers also tend to use social media primarily to engage with friends and family and do not generate a full-time income from their posts (yet!).

Why do brands partner with nano-influencers?

This may surprise you, but in a recent Aspire survey, we found that 70% of marketers are working with smaller content creators, rather than influencers with over 60,000 followers.

That’s because when brands work with nano-influencers, they instantly benefit from several unique factors, including:

Building an authentic connection

Unlike using branded ads, working with niche nano-influencers helps brands communicate organically to a specific target audience.

Through product demonstrations, recommendations, and the sharing of discount codes, a nano-influencer provides social proof to their followers, which helps brands create a more genuine connection.

Enjoy higher engagement levels

In contrast to professional influencers, a nano-influencer can provide far higher levels of follower engagement.

For example, a mega-influencer cannot respond to 100,000+ comments following an individual social media post. In comparison, a nano-influencer can respond to most, if not all, of their follower’s comments or questions – perfect for reinforcing a Call-To-Action (CTA) and enhancing brand awareness organically.

Providing a greater return on investment (ROI)

For brands, working with a nano-influencer also offers opportunities to reduce costs and maximize return on influencer marketing budgets. This is because there is more scope to incentivize nano-influencers with gifts and free products to kick-off the relationship, progressing to paid partnerships over time.

This cost saving allows brands to approach a greater number of nano-influencers, further increasing their visibility in front of target audiences.

Learn more about the different types of influencers here.

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