What is a 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.
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