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!).

So, why would brands partner with a Nano-Influencer?

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 a Nano-Influencer, 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.