We have discussed the differences between macro-influencers and micro-influencers in the previous article, but did you know that there are another category of influencer? They are called nano-influencers.
What is nano-influencer?
Nano-influencers have lower followers count than micro-influencers. Micro-influencer might not be as famous as the mega-influencers and macro-influencers who have millions of followers but most micro-influencers are still relatively famous or at least ‘insta-famous’. Nano-influencers are much less famous than that. Typically, nano-influencers have as few as 1,000 to 5,000 followers. They are “regular ordinary people” who has influence in the local neighborhood or community. Despite having lower reach than your typical macro or micro influencers, partnering with nano-influencers has its own advantages.
A typical nano-influencers have higher engagement rate than well-known influencers. A survey reported that nano-influencers have 8.7% engagement rate. The number is fantastically high in comparison to the engagement rate of well-known celebrity which is only 1.7%. The higher engagement rates show that most nano-influencers’ followers actually care about the contents they posted. Since they have lower followers counts and less packed schedule, a typical nano- influencer is more likely to respond to comments and direct messages from their followers than a typical celebrity. The combination of these factors means that you can give more holistic impression of your brands through nano-influencers.
Authenticity and Intimacy
Nano-influencers’ contents are often deemed more authentic. Unlike celebrities or micro-influencers, nano-influencers are regular ordinary people. They probably have real-life relationship with the majority of their followers. Therefore, their content feels more authentic and relatable for their followers. Intimate contents are predicted to more effective in targeting Generation Z market. According to the co-author of “The Identity Shifter: A Gen Z Exploration”, Jess Watts, the next generation tends to lean towards the opinion of online peers instead of “traditional” authority figures. As consumers are craving for more authenticity on social media, working with a friendly neighborhood nano-influencers may lead to better conversion rate than working with a more established influencer.
Nano-influencers costs less. Unlike macro or micro-influencers, most nano- influencers doesn’t have a rate card. They would gladly accept free products in exchange for their endorsement. Since they cost far less than other categories of influencers, brands can afford to tap into higher quantity of nano-influencers.
Tapping into large number of nano-influencers can compensate for the lack of reach of each nano-influencers. Working with 1000 nano-influencers can have a combined audience of 1,000,000, roughly equal to the amount of audience reached by working with a macro-influencer while costing much less.
HDY Agency predicted that 2019 will be the year of nano-influencers. Power Digital Marketing labelled them as “The Next Big Thing”. According to tubefilter, huge brands, namely Coca Cola, Heineken and Mercedes-Benz has started working with nano-influencers. Maybe it’s time for your brand to tap into the
power of nano-influencer marketing.