Is It Likely That Nano Influencers Will Go Viral?
Nano influencers have been on the increase over the past few years as more and more marketers start finding success with smaller, more focused individuals who actually adore their businesses and goods rather than sticking with the bigger, more costly names.
What exactly are nano influencers?
A specific social media platform typically has between 1,000 and 10,000 followers for nano influencers.
Nano influencers have the smallest audiences of any influencer kinds, yet they typically have greater interaction rates than their bigger counterparts. Depending on the platform, a nano influencer should always have an engagement rate of at least 2%. Additionally, nano influencers provide companies access to incredibly niche audiences. These smaller producers typically operate in a narrow market, which increases the likelihood that any business they partner with would succeed with similar consumers.
The benefits of working with nano influencers
Word-of-mouth recommendations from family and friends are the most effective way to learn about new products. Although fans may not directly know their favorite creators, nano influencers are more like friends to their followers because to their smaller followings and similar narrow interests.
The good news is that growing a group of nano influencers shouldn't break the bank. The majority of nano influencers are eager to post in return for free goods or a little fixed fee. They are also excellent for focusing on extremely specific audiences.
Nano influencers have a niche, focused following, therefore their fans are constantly attentive to the things they have to say. These target markets will assist you in creating a group of like-minded people and improve long-term trust.
Nano influencers tend to interact more with their fans. A user with more than 100,000 followers just cannot engage with them all. Smaller influencers may reply to comments and any queries from their fans about their lifestyle or material far more easily.
The disadvantages of working with nano influencers
One of the disadvantages of working with nano influencers is that they can have a "unauthentic" fan base. Influencers may be tempted to buy engagement or followers when they start to expand their following in order to increase their vanity metrics and appear more desirable to advertisers. Always conduct an influencer assessment before collaborating, regardless of size.
Many nano influencers tend to lack practical experience managing brands. It could take a few tries to get the precise material you want because many smaller influencers could be new to influencer marketing. But everything is not lost in this. A chance to impart the "correct" method of doing things without having to cope with any negative habits exists while working with new creators.
Keeping track of a huge roster may also be challenging. It might be difficult to manage all the content you receive from a wide group of tiny influencers while maintaining ties with them all. Fortunately, there are several fantastic tools available to assist with managing the content of your influencers, performing outreach at scale, automating busywork, and more.
In addition to the previous disadvantages, their reach is also very limited. Nano influencers won't be able to raise awareness as widely as their more famous and powerful macro and celebrity counterparts. To optimize effect, you'll probably need to grow your micro influencer team at some time.
Look out for these nano influencer trends to increase your earning potential
- The success of social media platforms has now started to dawn on social media corporations: The biggest investments have been made by Instagram, Pinterest, and YouTube to make their platforms hospitable to creators. Additionally, efforts have been started by TikTok, Twitter, LinkedIn, and Facebook to promote high-quality creator content on their own platforms. In 2023 and beyond, all platforms will likely start to provide artists additional options for growth and recompense.
- Partnerships with nano influencers are valued by brands: The last several years have seen a rise in the popularity of nano influencers, partly thanks to TikTok. The platform's "everyday" producers' organic content has demonstrated its capacity to become viral overnight and greatly beyond the audience it was originally designed for. More than 90% of American marketers stated they want to collaborate with influencers that have between 5,000 and 100,000 followers this year due to the increasing viral potential of micro influencers.
- Long-term relationships are more common among nano influencers: The majority of nano influencers create material on par with some of the most well-known macro and celeb influencers. Additionally, considerably better engagement rates are nearly usually found with lesser influencers. As a result, businesses are starting to sign long-term collaborations with these successful producers. They not only create material at a phenomenal rate, but they are also regarded as a wise investment with a lot of possibility for expansion.
The easiest path to viral brand loyalty is through true fans.
To summarize, brand loyalty is something that nano influencers provide advertisers that large brands are finding tough to compete with. Your company may gain the engagement and community evidence it needs to further your influencer marketing plan by partnering with the appropriate niche producers.
If you’re interested in learning more about influencer marketing and how Smartfluence can help you establish and scale your influencer marketing campaigns, feel free to book a demo here.