The Who What When and Why of Nano Influencers

In 2022, it’s very likely you’ve heard of the phrase “Influencer” in some capacity. Influencers are personalities who use their social media following to promote themselves, their lives, and of course, products or services. While many influencers promote products they personally like and use, they also will often promote sponsored content to their followers.

As an influencer’s brand is built around people liking their opinions on products, the majority of users that follow them are often more inclined to believe what an influencer says, thus boasting great returns on investment.

However, using macro and celebrity-level influencers can come at a hefty cost. However, according to influencer agencies in Los Angeles, a hidden gem has emerged in the last few years in the age of online influencers, known as the Nano-Influencer. These influencers are reliable, more authentic, and far more affordable than the biggest names in social media. Sound too good to be true? Let’s explore the who, what, when, and why of these creators.

The Who

While typical influencer marketing categories influencers based on the number of followers, nano-influencers are often overlooked. Nano-influencers are regular social media users who have 100 to 10,000 followers. They aren’t professional “influencers” in any sense, and the majority of their postings contain commonplace stuff, such as images of their day-to-day life, family, pet videos, and memes.

The What

Nano-influencers often receive far less pay in exchange for publishing on their social media platform in their own unique style, in contrast to traditional influencers who are compensated by businesses to sway their following and curate a particular look. Some nano-influencers may even agree to do the campaign for free in exchange for products from your company.

The When

Nano-influencers are a fantastic fit for firms with easy-to-ship, low-cost product offers where product or brand awareness is the primary goal. Brands with higher-end or difficult-to-ship items or services may find it challenging to attract nano-influencers since the cost of providing significant amounts of free products may outweigh the influence of the nano-influencers.

Nano-influencers also tend to be less familiar with business deals and professional marketing, so working with somebody with less experience should also be noted before committing to an influencer. Likewise, nano influencers’ posts tend to be more authentic and less polished than those of mega influencer who has access to pristine photography equipment and dedicated studio spaces. Thus their posts may be a little rough around the edges and may be a poor fit for firms that have tight photo standards or highly curated aesthetics.

The Why

Despite their following, traditional mega influencers aren’t the most powerful voice in influencing a person’s decision to buy a product. Hearing it come from a friend or family member is actually the most popular way. In a survey by Social Media Today, 60% of respondents said that reviews from friends and family influenced their purchasing decisions, compared to only 23% for celebrities and big influencers.

While nano-influencers may have small followings, this makes them far more relatable with their audiences, who will typically think of them more as a friend than a brand. This makes audiences far more receptive to buying a product.