As a brand owner, it must be difficult to find the right influencer to collaborate. The main reason is that most big influencers charge you so much, and you may not get the desired results.
So, what should you do? Especially if your business is still small and you have a limited budget. My best advice is to start reaching out to nano-influencers, who usually have fewer followers than big ones, but will give you the results you won’t believe.
Now that I have your attention, let’s see how these influencers are changing social media marketing, how to work with them, and discover more!
What Are Nano Influencers?
Nano influencers refers to anyone with a public account on social media with less than 10K followers. Usually, when you visit such accounts, the first thing that catches your eye is that their profile is not so polished!
The reason is that they are not as expert as big influencers, which means they have limited facilities and talents.
There are many nano-influencers who know how to use professional editing tools and how to record and photograph to have an eye-catching profile.
Since they have a small community, their audience is niched, which is why they are now popular with brands and businesses, and they mainly look for top nano-influencers to collaborate with.
How Nano Influencers Differ From Other Influencers?
First, you should know that there are four types of influencers on social media: Nano-influencers, micro-influencers, macro-influencers, and mega-influencers or celebrities.
| Number of followers | Engagement rate | Audience | Cost | |
| Nano-influencers | 100-10K | Highly engaged audience | Niche audience | Cost-effective |
| Micro-influencers | 10K-100K | Normal engagement rate | Reasonable cost | |
| Macro-influencers | 100K-1M | Reasonable engaged followers | Less personalized audience | Higher costs |
| Mega-influencers | More than 1M | Less engagement rate | Massive reach but not a niche audience | Super high costs |
Why Nano Influencers Are Changing Social Media Marketing?
Nano-influencers have a small number of followers, yet they are known as game changers in the industry! Let’s find out why.
More engagement rate
Nano influencers have more niche followers and it’s easier for them to directly engage and build stronger relationships with them.
Saying so, their followers are loyal to them, pay attention to their posts and stories, are more supportive, and trust them.
It’s a fact! Most people on social media believe that big influencers mainly think about the money they receive and not the quality and credibility of what they promote.
If you start working with such influencers, you will see how engaged target followers you will attract.
Cost-effectiveness
Since they have fewer followers compared to micro or macro influencers, they want to receive more collab requests, which is why their fees are not usually reasonable and cost-effective, especially if you are low on budget.
Perfect advice from social media marketing experts: Instead of paying too much to one big influencer, reach out to two to three nano-influencers (based on your budget) and you will attract more followers and customers and more people will discover your account while saving more money.
Easier campaign management
Running campaigns is one of the best ways to increase engagement and boost your social media marketing strategies; however, managing campaigns with big influencers is challenging and time-consuming.
When you run a campaign with nano-influencers, you will get the same results and enjoy the benefits of saving more time and energy.
Niche audiences
When a brand or business owner contacts an influencer, their ultimate goal is to attract their target audiences and turn them into potential and loyal customers!
If you want the same results, you must start looking for nano-influencers in your niche and request a collaboration because they have the power to give you what you want.
Long story short, don’t pay attention to the number of their followers; it’s small, but it’s niche!
Authenticity and trust
Since they have a small community, their relationships with their followers is deep and more friendly.
Therefore, brands and business owner can benefit this opportunity to build strong relations with their target audiences.
Word-of-mouth marketing
Collaborating with nano-influencers is all you need to put this strategy in your marketing routine.
Their small community will talk and show your products to their friends and family, and that’s what brings you more customers and engagement.
Long-term relationships
When you work with macro influencers, it can be difficult to keep in touch and have a friendly relationship with them; however, collaborating with nano-influencers mostly leads to long-term partnerships.
The main reason is that they offer more reasonable prices and you can reach out to them easier.
Easier collaboration
If you have ever tried to ask a big influencer to accept your collaboration request, you already know how long the process can take for them to simply reply to your message!
On the other hand, working with nano-influencers is much easier and you can save more time and energy while working with them.
Content variety
Nano-influencers have niche audiences, but they usually create content in various fields, which means brands in different categories can reach out to them and ensure they will attract target followers.
More UGC content for brands
Nano-influencers have niche audiences, but they usually create content in various fields, which means brands in different categories can reach out to them and ensure they will attract target followers.
Higher ROI
As mentioned, working with nano-influencers is cost-effective and brings bright results for your business. In simple words, it has a higher ROI (Return On Investment), which is a dream for every brand!
How to Find the Right Nano Influencer
You may now want to find the right nano influencer to collaborate with. Consider these steps before reaching out to them.
Define your goals
It is better to define your goals to understand what you want from this collaboration. This will help you analyze various influencers and select the right one that helps you meet your goals.
Look for top influencers in your niche
If you work with influencers that are far away from your niche, you won’t get the desired results. Thus, search for top individuals in your niche. To do so, you can search on TikTok, Instagram, YouTube, etc.
Ask other brands
Asking other brands about their experience working with nano-influencers is a huge help in finding the best person to work with. So, take your chance and ask other brands to give you some names they were satisfied with.
Check their account’s engagement rates
Suppose you found someone that you think is the one; before sending them a message, you should check their account’s engagement rates. To do so, you can see the number of likes, comments, and shares on their posts, how people interact with their content, or simply ask them to send you a screenshot of their account’s reach (If possible.)
Check their previous partnerships with brands
Most infuencers usually highlight their partnerships with brands. Make sure you will look for such highlights and analyze their previous collaboration with brands.
Engage with them before reaching out
Nothing is going to help you than engaging with them yourself (you can do it with a separate account). Comment on their posts and reply to their stories to see how they interact and engage with regular accounts.
Common Challenges of Collaborating With Nano Influencers
Nothing is perfect! Not even working with nano-influencers! Let’s see some of the challenges you may face while collaborating with such influencers.
- Unpredictable availability.
- Limited access to their account’s insights.
- Not all of them can share high-quality content.
- It may be challenging to measure ROI.
- Lack of professionalism.
- Limited reach.
- There might be concerns about brand safety.
- They may not have an organized schedule.
- Lack of familiarity with FTC guidelines.
- Some of them may have low-production resources.
Pros and Cons of Working With Nano Influencers
Let’s take a closer look at the advantages and disadvantages of partnering with nano influencers.
| Pros | Cons |
| High engagement rates | Limited reach |
| Cost-effective | Lack of experience |
| Niche audience | Challenges with running campaigns |
| Content variety | Limited reporting |
| Easy collaboration | Their followers may not be potential customers |
| Credibility | Difficulty in maintaining consistent messaging |
Conclusion
There are millions of influencers all over the world and more people are stepping into this industry everyday. However, not all of them are acceptable among people and businesses.
The key to success in this industry is to have satisfied customers and happy followers!
If you are a nano-influencer, you are in your lucky era! You are known as a game changer in this industry and loved by businesses!
FAQs
What are nano influencers?
They are new influencers with a small community of 100 to 10K highly engaged followers.
How has social media changed influencer marketing?
It greatly changed businesses marketing strategies and shifted from traditional to digital advertising.
How can I be a nano-influencer?
Select a niche, set up your profile, create high-quality content, share them on your account, and keep up the good work!
