Influencer marketing is a highly accessible way to build brand awareness, get more traffic to your site and authentically communicate your brand message to key audiences. Using micro-influencers and nano-influencers is an affordable and effective addition to your influencer campaign strategy. They are better suited to bring your brand, product or service into the conversation and encourage others to leave feedback about their experiences as well.
What are Micro-influencers and Nano-Influencers?
Micro-influencers are the most common kind of influencer and have between 10,000 to 100,000 followers. Apart from having a larger reach, they tend to be more experienced than nano-influencers, who are everyday social media users with less than 10,000 Instagram followers. But while their reach may be lower and their feeds not always as slick as more ‘professional’ influencers, nano-influencers often deliver higher engagement, relatable content and lower cost. They have influence within their communities with authentic, quality content.
Benefits of nano- and micro-influencer marketing
Credibility. An influencer’s success is largely based on how well they execute peer-to-peer (P2P) recommendations and reviews, and engage their audience. They have loyal social media followers, which makes for a more authentic connection for the right brand.
Conversion. Many people trust – and act upon – recommendations from friends and family. Having more credibility within their tight-knit community, the likelihood of conversion is greater with nano and even micro-influencers than those with a huge follower base who may seem unrelatable.
Engagement. Particularly for nano-influencers, the audience that they have built up over time is extremely targeted and compact, which often drives higher engagement rates and better results than those with a higher reach. Their unique voice and personality means they create content that is interesting to their followers – and many others like them.
Cost. Influencer marketing costs considerably less than what you would spend on traditional advertising or paid media alternatives, providing relatively inexpensive reach and engagement for your brand. This makes them particularly attractive to start-ups and companies with smaller budgets.
Each influencer has their own niche and they all use their social channels to share their expertise, views and thoughts about one particular industry. Their followers regard them as authorities in their fields, and when they have something good to say about a brand or product, their followers listen.
How to Get Started with Micro-Influencer Marketing Campaigns
When it comes to using nano- and micro-influencers in your influencer marketing campaigns, choosing the right influencers to work with is the key to success.
BlueSky has developed many creative and impactful social influencer programs over the years for consumer and business markets, touching various sectors – from personal finance to retail, health care to education, beauty to cannabis, and we’ve learned a lot along the way.
There are a few specific things you should look for when selecting the best influencers for your brand or campaign. While the number of followers is an important point to consider, the amount of engagement with these followers is often even more crucial. Take a look at the social accounts to see the engagement the influencers receive as well as how responsive they are.
People follow influencers whose life situations and content are relatable and genuine. Audiences are wise to the fact that influencers are paid for reviews but trust them to recommend products they genuinely believe in. Overall, they are looking for authentic connections with influencers that genuinely care and understand their wants and needs.
Work with a Highly-Qualified PR Agency
The specialists at our PR agency know how to find these influencers and can qualify them based on their rates of engagement, the number of followers and much more. They will make sure that the influencers are the right fit for your brand and vet any potential conflicts to deliver impactful influencer campaigns. Contact us today to learn more about our winning formula for micro-influencer campaigns.