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Introduction
Influencer marketing has been a buzzword for some time now, and it seems to be developing unique tiers with time. Today, there are nano, micro and macro influencers that brands often work with. One of the tiers of influencer marketing that seems to be doing pretty well for promoting SMEs is nano-influencing.
Nano-influencers are content creators who have a smallish following on social media. They are the ideal candidate to help you connect with current customers and generate new leads for your brand.
Using these influencers can produce several benefits for your brand, but the most important is increased brand awareness. Here, we explore all that concerns nano-influencing and how SMEs can benefit from nano-influencers in 2024.
Who is a nano-influencer?
A nano-influencer is an influencer with anywhere between 1K to 10K followers. They are clearly not as popular as many of the micro or macro influencers, but they can play a vital role in your marketing campaign.
Nano-influencing is a digital marketing method that supports businesses with a small marketing budget to reach their target customers. It employs the same method as other influencer marketing types by leveraging a creator's influence to promote businesses and services on social media.
Even though nano-influencers have a smaller reach than macro-influencers, they often have more influence. While this might sound counterproductive, nano-influencers audiences are typically made up of close friends, friends and relatives or distant relatives. This means they can leverage their pre-established trust in these people to greater effect.
The follower-base of between 1,000 to 10,000 people is considered relatively small on some media platforms. These influencers effectively manage a small community of people in a specific niche.
Owing to the somewhat personal relationship these influencers have with their audience, it's easier to get quick responses to call-to-actions and other marketing posts.
The beauty of content creators in the nano-influencing group is that they are hardly generalists. In other words, these people are known to be part of specific industries. For instance, it's easy to find nano-influencers on Instagram who focus on lifestyle.
What this means is that SMEs in the food or hospitality industries can easily find influencers who review hotels, restaurants, bars, and pubs. Regardless of their sector, these creators have a solid fan base that trusts them and is willing to engage with their posts.
While nano, micro, and macro influencers all have a role to play in the digital marketing landscape, nano or nano-micro influencers are perfectly suited to work with SMEs.
Why should you work with a nano-influencer?
Nano-influencing doesn't falter regarding effective niche marketing. On the contrary, it is one of the most efficient marketing techniques that promise great leads that convert. By 2022, it is estimated that micro-influencing will become a 15 billion industry. So, what are the benefits you stand to gain from working with nano-influencers?
Nano-influencers are affordable
Unlike other forms of digital marketing for SMEs, nano-influencing is cost-effective. Instead of paying a large sum to a nano-influencer, it is best to work with several nano-influencers in your sector for your business promotion. Now, you won't only chase leads via one outlet; rather, instead, you'll have several at your disposal. Marketing on such a scale makes it easier for smaller businesses to find a spot in their competitive niche.
Nano-influencers have a strong base on Instagram
Instagram is a social media network that allows influencers to grow their audience organically. It offers a platform to build a strong relationship with your audience by offering relevant content. Not just this, Instagram has a comprehensive database system with millions of people searching for one thing or the other.
A nano-influencer with a strong community can advertise on this platform and still reach thousands who are not following their page. With such exposure, your business automatically gets in front of potential customers who are interested in what you offer.
Nano-influencers have a higher engagement rate
Research has shown that the more followers an influencer has, the lower the engagement rate on Instagram. The rule applies vice versa, which means that the lower the followers, the more the engagement. Nano-influencers fall into the latter category as they work to maintain a steady community rather than grow a large fan base. As such, nano and micro-influencers have a much higher engagement rate than macro and mega-influencers.
Thus, they tend to get more reactions to an advertisement or marketing post. Your business can benefit greatly from this as you'll get faster results in a short period.
Focused marketing
Nano-influencers are inclined to focus on a particular niche. A good example is influencers who focus on hospitality services. These individuals will be pleased to market or review your bar, pub, and food creations on their platform. They might go out of their way for products like household cleaners but won't explore them far because of their audience.
Diversity is indeed dynamic, but a focused market directs the right customers to your business. With that in mind, choosing the influencer with the most focused marketing makes sense when navigating through nano, micro and macro influencers.
Nano-influencers are willing to work with small businesses
The larger an influencer's audience, the more selective they are of the businesses they promote. They tend to prefer bigger enterprises with a name in the market than smaller ones.
In contrast, nano-influencers are more willing to promote new businesses, brands, and services. They offer quality services and give feedback on the progress of their advertisement. So if the influencer is micro or nano, you're more likely to find a suitable and influential creator to work with.
What to look for in a Nano-influencer
Before employing the services of a nano-micro influencer, there are certain factors to consider. We will explain these factors below.
Quality content
One can never overhype the power of quality content. Catchy phrases for Instagram influencers go a long way to attracting the interest of users. Thus, a nano-influencer should know how to utilise their audience base with good content.
Related marketing niche
Nano-influencers focus on a specific niche. It could range from tourism to beauty products, cars, and lifestyle. If your business offers catering services, then find a nano-influencer in that category. Don't opt for nano-influencers who offer content that is in indirect contrast to your service. The effect will be the opposite of what you'd expect from influencer marketing.
Engaging platform
In general, rooted nano and micro influencers have engaging platforms, but some are more interactive than others. More engaging platforms mean that more people will have an interest in what you offer.
How to find nano-influencers
Finding nano-influencers only entails you using the internet or other search tools. The first place to look for a nano-influencer is a social platform. Start by surfing through your accounts on any network.
Keep an eye out for individuals with a considerable number of followers who have a reasonable engagement rate. Nano-influencers might not announce themselves, but you can tell from their portfolios and posts. On Instagram, you can search using hashtags related to your business.
There are also plenty of influencer finder tools available to help you identify the right nano or micro-influencers to work with. Alternatively, you could post adverts on your media page to search for one. This could also narrow your search provided you specify the requirements you need.
Conclusion
In conclusion, nano-influencers are content creators on social media who have a smallish following but are the ideal candidates for promoting SMEs. With a follower-base of between 1,000 to 10,000 people, nano-influencers can effectively manage a small community of people in a specific niche. By leveraging their pre-established trust on these people, nano-influencers can produce several benefits for SMEs, including increased brand awareness, affordability, strong bases on Instagram, higher engagement rates, focused marketing, and willingness to work with small businesses. When employing the services of a nano-influencer, factors to consider include quality content and related marketing niche. SMEs should leverage nano-influencers to connect with their current customers and generate new leads for their brand in 2022.
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