The world of influencer marketing is quite dynamic. Every day brings in a new trend - be it a new TikTok dance, a trending audio, or a new wave of influencers. And the wave that currently has the influencer marketing realm in a chokehold is all about nano-influencers. Where once brands sought after influencers with multi-million followings, now they are more inclined towards targeted following. This is where nano-influencers come in - they bridge the gap between brands and their target market.

Nano-influencers have a very limited pool of followers, but their number does not determine their engagement. Even with a few thousand followers, the connection that they establish with their fan following is way more intimate and genuine. This makes the brands question: Are nano-influencers the missing piece in their marketing puzzle? How do you find these gem nano-influencers? How can you collaborate with them to make your marketing campaign a success? Well, you’re in luck because this blog answers it all!

What Are Nano-Influencers?

If you’re new to the planet of influencer marketing, then you must be wondering - who exactly are these nano-influencers? According to the textbook definition, nano-influencers are influencers who have a follower count typically between 1000 to 10,000. But don’t let this count confuse you because their role in influencer marketing goes beyond just numbers. The following key attributes of nano-influencers might help you in understanding their significance:

  • Their followers’ engagement rate is over the roof as they connect with each of them individually
  • They have a very active and loyal fan following
  • Connecting with their audience on a personal level is one of their strongest suits
  • Their content preaches authenticity and originality
  • Social media audience loves transparency, and no one delivers it better than nano-influencers
  • They produce unique and personal content that is often a reflection of their own experience, giving the audience something to relate with

Benefits of Nano-Influencers

Nano-influencers are slowly taking the world of influencer marketing by storm as more brands every day are recognizing and acknowledging their presence. Just a few years back, nano-influencers were non-existent. They had to climb a long and tedious ladder of content creation to get noticed by brands, and this usually happened when their followers were near to at least 100K. But now the roles are reversed. Nano-influencers have the following benefits to offer to brands:

1. High Engagement:

Although they have a small number of followers, the loyalty of their followers is unmatched. This is because the limited number of followers allows them to interact with each of their followers individually by responding to their comments, DMs, and reposts. When the followers feel seen, their engagement with the influencer’s post increases multifold. This is something absent in multi-million influencers because responding to their interactions becomes almost impossible. Brownie points for nano-influencers who take in the suggestions of their followers! This creates trust, affiliation, and a close relying bond between the influencer and their followers.

2. Cost Effective:

Nano-influencers are not that costly. Since they’re looking to grow in the field of influencer marketing, they keep their collaboration costs low and pretty much take whatever the brands have to offer. Hiring nano-influencers is especially ideal for brands that have a limited campaign budget. By having nano-influencers on board, not only will your campaign cost less, but it will also generate greater ROI because of the influencers’ engaging fan base.

3. Authenticity:

Nowadays, with so many influencers on the horizon, social media users prefer those who preach authenticity. They want to feel seen and be heard. A great perk of nano-influencers is that their content is 100% authentic and original. They are transparent and fairly vocal about their niche - something that social media users are crazy for! For instance, a beauty nano-influencer will share their original beauty tips and tricks and will not be afraid to show the progress. This allows the users to feel relatable, thus, they prefer to resonate and connect with nano-influencers.

4. Niche Targeting:

What do brands need? A target market. Where can they find it? On the profiles of nano-influencers! These influencers have a limited but extremely niche-based fan base. All the followers share the same interest and fall under the same niche. It’s like a cult. Why is it suitable for brands? The following points will help you understand:

  • Nano-influencers and their followers have a very close connection with each other because their bonding is based on transparency and relatability.
  • Because of authenticity, their following heavily relies on the opinion of the nano-influencer before making a niche purchase
  • Brands with specific niches can approach these nano-influencers sharing the same target market
  • Brands can then sign up for collaboration deals with them
  • Brands have a higher chance of conversions through nano-influencers because of their deep influence on their following

How to Find Nano-Influencers？

Now that you know how crucial nano-influencers are for your niche campaign, the next step is to find these hidden gems. Finding nano-influencers is a bit hard because they are not that visible yet, but the following tips can surely assist you.

1. Social Media Searches:

Since nano-influencers are not out there in the open, you need to search for them. Searching for nano-influencers is fairly simple. Listed below are a few easy steps that you can do to hunt for your ideal nano-influencer:

  • Hashtags are your key. Search for a specific hashtag, and all the influencers sharing that hashtag will pop up. This is the best trick to look for niche-based influencers.
  • Keywords are another great way to search for these nano-influencers. Just type in a keyword, and a list of nano-influencers will open up. Keywords give even more targeted results as compared to hashtags.
  • If you want to search for local influencers in your area, then apply some location filters. This will filter out influencers even more and give you some potential influencers

2. Influencer Marketing Platforms:

If you want to save some time and have even more organic results, then influencer marketing platforms are your go-to. They will do the hard work for you. They’ll give you the influencer of your dreams by extracting out the perfect one from the sea of influencers, the one that fits all your requirements - from target market to budget. Among all the influencer marketing platforms, SocialBook Product Launcher has all the hype! It conducts a deep web search and gives you the perfect nano-influencer for your campaign. All you have to do is to enter your requirements criteria for the influencer, and SocialBook will find one for you. Besides finding the nano-influencer, SocialBook has the following benefits to offer:

  • A variety of tools to make your promotional campaign a giant success
  • The ideal nano-influencer that generates ROI
  • Assists you in keeping track of your profits and engagements
  • Closely monitor the campaigns and get the campaign metrics
  • Facilitates easy conversations between the brand and the influencer
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3. Competitor Analysis:

Your competitors can offer you competition and take care of half of your problems. You can conduct a simple yet thorough competitor analysis to find out who your competitors are hiring. You can observe their promotional campaigns and the engagement of followers on the said campaign. You can also take note of the nano-influencer style that further helps you in leading in the right direction. Therefore, through your competitors, you can easily get a list of potential nano-influencers with proven results.

4. Engagement Metrics:

The goal of every promotional campaign is engagement because, ultimately, engagement leads to conversions. To get the ideal nano-influencer on board, you need to analyze their engagement metrics. Visit their profiles and take a look at how they are interacting with their followers. Analyze their likes, comments, and shares. The more the following engages, the more authentic the influencer’s content. This may seem like a tedious task, but fear not, the SocialBook Product Launcher can do this job for you! SocialBook Product Launcher can give you the engagement metrics of not one but multiple influencers within seconds so you can focus on more important aspects of the campaign.

Stategies for Collaborating with Nano-Influencers

Now that you have paired up with the right nano-influencer, the next step is collaboration. This is a slightly challenging step since the brand and the influencer need to be on the same page to generate optimal results. A few hacks that can streamline this process of collaboration are listed below:

1. Set Clear Goals:

The first thing you need to do is to set clear goals. Your goals should be direct and should not lack any clarity. The more clear your goals are, the easier it is to communicate these goals to your nano-influencer. Every promotional campaign has a different goal. Some aim towards brand awareness while others are directed towards product launches. You need to clearly observe what you, as a brand, aim to do with your promotional campaign. Once you have a clear goal in mind, you can share it with your influencer to craft out a content strategy.

2. Build Relationships:

If you strive for customer conversions and greater profit, then you need to establish long-term profitable relationships with your influencers. One-time campaigns are not that fruitful. Since the following of a nano-influencer heavily relies on their word, the more you appear on their feeds, the greater your chances are for recognition and conversions. By choosing the same nano-influencer for multiple campaigns, the trusted fan base of the influencer will also see potential in you as a brand since their guru influencer is closely affiliated with the brand. Thus, it is always advised to create long-term relationships with influencers.

3. Allow Creative Freedom:

Influencers, especially nano-influencers, thrive in freedom. Their freedom in content creation is what affiliates them with their audience, and their freedom gets the credit for their authenticity. Trust your influencer. Allow them to lead the campaign in their creative direction. Do not impose strict rules and regulations on the influencer as a deviation from their content pattern easily gets spotted by the followers, which hampers their reputation. If you truly want to see some conversions, let your nano-influencers take charge of the steering wheel and see the numbers roll up.

4. Track Performance:

Now that you have launched your promotional campaign, you need to monitor it closely. You need to monitor the engagement metrics, you need to monitor the interactions, and you need to monitor the sales conversions directed by the influencer. You also need to make sure that the campaign is aligned with the schedule. This can be quite a time-consuming task, but luckily, SocialBook Product Launcher can take over in this regard as well. It can do the monitoring job for you!

Success Stories

The success of nano-influencers is not just on paper - it goes beyond just words. Multiple reputable brands have indulged in the scope of nano-influencers and have created tremendous success stories as well. A prime example of hiring nano-influencers was established by the Skims brand. Skims, owned by Kim Kardashian, hired multiple nano-influencers for their campaign of their slim-fit tummy-tucking body suits. The campaign sold out the body suits completely, solely giving credit to nano-influencers.

Another example is Coca-Cola, which partnered up with nano-influencers and started a campaign drive preaching authenticity. Under this campaign, Coca-Cola encouraged these nano-influencers to promote their content by featuring the hashtag of ‘Coca-Cola ambassador.’ Other examples include makeup brands and skin care products. Huda Beauty stands at the top of this pyramid as it invites nano-influencers to participate in promotional campaigns for their product launches.

Conclusion

The dynamic world of influencer marketing is undergoing changes every day, but the one change that has had a positive impact on both the influencers and the brands is the hiring of nano-influencers. Not only do these influencers get recognition through promotional campaigns, but they also have a greater chance of enhancing the ROI of the brands they are partnering with. Hunting down these nano-influencers is quite challenging, which is why the SocialBook Product Launcher is the ideal marketing platform for both brands and nano-influencers to chalk out their campaigns.

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