Why Brands are tapping nano influencers.
In the past few years, influencer marketing has grown as a core marketing strategy since the engagement of people on social media has increased a lot. This has made more and more people becoming an influencer every day. Now since we have a lot of influencers on social media, Influencers have been further divided into nano, micro, macro, and mega influencers. It is seen that nowadays brands are approaching a lot of nano influencers but before going there, let's know little about who is a nano influencer. Nano influencer as the name suggests are influencers who have followers less than 1K. The specialty if nano influencers are that their audience is small and is highly active with them. Nano influencers are not celebrities, singers, or famous models. They are still in the growth stage but due to their engaged audience, they are coming into limelight day by day.
So now let's get back to the main agenda, nowadays brands are tapping into the bank influencer network, what is the reason behind that ??
Why choose to collaborate with an influencer with such a niche audience when you can with bigger ones?
The following are some reasons why brands are tapping into nano influencers.
1. Audience
Nano influencers are the people who have followers less than 1K. Their audience is niche but very engaging. Most of the followers of nano influencers are the who are known to them like their friends, family, and other acquaintances. Due to this reason, the audience of a nano influencer is highly active. Now influencers who have a large audience I.e. in millions, don't have that much engagement rate. So, brands nowadays are collaborating with these nano
influencers knowing that they will be able to respond to every comment and like on their posts. Also, the promotions that these nano influencers offer to bends are extremely authentic.
Since most of their followers know them personally, the recommendations the nano influencers do for the brand act as a direct word to mouth suggestion. So even though brands won't get as
many audiences they will get if they approach a nano influencer but the suggestions given by these nano influencers hold great weight and are highly profitable
2. Cost
Another plus point of hiring a nano influencer for a campaign is that they are very less expensive. Kylie Jenner is the highest influencer on Instagram and she charges $1.2 million for a single post. Even the normal influences with 80-90k followers charge a lot. A survey shows that mega influencers charge around $3000-10000 for each Instagram post. But nano influencers charge so less, that sometimes they even post products that are given to them by brands. Nano influencers have a high engagement rate with effects costing they are also been proven extremely effective for campaigns. This shows the high return on investment from a nano influencer
3. Easy collaboration
The best part about working with a nano influencer is that they are easy to work with. Since these influencers are still budding to be an influencer most of them are not professional yet. So it is very easy to approach and collaborate with them. Influencers who have a large fan following also have various terms and conditions, so at times it becomes very tedious for the brand to cope up with the influencer. This also hampers the connection between the brand and the influencer. Another great thing about these nano influencers is that they are very easier to recruit. Furthermore, since these nano influencers are still growing they reach out to the brands for collaborations so it gets easier for the brand to make the decision. Although the number of nano influencers is high, still it is very easy to collab with nano influencers due to their proactive and enthusiastic nature.
In the end, a nano influencer campaign promises a high return on investment, and they are highly motivated and invested in their work which makes them an important asset to any brand which collaborates with them. Nano influencers have now started getting collaborations by known brands which in turn helps the influencers to grow and for the brand even though these influencers have a niche audience the high engagement rate works in the favor of the brand
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