What is a nano-influencer?
Influencers are making fortunes these days — for themselves and their clients. According to CNBC, vlogger brothers Jake and Logan Paul are pulling in millions — some $21.5 million and $14.5 million, respectively, in 2018.
Why? The duo are able to mobilise their audience to action, and fully harness “the power of their huge followings. (20 million subscribers for Logan at the time, 17.5 million for Jake),” reads ENews Online’s Here's Why Influencers Might Just Be the New A-List.
“PewDiePie, the most-followed individual on YouTube, has amassed over 100 million followers tuning in for his video game-playing and comedic content. (He also brought in $15.5 million last year). Famous beauty vlogger Jeffree Star reportedly made $18 million in 2018 and started a successful makeup company,” ENews reports.
Influencers are going mainstream. Harvard Business Review reports that in 2018, 1.9% of all U.S. consumers — including 36% of those aged under 25 — purchased a product or service because a social media influencer recommended it. Unsurprisingly, U.S. companies have taken note: 75% relied on influencer marketing in 2018, and 92% of marketing managers declared their belief in its effectiveness.” Similarly, the use of influencers is becoming standard practice in South Africa. But there is an important consideration to be made — which of the different kinds of influencers brands should use in their campaigns:
Know the difference between nano-, micro-, and macro-influencers
Nano-Influencers: These are the newer breed of influencers who are attracting marketers’ interest. They typically have fewer than 1000 followers. A nano-influencer could be an individual who has an influence in a local area or neighbourhood. The local pastor, a community leader or even a local government official such as Rep. Ocasio-Cortez who became a Congresswoman by using her nano-influencer status to build trust within her community. She no longer qualifies as a nano-influencer as she now has over 600 000 followers who support her message, but she started from the bottom and worked her way up. Nano-influencers can be the solution to turning your brand’s downward social spiral into a social media boost.
Pros: You can reach a very specific target market, they are more cost-effective than celebrity influencers, and they have an overall more authentic influence. By nurturing the right nano-influencer you can help them develop into a micro- or even macro-influencer who will be loyal to your brand and message.
Cons: They have a smaller audience reach, and not all nano-influencers will fit your brand, so it is essential to find an influencer that fits your brand’s tone and style.
Micro-Influencers: These influencers have from 1000 to 100 000 followers and typically focus on a specific area or topic where they are generally regarded as an industry expert. Companies like Adobe are known to use micro-influencers in their marketing campaigns to create a specific focus, while helping those influencers to grow their platform. Many are in the beginning phase of monetizing their influence.
Macro-Influencers: These are the celebrities of the influencer world. Their following ranges between 100 000 to ten million followers. They often expect to make money from their status as influencers, have a much wider audience, and can have real sway in the market that they are in.
By finding a nano-influencer in your community and working with them, you can develop a relationship that can last a lifetime. By treating them well and helping them pave the way to bigger and better things, you will gain a loyal brand ambassador for life.