You will have heard of influencers, who many businesses and companies use in order to promote their products and services. Influencers are an invaluable form of advertising and are particularly popular among Millennials. But now there is a new type of influencer – nano influencers. Find out all about nano influencers in our handy article.
Summary: 5 Minutes read, Level: Expert
A good place to start is to explain what a nano influencer is. A nano influencer is just the same as any other kind of influencer, with one fundamental difference – they have fewer followers. A typical influencer – one of the Kardashians, for example – will have millions of followers on Instagram and a reach that far transcends that total. A typical nano influencer will only have a couple of thousand followers. That may seem like a large number to some of us who only have 25 family members and friends following is, but in the influencing world it is relatively small game. Nano influencers can have up to 100,000 followers and still not be considered to be part of the big league.
Influencing may well be a new thing for many people, and it is certainly on trend right now, but it has been around for a very long time. While many people were registering on social media networks such as Twitter and Facebook as soon as they were created, posting initial posts along the lines of “I’m not sure how this works”, others were thinking well ahead. As with everything else, people were already beginning to wonder how social media could be used in order to make money.
There is money to be made in absolutely everything if you look hard enough and advertising is really what drives the internet. Initially there were no adverts on Twitter, Facebook or Instagram, so it paid to be inventive. Before companies became social media savvy, they relied on others to do the work for them. Users approached companies and asked: “what will you give me if I promote your product?”
This was new territory and some capitalised on it massively. There was everything from gift vouchers and free samples to cold, hard cash given to earlier influencers. But once it was understood that an influencer needed a large reach to be successful, it was only a select few who could make a real living from it. Fast forward a few years and there are still only a few massive influencers and they make literally millions from it. Now companies are looking for a cheaper way once again and they were willing to throw freebies at the new so-called nano influencers. It became apparent that a person with a few thousand followers can still drive enough traffic to a company to make this worthwhile.
Now that every company worthy their salt has someone in charge of social media, why do they need influencers? Surely it’s enough with some well-timed tweets, blog posts and a good Instagram story, isn’t it? Well, yes and no. These days people have become desensitised to adverts and tend not to see them at all among the other posts in their newsfeeds. Similarly, some people just don’t bother looking at promoted corporate tweets and posts at all.
This is where nano influencers come ion. They are generally just regular people, not celebrities or big internet names. If someone who seems like an ordinary person tells you about a new shampoo, for instance, research has shown that you’re more likely to pay attention. In some cases, nano influencers have proven to be more successful for a company than a series of promoted posts. It’s also a lot cheaper.
Well, there’s no big money, that’s for sure. Financial rewards can be possible and obviously any such deal should be thrashed out beforehand and ideally a contract signed. This is more likely if you’re at the upper end of the nano influencers’ follower count scale (100,000 or so). Those who are at the lower end of the scale with just a couple of thousand followers can expect a more modest form of payment, such as some free products or a gift card.
Being a nano influencer can be a stepping stone to becoming a fully-fledged influencer. If you make it to that level, you have really reached the promised land, where rewards can be huge.
The trend of using nano influencers is only just starting to take off, but some of the biggest names in online shopping and products are already on board with it. This is where you really need to start thinking about using this method of promotion for your own business.
Nano influencers are connected to the social media world 24 hours a day and they have already done the legwork to find out which kind of posts are successful and when the best times to post are. This saves you time and money on top of the service you will receive. But how can you find nano influencers you can trust who will do the promoting for you?
Unfortunately, you’ll need to spend some time researching this yourself. There’s no other way. Or is there? There is a tool called Audiense which can help you. It’s easy to use and will save a lot of time. It’s great for finding nano influencers relevant to your brand or products. It works by tapping into a database of nano influencers. Just like finding a plumber or a gardener, nano influencers can be found in directories.
Nano influencers are precisely what you need to be able to target new audiences and hitherto untapped demographics. Never underestimate the Millennial market either. Influencers and nano influencers are quite possibly the best means to be able to reach these potential customers. So don’t delay, start using nano influencers today!