• Sanne Butterfield

Why Micro and Nano Influencers are Vibe for Small Businesses




Fact: Influencer marketing is mainstream. Influencers offer a cost-efficient way to produce high-quality content. Influencer marketing delivers 11x ROI over all other forms of digital media. There are five different types of influencers:

  • Mega-influencers with more than a million followers

  • Macro-influencers with 500K to 1 million followers

  • Mid-tier influencers with 50K to 500K followers

  • Micro-influencers with 10K to 50K followers

  • Nano-influencers with 1K to 10K followers

Let's focus on Small Businesses and Influencer Marketing and why Micro and Nano Influencers are a very effective part of a small business marketing strategy.

Nano-Influencers

With the smallest follower count, nano-influencers offer brands a modest reach and probably a narrower one, too. However, what brands lose in reach they gain in engagement rates. Nano-influencers have the highest engagement rate of any influencer type, at 8.8 percent. Content is hyper-authentic and personalised for the audience, so brands working with this type of influencer can expect a different experience in this way.

Points to consider: Nano-influencers are much more cost-effective than their higher-ups, so brands with limited resources may want to start at this level of influencer marketing. Some nano-influencers don’t even charge brands, as they are building their following and partnerships with brands. Micro-Influencers

While micro-influencers have a much smaller following in comparison with mega-influencers, brands generally consider this group to be much more effective in terms of engagement and trust. That’s because micro-influencers have an intimate connection with their followers and tend to be more niche-focused. Eighty-two percent of consumers are more likely to buy a product recommended by a micro-influencer.

Points to consider: Content from micro-influencers is less polished but may feel more authentic than content from macro- or mega-influencers. This may influence the amount of success a brand experiences with influencer marketing, depending on business goals. Want to find out who your Nano and Micro Influencers could be?

Contact Sana to find out...!