There was a time when brands turned to major celebrities to endorse products on social media.
Then, brands started looking towards more relatable people to promote items. Makeup vlogger Zoella and her boyfriend Alfie Deyes are prime examples, ‘selling’ various products to their multi-millions of followers.
Next came the micro-influencers. These more specialist, more trusted individuals were happy to become brand ambassadors (at the right price).
But now, according to the New York Times, it’s the turn of the nano-influencers. These are a group of run-of-the-mill digital citizens who just happen to be pretty good at social media.
When it comes to nano-influencers, the number of followers is irrelevant. Their appeal is that they are not famous.
It makes sense. Brands would much rather deal with ordinary people than demanding celebrities. Arguably, easier to get hold of and almost certainly cheaper (free products or services will do), these nano-influencers may not have the reach of celebrities, but they offer a more intimate form of engagement and personalisation of a brand.
This kind of promotion is nothing new in media. Holidays, theatre trips, clothes and restaurant meals are often talked about – but rarely paid for – by journalists. Influencer marketing is merely an extension of what has been happening for years.
What is a nano-influencer?
Nano-influencers are the everyday consumer. With between 1,000 and 5,000 social media followers, they tell their small community about the things they love. They are trusted and considered powerful influencers because of their engagement rates. A survey by Digiday revealed that nano-influencers are often able to engage up to 8.7% of their audience, compared to just 1.7% for celebrities with millions of followers.
Meanwhile, research by Brian Solis, principal analyst at Altimeter Group, reveals that only 32% of consumers follow big influencers, compared to 70% who say they are influenced by family members or friends online.
A clear benefit of using nano-influencers is their ability to target Generation Z. This is a generation that leans towards the opinions of online peers rather than traditional figures of authority. In fact, social media outranks both news outlets and friends and family when it comes to Gen Zers finding information they trust – nano-influencers are a direct route into this demographic.
Brands also like the fact that nano-influencers are more likely to over-deliver. Chances are they will have never worked with brands before and will show high levels of commitment to ensure a product is sufficiently represented. This enthusiasm gives brands more content options and comprehensive coverage.
Of course, there are some drawbacks to using nano-influencers. Their lack of experience working with brands could create more work for marketers, while a lack of understanding of a brand could potentially lead to fragmented messaging.
However, when you weigh up the positives and the negatives, it’s little wonder so many companies are turning to nano-influencers.
If you would like to make nano-influencers part of your video marketing strategy this coming year, speak to the team at Spot Digital. We understand that every business is unique and we tailor content and engagement strategies to ensure the best results.
Get in touch with our team of experts today.