Investing in the promotion of nano and micro influencers has become a popular strategy among brands in various sectors. These two categories of influencers are characterized by having a smaller audience compared to major influencers, but with generally stronger and more authentic engagement.
Nano-influencers are known to have a small but highly engaged follower base. Brands often choose nano-influencers for more targeted campaigns. 1,000 to 10,000 followers.
As for Micro-influencers, their numbers range from 10,000 to 100,000 followers, they have well-defined niches and a closer relationship with their audience, resulting in high engagement rates. They have a significant reach and visibility in a specific area or niche, making them highly sought after by major brands.
“These types of content creators are authentic and maintain a closer and more personal relationship with their followers, leading to higher and genuine engagement. Their followers trust their opinions and are more likely to interact with their posts,” explains Aline Kalinoski from Sócia and co-founder of Nowa, a marketing agency focused on brand promotion in the digital environment.
Discover 6 reasons to invest in Nano and Micro Influencers
The cost of campaigns with micro and nano influencers tends to be significantly lower than with major influencers, allowing brands to make more partnerships and reach a wider variety of niches.
“Since the cost is lower and engagement is higher, campaigns tend to be more efficient, bringing a good return on investment (ROI),” explains also co-founder of Nowa, Paula Kodama.
“Micro and nano influencers cater to more specific and dedicated niches, this characteristic allows brands to connect with an audience more aligned with their product or service, increasing the likelihood of conversions,” Paula concludes.
Authenticity is one of the factors that most brings consumers closer to this type of content producer, as they are considered more “genuine” and less corporate, these influencers are often seen as more reliable by their followers, data from a survey conducted by the company Zippia showed that 86% of consumers consider a brand’s authenticity a determining factor in purchase.
“Within authenticity lies the possibility of customized content, as they have more direct contact with their audience, these influencers often create more creative and personalized content. Brands can collaborate to create more authentic and tailored campaigns to each influencer’s style,” Aline states.
One of the main goals of brands is the expansion of their audience, working with various micro and nano influencers allows companies to reach different audiences and communities, which helps in building a broader and more diverse network of influence.
A customer loyalty can increase a company’s revenue by up to 95%, according to Harvard Business Review data. Having a more loyal audience and a more personal approach allows brands to create long-term relationships with micro and nano influencers, resulting in more consistent campaigns. Additionally, continuous partnerships are seen as more genuine and committed to the efficiency of the product offered, bringing greater security to customers in continuing to consume a certain product.
Investing in micro and nano influencers allows brands to connect with a more engaged and specific audience, offering authentic and creative campaigns. This strategy has proven to be an effective way to generate genuine engagement and build long-term relationships with consumers,” concludes Paula.
