Investing in the dissemination of nano and micro influencers has become a popular strategy among brands from different sectors. These two categories of influencers are characterized by having a smaller audience compared to large 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 generators are endowed with authenticity 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.
