Anyone in the communication and marketing industry certainly knows the ‘8-second rule,’ which refers to the average attention span of people on social media. At the same time, 59% of TikTok users stated that the platform’s content made them want to buy a product. It is for this fierce yet promising scenario that major brands are beginning to focus their attention (and budget).
Bianca Brito, Marketing Head at BrandLovrs, highlights the importance of diversifying advertising campaigns by including nano and micro creators. With an influencer market constantly growing, Brazil currently has 13 million content creators, with 99% of them classified as nanos (up to 10 thousand followers) and micros (up to 100 thousand followers). ‘The world of big influencers and celebrities is increasingly limited and saturated. In this context, exploring lesser-known niches becomes an essential strategy to reach specific audiences and achieve more effective results,’ says Bianca Brito.
The specialist adds that engaging with nano and micro creators has been a great strategy to ensure the sustainability of advertising campaigns initiated on other channels. ‘As an advertiser, I understand the value and need to invest in traditional advertising. TV and radio ads have their value and should not be overlooked. But to genuinely connect with the audience and generate more involvement in the consumer’s daily life, it is necessary to go further, and creators are a fundamental pillar for big advertisers to stay relevant and close to the audience.’
An clear example of this approach was the top-of-funnel campaign carried out by BrandLovrs for a major Brazilian retailer. The action involved the participation of 50 nano and micro creators, covering all regions of the country and various profiles and categories. Simultaneously, two celebrities with 1.5 million followers each were also hired for the campaign.
The results showed the strength of nano and micro creators. “The 50 content creators brought a huge diversity to the action, as well as significantly higher engagement. We received over 3,000 comments on the nano and micro posts, while the celebrity publications had less than 300 comments,” reveals Bianca.
In conclusion, Bianca Brito emphasizes that diversifying strategies with niche influencers not only expands the reach of campaigns but also strengthens the emotional connection with different audience segments. “In a scenario where attention is an increasingly contested asset, brands that invest in integrating nano and micro creators into large advertising campaigns will achieve a more authentic and relevant engagement.”
