Investing in the promotion of nano and micro influencers has become a popular strategy among brands from different sectors. These two influencer categories are characterized by having a smaller audience compared to macro influencers, but with generally stronger and more authentic engagement.
Nano influencers are known for having a small but highly engaged follower base. Brands often choose nano influencers for more targeted campaigns. 1,000 to 10,000 followers.
In the case of 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 wide reach and recognition in a specific area or niche, making them highly sought after by major brands.
“These types of content creators are endowed with authenticity and maintain a closer, more personal relationship with their followers, leading to higher and more genuine engagement. Their followers trust their opinions and are more likely to interact with their posts,” explains Aline Kalinoski, Partner and Co-founder of Nowa, a marketing agency focused on boosting brands in the digital environment.
