Who is the market of communication and marketing certainly knows the “rugra of 8 seconds”, which refers to the average attention time of people on social networks. At the same time, 59% of TikTok users stated that the content of the platform made them want to buy a product. And it is for this fierce and at the same time promising scenario that major brands stand out begin to focus their attention (and budget).
Bianca Brito, Head of Marketing at BrandLovrs, highlights the importance of diversifying advertising campaigns with the inclusion of nano and micro creators. With a market of influencers in constant growth, Brazil currently has 13 million content creators, 99% of them classified as nanos (up to 10 thousand followers) and micros (up to 100 thousand followers). “The world of major influencers and celebrities is increasingly limited and saturated. In this context, exploring less known niches becomes an essential strategy to reach specific audiences and obtain more effective results”, says Bianca Brito.
The expert adds that exploring actions with nano and micro creators has been a great strategy to ensure the support of advertising campaigns initiated on other channels. “As an advertiser I understand the value and the need to invest traditional TV and radio ads have their value and should not be left aside. But to genuinely connect with the public and generate more participation in the day-to-day consumer you need to go further and creators are a fundamental pillar for large advertisers to remain relevant and close to the public”.
A clear example of this approach was the funnel top campaign carried out by BrandLovrs for a large Brazilian retailer. The action was attended by 50 nano and micro creators, covering all regions of the country and various profiles and categories. In parallel, 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 enormous diversity to the action, as well as significantly greater engagement.We received more than 3,000 comments on the nanos and micros posts, while celebrity posts had fewer than 300” comments, Bianca reveals.
In conclusion, Bianca Brito points out that the diversification of strategies with niche influencers not only extends the reach of campaigns, but also strengthens the emotional connection with different segments of the public. “In a scenario where attention is an increasingly disputed asset, brands that bet on the integration of nano and micro creators in large advertising actions, have achieved a more authentic and relevant engagement”.
