Investing in the promotion of nano and micro influencers has become a popular strategy among brands from 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 for having a small but highly engaged follower base. Brands tend to 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, which results in high engagement rates. They have a large reach and notoriety 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, more personal relationship with their followers, which leads 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 promoting brands 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 large influencers, allowing brands to make more partnerships and reach a wider variety of niches.
“As thecost is lower and engagement is higher, campaigns tend to be more efficient, bringing a good return on investment (ROI)”, explains Paula Kodama, partner and co-founder of Nowa.
“Micro and nano influencers cater tomore specific nichesand dedicated, this feature allows brands to connect with an audience more aligned with their product or service, increasing the likelihood of conversions”, adds Paula.
The authenticityis one of the factors that 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 trustworthy by their followers, data from a survey carried out by the company Zippia showed that 86% of consumers consider the authenticity of a brand a determining factor in purchasing.
“Within authenticity lies the possibility of acustom contentBecause they have a more direct contact with their audience, these influencers tend to create more creative and personalized content. "Brands can collaborate to create more authentic campaigns tailored to each influencer's style," says Aline.
One of the main objectives of brands is toexpanding your audience,Working with multiple micro and nano influencers allows businesses to reach different audiences and communities, which helps in building a broader and more diverse network of influence.
A customer loyaltyIt can increase a company's revenue by up to 95%. According to Harvard Business Review, having a more loyal audience and a more personal approach enables brands to create long-term relationships with micro and nano influencers, resulting in more consistent campaigns. Additionally, ongoing partnerships are seen as more genuine and committed to the efficiency of the offered product, providing greater security for the customer to continue consuming a particular product.
“Invest inmicro and nano influencersAllows 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.
