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.
