6 Reasons to invest in niche influencers

Investing in nano and micro-influencer outreach has become a popular strategy among brands in various sectors. These two influencer categories are characterized by having a smaller audience compared to macro-influencers, but often exhibit stronger and more authentic engagement.

Nano-influencers are known for having a small but highly engaged following. Brands often choose nano-influencers for more targeted campaigns. They typically have 1,000 to 10,000 followers.

For micro-influencers, their follower counts range from 10,000 to 100,000, they have well-defined niches, and a closer relationship with their audience, resulting in high engagement rates. They have significant reach and notoriety within a specific area or niche, and are highly sought after by major brands.

"These types of content generators have authenticity and maintain a closer, more personal relationship with their followers, leading to higher and more genuine engagement. 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 space.

6 Reasons to Invest in Nano and Micro Influencers

The cost of micro and nano influencer campaigns tends to be significantly lower than with big influencers, allowing brands to partner more and reach a greater diversity of niches.

“As the cost is lower and engagement is higher, campaigns tend to be more efficient, bringing a good return on investment (ROI)”, explains fellow and co-founder of Nowa, Paula Kodama.

“Micro and nano influencers cater to more specific niches and 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 authenticity it is one of the factors that most brings consumers closer to this type of content producer, because they are considered more “genuine” and less corporate, these influencers are often seen as more reliable by their followers, data from a survey conducted by the company Zippia showed that 86% of consumers consider the authenticity of a brand a determining factor of purchase.

“Within authenticity lies the possibility of a personalized content, because they have a more direct contact with their audience, these influencers often create more creative and personalized content. Brands can collaborate to create more authentic campaigns adapted to the styles of each” influencer, says Aline.

One of the main goals of brands is to expanding your audience, and working with multiple micro and nano influencers allows companies to reach different audiences and communities, which helps in building a wider and more diverse influence network.

A customer loyalty it can increase a company's revenue by up to 95%, according to data from Harvard Business Review, having a more loyal audience and a more personal approach allows brands to create long-term relationships with micro and nano influencers, which results in more consistent campaigns and even, continuous partnerships are seen as more genuine and committed to the efficiency of the product offered, bringing greater security to the customer in continuing to consume a particular product. 

“Invest in micro and nano influencers it allows brands to connect with a more engaged and specific audience, offer 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