Anyone in the communication and marketing industry certainly knows the "8-second rule", that refers to the average attention span of people on social media. At the same time, 59% of TikTok users stated that the content on the platform made them want to buy a product. And it is for this fierce scenario and, at the same time, promising, which big brands stand out start to focus their attention (and budget).
Bianca Brito, Head of Marketing ofBrandLovrs, highlights the importance of diversifying advertising campaigns by including nano and micro creators. With a constantly growing influencer market, Brazil currently has 13 million content creators, with 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 lesser-known niches becomes an essential strategy to reach specific audiences and achieve more effective results, affirms Bianca Brito
The specialist adds that exploring actions with nano and micro creators has been a great strategy to ensure the support of advertising campaigns initiated in other channels. As an advertiser, I understand the value and necessity of investing in traditional TV and radio ads, which have their value and should not be overlooked. But to genuinely connect with the audience and generate more participation in the consumer's daily life, it is necessary to go further, and creators are a fundamental pillar for major advertisers to remain relevant and close to the audience.
A clear example of this approach was the top-of-funnel campaign carried out by BrandLovrs for a large Brazilian retailer. The action involved the participation of 50 nano and micro creators, covering all regions of the country and various profiles and categories. Parallely, 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 a huge diversity to the action, in addition to a significantly higher engagement. We received more than 3.000 comments on the posts of nanos and micros, while celebrity posts had fewer than 300 comments, reveals Bianca
Concluding, Bianca Brito emphasizes that diversifying strategies with niche influencers not only expands the reach of campaigns, but also strengthens the emotional connection with different segments of the audience. In a scenario where attention is an increasingly contested asset, the brands that invest in the integration of nano and micro creators in large advertising campaigns, achieved a more authentic and relevant engagement
