Photo Credit: iStock.com/ELENA PETRUNEVA
Marketing is the core of every business’s success. Without it, a business cannot stand on its own two feet. Due to this, many forms of marketing have emerged over the years. However, in today’s digital age, influencer marketing is the new norm. It has become a part of many brand’s strategies’ foundation.
Nearly every company is utilizing influencer marketing. As a result, celebrities and stars often take the spotlight, but there is a rising influencer type that every business must consider: nano-influencers. This blog is all about them today, starting with what exactly are nano-influencers.
You can think of nano-influencers as the youngest brother of all influencers. However, they are more niche-bound, with high engagement, and strive to master that particular niche. Nano-influencers’ fan following can range from 1,000 to 10,000 followers.
Moreover, nano-influencers create more authentic and genuine content with many unique ideas and research. As a result, they make a valuable connection with their fan following.
Today, brands love to collaborate and work with nano-influencers because of multiple reasons. Although they don’t have a very large fan following, they bring great benefits to the table. Here are the major benefits of hiring and working with a nano-influencer.
Small influencers have particularly set their eyes on one single niche. It enables them to gather an audience interested in that category only, making them build personal connections. As a result, their recommendations become powerful and yield more impactful marketing results.
Normally, nano-influencers charge nominal fee for their services as opposed to big or mega influencers. Moreover, they come up with authentic, original, and more useful content which allows them to build better relations with their audience and community. For you, it means more people are likely to follow their advice and buy from you, resulting in more revenue growth.
Due to the personal connection and strong ties with tight communities, nano-influencers have much higher chances of increasing audience engagement. The high engagement rates can help you spark meaningful conversations, increase engagement, build trust, and bring conversions and sales.
Having a strong marketing plan is important. It includes engaging graphics, content, and overall strategy. Since nano-influencers are always in the game, they have strong knowledge of content creation.
Nano-influencers have a good understanding of their audiences. They can provide highly valuable and authentic content that resonates with your brand for desirable results. From Facebook reels to Instagram stories and YouTube shorts, nano-influencers have the right amount of versatility to produce different types of content.
They can create content that aligns with your brand values and help you reach goals and complete objectives easily.
So, now that you know the benefits of nano-influencers, you must be excited to get started. We wouldn’t keep you waiting. However, there are some important tips and steps to reach out and hire nano-influencers. These are as follows:
The first thing you have to do is find the right influencer. For that, you will have to research the market, locate nano-influencers, and see which of them align with the same niche as you and your brand. You can look for the demographics and values to identify them. Remember, just like you, nano influencers are also exploring ways to find the best brands to collaborate with. So, it is equally important to understand what truly matters to them. Next, look for the ones that are highly engaging, authentic, and passionate about the niche. Moreover, look for the content they produce and their ability to communicate with the audience.
You can also consider using tools to streamline content creation processes on platforms like TikTok.
For instance, a specifically tailored solution like Kua.ai TikTok toolbox, includes tools for TikTok influencer/creator email generation, TikTok product video hashtag generation, TikTok LIVE scripts, and TikTok shop product listings generation.
Speaking of communication, once you find the right influencer according to your brand’s needs and values, approach them. You can send a personal message or invite them to start a conversation. Moreover, you can communicate the aspects you like about their content and build an understanding. Remember, be genuine to get genuine responses.
Building valuable and genuine relations with the influencers is the key to victory here. It will help build meaningful and lasting relationships.
While we are on the relationship subject, the next thing you have to do is strengthen your relationship with the nano-influencer. You can do so by offering them special access to your brand’s services or products. Also, you can invite them to events or provide special discounts.
In short, you have to provide them with value to gain their trust and understanding. Also, providing them with useful material to share with their audiences. If you show genuine appreciation for their work and understanding in genuine relations, you will strengthen the bond with them. As a result, it will lead to endorsement for your brand.
Once you have built up a good relationship, you can move up a notch and try to turn it into a partnership. For that, you will have to work on projects together.
Since nano-influencers are looking for more exposure and opportunities for work, they are more likely to accept collaborations. You can start working on creating valuable strategies for different projects with varying needs and demands. Once the audience starts coming in, you can move towards bigger projects.
Once you start launching projects in the market, you must carefully analyze their effectiveness. It is highly essential to measure progress as it will help improve future efforts and projects.
You can do so by testing it using different methods. It includes A/B testing, multivariate testing, users, and usability testing. You can also collect feedback regarding the design, content, and overall aesthetics of your products or services. It will help collect valuable data and improve the future marketing campaigns.
If you have been working for a while but there are no solid improvements, you can sit with your nano-influencer and try to improve the strategies.
Nano-influencers and their strong knowledge of social media marketing can help you devise great strategies that can help enhance the brand’s presence. You must collaborate with them to discuss the shortcomings and changes for improvements. In the end, once the new strategies are ready, go ahead and launch them.
You cannot just launch a campaign and leave it as is. Small businesses marketing is not much different from marketing of large corporations, products, or services. Although the scale is different, the overall requirements and after-launch care is the same.
Once your campaign is live, move on to measuring its results and growth. If its performing well, good, you can start working on the next campaign. However, if it is not working well, you must go back to the drawing board, optimize your strategies, and build new strategies for effective and efficient results.
Although nano-influencers are gaining popularity and hype, there are some challenges that are linked to working with them. These are as follows:
If you can remain patient enough to bypass these issues and overcome challenges, you can make your brand shine with nano-influencers. They are cheaper to hire and offer authentic results that you may have a hard time reaching on your own.
Here are examples of some of the top and great nano-influencers on Instagram.
Teresa is a business-minded woman with a passion for DIY work, cooking, and home decor. She currently has 9K followers and is running an Amazon page with the name Happy Place Creations where she sells things like home decor items and laundry detergent.
Emmy Rice is another great nano-influencer with 9K followers on Instagram. She owns Cornerstone Lactation, a lactation education center, and runs a YouTube vlogging channel for birthing and family advice. She is determined and great at her work.
Cathy Rose is a family woman and she shares her many adventures along with lifestyle and photography. She has over 8K followers on Instagram. She is a proud mom that captures beautiful pictures, mostly of her family and adventures.
Brea Feazel is a life and style nano-influencer and video creator. She runs an Amazon page with cleaning essentials. Also, she shares home styling, crafts, DIY items, and many more things on her YouTube channel. She currently has 7.8K followers on Instagram.
Denise is an award-winning journalist and has been in the show industry for quite some time. She is also the owner of My Cancer Family for support and love for cancer survivors. Denise Albert currently has 6.8K followers, but she deserves so much more for her amazing work.
Nano-influencers come as a great opportunity for startups, solopreneurs, small business, and even large corporations. They can help the brand connect with niche relevant audiences and drive effective engagement for desirable results. Ultimately, it can help improve ROI and put more green lines on the sales chart.
The market today is highly competitive, and in order to stand out, a brand must take every opportunity to seize the game. And nano-influencers can help do just that and much more. They can enhance the brand message, raise awareness, and deliver effective results.
Kelvin Stiles is a tech enthusiast and works as a marketing consultant at SurveyCrest – FREE online survey software and publishing tools for academic and business use. He is also an avid blogger and a comic book fanatic.
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