What are Nano-Influencers and Why Small Businesses Should Work With Them

The power of social media influencers when marketing a product has proven to be advantageous for both businesses and influencers alike. Whether it be a mommy blogger promoting stroller or a beauty guru showing off a lipstick, audiences respond to the people they follow. Many people think that only big companies can benefit and afford this kind of marketing, but influencer marketing comes in all shapes and sizes including companies on all scales and influencers of all followings. 

What are nano-influencers?

This is when nano-influencers come into play. Contrary to what the name entails, nano-influencers can make a big difference for your marketing strategies. Nano-influencers are influencers who have around 10 thousand followers or fewer. These followers start as family, friends, friends of friends and eventually start to grow. 

Why work with nano-influencers?

Nano-influencers often have very well honed niches and thereby have very specific audiences. Even though nano-influencers have fewer followers, they tend to have a closer relationship to their audience. This close relationship builds trust between the audience and the influencer. The combination of the niche audiences and audience trust can make working with nano-influencers helpful for small businesses with niche products. Nano-influencers are also less expensive to work with which can also be helpful for smaller marketing budgets. They can be compensated monetarily or with free goods or services.

How to choose a nano-influencers

After deciding to give influencer marketing a try, it is time to find your influencer. The platform to look at is going to be product specific. Think about your target demographic and the platform that will find them the most. Think about Instagram, Facebook, YouTube, etc. Tiktok is also a great place to look as the TikTok algorithm helps the right audience find content specific to them. Choosing the right influencer for your company is more about quality over quantity. Even if the influencer has fewer followers, they may still be a great option. Look at their engagement and the relationship between the influencer and their audience. The stronger the relationship, the better. 

Working with nano-influencers

Maintaining a good relationship with your nano-influencers is key. Work to build their trust and strive to add value to their life as they are adding value to your company. When compensating them, make sure that what you are offering them will actually be beneficial. Will the product improve their lives? Extra freebies laying around your office may not cut it in some cases. When you work with a nano-influencer, they are part of the team.

Everyone can profit off of influencer marketing, even smaller companies. Nano-influencers are out there ready to work with brands. Make your company the next.