Nano influencers and micro-influencers both have the same job: to promote brand products. However, the significant difference between the two is follower count. This also means a difference in content, audience, and quality.
Whether brands invest in nano or micro-influencers, the payoff for either can be very beneficial. Social media allows companies to connect with consumers on a personal level, and influencers are the way to do that.
What is a nano-influencer?
Nano-influencers is a term given to someone active on social media with between 1,000 and 10,000 followers. They are everyday people who have entertaining content that racks up attention through likes, comments, and follower count.
Most nano-influencers typically work through Instagram, but they can use other platforms like Facebook, Twitter, LinkedIn and Pinterest, as well as other, regionally-focused social networks.
The appeal of nano-influencers is that they can promote brands and engage easily with their audience. Although they are the lowest tier of influencers, they are still effective in connecting with their followers.
People are more likely to relate to them since they are usually ordinary people who post about everyday things in life, with a little push on certain brands.
The major difference between nano-influencers and everyday social media users is that they have a more substantial following, due to the popularity of their content.
Nano-influencers differ from the upper tiers of influencers by sharing similar interests with niche groups. For this, they can help brands garner attention more effectively.
Why brands utilise nano-influencers
Brands gravitate to work with nano-influencers for their small following. Counterintioutiviely, this seems like the opposite of what brands should be doing, as instead, they should go for those with a larger follower count. However, part of nano-influencers’ appeal is their small, often niche, following and are generally less expensive than micro-influencers.
The smaller platform that nano-influencers have improves their level of engagement and relatability. Due to this, they can promote brands on a more personal level. A small follower count also means they can reply to DMs and comments faster and more effectively.
Nano-influencers also tend to be easier to hire and easier to work with. They are not as established social media users, so they typically do not have a set of demands to follow when working with them, but are often trying to reach the heights of a micro-influencer or greater. In addition, they also are often wanting to monetise the audience that they have built.
How Much Do Nano Influencers Charge?
Obviously, nano-influencers do not get paid as much as influencers with larger followings. However, they could receive from around $100-thousands per post and about half of that for an Instagram story post.
Partnering brands can also use their products as a form of payment, giving store credit or gift cards for influencers’ service.
What is a micro-influencer?
Micro-influencers are similar to nano-influencers, but with more followers.
Their follower count ranges between 10,000 and 50,000 people.
Their larger audience indicates that they may have more experience promoting brands as an influencer and can generate a greater return on content.
This is not to say that they have more engaging content than nano-influencers, but rather, they have amassed a more considerable following because of their legacy of engaging content.
The downside of using a micro-influencer over a nano-influencer is that their content may be less personal to their audience and resonate with a smaller percentage.
Are nano-influencers better than micro-influencers?
Like with most things in digital marketing, it depends.
Nano-influencers are more cost-effective than micro-influencers. Though they can only reach out to between 1,000 and 10,000 people, they are cheaper and can engage better with their audience.
Every day social media users also can tend to trust nano-influencers more than those with a larger platform and who may promote more brands.
Since nano-influencers may not be promoting the brand portfolio that a micro-influencer might be, then there is a higher cut-through of sponsored posts. However, this might mean that they need a bit more guidance from you as to what you want and how they should approach such a post.
How to find nano-influencers
Doing some searching on the intended social media platform can lead to finding suitable nano-influencers. Specifically, look up certain hashtags related to nano influencers such as #discoverunder10k. Upon finding a nano-influencer, it is easy to find more, since they generally interact with each other on social media.
Alternatively, you can search based on popular hashtags in your industry and then examine who is using that particular hashtag. This tool could help for that.
Nano-influencers or aspiring influencers also tend to make themselves known in their bio. If they list their interests and contact information there and have quality content, then they most likely are or hope to be an influencer.
Platforms to find nano-influencers
Several websites help brands partner with nano-influencers or any type of influencer for that matter. All these platforms require is the input of some business information. Then, brands have access to thousands of potential influencers to promote their products.
Here are some platforms to find influencers quickly and easily:
Brands who want to promote their products can also join online communities to find nano-influencers. However, some communities, like Reddit, can be very protective of their content and delete anything with a hint of product promotion. So, search for influencers on these community boards and then separately contact them through their social media pages.
Investing in nano-influencers is a fantastic way of promoting brands and spreading the word on certain products. Although they have a smaller audience, they can engage better with their followers and encourage products on a personal level.