From start-ups to multi-million dollar corporations, companies of all sizes are joining forces with social media personalities. Influencers with millions of followers may seem like the best candidates for the partnership. But Social Media Strategist, Edan Gelt says connecting with nano-influencers can be much more valuable.
More and more, small businesses and major brands are connecting with social media influencers. Joining forces with a social media personality can be extremely instrumental in promoting a brand or product. While teaming up with an influencer with a large following may seem like the best route, nano-influencers are proving otherwise. But what is a nano-influencer? And how can these social media personalities help you grow your brand?
What is a Nano-Influencer?
A nano-influencer is a rising social media influencer. These social media personalities cater to specialized niches and maintain small audiences between 1,000 and 10,000 followers. But don’t let the numbers fool you! Nano-influencers’ audiences generally tend to be highly engaged. And that’s just one of many benefits when your brand or business decides to connect with a nano-influencer rather than a bigger name.
Why partner with a Nano-Influencer?
First and foremost: engagement. Nano-influencers typically maintain highly engaged audiences. This is because, being “smaller” in following, these social media influencers feel much less like personalities and more like actual people. Their audiences directly engage with them on a regular basis because their followers are more like friends than fans.
Think about it. Are you more likely to trust a recommendation from a celebrity or from a trusted friend? Chances are, you’re more inclined to believe the latter. A recommendation from a nano-influencer feels more personal… meaning, their audience is more likely to trust in their opinion. This is because they are generally more accessible to their followers. In their audience’s view, a nano-influencer has no reason to lie to his/her audience. This is largely because the nano-influencer is working hard to build their audience through valuable and transparent engagement. Unlike a large and inaccessible social media influencer who feels like a celebrity, the nano-influencer is working hard to build their reputation. They wouldn’t risk the trust of their audience!
Nano-influencers typically maintain audiences in a very specific and specialized niche. This is fantastic for small businesses! Promoting your brand or products to a large audience can be great. But chances are, at least half of that audience will not be interested in your products. By connecting with a nano-influencer, your chances of directly connecting with your own intended audience increase dramatically. Remember: targeted advertising is always the way to go!