Having the right influencers, whether they are micro-influencers, nano-influencers, or macro-influencers, promoting your brand can help you effectively market your products. By engaging various influencers from a variety of age, race, and sexual orientation, brands can reach audiences that might otherwise go untapped if they were only working with a limited number of macro-influencers.

Because nano-influencers do not have to be paid (except by receiving a free product), brands are able to reach hundreds of nano-influencers on the same budget that they would have used to engage only a few mainstream influencers. Marketers are finding greater value in using individuals with smaller numbers of social media contacts, but who are still larger numbers of people, compared with nano-influencers.

Nano and micro influencers typically have higher average engagement rates, as their communities are smaller and are more interested and focused/engaged in their content, as well as the fact that the algorithms on social media do not generally work against them. Nano and micro-influencers generally maintain closer relationships with their audiences and are more proactive when it comes to answering questions on product reviews or responding to followers in the comments section. While micro-influencers cannot compete with larger peers for followers, brands should care more about engagement, and that is where nano- and micro-influencers shine.

For trends, followers’ loyalty is far higher, and audiences are typically more willing to favour micro- and nano-influencers opinions than they would in the case of mega- and macro-influencers. While it might seem counterintuitive to the goal of influencer marketing to align yourself with an influencer who boasts of having a smaller audience, the quality of relationships held between micro and nano-influencers and their audiences can have long-lasting effects on public perceptions of the products and/or services of a brand or agency. By leveraging the power of those who possess larger audiences in the form of followers, aka, influencers, brands, and agencies can more effectively market their products and influence public perception to their advantage.

As their followings grow, influencers often get specific about what brands they produce content for, restricting campaigns and endorsements to established brands with plenty of social proof. Many smaller-audience Instagram influencers tend to recommend brands authentically and unofficially to their followers. When a Nano influencer recommends a product, followers perceive this recommendation to be more authentic, as they tend to work with brands that only appeal to them and are comfortable using.

Because nano-influencers are perceived to be more authentic and approachable than celebrities, their posts tend to garner engagement in the form of comments, likes, and clicks at a far higher rate than posts made by those with followings that number in the hundreds of thousands.

Brands typically work with nano-influencers when they want to target a particular niche and stretch their marketing dollars, or if they are looking to make a bigger outreach play. If the brand is new, or is rolling out a new product, and wants to spread the word, working with nano-influencers is a good way to do that, since you can get high volumes. The brand might run an ad that says it is looking for brand ambassadors and uses that ad to target nano- and micro-influencers who have interests that match with its brands image or product offerings.

At the micro-level, brands find an influencer that wants to promote products aligned with their interests or areas of expertise. Focus on building a strong bond with your influencers, and leverage that to project an image of trustworthiness for your brand.

Having the right influencers on your side can help to boost your brands visibility, increase your customer base, and boost sales. Influencer marketing has a huge potential to power up the visibility of your brand, because many more people are finding products to buy, places to eat, and even vacation destinations through influencers. There are more options than ever, but cutting-edge influencer programs revolve around finding the micro-influencers that fit your brands marketing goals and weaving these accounts into your larger marketing plan in a personalised, authentic way.

While influencer marketing is a suitable, high-cost strategy for brands promoting their brands visibility on Instagram, micro-influencers are best aligned with the small businesses marketing to best split a tremendous opportunity for brands to expand their reach in the niche. Micro influencers are the actual human beings who can build an authentic following, as well as a loyal, trusting community of recommendations from the brand products that are new or weird, which is an asset to using them. Macro influencers have massive reach and can create lots of awareness for your brand.

For example, a micro-influencer who is devoted only to makeup with only a few thousand followers could drive a higher engagement rate across social media, creating engaging types of content that caters to the interests of her followers, as well as taking a brands product promotions to a new level. For example, an influencer could create videos or other content on your products to promote your brand, bring traffic to your site, boost users’ interest in your offers, etc. Sponsored posts could be used to kick off a successful micro influencer campaign. The brand may also provide the influencer with social exposure by reposting it to its own social channels or websites.

Recent studies suggest more brands are finding success with smaller influencers, thanks to their highly targeted audiences who have highly defined interests. While more mainstream influencers are experiencing reduced reach, smaller influencers are seeing a surge in popularity. Remember, an influencer who has less than 10,000 followers will give you the best bang for your buck when it comes to engagement.

You should ideally be working with influencers that have a high engagement rate, publish regularly, and have a unique personality or voice. Like all influencers, micro-influencers engage with audiences and build brand awareness by working together using a variety of social media channels, including Instagram, YouTube, Pinterest, Facebook, and others.

Useful Links:

https://blog.octoly.com/what-nano-and-micro-influencers-bring-to-the-table/

https://wearesuperb.com/4-reasons-why-your-brand-should-care-about-micro-nano-influencers/

https://www.ethos-marketing.com/blog/nano-influencers-social-media-marketing/

https://tensorsocial.com/post/the-power-of-micro-and-nano-influencer-campaigns

https://blog.ainfluencer.com/everything-about-micro-influencers/

https://builtin.com/marketing/nano-influencer

https://shanebarker.com/blog/nano-influencers/

https://www.fifthandcor.com/post/how-to-use-micro-influencers

https://neilpatel.com/blog/micro-influencer-marketing/

https://www.linkedin.com/pulse/12-reasons-your-business-should-utilizing-nano-shelby-baldwin

https://later.com/blog/micro-influencer-marketing/