Working with nano influencers

Bigger isn’t always better when it comes to working with influencers. Whilst the popular big names may seem to offer the largest potential audience reach, smaller accounts like micro or nano influencers often have more sway than their big-name peers.

The bigger names are usually out of the budget for emerging brands, but may also not be even a good return on investment if their following doesn’t match the target audience of the brand.

Nano influencers can be a much better match for an emerging brand and offer a surprising amount of value. A nano influencers is usually defined as content creators who have a following less than 10,000 on their social media accounts. The reason they can offer greater value, is that their audiences tend to be far more active and engaged as they feel the nano influencers recommendations are more authentic. A nano influencer is also more likely to create relatable content to the consumer, offering content on niche topics that resonate with like-minded audiences.