A nano-influencer on Instagram is considered to be a user with between 1,000 and 5,000 followers. Their stories are neither glamorous nor skimpy, the photos neither posed nor retouched with dozens of filters. They give the feeling of being a lambda person, with a passion, or a field of expertise. Working with this category of instagrammers has many advantages, which we'll outline in this article.
A nano-influencer's engagement rate is higher
Nano-influencers maintain better relationships with their audiences. They opt for a one-to-one dialogue, addressing their community directly, without fuss or complexes. They're still real people, who you can meet on a street corner.
Nano-influencers are more likely to respond to comments left under their photos. What's more, they don't hesitate to ask questions in return to better understand their followers. As a result, the trust and engagement of a nano-influencer is far greater than for better-known instagrammers.
Engagement rate has a huge impact on reach; the higher the rate, the more of an influencer's followers will see a sponsored post. This means that the cost per impression for a nano-influencer is much lower than for larger influencers. The only downside is that you need to select more influencers for the same result.
People trust small influencers more
A nano-influencer is often considered a friend by their followers, or an expert. They are therefore by definition very meticulous in choosing a product or service for advertising, because they don't want to disappoint their community, which represents much more than a few hundred followers.
The trust established between the influencer you've decided to collaborate with and his or her audience means you'll benefit from better advertising coverage in terms of quality.
Nano-influencers are more relevant to your brand
Most nano-influencers tend to position themselves either in a direct relationship, or in a niche. This is why the use of nano-influencers enables brands to reach several completely different community segments and, as a result, better position their products.
You can make your ads more relevant by providing your product, and offering the creator an original brief that won't be sent to another influencer. What's more, it's a good way of testing your product with a new target audience, as the audience reacts and the nano-influencer can also predict a potential return thanks to his or her experience in the sector.
Nano-influencers give you a competitive edge
Brands often underestimate the power of an influencer with a very small audience (just a few thousand subscribers). For you, this strategy could be a real advantage over your competitors, who are not yet using influencer marketing.
The nano-influencer isn't yet using Instagram for advertising purposes; he's first and foremost a lover of his positioning and his community. You won't be able to find a competitor's publication on this account, and you'll gain a significant advantage in your market.
Don't hesitate to use several dozennano-sized influencers, as you'll be able to have several relays. It's a smart way to spend your budget. Knowing that some of these nano-influencers will also grow, you're building a solid partnership that will become very interesting over time.
Nano-influencers are more profitable
As mentioned above, nano-influencers are not overwhelmed by customer demand. They will therefore certainly be more open to discussion than over-solicited influencers.
Nano-influencers are therefore an excellent choice for small companies who don't necessarily have a defined advertising budget, and who want to grow quickly. In fact, start-ups are now the main clients of nano-influencers, as part of a win-win partnership and a long-term commitment.
Nano-influencers reach more people
Today on Instagram, only 0.3% of influencers have more than 1 million followers, and 6% of creators have between 100,000 and 1 million followers. These figures are bound to evolve in absolute terms, but they are certainly static in terms of total proportions (Instagram is gaining new users every day).
If you only work with large influencers, you can't reach a different audience every time. Only with nano-influencers can you increase the reach of your ads, thanks to the variety of profiles you target. You can segment the market according to communities (geographic, centers of interest) and better personalize your campaigns according to targets. This strategy reduces the risk of an ineffective influencer marketing campaign, as the risk is spread over many campaigns.
Consequently, it's in your best interest to choose to work with nano-influencers. Your message will get across better, with more attention to better-targeted, more engaged communities, and all for a much more manageable budget. If you're interested in experimenting with influencer marketing campaigns with nano-influencers on Instagram (or any other social network), please contact us directly.
