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Social media has taken the world by storm. Today, you’ll hardly find a business that hasn’t incorporated social media marketing into its growth strategy. In fact, figures as of July 2022 show that ad spending in this channel is projected to hit $226bn this year.
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And at the forefront of this digital trend is influencer marketing. If your company has yet to leverage its power or is searching for the best social media influencers to boost your growth, this article may help. In this post, we will talk about both nano and micro-influencers and share tips to help you find the best-fit social media personalities for you and your business.
What are nano and micro-influencers?
Nano and micro-influencers are influencers who leverage their expertise, celebrity, and relatability to influence their followers. They typically post photos and videos to create content in their chosen niche. Businesses recognize this power and thus, tap these personalities to affect purchasing decisions towards specific products or services.
The main distinction between influencer types is the number of followers. Nano influencers have a following of less than 10,000. Micro-influencers, on the other hand, have a base of 10,000 to 200,000 followers. Because of their smaller audiences, nano and micro-influencers are more likely to have a deeper level of engagement with their followers. The other influencer types are macro-influencers, with a following of 250k to 1m, and mega-influencers who have more than a million followers.
What are the qualities of good nano and micro-influencers?
Are you on the lookout for effective nano and micro-influencers for your business or company? Here are several of the qualities that good ones possess.
Successful nano and micro-influencers stay abreast of the latest relevant trends or tools that can help boost social media awareness and engagement.
Because of their more personal relationships with their followers, they take the time to be less transactional and instead be more caring and genuine.
They are invested in their content and may even provide more value than their remuneration.
They never stop learning, constantly engaging with fellow influencers to widen their network and improve their craft.
They prioritize ways of building their brand and creating long-term relationships over mere monetary compensation.
Ten insider tips for finding the most effective nano and micro-Influencers
Save time, effort, and money by checking out these ten insider tips to score the most suitable nano and micro-influencers to grow your business.
1. Be intentional and strategic about your business direction.
Evaluate your plans for your company’s products or services and ensure that you are single-minded about where you want to take them. This way, you’ll know exactly what kind of nano or micro-influencers to hire as the perfect spokespersons.
2. They should be able to articulate your product’s strengths and values.
The ideal nano or micro-influencer will embody your product’s or service’s heart and soul. Therefore, everything about them, their personality and values, should align with your brand.
3. Search for a potential influencer in your current user base.
Check out individuals from your customer base who may already be organically engaging with your content. They will already have substantial knowledge of and authentic confidence in your brand, exuding effectual credibility.
4. Scour brand ambassadors or advocates from your employees.
Such individuals are most likely already committed to your brand in one form or another. It will take so little to turn them into effective influencers. They may also be more relatable as these are “everyday folks” who already have an existing connection with your brand or business.
5. Conduct the proper research to determine what performance criteria to look out for.
Understand and determine the crucial metrics on which your influencer should have competent scores, such as engagement rate, reach, and the number of interactions.
6. Explore both free and premium influencer research tools.
Finding the right nano-influencer or micro-influencer takes time, patience, and the right influencer marketing tools. Use a combination of free and premium influencer research tools for an in-depth analysis.
7. Leverage popular hashtags.
Determine the most widely-used hashtags in your industry and manually search the micro-influencers or nano-influencers who have used them in their organic posts. They’re bound to be loyal users who already have the competence and authority to vouch for your products.
8. Be on the alert for possible nano- or micro-influencers you can hire at industry affairs.
Such events can be rich sources of effective influencers who may already be creating the type of content your brand is invested in.
9. Connect with likely candidates on social media.
One obvious way to look for possible influencers for your brand is to check them out where they abound, and that’s on popular social media platforms like YouTube, TikTok, and Instagram. Reading blogs and checking out creators’ past and present partner brands will give you essential information about their styles and ways of working.
10. Utilize brand mention tools.
Brand mention software can help you analyze how nano- or micro-influencers talk about your products or services so you can identify high-potential brand ambassadors.
Pros and cons of working with nano- and micro-influencers
Partnering with nano-and micro-influencers can have the following benefits and drawbacks:
Advantages:
- They are more cost-effective.
Many of these micro-influencers or nano-influencers are new to the industry or yet to be on the rise. As such, they’re likely to entail only a small portion of your marketing budget.
- They are likely to have a higher engagement score.
With a tighter follower base, nano- or micro-influencers can have the time and energy to connect with their audience on a more personal level.
- They are keen on making the brand partnership work.
As small players in the influencer marketing industry, they are more focused on building their reputation and creating long-lasting partnerships, making them more cooperative and easier to work with.
- You can perform more focused niche marketing with these influencer types.
Their smaller audiences make them perfect for highly-specific targeting campaigns.
Disadvantages:
- Their performance is harder to track.
Because you’ll most likely be working with many micro-influencers compared to just a handful of macro-influencers, your marketing team will have to work harder and invest more time tracking their performance.
- They have less influencer marketing experience.
Nano influencers and micro-influencers tend to be less industry-savvy than their counterparts with massive follower counts. As a result, your marketing team may have to work harder to ensure that you have the proper documentation and correct contract terms and conditions. In addition, you’ll also have to put in the effort to train them about the do’s and don’ts to ensure they don’t make costly mistakes for your brand.
How to find the right nano and micro-influencers to partner with
Land the right nano- or micro-influencer to partner with using these steps:
- Determine the ideal influencer for your brand by checking their social profiles and find the answers to these questions:
- Is their audience relevant to your target demographic?Do they consistently produce top-notch content?How many followers do they have?What are their influencer performance scores (e.g., interaction rate, engagement score, etc.)?Do they have a high following-to-follower ratio (a high number may reflect an inauthentic audience from a follow-for-follower arrangement)? Do they have a good mix of professional and personal posts (a good balance shows that they’re genuinely invested and are also gaining traction among brands)?
- After doing your due diligence in answering these questions, now you can more confidently decide the specific route to take in finding a suitable nano-influencer or micro-influencer from these options:
- Go solo.
If you decide to be on your own, prepare to invest a substantial amount of time and energy, as you may have to go through a learning curve before you find the right influencer to work with.
- Partner with an influencer marketing agency.
Working with an influencer talent management company can help you leverage resources, such as expertise honed from years of professional experience, as well as existing influencer relationships.
Wrap up
Karina Gandola was born and raised outside the city of Charleston, in the beautiful mountain state of West Virginia. Karina loves writing about the influencer marketing space and an area she is passionate about. She considers her faith and family to be most important to her. If she isn’t spending time with her friends and family, you can almost always find her around her sweet yellow Labrador retriever, Poshna.
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