In 2019, the word “influencer” was shortlisted for Collins Words of the Year (“climate strike” took the crown). In today’s context, this refers to a person, usually an online content creator or personality, who can affect their audience’s purchasing behavior and decisions.

Since then, the global social media influencers market has more than tripled. By 2032, the market value could hit  $71.04 billion. Backed by a robust market, these people’s influence is not one to be underestimated — including those who are so-called nano influencers.

Who are nano influencers?

Global employment platform Indeed defines a nano influencer as “a person with a social media presence who has a connection with a specific audience and creates social media posts to market a brand to that audience.”

Generally speaking, nano influencers are those with an online following of 1,000 to 10,000. For better context, here’s a quick look at the different influencer tiers and their audience size:

• Nano influencers (1,000 to 10,000 followers)
• Micro influencers (10,000 to 100,000 followers)
• Mid-tier influencers: (100,000-250,000 followers) 
• Macro influencers (100,000 to 1 million followers)
• Mega influencers (Over 1 million followers)

Why tap nano influencers

While their audience is much smaller than mega influencers, nano influencers offer several advantages.

• They allow you to reach your target audience. The thing about nano influencers is that their following is highly specific. It could be fitness enthusiasts. Or local foodies. And most of their followers are loyal, which enables these influencers to generate authentic engagement.

• They help build your credibility. Authenticity is one of the biggest trademarks of nano influencers. And this very characteristic will help you position your brand as something credible and trustworthy before the eyes of these influencers’ followers. If you want to foster trust with potential customers, enlisting help from nano influencers is one way to go.

• They tend to generate high engagement. According to a survey from Influencer Intelligence, nano influencers are the most popular influencer tier among marketers (75%). About 69% of the respondents said that they enjoyed substantially higher consumer engagement, courtesy of their nano-influencer marketing efforts. This figure is primarily driven by the deep trust that these influencers share with their followers.

• They offer niche knowledge. As stated, nano influencers are hyper-specific. This means that, most of the time, they’re connected to particular communities and interests. With this, they can give you unique insights into the niche market they’re in. You can use such knowledge to craft tailored messaging. 

• They can save you money. Compared with other types of influencers, nano influencers’ rates are generally cheaper. If you’re looking for a cost-effective choice for your next marketing campaign, consider these collaborators. 

With all these benefits, it comes as no surprise that brands — big or small, local or global — add nano-influencer marketing to their strategy. Take, for example, Dunkin’. In 2018, the company launched a campaign “Sipping is Believing” to promote its handcrafted espresso drinks. Central to their efforts is the role of influencers, specifically micro and nano influencers who are based out of Philadelphia. 

According to a case study by HubSpot, nano influencers yielded higher engagements and were vital in originally growing the brand’s support base.

“[Dunkin’] partnered with nano influencers in the Philadelphia area to start a more personal, grassroots movement around their coffee. While the reach was obviously smaller, the engagement on these posts was significantly higher, and the follower responses were more intimate,” noted HubSpot in its report.

How to work with nano influencers

Certainly, nano influencers bring something unique to the marketing table. But how do you leverage your partnership with them? Here’s how to work with these brand partners.

Tap the right nano influencer

Before partnering with any nano influencer — or any influencer for that matter — you must first ensure that their audience aligns with your target demographic. 

How do you do this? First, conduct thorough research to check their credibility and overall authenticity. Then, look into their past collaborations, and ask yourself:

• Can they really promote a product or service without being hard-sell?
• Is the personal touch they add align with your brand’s values?
• Do they have a high engagement rate? (Note that engagement rate is often the better indicator instead of their follower count)

Leverage multiple nano influencers

Nano influencers have the smallest reach among all types of influencers. If you want to offset this, consider collaborating with more than just one nano influencer. This will help you diversify your audience and maximize engagement. 

In the case of Dunkin’, they teamed up with a couple of nano influencers like Vanessa Lace and Reannoin Celins (who had over 3,000 Instagram followers each at the time). Their Instagram posts generated 26.1% and 9.9% engagement rates, respectively.

Be on the same page

As with any other partnership, clear communication is essential. Be sure to set and clarify expectations about your goals and your requirements, such as:

• Key messaging 
• Content deliverables, such as what kind (e.g., Instagram post, reel, story) and how many
• Timeline and deadlines
• Methods of reporting

To make things more seamless, it’s vital to provide a creative brief and encapsulate all the details you’ll agree upon in a written contract. Do all these while avoiding being a micromanager — which brings us to the next tip.

Embrace their creativity

Nano influencers have their own unique style. Some focus on their lifestyle; some on their humor and wit. And it’s exactly what allowed them to foster a personal connection with their audience. 

When collaborating with them, give them the creative freedom to present your product or service in a way that feels natural and genuine. Observing nano influencers, most of their strategy includes storytelling-driven posts, role-playing-based posts, and posts wherein they incorporate your product or service into their daily life.

But, keep in mind: While trusting their expertise is a huge part of the formula, you must still ensure that their content aligns with your brand’s core message, tone, and values. 

Consider the cons

When working with nano influencers, also consider that they have their own drawbacks — from limited reach to a relatively minimal collaboration experience. Though every experience with an influencer is different, prepare for potential issues. For instance, some may require more guidance while a few may exhibit a lack of professionalism due to inexperience.

Generally speaking, look at these limitations as proof that you can’t get everything you want with just one marketing component. View these influencers as a supplement to your broader strategy. Your goal is to create a balanced yet impactful approach — not rely everything on these collaborators.

Not So Nano 

Nano is a word we tend to associate with small. While “nano” influencers may have a smaller following, their influence is anything but.

Authenticity is their biggest asset, and it’s something you need if you want to have a campaign that successfully resonates with your target audience. Teaming up with these people will help you gain insights into a niche market and solidify your brand as credible and trustworthy.

With their not-so-nano impact, you can take your marketing strategy to the next level.