What is a Nano Influencer?

With the explosion of Influencer Marketing over the last few years many brands have asked the question, are they too late? Is it too expensive and difficult to ‘get in’ to Influencer Marketing and really drive impact for your brand’s growth?

Absolutely not!

One of the reasons I love Influencer Marketing is there is a different type of Influencer for every different strategy, stage and budget.

Enter the Nano Influencer.

The Nano Influencer is an Influencer that has under 10k followers. Sometimes, they don’t even know they are an influencer yet.

Here are 4 things to know when considering Nano Influencers:

They have higher than average audience engagement

These Influencers pack a mighty punch when it comes to engagement and loyalty amongst their audience. The low follower count is combated by high engagement numbers as they still have an intimate relationship with a lot of their audience. Followers of Nano influencers still think of them as a trusted friend, so cut-through to action can be far more likely in this category.

They are affordable

As pricing for Influencers is still based on follower numbers, Nano influencers are relatively cheap in the grand scheme of things. Often their pricing is in the low hundreds of dollars per post, and some might even give you a shout out in exchange for a free product.

Our advice is to always pay influencers, no matter their size. The reason being is that if you pay an influencer you can contract them and set firm deliverables. If you don’t, you can’t. And there’s nothing worse than sending a product to an Influencer and they don’t tag you correctly… such a wasted opportunity!!

They can mimic user generated content

You know those brands that seem to have every customer posting about them?? They are so ‘instagrammable’ that they get free marketing from their customers - how do they do it??

I’m looking at you, #kyliecosmetics (yep, 4.9Million tags!)

Nano Influencers are an absolutely awesome way to kick-start user generated content… because consumers see them and think they are just like them as they don’t have that many followers. The trick is you need to do it at SCALE if you want to really start a movement… so you need to be willing to get your product in the hands of a LOT of Influencers.

But… they might need a little hand holding

Let’s be clear, most Influencers don’t make a full time income from their business of Influence. It’s a side gig. And the Nanos who are just getting started, might have fallen into it a little bit. So they might not be as responsive as you’d like… they might not have signed an Influencer contract before… and they might not understand how serious their role in your marketing strategy actually is.

A few things to think about when using Nano Influencers is to make sure they have a ‘Creator’ account on Instagram, that they tag you as a paid partner so you can boost their post and that they read and accept your Influencer contract.

Sure, it’s a little more effort than their micro/macro counterparts, but well worth the effort!

If you haven’t experimented with Nano Influencers before, I would highly recommend adding a few into your next campaign and comparing the results. They might just be the missing piece to your Influencer strategy!

How can you identify Nano Influencers on Scrunch?

Now you have an idea of which Influencer type you’d like to work with, jump into your Scrunch account and use the ‘social reach’ filter and set the maximum number of followers to 10,000. Easy peasy.