Investing in the promotion of nano and micro influencers has become a popular strategy among brands from different sectors. These two categories of influencers are characterized by having a smaller audience compared to large influencers, but with generally stronger and more authentic engagement
Nano-influencers are known for having a small follower base, but very engaged. Brands often choose nano-influencers for more targeted campaigns. 1.000 to 10.000 followers
In the case of Micro-influencers, your numbers range from 10.000 to 100.000 followers, they have well-defined niches and a closer relationship with their audience, which results in high engagement rates. They have a great reach and notoriety in a specific area or niche, being highly sought after by major brands
"These types of content generators are endowed with authenticity and maintain a closer and more personal relationship with their followers", what leads to higher and more genuine engagement. Your followers trust your opinions and are more likely to engage with your posts, Aline Kalinoski is a partner and co-founder of the company Nowa, marketing agency focused on boosting brands in the digital environment
Discover 6 reasons to invest in Nano and Micro Influencers
The cost of campaigns with micro and nano influencers tends to be significantly lower than with large influencers, allowing brands to make more partnerships and reach a greater diversity of niches
“As thecost is lower and engagement is higher, the campaigns tend to be more efficient, bringing a good return on investment (ROI), explains the also partner and co-founder of Nowa, Paula Kodama
“Micro and nano influencers cater tomore specific nichesand dedicated, this characteristic allows brands to connect with an audience more aligned with their product or service, increasing the probability of conversions, complete Paula
The authenticityis one of the factors that most brings consumers closer to this type of content creator, for being considered more "genuine" and less corporate, these influencers are often seen as more trustworthy by their followers, data from a survey conducted by the company Zippia showed that 86% of consumers consider a brand's authenticity a determining factor in their purchase decision
“Within authenticity lies the possibility of acustom content, for having a more direct contact with their audience, these influencers tend to create more creative and personalized content. Brands can collaborate to create more authentic campaigns tailored to each influencer's style, Aline states
One of the main objectives of brands is toexpansion of your audience, working with various micro and nano influencers allows companies to reach different audiences and communities, what helps in building a broader and more diverse network of influence
A customer loyaltycan increase a company's revenue by up to 95%, according to data from Harvard Business Review, having a more loyal audience and a more personal approach allows brands to create long-term relationships with micro and nano influencers, what results in more consistent campaigns and still, continuous partnerships are seen as more genuine and committed to the efficiency of the product offered, bringing greater security to the customer in continuing to consume a certain product.
“Invest inmicro and nano influencersallows brands to connect with a more engaged and specific audience, offer authentic and creative campaigns. This strategy has proven to be an effective way to generate genuine engagement and build long-term relationships with consumers, finishes Paula
