Choosing the right influencer to grow your business part #1: Nano Influencers

When I started Machetoupatou, I thought that I had a good understanding of how social media influencers worked. After meeting influencers from various platforms and learning from them I’ve come to realize that things are much more complex than they seem.

Bigger following doesn’t translate to better chance of growth for a business. I’ve seen influencers with very lean following outperform ones with 10X bigger platforms. Why is that? How can you find the right fit for you?

As you wouldn’t take a chainsaw to kill an ant, or a needle to threaten an elephant, you need to carefully chose an influencer that caters to your niche and area. For example, If you’re targetting the Haitian community in New York you’ll get a much better result by hiring #tatiemendel or #unclekendji than you would with a macro influencer in France.

In this series of 4 articles we’ve divided influencers according to size and outline the benefits a business can get from hiring them. The four categories are : Nano influencers, Micro influencers, Mid influencers and Macro influencers.

Nano Influencers

Here are ten key points about nano influencers:

1. Definition: Nano influencers are individuals with a small but dedicated social media following, typically ranging from 1,000 to 10,000 followers. They are known for their authenticity and high engagement rates.
2. High Engagement Rates: Due to their smaller audience size, nano influencers often have higher engagement rates compared to influencers with larger followings. Their followers are more likely to interact with the content, including likes, comments, and shares.
3. Niche Audiences: Nano influencers usually cater to niche markets or specific interests, making them ideal for brands looking to target a specific demographic or interest group.
4. Authenticity: They are perceived as more authentic and trustworthy by their followers because they tend to have a personal connection with their audience and share content that genuinely interests them.
5. Cost-Effectiveness: Collaborating with nano influencers can be more cost-effective for brands compared to working with influencers with larger followings. They often accept products or lower fees in exchange for promotion, providing a higher ROI for marketing campaigns.
6. Increased Accessibility: Nano influencers are more accessible and open to collaboration opportunities, especially for smaller brands or startups that might not have the budget for larger influencer partnerships.
7. Localized Influence: Many nano influencers have a strong local following, making them ideal for businesses looking to increase their presence in specific geographic locations.
8. Personalized Content: They are known for creating more personalized and relatable content, which resonates well with their audience and can lead to better campaign performance for brands.
9. Community Building: Nano influencers are adept at building tight-knit communities around their personal brand, fostering a sense of belonging and loyalty among their followers.
10. Future of Influencer Marketing: The increasing recognition of the value brought by nano influencers indicates a shift in the influencer marketing industry towards authenticity and genuine connections, suggesting that the trend towards partnering with smaller influencers will continue to grow.

Overall, nano influencers represent a powerful asset for brands looking to connect with specific audiences in a meaningful and authentic way, offering unique advantages that are distinct from their higher-following counterparts.