Social media marketing professionals divide influencers into tiers based on their audiences. A nano influencer makes up the lowest level of the tiers with less than 10,000 followers. Some marketers even categorize this tier level at less than 5,000 followers. Either way, these influencers have the smallest audience of followers compared to the other groups.
There are two types of nano influencers: native and non-native. A native influencer started their social media career from the ground up on Instagram and because of their diligence found success among a small audience. The second type, non-native influencers, have transferred an audience of followers from another successful platform to Instagram.
These influencers are Instagram content creators who have developed a niche for areas they are knowledgeable in such as makeup, clothes, food, video games, etc. They often seem like they are no different than any other Instagram user. Their profiles haven’t been polished and photos aren’t typically retouched. They translate into an average Joe with a core audience.
While they have the smallest audience, you shouldn’t overlook them. They have high rates of engagement, are budget-friendly, easy to recruit and have a large impact on their trusting followers.
HOW TO FIND THE BEST NANO INFLUENCER
There are a few effective ways in which to find the best nano influencers for your brand. By leveraging a few of these strategies, you will have the right influencer in no time.
Influencer Search Tools Or Apps
An influencer marketing strategy has become a significant aspect of many marketing campaigns. Due to this, influencer search platforms and software have also gained popularity. Here are some of the best influencer tools a business can utilize when searching for an influencer.
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Hashtag Search Or Follow
One of the easiest ways to find a nano influencer for your brand is by conducting a hashtag search or subscribing to specific hashtags. Instagram has enabled users to “follow” hashtags making it simple to find influencers and additional related accounts.
Here are a couple of ways hashtags will work to help you find these influencers:
- Nano influencer specific hashtag subscribe.They will often use a hashtag like #discoverunder10K, #nanoinfluencer, or #brandpartnership to attract brands.
- Check your brand specific hashtags. These influencers will oftentimes use a product or create some type of content for a brand and then tag them to get recognized. A company can look through their specific hashtags to see who is already posting their content and reach out to them for a collaboration.
- Related nano influencer account review. They are in a niche are usually a pretty connected group of influencers. You can check out related nano influencer accounts that are followed by other nano influencers.
Instagram Profile Search
Influencers are not shy about including their information in their profile. Nano influencers will share their interests and specialties in their bio making it quick to discern if they are good for your brand. They may also include “highlights” that further describe what it is they do. Last but not least, nano influencers will provide contact information like an email address and explicitly state availability for collaborations.
NANO INFLUENCER MARKETING TIPS AND BEST PRACTICES
Instagram marketing is different from other types of advertising. It is necessary to have an organized and efficient campaign when working with collaborators with little or no experience in advertising. Below is a list of tips and best practices to begin your collaboration with nano influencers.
Segment Your Campaign
Working with a nano influencer allows you to segment your target audience into smaller groupings. You don’t want to run a generic marketing campaign with niche audiences. Be specific.
Pay Attention To Relevance
Nano influencers work with niche followers. Collaborate with nano influencers for each focus area and with each key message you want followers to engage with.
Research Engagement Rates
This should be high on the list when working with a nano influencer. You want to weed out the fake influencers and ensure they have the engagement rates expected. Nano influencers make an impact because of their engagement with their audiences. You have the opportunity to follow and observe their interactions on social media before deciding to collaborate.
For the most part, nano influencers are the ‘guy next door’ and appreciate open communication. Share your goals and strategies for measuring success of the campaign. Also, listening to their recommendations can be valuable.
Send Brand Products For Review
Nano influencers can be a powerful tool for word-of-mouth marketing. They don’t often receive products so their review will come off as authentic and natural.
Offer Coupons And Discounts
Provide nano influencers an opportunity to earn by using a specific promo code or discount. Discounts encourage the audience to make a purchase and the influencers are happy to receive an added incentive.
Organize A Giveaway
It’s not a secret that giveaways drive engagement on social media platforms. Organizing a giveaway can expand the audience reach and provide additional benefits to the nano influencer, too.
What are micro and Nano influencers?
The Nano makes up the smallest tier of social media marketing segments. They are considered niche experts and have less than 10,000 followers in their audience.
Micro influencers are the next step up from nano influencers. They also focus on niche audiences and have between 10,000 and 100,000 followers.
How do nano influencers work?
Nano influencers work in small niches. Most often, they are focused on local markets. An example might be a foodie who reviews restaurants specific to a region. They are highly engaged with their audience and are knowledgeable in their content.
Who are the best nano influencers?
The best nano influencers are authentic and relatable to their audience. They are seen by their followers as credible endorsers of a product because they are highly engaged and seem like friends or family. The best nano influencers are also very knowledgeable in their niches and seen as experts on a topic.
Here are 3 of the top nano influencers currently on Instagram.
IG followers: 9,745
Kalan Laws, the Style Professor, is an athlete, actor, model, digital creator and fashion influencer from Texas. According to him, he is a brand ambassador who likes to work with brands that personify class and style.
IG followers: 9,617
Jill Smokler is a NY Times best selling author, motivational speaker, and entrepreneur. She is well-known for her blog, Scary Mommy, and writes influential digital parenting content. She was named by Forbes magazine in 2017 as a Top 10 parenting influencer. Jill’s new venture is www.shesgotissues.com.
IG followers: 9,549
Teresa Vandervort is a businesswoman, registered nurse, DIY crafter, cook, and home interior designer. Topanga Scents, is a homegrown business that sells the essentials like laundry detergent, multi-purpose cleaners, toiletries and goat’s milk lotion and soap. She dabbles in quite a few areas!
While it is important for marketers to research all advantages and disadvantages before choosing an influencer for their social campaign. Nano influencers are becoming increasingly popular to utilize as an entry point for influencer marketing. They offer a competitive edge, high engagement with audiences, are easy to find, and budget-friendly. They are a perfect combination for influencer marketing with their individualized approach and trusting followers.
Please share and comment on your experience with nano influencers. We want to know it all….the good, the bad, and the ugly! How do you find nano influencers?