Today, the tools for creating effective digital marketing campaigns are very diverse, and we must be familiar with them. Positioning your brand and achieving up to a 60% chance of sales is possible! How? Through small influencers, that is, nanoinfluencers.
It would seem that the ideal is to have as an ally the one with the largest number of followers, and yes, without a doubt, it will get your brand, through your product or service, to thousands of people; however, companies are paying attention to smaller influencers as an effective positioning and conversion strategy.
Nanoinfluencers and microinfluencers
Have you heard that less is more? This phrase applies to those “famous” people who have a certain number of followers and who are influential: “influencers.” Their definition has been expanded, and now we have categories such as micro and nanoinfluencers. What is the difference? Easy, the number of followers.
A nanoinfluencer is that person who has around 800 and 5 thousand or between one thousand and 10 thousand followers; while microinfluencers have between 100 thousand to 50 thousand. However, there is no well-established figure, since it is sometimes said that the microinfluencer is the one who has a minimum of 800 followers.
“Nanoinfluencers are people with very niche profiles who deal with very specific topics, being an authority on them, who do not dedicate themselves to this 100 percent and are not famous, they are ordinary people,” Begoña González, Director of Growth and Development at the Best agency.
What we should consider now in our marketing campaigns is this type of influencer, since according to the new approach by brands, those who have less than 10 thousand followers have 10% engagement, while those who have more than 1 million followers can only achieve 0.2%.
The Influencer Marketing Industry
On the other hand, a study by The Influencer Marketing Hub, NeorEACH and Viral Nation, estimates that 63% of marketers plan to increase their budget for influencer marketing; which “is like a hybrid of marketing tools, old and new, taking support from celebrities and placing it in a marketing campaign based on today’s modern content. The main difference is that the results of the campaign are usually collaborations between brands and influencers.”
In the State of Influencer Marketing 2019: Benchmark Report, influencer marketing was a $1.7 billion industry in 2016, increasing to $3 billion in 2017, then to $4.6 billion in 2018 and in 2019 to $6.5 billion.
The “influencer” marketing agency MediaKix considers that the value that the influencer market will reach in social networks in 2020 ranges between 5 billion to 10 billion dollars.
Instagram versus other social networks for nanoinfluencers
Nanoinfluencers will undoubtedly be an ideal tool for many brands and companies in 2020, in their influencer marketing strategies. Although we find influencers on all social networks, there are some that have grown considerably in 2019 and are expected to have a greater reach this year.
Nanoinfluencers “with less than 1,000 followers enjoy an engagement rate of 7.2% on Instagram, compared to 1.4% on Twitter. At the other extreme, influencers with more than 100,000 followers have 1.1% engagement on Instagram, compared to 0.3% on Twitter.”
Benefits and disadvantages of nanoinfluencers
Among the aspects to consider for implementing nanoinfluencers in our strategies are:
- Greater impact, closeness and trust. This translates into greater engagement, as we saw in the previous figures, because there is a greater approach between the influencer and the follower; that is, communication is more direct and gives a greater sense of trust, as the consumer or public will know that they will be heard and that the recommendations are made by people like them. Therefore, there is greater credibility.
- Little investment and business confidence. Paying a nanoinfluencer will be less than an influencer, with a large number of followers, and the benefits in terms of reach will be greater. This is when the phrase “less is more” makes total sense. In addition, by working with nanoinfluencers we can achieve organic campaigns, which will greatly benefit your business.
- Frauds and distrust of fake nanoinfluencers. Although there is a fear of using influencers in strategies, due to fraud, there are already tools that can help you detect these situations. Here is a list.
Finally, now that you know about influencers and specifically about nanoinfluencers, get informed and implement new strategies that manage to increase your engagement; as they are key to marketing in 2020.
