While nano influencers can be in the business of influencing purchasing decisions, they’re not entirely of the business. They aren’t promoting products all day. Nor is every post in their feed a promotion or a partnership. Their feed isn’t just a digital advertisement – followers appreciate that. They trust them. Here are a few reasons why:
They have a close relationship with their community
Nano influencers are truly connected to their audience. They have established a dialogue with their followers and often speak to them one-on-one developing a personal trust that larger influencers simply don't have.
More often than not, nano influencers are extremely accessible. They reply to comments, engage with followers in their Direct Messages, and willingly connect potential customers with your brand.
They are trustworthy
People tend to trust their friends over anyone else. Nano influencers feel more like friends than strangers trying to sell them a product. And that has its benefits.
Although the influencer marketing industry is massive, the partnerships that work best are the ones that look and feel real. Nano influencers are real people with real lives, just like your customers. If a real person is endorsing your products and services, it’s likely another real person will trust their opinion.
They are relevant and valuable to your brand
Smaller influencers tend to choose their partnerships carefully and really go to bat for those who invest in them. You don’t just want someone to push your product; you want a partner who cares about your brand the way you do.
Nano influencers aren’t always pulling in the big bucks. Typically, they’re working with brands because they really love the product. When thinking about partnering with a nano influencer, make sure they are passionate about your brand and/or business. When that passion is present, it’s easy for them to thoughtfully present your product, service, or brand campaign to their community; a community that trusts their taste and values their opinion.
They are cost-effective
Unlike mega and macro-influencers who are compensated in the hundreds of thousands of dollars per post or per campaign, nano influencers are affordable for small businesses and upstart brands.
Many nano influencers are happy to exchange goods for services to strike a partnership with a brand that they believe in. However, nearly 45% of smaller influencers prefer monetary compensation for their services. Yet regardless of how you prefer to negotiate with influencers in your industry, it’s important to compensate them fairly for their work and, of course, their influence.
They bring new energy to your brand
Need a boost in creativity? Looking for some fresh ideas for an upcoming campaign? Or maybe you just need to explore the mind of a thoughtful consumer that knows what your key demographic wants to see? Nano influencers can help you solve these problems and enable you to communicate better with your customers.
Leverage influencer partnerships by tapping into the creative nature of influencer marketing. Partner with creators that can breathe new energy into your brand through fresh ideas, thoughtful marketing, and by effectively speaking the language your customers understand. There’s no shame in hiring an influence to help you decode the marketplace, tap into Gen Z, or to keep pace with your competitors.
