The Power of Using Micro and Nano Influencers at Scale.
Nano influencers are content creators on social media with a following between 1000 to 10,000 followers. What makes them stand out from celebrity influencers is their incredibly high engagement rates, between 7 and 10%. Who are nano influencers? At Edge, we believe that everyone is an influencer. You could be uploading a post of yourself… Continue reading The Power of Using Micro and Nano Influencers at Scale.
Nano influencers are content creators on social media with a following between 1000 to 10,000 followers. What makes them stand out from celebrity influencers is their incredibly high engagement rates, between 7 and 10%.
Who are nano influencers?
At Edge, we believe that everyone is an influencer. You could be uploading a post of yourself doing a backflip right in the middle of the Atlantic ocean or crazy dancing in a house party you weren’t invited to; if you have a social media account, you’re an influencer. The key is consistency. If you post consistently and have compelling content, there’s a very high chance that you’re a nano influencer yourself.
Micro-influencers are content creators on social media with a following between 10,000 to 50,000 followers. The signifying number of followers is a bit higher than that of nano-influencers. Their average engagement rate stands between 5-7%.
Here is where things start to get slightly interesting for you if your profile hits the 50k mark. You’ll begin to notice more emails coming in from brands wanting to run a sponsored campaign with you, as well as more friends sliding into your DMs asking if you have more of those “free” promotional products (those friends are to keep). Once you hit the 50k mark, your account starts to change in style, brand, theme, mood, and even the content itself. Compared to nano influencers, whose account is more simplistic, not too crowded with sponsored campaigns, and probably less diverse in the content being posted.
Why are brands choosing to work with micro and nano influencers instead of celebrity influencers?
Here’s a detailed explanation of why brands are choosing to work with Micro and Nano influencers.
1. The engagement rate.
The bigger you grow, the lower your engagement rate gets. I won’t dive deep into the details behind why exactly that is the case, but nano and micro-influencers have the smallest in following when it comes to all types of influencers, but their engagement rate is the highest.
This helps brands to reach out to quality audiences instead of quantity. What matters the most to brands is getting the greatest positive sentiment from the influencers’ audience to generate stronger brand awareness. The brand can achieve this with nano and micro-influencers.
I’m not talking about quantity here, but I am talking about the diverse visibility that a brand acquires from collaboration with ten different micro and nano influencers instead of just one celebrity influencer. With nano and micro-influencers, the brands’ product covers a wider area on social media, reaching diverse, “new” types of online users. I do emphasize “new” since brands do care about acquiring new customers.
3. Did I not see this before?
Celebrity influencers, on average, run over ten sponsored campaigns per month. Their audience is also seeing these sponsored campaigns regularly, not only from 1 influencer but several other celebrity influencers. The frequency at which a celebrity influencers’ audience sees a sponsored ad is much higher than that of nano and micro-influencers. That’s how brands generate a stronger positive sentiment analysis from the campaigns they run with micro and nano influencers.
What’s the best way to track micro and nano influencers at scale?
I’m a brand running a campaign using micro/nano influencers; now what? There’s only one question the brand needs to ask itself after running an influencer campaign. “How can I do this better? How can I generate even more sales? How can I run a campaign with even more micro and nano influencers if I’m a one-person team?”
If only there were a solution!
There is a solution to this problem, Edge. We purposely built Edge to help brands and influencers run campaigns using micro and nano influencers. Edge automates that process of onboarding and tracking influencers in a couple of clicks. Automation is always the answer. There are no more screenshots with Edge, no more manual reporting, no more validation, no more waiting weeks for a post brief on the influencer campaign.
Edge is where you will be building your campaigns with hundreds of influencers, sending out the brief to all of them at once, and leaving the rest to the tech. The tech will continuously validate what’s being posted and generate real live data in automated reports on the influencers’ social performance.
Automation is a beauty, and having that implemented as Edge in influencer marketing is a masterpiece.
Curious and want to know more? Check out the website, and book a demo. See for yourself.