A couple of years ago, only super famous celebrities such as Beyonce and Kylie Jenner were trusted by brands to advertise their products. Then it was the turn of the more #relatable folk such as internet sensation Zoella and her popular vlogging boyfriend Alfie Deyes, who have built up an online audience of over 10 million people, and regularly publish endorsed posts.
Recently, brands have started to target smaller accounts, named nano-influencers, to get their message out to their key target market. Considered the future of influencer marketing, these accounts are quickly changing the way that companies can interact with their audience. Nano-influencers typically have between 1,000 and 5,000 followers and engage heavily with them.
You may wonder why a brand would choose to work with someone with a smaller reach as opposed to advertising to millions of followers. This is because a nano-influencer is the everyday consumer telling their small community about products that they love, which makes them trusted by their followers. The whole point is that they are not famous. What they lack in reach, they make up for in intimacy. You are more likely to purchase a product which has been recommended by a ‘friend’ than a celebrity.
Another reason that marketers are opting for a nano-influencer is the cost. Instead of a hefty price, they are likely to promote something for a free product or a low fee.
With the number of nano-influencers on the rise, there are plenty to choose from.
If you would like to find out more about who may be best to work with, throw us a bone on 01325 486666.