Micro-influencers and Nano-influencers: what they are, number of followers and how to find micro-influencers
Posted: Wed Dec 11, 2024 6:22 am
The truth is that consumers are NO LONGER taking the advice of big influencers seriously. As influencer marketing has exploded, authenticity and credibility have been lost. In addition, influencers are seen as distant personalities whose collaborations with brands are very obvious. That's why more and more brands are turning to platforms that allow them to find micro-influencers and nano-influencers.
What is a microinfluencer and a nanoinfluencer?
Micro -influencers are people with 1,000 – 10,000 followers on their social media. They can specialize in a specific market segment or area, share content on their social profiles about their interests, and publish sponsored posts when they partner with brands.
Working with micro-influencers allows you to diversify your budget with different users and actions, multiplying the chances of a campaign's success and reducing its risk.
They are usually strongly connected to their audience. They can be found in almost any sector and have much closer relationships with their network than big influencers.
Nano influencers, on the other hand, are profiles with very few followers but specialised in a niche market. They are very influential in their community. Despite the reduced volume of followers, it is very likely that their recommendations obtain perceptually better results than those of influencers.
influencers
Nano -influencers usually have less than 1,000 followers, but this is compensated by a great influence in their closest circle. In many cases, they even know each other personally.
How to find influencers, micro-influencers and nano-influencers? – Collaboration platform
Even if there are many people willing to work and gambling data taiwan phone number collaborate to sponsor your products or services, don't choose someone at random. It is very important to find someone who is aligned with your company's image. For example, if we want to give visibility to a food product, the user will trust it more if it is promoted by an expert in this field.
Only 18% of consumers say they trust influencers, while 92% trust recommendations from Brand Advocates and nano-influencers.
Free-to-access and collaborative platforms like VoxFeed Plus help brands in this process. Everything from awareness , engagement, campaign building, payment and results measurement can be done through the platform. Essentially, it is a system that leverages VoxFeed ’s data storage and processing to segment micro-influencers and nano-influencers based on their gender, interests, audience size, social network, engagement rate, cost, reach or location . In this way, you can efficiently scale your campaign to thousands of nano-influencers and micro-influencers, discover new talent and optimize budget utilization.
Nano-influencers and Micro-influencers vs Influencers – The Problems of Influencer Marketing
The high costs associated with engaging with an influencer and the size of the market in which some industries operate have led some brands to look to other options. The use of nanoinfluencers or microinfluencers has emerged as a clear alternative. These solve several problems of influencer marketing:
Saturation and lack of authenticity : With the growing stakes in influencer marketing, brands have had to compete for certain personalities, driving up the cost. On the other hand, influencers with a high amount of paid content and promotion of various brands end up losing interest and authenticity in interactions. In the case of nano or micro influencers, since there is no such saturation, they can become promoters of a brand with which they feel committed.
Fake followers : With the high relevance of the number of followers on social media, it has led to the creation of countless fake profiles. Also, the purchase of followers and interactions on pages is already a common practice. On the other hand, microinfluencers and brand advocates generally have a real contact base and interactions.
Lack of a specific market: When an audience is too large, the characteristics of the target are diluted and it is difficult to personalize messages. However, influencers who specialize in niche markets or have a very specific audience profile facilitate the construction of the message and the captivation of the public.
High cost : In a highly competitive environment, a campaign with a large influencer often involves significant expenditure. This concentration of costs means that the success of a campaign is highly dependent on one or a few people. On the other hand, working with micro-influencers allows you to diversify the budget with different users and actions, multiplying the chances of success of a campaign and reducing its risk.
It is true that investing in micro- and nano-influencers is an attractive idea, but many brands are still reluctant to invest in this type of initiative. When creating this type of campaign, the authenticity factor is fundamental . In fact, only 18% of consumers say they trust influencers, while 92% trust recommendations from Brand Advocates .
Additionally, a study by Markerly indicates that the higher the number of followers on Instagram, the lower the audience engagement . This represents a great opportunity for brands, since it will be preferable to carry out a campaign with 10 micro-influencers with 10,000 followers each, than a campaign with a single influencer with 100,000 followers. Plus, it's cheaper .
What is a microinfluencer and a nanoinfluencer?
Micro -influencers are people with 1,000 – 10,000 followers on their social media. They can specialize in a specific market segment or area, share content on their social profiles about their interests, and publish sponsored posts when they partner with brands.
Working with micro-influencers allows you to diversify your budget with different users and actions, multiplying the chances of a campaign's success and reducing its risk.
They are usually strongly connected to their audience. They can be found in almost any sector and have much closer relationships with their network than big influencers.
Nano influencers, on the other hand, are profiles with very few followers but specialised in a niche market. They are very influential in their community. Despite the reduced volume of followers, it is very likely that their recommendations obtain perceptually better results than those of influencers.
influencers
Nano -influencers usually have less than 1,000 followers, but this is compensated by a great influence in their closest circle. In many cases, they even know each other personally.
How to find influencers, micro-influencers and nano-influencers? – Collaboration platform
Even if there are many people willing to work and gambling data taiwan phone number collaborate to sponsor your products or services, don't choose someone at random. It is very important to find someone who is aligned with your company's image. For example, if we want to give visibility to a food product, the user will trust it more if it is promoted by an expert in this field.
Only 18% of consumers say they trust influencers, while 92% trust recommendations from Brand Advocates and nano-influencers.
Free-to-access and collaborative platforms like VoxFeed Plus help brands in this process. Everything from awareness , engagement, campaign building, payment and results measurement can be done through the platform. Essentially, it is a system that leverages VoxFeed ’s data storage and processing to segment micro-influencers and nano-influencers based on their gender, interests, audience size, social network, engagement rate, cost, reach or location . In this way, you can efficiently scale your campaign to thousands of nano-influencers and micro-influencers, discover new talent and optimize budget utilization.
Nano-influencers and Micro-influencers vs Influencers – The Problems of Influencer Marketing
The high costs associated with engaging with an influencer and the size of the market in which some industries operate have led some brands to look to other options. The use of nanoinfluencers or microinfluencers has emerged as a clear alternative. These solve several problems of influencer marketing:
Saturation and lack of authenticity : With the growing stakes in influencer marketing, brands have had to compete for certain personalities, driving up the cost. On the other hand, influencers with a high amount of paid content and promotion of various brands end up losing interest and authenticity in interactions. In the case of nano or micro influencers, since there is no such saturation, they can become promoters of a brand with which they feel committed.
Fake followers : With the high relevance of the number of followers on social media, it has led to the creation of countless fake profiles. Also, the purchase of followers and interactions on pages is already a common practice. On the other hand, microinfluencers and brand advocates generally have a real contact base and interactions.
Lack of a specific market: When an audience is too large, the characteristics of the target are diluted and it is difficult to personalize messages. However, influencers who specialize in niche markets or have a very specific audience profile facilitate the construction of the message and the captivation of the public.
High cost : In a highly competitive environment, a campaign with a large influencer often involves significant expenditure. This concentration of costs means that the success of a campaign is highly dependent on one or a few people. On the other hand, working with micro-influencers allows you to diversify the budget with different users and actions, multiplying the chances of success of a campaign and reducing its risk.
It is true that investing in micro- and nano-influencers is an attractive idea, but many brands are still reluctant to invest in this type of initiative. When creating this type of campaign, the authenticity factor is fundamental . In fact, only 18% of consumers say they trust influencers, while 92% trust recommendations from Brand Advocates .
Additionally, a study by Markerly indicates that the higher the number of followers on Instagram, the lower the audience engagement . This represents a great opportunity for brands, since it will be preferable to carry out a campaign with 10 micro-influencers with 10,000 followers each, than a campaign with a single influencer with 100,000 followers. Plus, it's cheaper .