Nano vs Micro Influencer: Which one is right for your business?
So hopefully you read our last article on the difference between content creators and influencers, now it’s time to break down different kinds of influencers! Today, we’ve got micro influencers and macro influencers. Knowing the difference between these two can really help when figuring out which one to use for your business! Business is booming and the power of influencing on social media is even more impactful than ever, so let’s dive right in and learn how to take advantage of this popular way of campaigning for your business/brand!
Let’s look at these quick stats: Marketing on social media is changing and so is who we choose to be in our brand campaigns. Which one is right for you, we’ve got the answers!
What is a Nano influencer:
An influencer with 1k-10k followers. This is now the smallest group of influencers with very specific niches and work with specific brands to tell a certain message. Think of them as the influencers who only endorse a few things (hyper specific) like a health influencer who focuses on delicious drinks like matcha and cacao. They are not broad at all in what they focus on and provide content for specific things. They don’t always have a business profile,but don’t let that fool you! They are very connected and close to their audience. This is different from large content creators who do lots of broad brand endorsements. Being more of a niche brand allows these influencers to have deeper relationships with their followers as they don’t have as many people to interact with (comment, engage).
Why Nano influencers can be good/bad for your business:
The downside to such limited followers is that when using nano influencers for your business, there is not a large increase in sales. On the upside, there is more engagement compared to bigger influencers, and even micro influencers. Less followers means smaller roi (return on investment). So, how do you know if you should use a nano influencer for your business!? Know what you’re looking for. If you are looking to spend less money, but get good engagement and put your brand in front of a curated audience, this could be a good choice for you. These people are great for brand identity and will fit your brand perfectly since they are so niche-specific. This can make you look more connected to your audience, creating trust between your audience rather than just finding any super famous influencer (knowing the collab was just for a check rather than the influencer actually believing in the brand/ product itself) You may not get as many sales as you would compared to other influencers, but you will find your audience and get more engagement. So if you’re looking to establish your brand and find your target audience, are okay with not increasing sales by that much and not spending as much moolah then nano influencers are the perfect choice for you!
What is a Micro influencer:
Think of them as influencers with more followers than a regular person but less than a celebrity or macro/major influencers. These influencer’s follower counts range from 10k-50k. They are influencers who have gained their high following counts by catering to their audience and nurturing those relationships. Although it is harder to engage with more people, they are still trusted by their audiences from all the effort they have put in overtime. These influencers still have niches, but even better, they have larger audiences too. This type of influencer is great at understanding their audience (since they’ve built it themselves through strategic branding and only endorsing certain things) compared to influencers who gained status by being famous or what is considered a “celebrity”.
Why micro influencers can be good/bad for your business:
Micro influencers can give you the best of both worlds. They have large enough follower counts to boost your engagement and increase sales due to how trusted they are by that audience. They also are not disconnected enough from their audiences to take brand deals that look sketchy. Basically, when their audiences sees them endorsing something, they’re intrigued rather than turned off. This is a great way to put your brand out there via new audiences and hopefully lots of new sales. The thing with micro influencers is they are more pricey than macro influencers. Consider some math real quick, (we know, sorry) for every 1000 followers it is $100 for an influencer paid post. If this influencer has 100,000 followers, youll have to pay them $1000 per post possibly. A micro influencer can be a great in between micro and nano influences, but still may cost a pretty penny. It’s important to know where your company stand within budgeting influencers into your marketing, but always a great investment!
Final Thoughts:
Now that you’ve got the breakdown on micro and nano influencers, it’s time to decide which one may be best for you to use in your next marketing campaign. Influencer campaigns have great ROI, giving you more reach and possibly more sales than conventional marketing campaigns. Using real people to connect with your brand is the only way for people to trust your brand, so let’s make it happen! We’re here to help you build the best campaign: from brainstorming, content creation, and data analytics. Shoot us a message via IG, email, or fill out a form and we’ll be in contact!
