Everybody knows Kim Kardashian. She has 334 million followers on Instagram and charges $1.69 million per post on the platform.
However, there’s a twist: According to our research, only 1% of her followers react to her posts by giving likes and leaving comments. The lower the engagement rate (ER), the fewer of her followers actually see what she posts. It means that only 15 million to 20 million people see her in their feeds and stories.
At the same time, fashion and lifestyle nanoinfluencers—social media users with followings ranging from 1,000 to 10,000—in the United States mostly have higher ER (12% on average) and are very likely to agree to several stories included in their contract. They are often considered experts or enthusiasts in specific niches. Consequently, it leads to them having a hyper-targeted audience, sharing the same passion for a particular subject and wanting to learn from them.
Due to their smaller followings, nanoinfluencers tend to engage in deeper conversations, build trust and establish a strong rapport with their subscribers. This authenticity often translates into higher engagement rates and a more efficient impact on the purchasing decisions of their audience. The real trick is knowing where to start.
Real endorsements by real people
A recent report by Influencer Marketing Hub shows that 39% of brands see nanoinfluencers as their preferred marketing partners. At the same time, only 19% of brands want to work with macro influencers (100,000 to 1 million followers) and just 12% prioritize collaborations with celebrity bloggers.
The pool of brands embracing influencers with smaller followings includes such big names as MAC Cosmetics and Dove. On Instagram, MAC eagerly reposts beauty bloggers with less than 10,000 followers if they use MAC products and tag the brand. This tactic allows nanoinfluencers to be seen and appreciated while rewarding their brand loyalty to MAC.
As for Dove, the beauty brand collaborated with nanoinfluencers when promoting the launch of its new Exfoliating Body Polish. It has become a huge part of Dove’s brand DNA to celebrate regular, non-celebrity women. The company’s partnering with nanoinfluencers is a natural step in that direction.
Another reason behind nanoinfluencers’ appeal to business is their cost-effectiveness. Rates are typically more affordable compared to macro or celebrity influencers. Thus, businesses can collaborate with multiple nanoinfluencers for the same budget that is usually needed to partner with one influencer who has a bigger following.
Nonetheless, to make the most out of your marketing campaign, choose nanoinfluencers to work with thoughtfully. Here are five steps to find the best nanoinfluencer for your business:
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