The use of influencers in advertising has become standard practice for many companies. It entails working with people with a sizable online fan base to spread the word about a new product or service. Mega influencers, who have a large number of followers, have historically been sought by marketers. Recently, though, attention has switched to “nano-influencers,” or individuals with 1,000 to 10,000 followers at most. The question then becomes why nano influencers are more powerful than giant ones.
The high engagement rates of nano influencers are a major perk of collaborating with them. Markerly found that although mega-influencers only had an average engagement rate of 1.6%, micro-influencers have an average of 8%. Nano-influencers’ audiences are more invested and attentive, therefore their followers are more likely to perform the desired action after being exposed to a sponsored post.
Authenticity is another plus when collaborating with micro-influencers. Mega influencers typically have a carefully crafted public persona that they work hard to uphold. In contrast, nano-influencers are regular people who are engaging because of their authenticity and relatability. Since they are more accessible to their fans, people tend to put greater stock in the advice they give. Nano influencers are seen as more trustworthy than their larger counterparts because people put greater stock in the opinions of their peers.
Nano influencers are also less expensive than their gigantic counterparts. Due to their smaller fan bases, they are able to charge more reasonably priced rates, giving them an attractive option for brands on a tighter budget. In addition, brands can expand their reach and influence by collaborating with a larger number of “nano” influencers rather than relying solely on a single “mega” influencer.