Micro and Nano Influencers are becoming more important in influencer marketing, but who are they, and why? As an agency for influencers, at Colossal Influence we’re asked daily about
Micro and Nano Influencers are typically creators with smaller followings, but who by definition have ‘more Influence’. This tends to deliver better ROI for brands working on campaigns.
There’s professional differences in opinion about what size account should be considered Micro and what size should be considered Nano, but Colossal believes that Nano creators are those with followings between 1,000 and 10,000 and Micro are those from 10,001 – 100,000. In any instance, most agree it’s those with fewer than 100,000 followers.
It’s quite simple why creators with a smaller follower base tend to command more ‘influence’. They can maintain relationships with their follower base much closer than those with millions of fans.
So, theoretically, if a brand can get a better ROI by working with a smaller creator then why wouldn’t they?
Not having the experience an Influencer Marketing Agency Would
Well, one of the issues would be expertise.
Smaller creators often don’t have the experience nor the technical know how to produce quality content that would deliver on all KPIs set out by the client.
Smaller creators are also on the whole notoriously hard to contact and are sometimes sceptical about working with brands before they reach ‘a decent following’ in case it damages their growth.
Furthermore, influencer fraud amongst accounts those size is endemic. There are people who are aware there is money to be made in micro influencer marketing, and as such have built small accounts with botted engagement to dupe brands looking to take advantage of smaller creators.
That’s why it’s super imperative that brands who want to work with Micro and Nano influencers choose to use an influencer marketing agency. Good agencies will have established and vetted relationships with creators. On top of that they can work with them to produce content that not only looks great but also delivers.
Even if you’re a big brand with a sizeable budget, there’s no denying the power of Micro and Nano influencers. So if you’re thinking about starting an influencer marketing campaign make sure you contact us today.
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