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Use Micro- and Nano-Influencers in Your Consumer Marketing Strategy
By: Delaney Trail Apr 18, 2023 11:00:00 AM
Influencers have taken over the world of social media marketing. From ambassador programs to sponsored posts costing thousands of dollars or more, there is a wide range of options for companies looking for an influencer partnership.
When we hear the term “influencer,” we often think of celebrities and social media accounts with millions of followers, but these mega-influencers aren’t always the best option for partnerships. Micro-influencers with 10K-50K followers and nano-influencers with 1K-10K followers are often better options for product partnerships due to their high engagement rates, ROI and ability to develop strong, more authentic relationships with their followers. Working with these influencers grants you access to their niche, engaged audience.
Choosing the right influencer to partner with maximizes your budget while promoting your product or service to a relevant target audience. Here are a few benefits of incorporating micro- and nano-influencers into your consumer marketing strategy.
Micro- and nano-influencers have dedicated themselves to an interest they’re passionate about and often have personal stories connected to it. Think about hobbies important to you – why did you start? What memories or events are tied to those passions? A baker may have found the repetitive motions of kneading bread to be a soothing comfort during a difficult time, or a hiker may have grown up exploring new spots with a passed relative.
These niche influencers often share personal stories about their experiences with their audiences, making them relatable to people who choose to follow along. Partnering with someone whose story aligns with your product or company mission creates a deeper connection with the audience, resulting in the influencer’s followers being more likely to try your product for themselves. Posts from micro- and nano-influencers act as a personal endorsement, which comes across as more authentic than a sponsored post from the brand itself.
ROI AND ACCESSIBILITY
Micro- and nano-influencers often have high engagement rates, more targeted audiences and are often more cost-effective than traditional ads – they may even consider product gifts as payment. All these aspects come together to create a high ROI for your business. An often-forgotten benefit of working with smaller influencers is the greater accessibility to their audiences. These influencers can respond to more comments and direct messages than macro-influencers because they don’t have to sift through thousands of comments on each post. This provides the opportunity to have a meaningful conversation about a product they recommend, especially if you give the influencer a discount code for their followers to use. By tracking the discount code internally, you can see exactly how many sales came from your partnership.
Next PR client DecoCookies, a hand-decorated cookie bakery that sells nationwide, is an example of a successful product exchange for influencer posts. Next PR identified regional influencers with high engagement rates, offering free cookie kits in exchange for content promoting regional launches and timely deals. Influencers also had the option to become brand ambassadors, earning points and rewards for their content. These strategic social partnerships reached over 1.1 million people while increasing DecoCookies’ Instagram followers by 29% and its Facebook followers by 30%.
Nano- and micro-influencers are less likely to be working with other brands versus mega influencers or celebrities. By reaching out to these influencers early in their careers as content creators, you’re likely to see genuine enthusiasm and excitement from them to work with your company. This helps to build a genuine partnership and often leads to future collaboration.
This is especially applicable to consumer-packaged goods and daily-use products. A bottle of extract will be used more than once by a baker, a couch will be ever-present and hair accessories and makeup become part of someone’s everyday routine. Introducing these products to influencers can create lasting organic coverage beyond the initial partnership.
If your goal is to increase product awareness and develop a reputation in a niche audience, micro- and nano-influencers are for you. Connecting with your everyday consumer through channels they trust is powerful – and doing so for a low cost or product exchange is a smart move for many businesses. For more examples of how to incorporate influencers into your consumer marketing strategy, check out these case studies.