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Influencer Marketing? Let’s Talk Nano Influencers Instead: How To Leverage Social Media Goodwill From Your User Base Into New Sales

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Authenticity has been a driving force behind modern advertising and marketing initiatives for years. Influencer marketing, which harnesses the power of social media to promote and sell products, is a potent tool for businesses. However, with the rise of influencer marketing comes a need to find new and innovative ways to leverage social media to reach the right audience.

Enter nano influencers – everyday users with a smaller but far more engaged and loyal following. In other words, these people know your brand well and are interested in its success. You’ll find them in local neighborhoods, online forums, and other places where people share their experiences with products or services.


Source: BrandMentions

In this article, we look at how you can leverage nano influencer marketing to help your business grow. We’ll discuss the benefits of working with nano influencers, the types of influencers you should look for, and best practices to ensure successful campaigns.

What is Nano Influencer Marketing?

Nano-influencer marketing partners with influencers with a smaller but more engaged and loyal following than traditional influencers. They usually have between 1000 and 10000 followers on social media and deeply understand the product or service they are promoting.

Think of the student at your local college tweeting about their experience with a product or the chef in your town Instagramming their latest recipe using a particular ingredient. These people may not have a large following, but their followers are interested in the product and trust their opinion.

Benefits of Utilizing Nano Influencers

Nano-influencer marketing has many benefits:

  1. Authenticity

Nano influencers are people with real opinions, so their content feels more genuine and authentic. Their followers are more likely to trust their recommendations because of their relationship with the influencer.

Who would you trust between a famous celebrity who’s never used the product and a local chef raving about it?

According to this research by Nielsen, 92% of customers trust recommendations from friends in their social circle than advertising. So, nano influencers provide an authentic connection with potential customers.


Source: Neilsen

  1. Cost-effectiveness

Working with nano influencers is more cost-effective than traditional influencer marketing campaigns. Their rates are lower and don’t require a large budget to get started. Conversely, influencers charge based on their reach and the number of posts they’ll make. With nano influencers, you can get more bang for your buck.

  1. Engaged Followers

Nano influencers usually have an ultra-engaged following since their followers trust them and take their opinion seriously. This means marketers can generate more conversions from the influencer’s audience, as they’re more likely to purchase the recommended product or service.

Also, they can respond to each comment and interaction, which is a great way to build relationships with their followers. Conversely, influencers are usually overwhelmed by the attention they get and may only read some comments.

  1. Niche Reach

Nano influencers are more specialized in their field to target a specific audience. For example, if you’re marketing a product for photographers, you can find and work with nano influencers specializing in photography. This will help you reach people who are actually interested in the product and have a higher chance of purchasing it.

  1. High-Quality Content

Nano influencers usually produce high-quality content that appeals to their audience. Because they know their niche, they are more likely to create content that resonates with the audience.

They also have a more intimate relationship with their followers, which allows them to create content that speaks directly to their target market. This makes it easier for marketers to get their message across and increases the chances of conversions.

How to Choose the Right Nano Influencers for Your Campaign

Finding the right nano influencers for your campaign is essential, so you must be careful when choosing them. Here are a few tips that can help you find the perfect fit:

1. Analyze Their Audience

Look at the followers of each nano-influencer and analyze their engagement rate. This gives you a good idea of how well their content resonates with their audience and whether they are an ideal fit for your campaign.

You can use social media tools like Modash and Sprout Social to analyze each influencer’s audience. You’ll spot important metrics like fake followers, average likes and comments per post, etc.

2. Check Their Affinity to Your Niche

Check the content they share and ensure it is relevant to your product or service. This will ensure that they are actually passionate about the topics related to your niche and can help spread the message effectively.

You can do this by looking at their social media profiles and posts. This will give you an idea of how they present themselves to the public and if they are well-suited for your campaign.

3. Analyze Their Engagement

Check how many likes and comments their post gets and their overall engagement rate. Having an active and engaged audience is a great indicator that the nano-influencer has a strong connection with their followers.

You can also use tools like SocialBlade to track their progress over time. This will help you understand how consistent the influencer is and if they are a good fit for your campaign.

4. Check Their Previous Work

Before signing on with a nano-influencer, review their previous work to assess their performance. This will give you an idea of how well they have been able to engage with audiences in the past and whether they are a good fit for your campaign.

5. Evaluating Ethics and Values

It is crucial that the nano influencers you work with share a similar set of values and ethics as your brand. You must evaluate them for compatibility when it comes to ethics and values.

Be sure to ask about their views on certain topics, such as diversity, sustainability, and others significant to your brand. It is essential to ensure that the influencer upholds a similar set of values as your own.

These are just a few tips for evaluating and selecting nano influencers to collaborate with for your next marketing campaign. Finding a suitable influencer will help ensure that your campaign is successful and reflects positively on your brand.

Strategies for Leveraging Nano Influencer Marketing In Your Campaign

Now that you know how to evaluate and select nano influencers, here are some strategies for leveraging them into your campaign.

1. Developing Relationship With Nano Influencers

Developing a strong relationship with them is one of the best ways to ensure your nano influencers are effective. This means you must keep open communication with them and actively listen to their ideas and feedback.

This will also allow you to discuss your campaigns goals and objectives, allowing them to understand better what you are looking for.

2. Building Trust Through Transparency and Authenticity

Your influencers should know what you are trying to communicate through your campaigns. They must understand the message and purpose behind it. Be open and transparent with them about the campaign’s objectives, and ensure they are on board with your goals.

This will also help foster a sense of trust with the influencers and their followers. The more transparent and authentic you are, the more likely your audience will trust and engage with your campaign.

3. Utilizing Creative Ideas From Nano Influencers

The best nano influencers have creative ideas and a strong understanding of their target audience. Don’t be afraid to ask them for input and take advantage of their insights.

They may have interesting ideas you wouldn’t have thought of yourself, so listen and incorporate them into your campaign. This will also keep the influencers engaged and motivated throughout the process.

4. Utilizing a Multi-Channel Approach

Nano influencers often have followers on multiple social networks, so it’s important to ensure your campaign is active across all of them. This will help maximize your reach and ensure you get the most out of your influencers.

Use the right tools and strategies to execute your multi-channel approach. This includes having a clear content plan, engaging with followers on various channels, and creating meaningful relationships with the influencers.

Measuring the Success of Your Campaigns with Nano Influencers

What is measured can be managed, and it’s vital that you can track the success of your nano influencer marketing campaigns. This will help you determine the impact of your campaigns and make any necessary changes or adjustments for future campaigns.

  • Gauging Impact on Brand Awareness & Reach

One of the best ways to measure success is to track brand awareness and reach. Look at how many people are being exposed to your campaign and any engagement metrics, such as likes, shares, and comments.

You can also track the impressions generated by your nano influencers and look at how many people click through to your website or follow you on social media. This will give you an idea of the effectiveness of your campaigns and help you make any necessary adjustments.

  • Tracking Conversion Rates and User Engagement

It’s also essential to track the conversion rates of your campaigns. This will help you understand how many people are completing a desired action, such as signing up for a newsletter or purchasing.

You can also look at user engagement and how many people engage with your content. This will give you an indication of how successful your content is and help you adjust accordingly.

Some tools you can use to track the success of your campaigns with nano influencers include Google Analytics, Sprout Social, and Keyhole. These tools will help you track the success of your campaigns and make any necessary changes to ensure maximum impact.

Overall, measuring the success of your campaigns with nano inflencers is essential for understanding their impact and ensuring your success in the long term.

You can ensure that your campaigns are on the right track by tracking metrics such as brand awareness, reach, and user engagement. With this knowledge, you can continue to tweak and refine your campaigns to ensure maximum reach and impact.

Use This Orange County Social Media Marketing Agency To Help You Leverage Nano Influencers

If you’re busy managing your campaigns and need more time to monitor and measure their success, consider hiring a social media marketing agency in Orange County. The Flying V Group is a digital agency helping small and medium businesses make the most of their campaigns with nano-influencers.

Our team of experts can help you analyze and measure the success of your campaigns to ensure maximum reach and impact. We have the tools and resources to optimize your campaigns and drive the desired results. Contact us today to learn how we can help you leverage nano-influencers for your business.

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Written by Robb Fahrion

Robb Fahrion is a Co-Founder and Partner of Flying V Group. Robb has helped over 350+ companies build their businesses online and is responsible for building Flying V Group into one of the premier marketing agencies in the United States. Robb and his team have managed over $10M in marketing budget and continue to accelerate the growth of clients' businesses. A love for business and competition is what fuels Robb to create dynamic marketing plans to help his clients grow exponentially.

August 2, 2023



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