Nano influencers and micro influencers

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Marketing

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Feb 20, 2024

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1 Nano-Influencers and Micro-Influencers

2 In the age of globalization characterized by the development of technology, the internet, and information the rise of cutting-edge smartphone devices facilitate the uploading and sharing of information on the internet daily. With millennials and Generation Z in their 20s, 30s, and 40s preferring to use Facebook or Instagram (Instagram being preferable for marketers), the rise of micro- and nano-influencers is herein discussed. Social Media Micro-Influencers and Nano-Influencers Micro-influencers are social media users with followers between 10, 000 and 100000 who focus their content on particular interests because they are very likely authorities in their areas of interest (Geyser, 2022; Soto-Vásquez and Jimenez, 2022). Nano-influencers are social media marketing agents with followers not exceeding 10,000 on social media (Geyser, 2022; Soto-Vásquez and Jimenez, 2022). The social media feed of Nano influencers may be less polished when compared to that of micro-influencers in terms of photos and posts that mainly feature their loved ones. Nano-influencers majorly have personal content featuring family friends and acquaintances. What target markets have they typically been used to reach? Micro-influencers have thus far been used to target market segments where consumer choice is important like fashion, fitness, food, and car brand (Choi, 2022). Because micro- influencers mostly attract followers who share similar interests and as far as a result considered authorities in their areas of interest, their expertise makes the recommendations and opinions trustworthy since followers follow them because of their authority. For example, a micro-influencer specializing in painting can attract credibility in the sphere with consistent above-par paintings and visual artistry. As a result, should such a micro-influencer recommend a painting brush or certain brands of painting paraphernalia, followers are more likely to listen and taste compared to if the recommender was not an expert in the field.

3 Nano-influencers are ideal for businesses that are targeting consumers of household goods or essentials that can be easily spread through family and friend recommendations. Brands that seek to build trust with consumers can work with Nano influencers since up to 85% of people in the United States make purchases informed by friends' and family recommendations (Geyser, 2022). Besides word-of-mouth recommendations from nano- influences, most people in the United States up to 67% can make a purchase just by seeing their friend or family share it (which is likely that the nano-influencer could have purchased or used it) via social media or email (Geyser, 2022). Although they may have fewer followers than micro-influencers no influences tend to engage more with their relatively fewer followers and can more quickly respond to direct messages from random clients. For example, while nano-influencers can have an engagement rate of nearly 5% most influencers with between 100,000 followers and a million can engage with all of us at an average engagement rate of less than 2%. Since the influence of Nano influencers revolves around people who know them closely they tend to be trusted and the recommendations taken seriously. The personal nature of the interactions Lines their recommendations with authenticity. How can they be used by small businesses to help market products and services? Both nano-influencers and micro-influencers are ideal for small business owners because of affordability and are of which two a fall of a population that can eventually become loyal (Geyser, 2022; Soto-Vásquez and Jimenez, 2022). The audiences following micro-influencers and nano-influencers are usually hyper-focused and have particular interests. Furthermore, most followers can identify with nano and micro-influencers perceiving them to be trustworthy and real. Small businesses intending to operate a direct-to- consumer approach can benefit from these groups of influencers and derive a value that will supersede what they might have spent on the influencers.

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4 Small businesses can take advantage of the nano-influencers' ability to impart loyalty to their followers (Ismail, 2018). With a high level of engagement with followers, small businesses can work with the nano-influencer recommendations of their products especially if the influencers love the products or brands and are willing to use the goods or services. With the right employees of small businesses experience incremental growth with small but significant wins that can eventually add up. Small businesses can use micro-influencers if they intend to align their products with the specialty area of the micro-influencer (Geyser, 2022; Soto-Vásquez and Jimenez, 2022). Besides the possibility of liking the product the micro-influencers' inclination towards the product may be influenced by their expertise in the field which can benefit small businesses with brands that are relatively young or a new product that they intend to launch. Although their engagement rate with social media users may be lower than that of nano-influencers, the engagement level is relatively higher. Strategy or guidelines to follow to connect with the right influencer(s) The best strategy when dealing with micro-influencers is to vet the authenticity of their "authority" identity (Conde & Casais, 2023). Sometimes the imposters may pause as subject matter authorities on social media and mislead followers. Discovering that a perceived micro-influencer is not an authority in the field (with such discovery flowing into the public domain) could be detrimental to the brand that associates with them and even pays them to advertise their products. One of the strategies that could be relevant in determining the market reach of the business. If the small business is locally based with a moderate advertising budget, the nano influencers are ideal for reaching consumers within the locality. This could be appropriate if the small business intends to cut shipping costs which are typical of modern-day online

5 businesses. Only a few friends and family of nano-influencers may be thousands of miles away. Conclusion The choice of whether to work with a micro-influencer or a nano-influencer will depend on various factors but universal factors include the locality and market reach of the business, the target consumer market, the newness of the product brand in the market compared to traditional competitors, and the small businesses and advertising budget and goals. Nano-influencers and micro-influencers are both cost-effective options but nano- influencers are more cost-effective for a business targeting family members, acquaintances, and friends while micro-influencers are ideal for a business targeting a specific niche that is influenced by expertise and knowledge.

6 References Choi, K. W. (2022). Is Instagram Influencers’ Activity Play, or Labor? Focusing on Instagram Micro-Influencers. Social Integration Research , 3 (2), 67– 95. https://doi.org/10.46907/sir.2022.3.2.67 Conde, R., & Casais, B. (2023). Micro, macro and mega-influencers on instagram: The power of persuasion via the parasocial relationship. Journal of Business Research , 158 , 113708. https://doi.org/10.1016/j.jbusres.2023.113708 Geyser, W. (2022, November 15). Nano vs. Micro-Influencer Marketing: What’s the Difference? Influencer Marketing Hub. https://influencermarketinghub.com/nano-vs- micro-influencer-marketing/#:~:text=High%20engagement%20rates,-Like%20nano- influencers&text=As%20such,%20micro-influencers%20have,over%203.5% %20on%20the%20platform. Ismail, K. (2018, December 10). Social Media Influencers: Mega, Macro, Nano or Micro Influencers . CMSWire.com. https://www.cmswire.com/digital-marketing/social- media-influencers-mega-macro-micro-or-nano/ Soto-Vásquez, A.D. and Jimenez, N. (2022). Nano- & Micro-Influencers. In: Lipschultz, J.H., Freberg, K. and Luttrell, R. (Ed.) The Emerald Handbook of Computer-Mediated Communication and Social Media , Emerald Publishing Limited, Bingley, pp. 305- 321. https://doi.org/10.1108/978-1-80071-597-420221018

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