How to Dramatically Increase Your Revenue with Nano and Micro-influencers
Nano-influencers and micro-influencers — which are content creators and key opinion leaders (KOLs) with smaller audiences ranging from 10,000 to 75,000 followers — often slip under the radar.
However, despite a smaller following, their conversion rates stack up against celebrities and those with bigger audiences. In fact, according to Forbes, micro-influencers drive 60% higher campaign engagement rates than their macro-influencer counterparts.
You can dramatically increase revenue with the right strategy behind your micro and nano-influencer marketing plan. Here’s what you need to know.
What is influencer marketing?
Influencer marketing is the practice of brands collaborating with influencers. Influencers are social media superstars, trendsetters, tastemakers, and knowledge leaders with sizable and highly engaged networks of followers on social media.
Accessing influencers is a powerful marketing tool to boost brand awareness, send qualified traffic to your website, and impact purchasing decisions through product placements and endorsements on social media.
Influencers can be anything from a famous fashion photographer on Instagram, a well-read cybersecurity blogger who tweets, or a dance instructor on TikTok.
What are micro- and nano-influencers?
Micro- and nano-influencers are individuals or accounts with small but loyal audiences. Nano-influencers have less than 10k followers, and those in the micro category have an audience size between 10k-75k.
The most significant benefit of working with an influencer with a smaller following is their close, trusted relationships with their audiences. Consumers are more likely to follow advice or recommendations because, with a smaller audience, these influencers are more likely to engage one-on-one with followers.
This interaction leads to higher conversion rates and more returns on your marketing investment. Plus, smaller influencers typically come with a budget-friendly price tag, so your marketing dollars go further.
These influencers want to grow their following and reputation, so they may go the extra mile to impress brands. If you need to adjust deadlines or alter posts, micro- and nano-influencers may be responsive to feedback. Small-scale influencers respond faster to communication as they have fewer messages in their inbox.
Some brands shy away from working with influencers with fewer followers because they want a broader reach. However, nano and micro-influencers have developed strong trust with their audiences, will work for smaller budgets, and are more likely to collaborate in content creation.
How to Find and Recruit Micro-influencers and Nano-influencers
Building a successful campaign with micro- and nano-influencers requires finding the hidden gems that fit within your budget but have a highly engaged audience. Here’s how you can do that.
1. Search in an influencer database or marketplace.
A database like the impact.com for Influencers and Creators platform does most of the heavy research for you. It gives you a quick overview of an account’s followers, engagement rate, platforms where they are active, and more. A marketplace also shares potential partners’ categories, demographics, and values so you can quickly find influencers that match your brand identity.
2. Get specific about with whom you want to work.
The smaller …read more
Source:: HubSpot Blog
