Don’t know what a nanoinfluencer is? Looking for help on how to include nano-influencers in your marketing campaigns? Do you feel ready to be one? You have come to the right place!
Let’s start with the basics: influencer marketing! This is a relatively new strategy for brands to work with online campaigns.
These partnerships are beneficial to both parties. The brand becomes more visible and recognizable. An influencer earns a few (or many) dollars for their efforts.
Unfortunately, not every brand has the budget to hire Hooda Kattan or Alexa Chung to run influencer marketing campaigns. This is where smaller influencers can help.
What is a nanoinfluencer?
Any person on social media who has less than 10,000 followers. They partner with brands to promote products to smaller and more specific audiences.
Typically, nano-influencers are less polished than micro-, macro-, or celebrities. They present a more down-to-earth and realistic approach to their content.
Here are some examples:
Let’s start with two members of The Great Canadian Baking Show: Colin Asunción and Megan Stasevich.
Megan uses her time in the spotlight to promote small businesses.
Colin uses his influence to promote the business and other causes outside of the bakery.
But having 15 minutes of fame on television is not a requirement!
Emily Savard is a fitness and lifestyle influencer based in Toronto, Canada. She uses her podcast and social media account to promote the products she loves to her small but growing following.
Gabi Abreu is a health and wellness blogger who has started advertising partnerships. The best part is that the products and vendors she promotes are in line with her (and her audience’s) values.
Why companies partner with nano-influencers
Many believed that only celebrities had enough star power to get people to buy products. But nowadays, anyone with a follower count can work with companies to promote products.
As a marketer, you’re probably thinking, “Why should I partner with an influencer if they have so few followers?”The answer is twofold: budget and audience.
Nano-influencers are usually paid much less than influential celebrities. Celebrities can charge up to $1 million per post. Macro influencers can charge up to $1,800 per post.
Nano-influencers, on the other hand, will sometimes work with a brand for free in exchange for free products. However, depending on the type of post and campaign structure, the average cost of a nano-influencer post is $10-$200.
Hiring smaller and more accessible influencers is a great idea if you’re on a tight budget. This is especially true if you are experiencing influencer marketing for the first time.
Second, nano-influencers have fewer than 10,000 followers, and sometimes as few as 1,000 followers. It’s not the size of the audience that matters here; it matters who is following you and how involved they are.
How companies partner with nano-influencers
Let’s say you have a new small business selling kites for kids and you want to build awareness for your Kiddies Kites brand.
You’ll want to save some of your marketing budget in order to run paid social media ads. You are also investing in the search engine optimization (SEO) of your website.
But where is the best place to spend your remaining marketing dollars?
Why not find a creator whose social media content focuses on kids activities and fun with kids? You can send them a set of kids kites to promote for a small fee, introducing your product to a niche but dedicated audience.
Not sure if working with small influencers is for you? It may surprise you that almost 75% of US marketers plan to work with influencers in 2022. This number is projected to rise to 86% by 2025.
In addition, the amount that brands expect to spend on influencer marketing will exceed $4.14 billion in 2022. This is 71% more than in 2019 and before the pandemic.
Brands are spending a lot of money, and audiences want a piece of the luxury lifestyle of influencers. Here is how you can do it.
Can anyone be a nano-influencer?
Quite a bit of! No qualifications or experience required. What you need is:
- Social media presence and 1000+ followers who interact with your content
- The desire to start working with brands and earn money.
How to become a nano-influencer
Nanoimpact isn’t exactly rocket science, but you need to brush up on a few basic things to get started. All you need is:
Understanding Social Networks
You will need a good level of knowledge about how all the major channels of influence work in order to build brand collaborations.
We’ve got tons of fantastic social media resources to help you get to know the most important channels. Great places to start are Instagram, TikTok, and YouTube.
Understanding social media metrics.
Your career in nano-impact won’t last long if you can’t show brands why working with you will bring them a positive return on investment (ROI). Learn how to measure the effectiveness of your collaborations and campaigns. Take the time to understand the key social media metrics that matter.
Engaged Subscribers
Whether you have 1,000 or 10,000 followers, you are ready to become a nano-influencer… as long as your followers engage with your content. Brands won’t want to work with you if your channel doesn’t garner likes, comments, and community.
Social Media Toolkit
It’s worth spending some time getting familiar with social media tools. Anything to help you manage your social media posts and campaigns.
Consider tools that allow you to:
- schedule posts in advance
- view analytics
- instantly interact with subscribers
Hootsuite makes it easy to do all three tasks at the same time on all major social networks. We may be a little biased, but check us out and see for yourself!
Tools like these make it much easier to monetize your Instagram feed and jump-start your life as a nano-influencer.
Price-list
It’s worth taking the time to figure out how much you’d ideally like to charge for different types of posts. Usually brands ask for your price list, which is a PDF file with all your rates and prices.
It’s crucial to know how much you’re charging for a standard Instagram feed post compared to a 4-minute YouTube video. This will help keep your conversation professional and allow you to be firm on your pricing.
Being a nano-influencer can be a rewarding experience. This is especially true if you’re inspired by the power of social media and want to make some money promoting the brands you love.