Nano influencers: Are they really that good?

There are different types of influencers online, differentiated by the different contents they put out or the number of followers they have. The easiest way to differentiate them would be by their followings. Micro and Macro influencers may be differently defined in every country based on each country’s population size. Usually, Micro-Influencers are classified as Influencers with 5,000 to 100,000 Followers while Macro-Influencers are ones with more than 100,000 Followers.

What we are discussing here today is a new type of influencers called Nano-Influencers. They usually have less than 5000 Followers. It can be seen through the many influencer marketing campaigns recently that brands are shifting their influencer marketing strategy from Micro to Nano-Influencers. This quickly caught the attention of the Influencer marketing community with many brands opting for a Nano-Influencer marketing approach.

This can be seen with Carl’s Jr’s famous star campaign, using Influencers like Shamin Shukkoor (3.6K Followers) and Abbey Kay (4.2K Followers).

 

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Ezbuy Singapore also engaged numerous Nano-Influencers in Singapore to promote their 11:11 sales.

Javier Wong (3.2K Followers)

 

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Lostminded_ (1.7K Followers)

 

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Why Nano-Influencer?

Brands engage them as they are the ones who can produce the highest ROI with high engagement rate and low cost.

These Nano-Influencers are able to produce high engagement rates. Their audience feels that they are more authentic and they are able to interact more constantly with their followers. This is due to the fact that they have a smaller following pool that is easier to manage. They are able to reply almost every comment they get, making their followers feel more like a friend than a follower. This will ensure that their followers feel closely connected to them, thus giving them more attention (Likes and Comments).

Is it True?

Yes, it is true that an influencer with a smaller following should be getting higher engagement rate. However, we also need to recognise the fact that influencer fraud and under-performing influencers can occur anywhere. The situation mentioned above is for an idea Nano-Influencer. There are still some Nano-Influencers that brands have approached with less than 5K Followings but an Engagement Rate that is less than 2% or with more than 20% of In-Active or Fake Followers.

At the end of the day, if you ask me “Does it mean that influencer with smaller following will definitely have a higher engagement rate?” The answer is no. It doesn’t matter if the influencer is Nano, Micro or Macro. It all comes down to if the influencer’s followers feel that the sponsored post is authentic and aligned with the influencer’s brand. At the same time, if the influencer him or herself is fraudulent.

There are Macro influencers with 20% and higher in engagement rate and Nano-Influencers with less than 1% in engagement rate. Influencers should not be judged based on their number of followers, but their performance. The best way now is through Engagement Rate and detection of fake/inactive followers. That is why it is so important for brands to have influencer analytics platforms like PopularChips in order to evaluate the performance of influencers.

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