Are Nano Influencers the New Micro Influencers?

Today, the smallest creators are making the biggest waves in influencer marketing. Learn how nano influencers are helping brands make a big impact.

Spheres of Influence

With a comparatively small fan base, nano influencers typically have between 5,000 to 20,000 followers on Instagram. Nano influencers typically haven’t yet carved out a full-time career in influencer marketing, but their content is still valuable to brands and seen as more authentic than studio-shot creative.

How the Numbers Stack Up

Working with smaller creators isn’t just a way for brands to make their influencer marketing budget go further. What’s remarkable is that what nano influencers may lack in reach, they more than make up for in impact.

Our own data reveals that nano influencers are the most engaging of all influencer types – achieving an engagement rate of 3.69% on average. This is more than twice the typical engagement rate (1.61%) attained by influencers at the macro level and up.

A smaller following also allows for more direct, two-way communication between nano influencers and their loyal circles. Nano influencers know a higher proportion of their followers in real life – even more so than micro influencers. Ongoing dialogue strengthens engagement and gives nanos plenty of natural opportunities to reinforce brand and product awareness beyond an initial post.

Why Nano Influencers Are More Attractive Than Ever

Authenticity

For nano influencers, posting isn’t a job but a way to share their interests and connect, often very closely, with family, friends, and acquaintances who may be only a few steps removed. Nanos occupy a niche and stick to this, building trust in their expertise in a specific area.

Relatability

Nano influencers work a smaller, more select sphere of influence, and their focused efforts to engage really pay off. Content is relevant and relatable because nanos know their followers intimately.

Cost-effectiveness

Thanks to the small-but-mighty power of nano influencers, effective engagement is now well within reach of most budgets. Nano naturally means niche, but because you can afford to work with multiple nanos, you can cover a myriad of niches.

How to Find Nano Influencers

Influencer marketing is a booming industry with swathes of new creators joining the market all the time. With a seemingly endless supply of nano influencers to choose from, you may need support to build the optimal online community to share your brand stories at scale.

Aspire is the leading platform for influencer marketing, and we can help you to find influencers the easy way. Our Influencer Discovery Tools can help you discover hundreds of influential people who align with your brand and audience.

Nano influencers punch well above their weight, achieving the highest engagement rate of all influencer types. Let Aspire help you connect with individual influencers who are ideally placed to build your brand through authentic, relatable content.