Nano-influencers and micro-influencers — who are content creators and key opinion leaders (KOLs) with smaller audiences of 10,000 to 75,000 followers — often slip under the radar.
However, despite the low following, their conversion rates stand up against celebrities and people with large audiences. In fact, according to Forbes, Micro-influencers drive 60% Higher campaign engagement rates than their macro-influencer counterparts.
You can increase revenue dramatically 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 Collaborating with influencers is a practice of brands. Influencers are social media superstars, trendsetters, tastemakers and knowledge leaders with large and highly engaged networks of followers on social media.
Reaching out to influencers is a powerful marketing tool to boost brand awareness, drive qualified traffic to your website, and influence purchasing decisions through product placement and endorsement on social media.
Influencers can be anything from a famous fashion photographer on Instagram, a well-read cyber security blogger who tweets, or a dance instructor on TikTok.
What are micro- and nano-influencers?
most important advantage of working with an influencer They have close, trusting relationships with their audiences with little following. Consumers are more likely to follow advice or recommendations because, with smaller audiences, these influencers are more likely to engage one-on-one with their followers.
This interaction leads to higher conversion rates and a higher return on your marketing investment. Plus, smaller influencers usually come with budget-friendly price tags, so your marketing dollars go further.
These influencers want to grow their following and reputation, so they may go the extra mile to influence brands. If you need to adjust the time frame or change positions, be responsive to micro- and nano-influenced feedback. Small scale influencers respond faster to communications because they have fewer messages in their inbox.
Some brands shy away from working with influencers with fewer followers because they want a wider reach. However, nano- and micro-influencers have developed stronger trust with their audiences, will work for smaller budgets, and are more likely to collaborate on content creation.
How to find and recruit micro-influencers and nano-influencers
What it takes to build a successful campaign with micro- and nano-influencers search for hidden gems One that fits within your budget but has a highly engaged audience. Here’s how you can do just that.
1. Search in influential database or market.
like a database Prabhav.com Platform for Influencers and Creators 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. The marketplace also shares categories, demographics and prices of potential partners so you can quickly find influencers who match your brand identity.
2. Get specific about who you want to work with.
The smaller the audience, the more targeted your message should be. When trying to connect with a small number of people, you need to make sure your product fits their lifestyle. When finding and recruiting micro- and nano-influencers, get specific – look for partners who are already fans of your brand and speak your language.
3. Provide a personal touch when engaging with influencers.
Building long lasting relationships with influencers is all about making an emotional connection. Customize your outreach messages and focus on nurturing your relationship as your partnership grows.
4. Continually add new influencers to your marketing strategy.
You’ll want to work with larger groups of influencers with smaller audiences to broaden your reach, so continue your recruiting efforts once you get your partnership program off the ground. Consistency fuels your marketing initiatives, allowing you to generate new contacts and boost brand awareness.
How to manage micro- and nano-influencers to build profitable relationships
Securing long-term partnerships that drive revenue involves creating a mutually beneficial environment where you and your influencers thrive.
For example, online profitable clothing store Ivory Ella Partnered with micro- and nano-influencers to reach new audiences and drive revenue. By the end of their first full year, they saw 11% of their total revenue coming through partnerships. They decided to double down on partnerships, and in Q4, they grew 56% year-on-year (YoY) revenue and generated 17% of total revenue through their impressive partnership program.
Ivory Ella is not an outlier. You can get good results by doing the following:
1. Automate manual processes to improve workflow.
Busy work tends to pile up when you’re onboarding and managing multiple influencers. Automation tools help take some of the pressure off, so you don’t fall behind. Consider automating:
- Tracking and Reporting: Automatically generate reports that show the engagement and conversions of each influencer.
- communication: Use an automated system to send updates, surveys, check-ins, feedback requests and other forms of communication.
- Recruitment: Set up alerts to notify you of new potential partners in your location. The use of automation promotes growth with less human intervention.
2. Choose your compensation method based on performance.
Influencers with lesser followings charge much less than celebrities. However, you still need to reward them appropriately for their time and effort.
Some popular payment models for influencers include:
- Performance Bonus: Brands pay influencers when a user converts or triggers a “success event”. These events include purchases, subscriptions, sign-ups for newsletters and free trials, app downloads, and more.
- Participation Bonus: This model compensates for upper-funnel contributions such as brand awareness.
- Hybrid Model: Influencers are paid a fixed fee and performance and/or participation bonuses for specific user actions.
- Uniform Fee: Brands pay influencers a fixed rate per post or campaign.
- giftBrands gift products or services to influencers in exchange for content creation.
- leveled fee: Fee is based on the number of engagements and/or contributions in the buyer’s journey.
- Monthly payment: Influencers are paid a fixed monthly fee for the duration of the contract.
Micro- and nano-influencers introduce your brand to potential customers through engaging content. The last touchpoint attribution model attributes a conversion to the last touchpoint where the customer converted.
These creators are rarely the last touchpoint. They play an essential role in other parts of the sales cycle, such as brand awareness and persuading an audience to ultimately convert. For these reasons, paying small-scale influencers with gifts and performance bonuses that only reward final touchpoints may not meet their needs.
according to a WARC and impact.com white paper84% of influencers (small scale and large scale) prefer a flat fee payment, while 47% are open to a hybrid model.
3. Prioritize your partner’s experience.
Working with a beloved brand is exciting for any size influencer. Micro- and nano-influencers partnering with the right brands can provide the momentum needed to accelerate audience growth. By providing a memorable experience, you can contribute to their growth, which benefits your brand.
When participants feel valued, they will take that extra step when mentioning your brand and products. They want to build a business with you, and the more recognition they get for their work, the better their content gets.
Here are some ways to improve your partner experience:
- Reward Companion. Incentivize influencers for achieving specific goals or milestones. For example, offer them a performance boost when they bring in a set amount of new leads or increase their commission at a specific conversion rate.
- Pay influencers on time, An Influencer and Creator platform that tracks and streamlines payments, so you’re never late.
- Gift giving goes a long way. Give away some of your top products to loyal partners or share a discount code for them to try something new.
- Have fun and get creative. Challenges, games, or other fun activities are a great way to stand out and bring something new to your partnership.
Get significant revenue growth from a small audience
A strong influencer-based marketing strategy requires many different types of partnerships – including those with smaller followings. It’s easy to get caught up in the numbers and assume it’s always better, but after a few collaborations with micro- and nano-influencers, you’ll quickly see how you can reap great returns from working with the right people.