How Micro and Nano Influencers Compare to Macro Influencers
Influencers with a macro following might not be the right choice for you. We have seen how nano influencers, with less than 2,500 followers and micro-influencers, with less than 100,000 followers, deliver excellent results for brands wanting to grow their customer base.
1. They have Built-in Authenticity
Micro and nano influencers, provide real customer advocacy being they are authentic voices. Since they like the brands they ultimately post about, their posts are word of mouth. These influencers develop personal relationships with their followers, resulting in followers who show genuine interest in their content. Micro and nano influencers are more relatable than macro influencers and their recommendations have value for their followers.
Statistically it's easier to relate to a micro or nano influencer that is promoting a product. That is the case with the food blogger and Instagrammer @recipesfromapantry. When a food blogger such as this one shares a photo of them enjoying some healthy and delicious breakfast, you don't question the organicity of such content.
2. They are Cost Effective
Both the volume of micro and nano influencers, in addition to their smaller following, makes their sponsored rate a more affordable one for brands looking to work with influencers as well as those wanting to increase their investment. Less investment is one of the many benefits of collaborating with micro and nano influencers. Brands can work with several influencers simultaneously and reach a more engaged audience over a sustained period.
Micro and nano influencer marketing is cheaper than traditional advertising and compared to macro influencer campaigns is far less costly.
3. They have Higher Engagement Rates
Posts from micro and nano influencers have higher engagement as compared to posts from macro influencers. A survey conducted by HelloSociety showed micro influencer campaigns drive engagement rates 60% higher than standard marketing campaigns. It also showed that their campaigns are 6 times more effective per engagement than campaigns of macro influencers.
The reason for such a high level of engagement is their big influence. Micro and nano influencers cater to a niche audience and their trust level is high. Even though they do not have as many followers as macro influencers, they reach deep into their niche market and help your business reach prospects more efficiently.
4. They are Easier to Work with and Easier to Recruit
Influencers with smaller audiences are easier to access compared with macro influencers. They are everyday people, and have time to maintain good communication with their audience and answer their questions. They are more open to a collaborative process that will produce content that will present your brand in an relevant way, while still feeling authentic.
The brand Sperry, worked with many micro influencers on Instagram. Sperry’s influencers are usually people who were already sharing photos of its products. One of these Instagrammers Alexandra Ford Hamilton, had a strong, loyal following. In her photos, she wears Sperry’s shoes in scenic and exotic locations.
5 Predictions On The Future Of Influencer Marketing
The future of influencer marketing is subject to changes in trends, technologies, and audiences. Below you'll gain some insights and future trends into the potential changes that will affect influencer marketing to help you execute successful campaigns.
1. Increased Demand for Authenticity
Influencers help brands to create authentic content, this content helps them in acquiring new consumers. However, with the increase of paid influencers who produce co-branded content and speak on behalf of brands, there will be an increase in demand for authenticity. Consumers will continue to watch carefully for signs of accuracy and sincerity.
Intimissimi is a good example of a brand that carefully crafts partnerships with authentic influencers. Instagrammer Tamara creates authentic content with trustworthy information that engages her audience, wins their trust, and drives them to the brand.
2. Brands will Integrate the Concept of Confluence Marketing
Marketers will shift away from direct sales targets and adopt a more socialist approach. Confluence marketing, which blends relationships of content and influencers, will be a top priority for SMEs and companies in digital marketing strategies.
Relationships with influencers and content marketing form a winning combination for organizations and businesses. The quality of the brands’ relationship with their influencers favors a better distribution and message reception with their targeted clients.
3. Video Content and Podcasts will be the Main Information Channel
Due to consumers using mobile devices more than ever, video content will promote storytelling and become the focus of younger generations. Leveraging the right influencers in creative videos is a good way to expand a brands reach to new consumers and build brand authority. It is advisable for brands to take advantage of live videos on Instagram as well.
In addition, podcasts will become the new blogs of influencers. Podcasts are both - content and influencer marketing. Podcasting will help brands build organic, powerful, and authentic relationships with important names in their industry.
4. Micro-influencers and Niche Influencers will Replace Celebrities
Brands see the great value of micro-influencers and niche influencers. While they do not have a huge following like celebrities, micro-influencers and niche influencers are more relevant as they are ordinary consumers with a more pointed audience. Therefore, their opinions and recommendations are a trustworthy source of information.
Even brands like Adidas have started implementing such influencers in their marketing campaigns. They worked with thirty players from English football academies.
5. Instagram will Remain a Crucial Influencer Marketing Channel
Instagram will continue to be the number one platform for influencer marketing, and its popularity is only going to increase. Since Instagram introduced Paid Partnership tag, they've become a great asset for transparency. Influencers include the tag in the sub-header of the sponsored post. In doing this, influencers maintain transparency about their campaigns and retain the trust of their followers. Their followers can easily click on the tag to land on your brand’s profile.
An example of this is Reiss and Inthefrow, who teamed up on a sponsored post and used the Paid Partnership tag.
At In/Spree Brands, we match brands with the perfect influencers who drive proven results and will help you stay ahead of all future trends. Schedule a demo with us here.
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