Nano influencers with macro influence: understanding influence on another level

A new report indicates the power influencer marketing has on businesses, opening the door for nano influencers to make an impact.

Sabrina Bahsoon, or more well known as ‘Tube Girl’ went from filming confidently in London’s underground and gaining popularity on TikTok to attending Balmain at fashion week and featuring on BBC news.

Laaibah Amjad: Fashion Student and Micro Influencer (Instagram linked via photo)

Fashion businesses are waking up to the influence of content creators and finding ways to incorporate them into their business strategy. Nano influencers with a following of less than 10,000 offer authenticity to bridge the gap between businesses and consumers. This investigation breaks down why brands need nano influencers and how to work with them successfully.

These creators might not have a high engagement rate, but they have a niche. Almost 72% of businesses would prefer to have an influencer who relates to their brand over them having a greater online reach according to the report. This makes nano influencers a key targeted marketing tool as their content is directed to the type of audience businesses aim to attract.

The shortcomings of such a collaboration exist within contract agreements regarding allocated budgets. 63% of participants in the report believe that influencers are too expensive for brands with limited budgets. If overcomed, it could allow for a direct maximisation of profits through the added exposure for both the business and the creator.

Chart via Fashion Monitor: The Rise of Influencers Report

Why invest in Nano influencers?

69% of respondents in the report say influencers play an important role in product launch. Nano influencers’ greatest asset is the organic content they produce for products and services. “The audience reached by these creators is one which is unlikely to be reached through traditional means only,” says Lash Asolo, Social Media Talent Manager “their followers trust them to endorse the products and as they are experts when it comes to their audience, they know exactly how to tailor their content to suit them.”

What to consider when collaborating?

“We’re not necessarily paying for just the audience and the people who follow them,” says Ophelie Amada, Content Creator and Digital Marketing Manager, “we’re also paying for the content that they create.” She suggests allowing greater freedom for content briefs and allocating quarterly budgets which include usage rights. This pay is based on content and not on sales which promotes the idea that businesses should allow that creative freedom when working with nano influencers. However, it also means that if a product or service does result in higher sales, the nano influencer won’t get additional commission as the usage rights and expenses based commission accounts for such scenarios.

What Nano Creators expect?

“Stop expecting influencers to create content for you for free!” says Isabelle Bemba, fashion student and nano influencer. Nano influencers often work with smaller businesses where marketing budgets are limited. However, 82% involved in the report were in favour of monetary rewards as the prevalent reason for collaborating with brands.

“My deal breaker” says Amada “is brands who negotiate too much, and go down on the price.” According to the report, a quarter of participants in the survey allocated 30-75% of their marketing budget towards influencer marketingWhatever it is, the way you tell your story online can make all the difference.

How to approach nano influencers?

Amada recalls a hair care brand that took steps to first allow her to test the products for three months before requiring content. This built a strong relationship between the business and the creator which resulted in the organic content that they intended as well as a continued partnership with regular content for over a year. “They don't devalue influencers with less followers.” says Amada. Approaches and interactions make a difference in the overall outcome of a partnership with a nano influencer who often works independently.

Nano influencers seek partnerships that have longevity according to Bemba through more personable interactions. “Speaking over the phone helps me to get a better feel of the brand and also makes me feel a lot more valued by the brands I am promoting.’

Ophelie Amada: Content Creator and Digital Marketing Manager (Instagram linked via photo)

Chart via Fashion Monitor: The Rise of Influencers Report

The difference with Affiliate Marketing:

“I tend to agree with whatever they say,” says Laaibah Amjad, fashion student and fashion and beauty micro-influencer with a combined social media following of 80,000 “because it’s a new thing for me.” Her content is currently remunerated with services or products based on sales or attractions to the businesses she works with.

It is an alternative for brands to outsource their marketing while still building connections with the nano influencers they work with. For Amjad, this has allowed her to engage continually with the businesses she has promoted “They feel real to me, they feel like a proper relationship”

“Influencer Marketing is not about throwing money at someone and expecting wonders to happen overnight for your brand.” Sarah Penny, editor of Fashion and Beauty Monitor, says in the report. “It is about a long-term partnership with a person who will consistently add value to your business because of the influence they yield online.”

Nano influencers are currently having the biggest impact on smaller businesses. However, given that such businesses tend to have smaller budgets according to the Rise of Influencers Report, it is yet to be fully explored the impact they can have for businesses who can afford larger budgets towards this tier of influencer marketing.

“They can be very cost effective as they reach a very niche and targeted audience who possibly engage more with them.” Niamh McEnery, Senior Lecturer at LCF, teaching on the BA(Hons) Fashion Public Relations and Communications, “ They normally charge less than larger more well known influencers, making it an affordable choice for brands with a limited budget.”

The impact of nano influencers on businesses continues to be explored, reflecting on ways in which it can be interpreted more figuratively.