The Rise of Micro-Influencers & Nano-Influencers in Social Media Marketing | by Saathvika Brandfame | Jun, 2023

Micro-influencers and nano-influencers are two of the biggest slices of the influencer market. In fact, micro-influencers constitute roughly 91% of the entire influencer industry!

Brands and marketers can use micro-influencers and nano-influencers to improve their social media marketing strategy. Comparatively, they offer several valuable advantages that you don’t get with macro-influencers and even celebrity influencers. No matter what other social media tips you know of, if you don’t understand influencer marketing well, your competitors will have an easy time beating you.

So, how can they help your brand and how much do they charge? We’re going to answer all of these questions and more in this guide. But before we go any deeper, we need to understand who are nano- and micro-influencers.

The influencers market is sliced up into 4 broad categories based solely on the number of followers an account has. Here are the 4 categories:

1. Nano-influencers: 1K to 10K followers.
2. Micro-influencers: 10K to 100K followers.
3. Macro-influencers: 100K to 1M followers.
4. Mega-influencers or celebs: 1M+ followers.

We’re mainly interested in using the first two categories — Which means any account with a follower count in the 1,000 to 100,000 range.

Micro-influencers and nano-influencers may not have millions of followers like the big shots, but don’t underestimate their impact. These pint-sized influencers are often very valuable for brands. Here’s how they punch above their weight and drive results:

These influencers are quirky and real. They have a genuine connection with their followers. They are also more likely to be open to showing their true selves. All of these things are loved by the social media audience. And this means that when they endorse a product or share a recommendation, the audience truly listens.

The real talk without any smoke and mirrors helps you present your product to a highly engaged audience, thus increasing your conversion rate.

In fact, their engagement levels are through the roof. With a smaller, more loyal following, they create meaningful connections and conversations. When they talk about your brand or product, it’s not lost in a sea of comments. It stands out, sparks discussions, and gets people talking. That’s gold for your brand awareness and reach.

These influencers are excellent in their own niches. Unlike bigger influencers (think macro-influencers or celebs) who often have a very large audience and no narrowed-down niche, nano-influencers and micro-influencers have a lot of hold over a specific niche.

Selling a health supplement through a generic macro-influencer who also talks about diet, travel, and pets is less effective than finding a health-specific micro-influencer with 50K followers.

They have the inside scoop. They know what the audience wants. And the audience trusts that very expertise and relies on them for recommendations. Getting the right nano- or micro-influencer can help you hit the bullseye.

As their follower count is lower than macro-influencers and 1M+ accounts, they charge remarkably lower. Generally speaking, you can get a decent micro-influencer in the 40–80K followers range on a small budget too.

Influencer Marketing Hub did a study on how much different types of influencers earn per post with brand endorsements and sponsorships. Here are the figures for nano-influencers and micro-influencers:

• Instagram posts: $100 to $3500
• YouTube videos: $200 to $1000
• TikTok videos: $25 to $125
• Twitter tweets: $20 to $100
• Facebook posts: $250 to $1250

All you need is a team of good social media content writers for the exact text and a little investment and you too can dabble in influencer marketing.

It’s easy to find the right influencer within your budget who serves your niche and aligns with your brand if you put the time into research.

The process is pretty straightforward but involves significant research.

Nano-influencers and micro-influencers can be a very powerful marketing strategy for your brand, given you do it correctly. From deciding on a budget to finding a niche-specific influencer with high engagement — There’s a lot to consider. Get in touch with a social media marketing agency if you need a directory reliable influencers.